About BOROUX
BOROUX embodies a fresh, innovative approach to water filtration, emphasizing transparency, sustainability, and simplicity. This name was chosen to symbolize the crystal-clear quality of products and to evoke a sense of trust and reliability. BOROUX is dedicated to delivering unmatched water filtration solutions that stand the test of time.
The name, BOROUX, was inspired by borosilicate glass (BOROUX is pronounced like the first part of the word boro (bore•oh)). Originally, BOROUX was started as a glass drink ware brand. Borosilicate glass is durable and shatter-resistant, making it an excellent alternative to plastic bottles. BOROUX transformed into a water filter brand in the late Fall of 2023.
Introducing Personalized Water Wellness, BOROUX is revolutionizing the way people access and experience filtered drinking water. Carefully considering the unique needs of each individual, BOROUX crafts a tailored approach to hydration. This concept takes into account an individual's unique health needs, lifestyle, environmental factors, and personal preferences. All leading to a better, healthier life. BOROUX believes it's your water, your wellness, your way.
BOROUX is committed to developing products and services that contribute to your well-being, starting with water quality. Revel in the peace of mind knowing your filtered water is truly what's best for your family. The product testing BOROUX has invested and continues to devote resources to, is revolutionary. No other brand in the industry is doing the type of testing BOROUX is subjecting its products to. Rigorous doesn't even come close to describe the thoroughness of testing. Along with publicly available test results, certifications offer undeniable proof of quality and efficacy.
The Beginning of BOROUX
It All Started with a Minivan…
At first, the drink ware was a complimentary business to the at-the-time main endeavor, being the leading distributor for Berkey® water filter systems. The founder and CEO, Todd Emerson, started James Enterprise Inc (JEI) in the late 1990s. Todd convinced his wife to take out a loan on their Plymouth minivan and cash in her retirement funds. He had discovered a gravity-fed water filter system and thought there might be an opportunity to sell them. They spent $12,000 on their first order. The minivan got booted outside as the garage became headquarters for their business.
He started with a simple website, a handful of Berkey® units, and shipped water filters out of his garage with the help of his wife and three children. Within a few months, they had sold enough water filters for his wife, Sandie, to be able to stay home, run the business, and raise the kids. As the years went on, he hired additional help, moved the operation to a separate building, and built a robust e-commerce business selling many different brands and products, including water filters and glass water bottles.
After expanding the warehouse three times in four years, it became evident that the popularity of gravity-fed water filters outpaced all other products, so Todd decided to direct the business's focus into berkeyfilters.com. JEI became the largest distributor for New Millennium Concepts (NMCL), the owner of Berkey®. JEI continued to evolve and grow at a rapid pace, earning them a spot on the INC 5,000 Fastest Growing Private Companies list three years in a row: 2015, 2016, and 2017.
The original goal, which still remains at the forefront of operations, is to "always ensure every customer is 100% satisfied." By striving for "every customer of ours is a customer for life," the company has excelled.
Everything Changed Two Days After Christmas
Fast-forward to December 27, 2022, JEI's time with Berkey® came to an abrupt halt with the issuance of an Environmental Protection Agency (EPA) Stop Sale or Removal Order. Water filters that make public health claims, such as the ability to filter microorganisms, are regulated under Federal Insecticide, Fungicide, and Rodenticide Act (FIFRA). Due to Berkey® products making microbiological claims, it should be categorized as a pesticide. FIFRA established the statutory authority for regulating the sale, distribution, and use of pesticides. The EPA is the governing body for pesticides.
- A microbiological claim is a statement made by manufacturers regarding their product's ability to remove or inhibit the growth of microorganisms, such as bacteria or viruses.
- A pesticide is any substance or mixture of substances intended for preventing, destroying, repelling, or mitigating any pest.
JEI was issued stop-sale order, preventing any sales of Berkey® water filter system products, because “Berkey water filter systems were unregistered, misbranded pesticides,” according to an EPA inspector.
Per the FIFRA definition, Berkey products should be categorized as a pesticide or pesticide device, because of the claims that Berkeys treat living microorganisms (like bacteria, i.e. a pest).
RELATED: Understanding Industry Regulations
"We were upset and confused that the EPA shut us down when it's not actually our product. We had no control over the testing, packaging, or claims being made. We explained to the EPA officials that we were just a distributor, but to no avail. We appealed to NMCL to comply with the EPA's requests so that we could get the Stop Sale Order lifted, but to no avail. We spent a year working through every possible solution, cooperating with EPA's requests, communicating with the owner of the Berkey products, and trying every possible avenue to get filtered water back into the hands of our customers," shared Todd.
