Retail Observer

RETAILOBSERVER.COM APRIL 2014 22 A ccording to a recent Gallup poll, Americans rank water pollution as their number one environmental concern. 1 They may be troubled to learn that the Environmental Protection Agency doesn't currently regulate the presence of prescription and nonprescription drugs in the water supply, and an Associated Press Survey found that two in 10 Americans' drinking water tested positive for pharmaceuticals. 2 Such challenges mean consumers are seeking effective drinking water filtration systems for their home. FILTERING THROUGH OPTIONS GE's MWF water filter allows consumers with both new and older GE refrigerators to replace their filters in order achieve the most up-to- date filtering technology. The filter removes trace amounts of five pharmaceuticals, including the active ingredients in antidepressants and birth control pills from water and ice.* "Consumers are more worried about their water than ever before, and at GE, we are making meaningful water filtration improvements that bring peace of mind," said John Nichols, marketing manager for water filtration products at GE Appliances. REMOVING CONTAMINANTS The advanced GE MWF filter is NSF International Certified and removes 15 contaminants, such as lead, cysts and mercury. In addition, it has also been tested by a third party to remove over 94 percent of five trace pharmaceuticals including:** 1. Ibuprofen: used for pain relief, fever reduction, and to reduce swelling 2. Atenolol: treats high blood pressure 3. Fluoxetine: prescribed for depression, obsessive-compulsive disorder, and bulimia 4. Progesterone: can be found in birth control pills or used as a fertility treatment 5. Trimethoprim: an antibiotic that treats urinary tract infections REACHING YOUR CONSUMERS Manufacturers recommend replacing filters every six months. However, changing a water filter may not always be top of mind for consumers, so consider giving them reminders, such as: • Direct mail: send a letter or postcard to your customers on key anniversary dates, letting them know that it's time to change their water filter. • Email: send regularly scheduled emails to remind consumers to change their water filter. • App: offer consumers time/location reminders for when to replace their water filter. Using their name, mentioning their specific appliance and part number and adding a phone number and website that directs them to the appropriate place can also help your message resonate with consumers. PRODUCT AVAILABILITY The GE MWF filter is now available for use in GE side-by-side and French door refrigerators and has an estimated retail price of $49.99.*** GE's RPWF filter was the first model to remove pharmaceuticals and fits certain bottom-freezer refrigerator models. The GE RPWF filter has a MSRP of $54.99.*** * Reduces five trace pharmaceuticals: Ibuprofen, Atenolol, Fluoxetine, Progesterone and Trimethoprim. The contaminants or other substances removed or reduced by this water filter are not necessarily in all users' water. ** Pharmaceutical filtration has not been certified by the state of California or NSF. *** Manufacturers set their own retail price. 1. EWG Finds Hundreds of Pollutants in Nation's Tap Water. December 12, 2009. Ewg.org. Accessed on August 30, 2013. http://www.ewg.org/tap-water/ pressrelease.php 2. Donn, Jeff, Martha Mendoza, and Justin Pritchard. Pharmawater I: Pharmaceuticals found in drinking water, affecting wildlife and maybe humans. Accessed on Aug. 30, 2013. http://hosted.ap.org/specials/interactives/pharmawater_site/day1_01.html M A N U F A C T U R E R [ N O T E S ] RO A PRACTICAL SOLUTION FOR CLEANER WATER

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