“Raw water” is the latest health trend spreading across the US.
After the New York Times published an article detailing Silicon Valley’s latest obsession, the water has been selling in San Francisco for $US60.99 for 2.5 gallons ($8 per litre).
“It has a vaguely mild sweetness, a nice smooth mouth feel, nothing that overwhelms the flavor profile,” says Kevin Freeman. Freeman is a shift manager at Rainbow Grocery, a San Francisco store that stocks the often sold-out water.
The trend is a reaction to those who believe tap water is filled with chemicals and fluoride. Raw water is defined as unfiltered, untreated and unsterilised spring water.
However there are a number of serious illnesses that can occur by drinking untreated water including hepatitis A, cholera and E.coli, carcinogenic compounds and parasites.
Some companies in the US have been permitted by their states to produce “living water” including Tourmaline Spring, which received an exemption from the State of Maine in 2009 to sell untreated water.
“The natural food industry has been in the dark ages when it comes to water,” says Seth Pruzansky, CEO of Tourmaline Spring. “Now there is a renaissance.”
Tourmaline Spring claim their “living water” is so pure it can be consumed straight from the ground.
Image credit: New York Times