In May of 2022, the EPA communicated with an EPA Close Out letter, “Under FIFRA section 7, all pesticide devices sold or distributed in the United States must be produced in a registered establishment. A pesticide device is defined as any instrument or contrivance that is intended for trapping, destroying, repelling, or mitigating any pest or any other form of plant or animal life.”
According to NMCL, they complied, obtained an EPA-issued Establishment Number, and began posting the number on the outside of the box for each Berkey filtration system that they manufactured. However, EPA staff told NMCL that these actions did not satisfy FIFRA regulations. All previous discussions and correspondence with the EPA were based upon a long-time joint understanding that Black Berkey elements were “pesticide devices” and not “pesticides,” making them exempt from registration. At no point did an inspector explain why the EPA, which has been aware of Berkey products for 25 years, never required any sort of registration until 2022.
During an unannounced, unscheduled inspection of JEI facilities on November 22, 2022, an EPA inspector told JEI “that NMCL mentions that their filters remove viruses and that the EPA is cracking down on virus claims because of COVID-19,” and “that the EPA had stepped up its enforcement efforts, particularly in regard to anti-microbial devices.”
In mid-January of 2023, JEI, in an effort to adhere to the EPA’s demands, decided to remove all references and statements that could be construed to indicate that the filters could remove waterborne pathogens or pests. Hundreds of hours were spent deleting content on websites, social media accounts, and packaging.
The SSURO had still not been lifted. The JEI business was significantly impacted. Employees had to be laid off, services had to be ceased, and third-party partnerships had to be paused, if not altogether ended.
After several months, the JEI team made the tough decision to sever ties with Berkey®. It did not look like positive future because they refused to comply with the federal laws. JEI acknowledges that opinions may vary on regulations, compliance is crucial for product availability and safety.
Bringing Transparency to the Water Filter Industry
"We were proud to offer Berkey® products for many years and grateful for the success it brought us. However, now we know better and can do better," shared Parker Emerson, Brand Director.
Since JEI is no longer just a dealer, how the products are made, tested, and delivered is more in directly in the control of JEI. The BOROUX foundation filter was introduced an alternative black filter in November of 2023. This new endeavor allows for making and acting on decisions faster, which in turn means serving customers better.
RELATED: What Makes BOROUX Different?
The core values and customer-centric approach remain unchanged. BOROUX is here to elevate the water filtration industry and set new standards. From over 20 years of data and customers' feedback, BOROUX prioritizes testing, following regulations, transparency, and ensuring quality.
The testing is verified by an independent third party. It is important to be able to back up everything said. No extrapolations are made from the data. The filter capabilities are based on actual gallonage. The testing is done at IAPMO R&T lab in New Jersey. They are one of the leading organizations for testing and use NSF testing methods. Certifications offer extra assurance of the safety and effectiveness of the products.
A key component of providing a reliable supply of filtration solutions is following local, state, and federal laws. Unfortunately many companies are not following regulations, either because they are not aware of it or don't agree with it. Providing people with a legal water filter solution is what BOROUX does.
- BOROUX foundation filters are considered a treated article under FIFRA definitions.
- BOROUX foundation filters contain silver, a registered antimicrobial material preservative, to prevent microorganisms from degrading the BOROUX filter itself. This product is not intended to filter microorganisms.
People want transparency. There's so much confusion in the water filter industry. Enough is enough. BOROUX is going to tell you straight up, what's up. Even if it may not be what's popular. Honesty is more important, even if that means losing a sale here or there. You deserve to have your questions answered honestly.
And last but not least, quality is paramount. Quality materials, quality design, and quality service. Customer satisfaction is the focus. The foundation filters are activated carbon blocks that have been proven to be the most effective at filtering the most contaminants. The stainless steel used for our legacy system is AISI (American Iron and Steel Institute) 304-grade, which is one of the highest quality food-grade stainless steels available. BOROUX designs products with the simple philosophy of blending form and function to meet customer needs and wants. Following Todd's directive, the approach to service is to "always ensure every customer is 100% satisfied." This is why BOROUX offers a generous trial period and warranties.
Thank you for your loyalty and for being an important part of the story! Look forward to an incredible journey ahead with BOROUX.
At the end of the day, we're a family business in Pueblo, Colorado, and we would love to be your choice for water filtration.
