Brita partners with municipalities to help reduce lead in tap water
OAKLAND, Calif. – Brita®, the leader in home water filtration products for over 30 years, recently announced an expanded partnership program with municipalities across the United States. Spurred on by the EPA’s updated and stricter lead and copper rule that mandates more testing and inventories of lead service lines, cities with lead in their drinking water are struggling to provide short-term water filtration solutions to their residents, especially solutions that do not. It’s not just about giving away environmentally destructive single-use plastic water bottles.
“Access to clean water is a basic human right,” said Brita Chief Marketing Officer Lauren Kahn. “We are committed to helping cities across our nation find solutions to provide safer drinking water while we await the long-term infrastructure fixes that many of our communities desperately need.”
Lead consumption poses a significant health risk, especially to children, and the most common source of lead in drinking water is found in faucets, lead pipes and plumbing fixtures.1. The impact is felt primarily in city water supplies that supply older homes, some of which are in deprived neighborhoods, impacting the marginalized and most vulnerable.2. The Biden administration’s multi-trillion-dollar infrastructure package has been approved and earmarked funds for permanent upgrades to the country’s most at-risk water systems. Yet, although the legislation has been signed, the replacement process is expected to take at least 15 years.
Sustainable solution for safer water
While we wait for the much-needed lead line replacement in the next 15 years, Brita is committed to working with cities and towns across America to provide more immediate and lasting relief with its Elite pitchers reducing the lead – a cost-effective solution to a growing crisis.
- The ultimate goals are to ensure clean water is available to all and to eliminate reliance on single-use plastic bottles. The United States uses 2,000 single-use plastic bottles per second, the majority of which end up in oceans and landfills.3
- As the #1 brand in water filtration, Brita helps people access cleaner, great-tasting water without trashing the planet.4
- Specifically, Brita is on track to eliminate 13.5 billion single-use plastic water bottles by 2022, towards a 2030 sustainability goal of replacing 20 billion bottles per year and provide one million people in vulnerable communities across the United States with access to safe drinking water.
- Using lead filter pitchers can also help municipalities reduce plastic waste in their communities and make major strides in their sustainability ambitions.
Brita’s partnership options allow municipal water systems to mobilize quickly, proactively and cost-effectively to help their communities. The partnerships will include access to Brita Elite Pitchers, which are certified to ANSI/NSF Standard 53 to reduce lead and other contaminants from tap water. Other product benefits include:
- Brita Deals the only point-of-use lead-reducing filter that lasts up to six months or 120 gallons and removes 99% of lead, allowing safe access to water without the inconvenience of having to change the filter often.
- The EPA recommends that municipal systems proactively provide awareness and filters to residents with lead service lines for six months at the start of replacements according to the Federal Register.5. It means that municipalities must provide filters for six months, which would correspond to one Brita Elite filter against three or six replacement filters from other major brands6.
- Brita systems have an accurate volume-based filter indicator, so residents know when to change the filter, allowing for peace of mind around the quality of their water.
- The infrastructure bill funding will cover the purchase of temporary pitcher filters or point-of-use (POU) devices certified by an American National Standards Institute, while funding for bottled water is not eligible under this credit, according to a recent EPA memorandum on the implementation of the provisions of the state revolving fund for drinking water and drinking water7.
Additionally, Brita offers its municipal partners a wide variety of editable and printable communication tools that can be used to educate and communicate to residents about immediate and safe drinking water solutions through traditional media, social media and printed materials sent to households.
Support in Denver
In 2020, Brita worked with Denver Water to provide lead-reducing water filters and pitchers to households to provide lasting protection as the utility works to remove customer-owned lead service lines in the as part of its lead reduction program. As in many parts of the United States, water leaving Denver Water’s distribution system is completely lead-free, but lead can enter drinking water as it travels through customer-owned pipes that carry the lead. water from the main water pipe in the street to the house plumbing. . Denver Water estimated that up to 27% of service lines in the entire service area were lead.
Denver program highlights include:
- Denver Water provides a Brita pitcher and filter at each location suspected of having a lead service line, along with a new filter every six months until six months after service line replacement (approximately 1. 2 million replacement filters).
- Through an agile supply network, Brita, in partnership with 120Water™, was able to distribute over 100,000 Brita pitchers and filters to Denver residents in the first nine months of the program. To research8 showed an 81% filter adoption rate in 2021.
In addition to existing municipal partnerships, Brita works closely with reputable trade associations like the Water Quality Association (WQA), a not-for-profit organization representing the residential, commercial and industrial water treatment industry, to ensuring that communities have the resources they need to access aqueous solutions.
“The U.S. Environmental Protection Agency’s revised lead and copper rule encourages progress in addressing lead in drinking water across the country,” said Kelli Fleischmann, Director of Certification. products for WQA. “We strongly believe that a number of point-of-use devices, such as appropriately tested and certified pitchers and filters, can be a very effective way in the right circumstances to act as a final barrier to treat lead contamination in water. Municipalities have the opportunity to get ahead of a potential lead crisis with such proactive solutions available to their residents. »
For more information on Brita’s commitment to making water better for people and the planet, visit Brita.com. For more information on partnering with Brita on water solutions for your city, visit Brita.com/municipal-clean-water-initiative.
3 World Economic Forum “The New Plastics Economy” estimate of 2,000 bottles/second, based on the current weight of global plastics in the oceans.
4 Based on IRI sales data; One Elite filter can replace up to 900 16.9 ounce plastic water bottles.
6 https://www.pur.com/shop/replacement-filters and https://cdn.shopify.com/s/files/1/0311/5499/5336/files/tds-chart.jpg?v=1601429855
Brita® markets a variety of products, including water pitchers, faucet filters and reusable filter bottles, with the goal of improving water for people and the planet. By providing a variety of water filtration resources, Brita empowers consumers to choose better water today for a better tomorrow together. For more information, visit Brita.com.
The Clorox Company (NYSE: CLX) is a leading multinational manufacturer and marketer of consumer and professional products with approximately 9,000 employees worldwide and fiscal year 2021 revenue of $7.3 billion Clorox markets some of the most trusted and recognized consumer brands, including its namesake bleach and cleaning products; Pin-Sol® cleaners; Liquid Plumr® hoof removers; poet® care products; cool step® cat litter; Thrilled® bags and packaging; Kingsford® grilling products; hidden valley® dressings and sauces; Brita® water filtration products; Burt’s Bees® natural personal care products; and RenewLife®rainbow light®Natural Vitality CALM™ and NeoCell® vitamins, minerals and supplements. The company also markets advanced products and technologies for professional customers, including those sold under CloroxPro™ and Clorox Healthcare.® brand names. More than 80% of the company’s sales are generated by brands that hold the #1 or #2 market share positions in their categories.
Clorox is a signatory to the United Nations Global Compact and the Ellen MacArthur Foundation’s New Plastics Economy Global Commitment. The company has been widely recognized for its corporate responsibility efforts, appearing on Barron’s 2022 list of 100 Most Sustainable Companies, Bloomberg Gender Equality Index 2022, Corporate Equality Index 2022 from the human rights campaign and the best places for women to advance in 2021. Parity.org lists, among others. To support its communities, The Clorox Company and its foundations donated approximately $20 million in combined cash grants, product donations and cause marketing in fiscal year 2021. For more information, visit TheCloroxCompany. com and follow the company on Twitter at @CloroxCo.