Boroux Gravity Fed Water Filters

The Boroux Story: From Leading Distributor to Industry Innovator

Boroux isn’t a new startup; it is the evolution of a family business with over 20 years of expertise in the water filtration industry. Born from necessity and built on integrity, Boroux offers the reliability that the industry was missing.

Boroux is the evolution of water filtration. Born from a family business with 20+ years of experience as the nation’s top gravity-filter distributor, Boroux was created to set a new standard for trust and transparency. After witnessing industry-wide regulatory issues, they built a brand focused on three things: verified testing, total compliance, and premium quality. With Boroux, you don’t just get clean water; you get the peace of mind that comes from a filter system backed by science and honesty.

1. Deep Roots & Expertise (The Origin)

Family-Owned Heritage: The company began in the late 1990s as James Enterprise Inc. (JEI), started by Todd Emerson with a minivan and a garage.
Industry Leaders: They grew to become the largest distributor of Berkey® water filters, earning a spot on the Inc. 5000 list of fastest-growing private companies three years in a row. They know gravity-fed filtration better than almost anyone.

2. The Pivot to Excellence (Why Boroux Exists)

The Compliance Crisis: In late 2022, the EPA issued a “Stop Sale” order on Berkey products due to regulatory disputes regarding microbiological claims and pesticide classifications. As a distributor, JEI was forced to stop selling the products they had championed for decades.
The Solution: Instead of giving up or fighting regulations they couldn’t control, the family pivoted. They launched Boroux to offer a solution that was fully compliant, rigorously tested, and legally available.
Marketing Angle: “We learned from the industry’s biggest failures to build something better. Boroux is the result of knowing exactly what was missing: transparency and compliance.”

3. Key Marketing Pillars (Why Buy Boroux?)

Radical Transparency:
- Unlike competitors who may make vague claims, Boroux is committed to “telling it straight.” They clarify exactly what their filters do (e.g., defining them as “treated articles” to comply with EPA/FIFRA standards rather than making illegal pesticide claims).
- Selling Point: No confusion. No gray areas. Just honest filtration you can trust.
Rigorous, Verified Testing:
- Testing is conducted by IAPMO R&T, a leading independent lab, using NSF testing methods.
- No Extrapolations: Boroux does not guess filter life based on short tests. Their data is based on actual gallonage.
- Selling Point: “We don’t just claim it works; we prove it. Our test results are real, verified, and publicly available.”
Regulatory Compliance:
- Boroux products are designed to meet all local, state, and federal laws. This ensures a reliable supply chain that won’t disappear overnight due to regulatory stop-sale orders.
- Selling Point: Stability. Customers (and resellers) can rely on the product being available for the long haul.
Premium Quality Materials:
- Foundation Filters: Activated carbon blocks that are proven effective, using silver as a material preservative to protect the filter itself.
- Stainless Steel: They use AISI 304-grade stainless steel, one of the highest quality food-grade standards available.

4. The “Customer for Life” Philosophy

Service First: The company operates on the directive to “always ensure every customer is 100% satisfied.”
Generous Support: They offer long trial periods and strong warranties, backed by a real team based in Pueblo, Colorado.
Marketing Angle: “When you buy Boroux, you’re supporting a family business that treats you like family, not just an order number.”