What is it? Raw water
Innovators: Live Water and other startups
What were they thinking? For a certain kind of blue-state consumer, only unprocessed food will do. Raw milk. Raw honey. But now, in a sign that the hunt for the uber-natural knows no bounds, a handful of small companies including Live Water of Oregon are selling “raw water” — unfiltered and untreated spring water. A 2.5-gallon glass orb of the stuff will run you $36.99 at the Rainbow Grocery in San Francisco, The New York Times reports. Refills cost $14.99.
Did it work? Sales are brisk. And an Arizona company called Zero Mass Water, which installs systems allowing people to pull water out of the atmosphere surrounding their homes, has raised $24 million in venture capital. But there is one problem, doctors say. Untreated water can spread viruses, parasites, and E. coli bacteria.