Pure Revolution Provides Solution to CA's Salt Ban and Lead Ban

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Reverse osmosis technology tapped as solution in AP investigation on pharmaceuticals in drinking water; but incorrectly labeled too expensive for home use

PureOFlow Water Treatment System

although water softeners were more affordable than reverse osmosis, softeners weren't the magic bullet people thought it was.

Today, Pure Revolution, a company specializing in commercial and residential water purification systems, announces that its PureOFlow high-capacity reverse osmosis is the solution to provide an eco-friendly water purification system to residents and dealers in California.

California's agriculture has been plagued by salinity and drainage problems for more than one hundred years. A major contributing factor has been the municipal wastewater disposal to land and surface waters. Due to the severe hardness in the region, many residents and businesses have been turning to salt-based softeners. Municipalities have been burdened with increasing costs for solutions to deal with the resulting salt problem and its impact on water recycling efforts. In August 2009, the California Assembly passed AB1366 banning salt-based water softeners in California.

Like many successful water industry veterans, Mike Paice, President of Pure Revolution began his career selling softeners believing in the theory espoused by Emmett Culligan that sodium and potassium softeners were the only alternative to hard water. In 2007, Paice realized that "although water softeners were more affordable than reverse osmosis, softeners weren't the magic bullet people thought it was." He adds, "I realized that the millions of pounds of salt being dumped back into the environment were increasing salinity levels in groundwater."

At that time, reverse osmosis was so expensive that it was considered a luxury item purchase that the average homeowner could not justify. Determined to find an alternative that was affordable and water-efficient, Paice teamed up with a friend from the water treatment industry, Tom Cartwright. Together, they patented a reverse osmosis system that was not only affordable but also uses no salts or chemicals, uses 75% less filters and is the most water-efficient on the market.

According to an AP report on September 25, 2009, "Over the last decade, the drinking water at thousands of schools across the country has been found to contain unsafe levels of lead, pesticides and dozens of other toxins." The report goes on to state that schools in California have the most violations and that nearly half were repeat offenders.

A recent communiqué from the WQA states, "In 2006, the state of California passed a law requiring all pipes, fittings or fixtures that convey or dispense water for human consumption to be certified as lead-free. This law, AB 1953, will take effect January 1, 2010. In effect, the law requires companies to document that their products are lead free. Another bill that has passed, SB 1334, goes further in its requirement by mandating all drinking water conveying products to be tested and certified as lead-free by 'an independent third-party accredited by the American National Standards Institute (ANSI).' Lastly, SB 1395 requires the state to develop a protocol for randomly selecting and testing faucets and fixtures for compliance to AB 1953.

Paice, a family man is very concerned about the long-term effects of lead in the water especially because kids tend to drink more water than adults. "I am proud to say that PureOFlow products are 100% lead-free and provide the safest drinking water."

Many parents have been sending their kids to school with brand-named bottled water. While recent investigative reports from CNN and Mother Jones exposed that most bottled water is not any safer than municipal water, Paice hastens to add "with reverse osmosis, consumers don't have to worry about plastic bottles increasing our petroleum dependency and generating millions of tons of carbon dioxide into the atmosphere."

PureOFlow's participation at Booth 312 at the Pacific Water Quality Association Show in Palm Springs in many ways reflects its support of the direction that California is heading with its regulations to protect its residents and the environment. In the words of Spanish Philosopher Jose Ortega y Gasset, ''A Revolution is not the uprising against preexisting order, but the setting up of a new order contradictory to the traditional one.'' American history shows that as California goes, so does the country.

JOIN THE PURE WATER REVOLUTION

About Pure Revolution
As a company, Pure Revolution envisions a future where the world's fresh water crisis is addressed and managed through home technologies. With the PureOFlow whole-house/whole-business reverse osmosis water purification system, bottled water, household water softeners and at-sink filters become unnecessary, saving homeowners money and reducing waste. The Pure Revolution line of PureOFlow products represents the best solution to address today's economic and environmental concerns related to greener, cleaner water solutions, as well as offering a valuable solution to water softener bans across the nation. PureOFlow systems satisfy all of these concerns by generating ROI and contributing positively to the environment. It is truly the perfect time for this product.

The PureOFlow reverse osmosis (RO) system removes nearly all of the substances found in tap water both natural -- such as hard water salts, and manmade -- such as pharmaceutical contaminants. As water enters the home it passes through a PureOFlow system containing a series of membranes that work to reduce up to 98% of harmful substances such as arsenic, lead, and radium -- neutralizing particles as small as 1,000th the width of a human hair, as well as eliminating any trace-amounts of other impurities in drinking water.

More than 1,000 businesses have trusted PureOFlow technology to provide purified water efficiently and cost-effectively to their customers and have given PureOFlow more than a 90% satisfaction rating. Its growing number of residential customers are a further endorsement on PureOFlow's effectiveness. For more information visit http://www.pureoflow.com , or call (702) 834-6570.

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Molly Walpola
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