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.