PENNSAUKEN, N.J. – Despite a segment of the public’s condemnation of the adult entertainment industry, many businesses and people in the sector are as committed as the population at large to helping those in need.

Maybe even more so.

During the month of December, the management and staff at Williams Trading Co. actively collected much-needed product donations and dollars for the Almost Home Animal Shelter. Mike, a gentle pit bull rescued from an inner city dog-fighting ring and mascot for the no-kill shelter, helped.

Almost Home is an animal welfare organization established to support animal care and control for local municipalities, as well as to promte the human-companion animal bond. The shelter creates programs and services to educate the public about compassion, responsibility and respect for all animals through advocacy, spaying and neutering, and adoption.

“Almost Home is located across the street from Williams Trading,” said Erin V., marketing and vendor liaison for the pleasure products distributor. “Every day their volunteers walk the dogs through our parking lot, rain or shine. We invited them to Williams to educate us about their program and to see if we could help.

“After learning about the extensive needs of a non-kill shelter, we created the Paw Prints on Your Heart Holiday Drive, and the donations began pouring in,” she added.

As part of the project, The Screaming O sent each William’s office employee a dice game with a card that included money to play. Nearly everyone who received a Screaming O gift immediately donated the cash to Almost Home, paying forward Screaming O’s generosity — and their own — to a worthy cause.

The company matched employees’ donations and used the funds to purchase food, cleaning supplies, collars, leashes and toys for the shelter’s animal population.

“Thank you, Williams Trading, for taking notice of our animals and helping Almost Home,” said Amy C., a spokesperson for Almost Home. “We’re thankful for dedicated supporters like you that help us keep our doors open and our animals safe and healthy until they find their forever homes.”

Robert Pyne, president and chief executive for Williams Trading, said the project is just one of several benevolent activities the company undertakes each year.

“Williams Trading makes a donation to the American Heart Association and the Susan G. Komen Foundation each year on behalf of our industry partners,” he said. “It’s our pleasure to add the Almost Home Animal Shelter to our annual holiday giving.”

Williams Trading Co. is a full-line wholesale distributor that has served the adult industry for more than 40 years. The company carries more than 20,000 different items and adds new products weekly. Over the years, the company has expanded to offer direct drop-shipping services for online retailers and opened a special department, Muffs and Cuffs, to deliver BDSM goods.