July 19th, 2012

What Are They Drinking in New York City?

By SOPHIA HOLLANDER
Wall Street Journal

New York is known for its food niche stores: The Hummus Place. The Doughnut Plant. The Dumpling Man. Even a spot dedicated solely to rice pudding.

But this week, a store in the East Village went a step further: It sells New York City tap water.

Not just any tap water, insist the owners of Molecule. They say the water streams through a $25,000 filtering machine that uses ultraviolet rays, ozone treatments and reverse osmosis in a seven-stage processing treatment to create what they call pure H20.

Despite the start-up costs, it is the ideal business model, they say, since they never have to worry about spoiled products or storage costs. And then there is the taste: “I mean it’s subtle, but if you have a sensitive palate you can totally tell” the difference, said co-owner Adam Ruhf.

Read more: http://professional.wsj.com/article/SB10000872396390444330904577535100599492544.html?mod=wsj_share_tweet&mg=reno64-wsj

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