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boroux legacy water filter system

Who we are and what we stand for


The Beginning of BOROUX

The name BOROUX, was inspired by borosilicate glass (BOROUX is pronounced like the first part of the word boro). Originally BOROUX was started as a glass water bottle company. We knew there was a need and desire for non-plastic water bottles in the 2010's so we designed durable, shatter-resistant glass drink ware.

BOROUX transformed into a water filter brand in the late fall of 2023.

At first, the drink ware was a complimentary business to our at-the-time main endeavor, being the leading distributor for Berkey® water filter systems. Our founder and CEO, Todd Emerson started James Enterprise Inc (JEI) in the late 1990's. 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. 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.

As the years went on, the popularity of gravity-fed water filters out-paced all other products, so Todd decided to direct the business's focus into We were the largest dealer for New Millennium Concepts (NMCL), the owner of Berkey®. For approximately two decades we had great success with Berkey® products.

However, our time with Berkey® came to an abrupt halt with the issuance of an Environmental Protection Agency (EPA) Stop Sale or Removal Order in December of 2022. 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.

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 to 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. 

After several months we made the tough decision to sever ties with Berkey®. We did not see a positive future because they refused to comply with the federal laws. While we acknowledge that opinions may vary on regulations, compliance is crucial for product availability and safety. 

This is when we launched BOROUX as a water filter brand. We introduced the BOROUX foundation filter as an alternative black filter. From data over 20 years, from our customers' feedback, we chose to prioritize testing, adhere to laws, be transparent, and ensure quality in everything we do.

Our testing is verified by an independent third party. It is important to us to be able to back up everything we say. We make no extrapolations from data. We claim filter capabilities based on actual gallonage. The testing is done at IAMPO R&T lab in New Jersey. They are one of the leading organizations for testing and use NSF testing methods. We are also currently working on certifications to offer extra assurance of the safety and effectiveness of our products.

Our mission is to get as many people access to filtered water as possible, which means we want to always have a reliable supply of products. A key component of being able to do that, is adhering to local, state, and federal laws. From our investigation we've unfortunately found that 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 we do.

  • 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.

We heard (and still hear) over and over again that people want transparency. There's so much confusion in the water filter industry. Enough is enough. We're going to tell you straight up, what's up. Even if it may be to our detriment. Honesty is more important, even if that means we may lose a sale here or there. You deserve to have your questions answered. 

And last but not least, quality is paramount. Quality materials, quality design, and quality service. Customer satisfaction is our focus. Our 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. We design products with the simple philosophy of blending form and function to meet customer needs and wants. Following Todd's directive, "always ensure every customer is 100% satisfied" our approach to service is to "strive to make every customer of ours is a customer for life." This is why we offer a two-month trial period and generous warranties. 

We were proud to offer Berkey® products for many years and grateful for the success it brought us. However, we now know better and can do better. We've found ways to improve upon water filtration and offer superior products and service. We're no longer just a dealer, so now that we are in control how the products are made, tested, and delivered. 

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. 



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