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February 01, 2005
Brita Executive in Denial
HFN, a trade publication, in the January 31 issue, featured an article concerning water filtration entitled "The Trickle-Down Effect".
In the article, Marc Umsheid, the marketing manger for Brita said "The basics of filtration haven't changed in centuries" from carbon.
The fact is that as I have said before, Brita, as with other filtration manufacturers, do not acknowledge the contribution to water filtration offered by KDF starting in 1984.
Why should they after all? The use of KDF would mean that Brita could not sell the consumer replacement cartridges every six weeks.
Mr. Umsheild, with his statement, simply proves that Brita is in denial concerning KDF.
Posted by Stephen Betheil at February 1, 2005 04:51 PM
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