Cincinnati firm wins A.O. Smith BREW challenge

SofTap Water developing water softening technology

Global Water Center Building (1)
The Global Water Center at 247 W Freshwater Way.

Last updated on July 2nd, 2019 at 09:20 pm

A.O. Smith Corp. and The Water Council announced that Cincinnati-based SofTap Water Inc. is the winner of the BREW Corporate challenge supported by A.O. Smith.

Global Water Center Building (1)
The Global Water Center at 247 W Freshwater Way.

SofTap’s water-softening technology utilizes a proprietary, passive filtration system to remove dissolved calcium and magnesium bicarbonates that form scale in drinking and industrial water systems.  In addition to softening, this technology also provides water filtration benefits.

“Unlike other water treatment and softening products on the market, SofTap Water’s unique filter combines the best of both worlds, reducing waste while cleaning and softening water. We’re excited about the potential possibilities to partner with the SofTap Water team alongside our engineers at the Corporate Technology Center and the Global Water Center,” said Dr. Robert Heideman, A.O. Smith chief technology officer.

The technology was developed under license from SofTap’s parent holding company PRD Tech, Inc.

The Business, Research, Entrepreneurship in Wisconsin (BREW) Corporate challenge focused on three areas of interest to A. O. Smith: water purification, water heating, and sensors. The challenge delivered more than one dozen viable applicants. The A.O. Smith partnership is The Water Council’s second corporate training partnership. Veolia announced three winners  earlier this year of its own corporate training partnership.

The Water Council also runs its own version of the BREW program and announced its fourth round of winners earlier this year.

SofTap will receive a $50,000 investment in the form of a note from A.O. Smith, along with tuition to participate in the The Water Council’s accelerator program. The company will also have a suite at the Global Water Center for 12 months and access to additional Water Council training and members.

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Arthur covers banking and finance and the economy at BizTimes while also leading special projects as an associate editor. He also spent five years covering manufacturing at BizTimes. He previously was managing editor at The Waukesha Freeman. He is a graduate of Carroll University and did graduate coursework at Marquette. A native of southeastern Wisconsin, he is also a nationally certified gymnastics judge and enjoys golf on the weekends.

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