Healthy Investment

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Three years ago, husband and wife Howard and Debbie Nodelman were running a water delivery service out of Hollywood, selling cases of Fiji and Smart Water to nearby homes and offices. But then they saw the splash that a Japanese company made that year selling its water filtration machines across the United States. The machines produce alkaline water – water with minerals that give it a high pH level, which is said to neutralize acidity in the body and provide health benefits as a result.

The Nodelmans decided to concoct their own alkaline water, consulting with a chemist and producing it at a Southern California plant, where the water is filtered and then infused with calcium, potassium and magnesium. They sell their brand, Tru Alka, in health food stores and directly to customers in five-gallon jugs that go for $14.95.

In the last year, the water has gotten onto shelves in stores including Erewhon near the Fairfax District and Santa Monica’s Co-opportunity. Late last year, the Nodelmans added Lassen’s stores in Ventura and Los Feliz, and Lazy Acres in Santa Barbara. They’ve also expanded delivery service to San Diego and three other counties.

“People are searching for it now,” said Debbie Nodelman, 58.

The Food and Drug Administration has never supported any health claims about alkaline water.

Howard Nodelman, 61, said he has to be careful about promoting the product.

“The FDA smacks you on the hand if you say the wrong thing,” he said.

Still, alkaline water has a following and competitors have cropped up. For now, the Nodelmans are occupying a niche in which, they claim, they’re the only local alkaline water maker with five-gallon jug delivery.

– Alfred Lee

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