17 November 2008

Water Filters

Last week, I got an email from a PR person at PUR filters. She wanted me to talk about how great PUR filters were at making nasty tap water into cheap, healthy water, i.e.,
  • In these economic times, filtration is an excellent solution for consumers to take in their own homes – and technological advances in the field keep expanding.
  • PUR is one example of a company that is taking this topic very seriously. In fact, although no national standards exist when it comes to pharmaceuticals in drinking water, PUR did their own testing and found that their faucet mounts remove 99% of pharmaceuticals and their pitchers remove 96%. They also reduce heavy metals (lead and mercury), microbial cysts, chlorine (taste and odor), and agricultural and industrial pollutants.
[Amazingly, she also managed to link PUR filters to Obama!]

I wrote this back:
PUR filters are useful but wasteful (expensive and need to be discarded)

The only way I'd promote PUR is in conjunction with tap water quality (as you point out), and the proper way for PUR to approach this issue is by supporting water quality testing, which would separate FUD (fear uncertainty doubt) -- a marketing emotion used by bottled water and filter companies -- from facts.

So, if PUR is interested in marketing home test kits as a FIRST step before people buy PUR filters, then I am all for cooperation.

Please let me know if you'd like to continue.
While the PR rep has not got back to me, I am pleased to see this headline: "Take Back the Filter Campaign Succeeds: Brita Will Recycle"

Five months ago, I wrote that Brita (PUR et al.) are right to point out how much oil goes into bottled water (The image above is from Brita's ad campaign), but "one thing that bothered me was tossing all those brita/pur cartridges. Don't they also contribute plastic/waste? Does Brita address that issue?"

I'm glad to see that Brita is getting its house in order and addressing a point of hypocrisy.* I expect that PUR will not be far behind in announcing their recycling policy. (Note that Zero Water had a 95% reusable filter on the market a few months ago.)

Bottom Line: Competition is an awesome way to spur innovation. It also makes it blindingly obvious that our local, monopolistic water providers are incredibly slow to innovate do anything about addressing water quality. Bring on the competition!

* The model is spitting out oil because it's used to make plastic bottles, but she could also be spitting out all the crap that goes into the filters.

1 comment:

  1. Environmental and health-related postings relating to water. Information and news on water filters, refrigerator water filters, parts for water filters, under sink water filters, pitcher water filters, faucet water filters and whole-house water filters.

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