Expert group Water Softeners

Why an Expert Group on Water Softeners?

This Expert Group was created as an initiative by six companies that started in 2023 with the ambition to unite and represent the industry, while improving the image of water softeners.

The Expert Group on Water Softeners consists of brand owners and manufacturers whose core business is to develop, supply, and/or install water softeners for consumers. The product must meet the definition of a water softener.

A product that is capable of measurable water softening with the ability to reduce hardness to zero dH, using a (self-regenerating) ion exchange system, without affecting the acidity (pH level) or conductivity of the water.

Companies must adhere to the current guidelines for installing a water softener. This guideline is a living document and will be updated and finalized by the Expert Group on Water Softeners as needed.

Image Improvement / PR

The quality of Dutch drinking water is excellent, and there is no health-related reason to switch to soft water. However, a water softener offers numerous practical benefits that make everyday life easier and can save costs in the long run. It reduces the need for cleaning products (which is also good for the environment), protects household appliances, and increases comfort at home. Softened water leads to energy savings. The exact amount of energy saved depends on the water hardness in the region and the (hot) water consumption. For many households, these benefits are sufficient reasons to choose a water softener. It is up to the Expert Group to determine how they can collectively communicate this message to consumers, stakeholders, and the government.

“We ensure that consumers are well-informed, so they can confidently purchase a water softener and install it responsibly.”

Challenges for the Expert Group

One of the challenges faced by the Water Softener Expert Group is investigating the possibility of creating clear and transparent guidelines for the installation of water softeners. The goal is to strengthen and improve the image of the industry. Additionally, the group is exploring whether it is desirable to jointly develop a guide for (private) self-installation.

We achieve greater impact together

Member companies view this Expert Group as an opportunity to pool information and knowledge, and to increase their market share by working together to promote their message. They are willing to jointly initiate and finance (scientific) research.

Objectives Expert Group

• Industry PR / Image improvement
• Quality standard / Certification / Definition of water softener
• Laws and regulations
• Being a serious dialogue partner / Making an impact
• Respectful, honest business practices / Fair entrepreneurship

Expert group members:

Chair: 
Simone Hornstra

• Nanne Zuidema – AmySoft
• Esther Dijkstra – Aquacell
• Arvid Duijzer – Boshuis
• Dick Buitendijk – Mooiwater
• Frits Zegelink – Waterluxe
• Erik van der Velde – Remon Waterontharders

SDGs as a guideline

In the expert groups, we already use the SDGs as a guide to implement the sustainability goals of our organizations, collectively as an industry, both nationally and internationally. The ambition of Water Alliance is to keep our environment livable and healthy while limiting and managing climate change. Together, we work hard to achieve the highest scores and inspire other countries to make improvements. The Expert Group Water Softners specifically focuses on the following SDGs:

New members can register if they meet the following criteria:

• The product must meet the definition of a water softener. A product capable of measurable water softening with the ability to reduce hardness to ZERO dH, a (self-regenerating) ion exchanger, without affecting the pH or conductivity of the water.
• Companies must adhere to the current guidelines for the installation of a water softener. These guidelines are a living document and will be updated as necessary by the Expert Group.
• When new members join the Expert Group on Water Softeners, an intake meeting will be held with the industry manager and the chair of the expert group. New members must meet the specified requirements.

The conditions have been established to ensure that companies commit to the goal of the industry association, which is to improve the image of the industry and the quality of (installation of) water softeners.

For now, the position is taken that producers, manufacturers, owners, sellers, and installers of magnets, RO devices, and TAC filters do not contribute to the goal of the industry association, which is to ‘improve the image of the industry.’

Note: Resellers, installers, independent entrepreneurs, and sole proprietors in the industry are not initially the target audience for Water Alliance, but they are invited to engage in conversation with us. We will explore the possibilities for connection and collaboration when they support the goals of the Expert Group on Water Softeners.

Would you like to contribute to our expert group?

We are always open to enthusiastic parties who wish to contribute to our expert group. Do you have a specific question? Need more information? Want to sign up for our expert group? For more information, please contact Water Alliance at tel. (+31) 58 284 90 44 or email info@wateralliance.nl