The proper way to promote mineralized water
While the World Health Organization persists in promoting increased mineral intakes through drinking water -- at the expense of consumer use of such technologies as ion-exchange water softening that remove calcium and magnesium that create problems for plumbing, shorten the lives of hot water appliances and encourage use of additional soaps and shampoos -- the private sector has devised an approach that preserves consumer choice and addresses the "need" of adding calcium and magnesium to the drinking water of cities like Seattle and Portland with low natural levels.
The Minneapolis, MN StarTribune reported earlier this week:
When Twin Cities businessman Irwin Jacobs bought Indiana-based Cole Water Co. last fall, he became convinced he could make a big splash in the lucrative yet increasingly embattled market for bottled water. That's because Cole spring water is naturally loaded with calcium, more so than any other spring water on the market."It was almost like finding oil, except that it was water," Jacobs said. "And not just any water, the healthiest water anywhere. It's something magical. It's almost like you hit the lottery with it."
Named for the family that started the company in Peru, Ind., in 1859, Cole spring water contains about 65 milligrams of calcium per half-liter.
That's a far cry from the 1,000 to 1,300 milligrams of calcium adults need each day to maintain healthy teeth and bones or even the 300 milligrams found in a glass of milk. But the spring water contains roughly the equivalent of 4 ounces of cottage cheese or a half cup of rhubarb -- enough to earn a seal of approval from the National Osteoporosis Foundation.
No competitor comes even close. Evian comes in second, with 39 milligrams per half liter. The nation's top two bottled-water sellers, Aquafina and Dasani, contain just a trace.
Drinking water isn't a major source of nutrients; foods are. But let the consumer choose. If the taste and health profile of a food or beverage meets a consumer's perceived need, let's satisfy "demand" that way rather than force public drinking water systems to remineralize their product for reasons of public health.
