WRC Purifying

What WRC Purifying does

WRC Purifying Ltd. is a family-owned water treatment and pump specialist founded in 1966 by Keith Van Mourik and currently owned and operated by Adrian Van Mourik from its headquarters in Norwich, Ontario. The company serves residential, commercial, agricultural, and industrial customers across Southern Ontario, providing a complete water solution stack that includes water wells, pumps, water treatment, and barn plumbing. Its service model combines professional services (well drilling, well updates and decommissioning, agricultural plumbing, equipment maintenance, and Ontario Regulation 170/03 and 319/08 regulatory compliance) with product sales and rental, plus free in-home water analysis and 24/7 emergency service availability.

The company's technical core spans ion-exchange water softeners (Ecowater ECR, ERR, ESD series), reverse osmosis drinking water systems (Ecowater ERO, HERO, EPS, LVE series from 250–14,400 GPD), chemical-free sulphur and iron filtration (Ecowater ETF and EWS series), UV disinfection (Luminor Blackcomb 5.0, TrojanUV Max, UV Pure Hallett systems with NSF Standard 55 Class A certification), hydrogen peroxide treatment (Stenner pumps with Flex-Lite retention tanks), and Grundfos submersible, jet, circulating, sewage, and sump pumps. A proprietary distribution relationship with Puroxi provides Oxyblast, a hydrogen-peroxide-based livestock water treatment product with a money-back guarantee.

WRC Purifying generates revenue through five streams: one-time product sales and installation, ongoing maintenance and multi-brand servicing, consumable and bottled water delivery (with free delivery on peroxide and Oxyblast within the service range), equipment rental and leasing for water softeners, and well-related professional services. The go-to-market is sales-led, relying on direct in-home consultations, phone and email inquiries, a website presence, Facebook and Google+ pages, and customer testimonials. Pricing is quote-based and not publicly disclosed. The business is privately held with no external investment, no parent company, and ownership concentrated within the Van Mourik family.

Name

WRC Purifying

Legal name

WRC Purifying Ltd.

Website

https://wrcpurifying.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

11–50 employees

Short description

WRC Purifying Ltd. is a family-owned water treatment and pump specialist serving residential, commercial, agricultural, and industrial customers across Southern Ontario. Founded in 1966 and based in Norwich, Ontario, it provides water softeners, reverse osmosis, UV disinfection, peroxide systems, well drilling, and plumbing services.

Ownership category

akta.pro rank

Product category

Water Treatment Services

NAICS

Plumbing, Heating, and Air-Conditioning Contractors (23822)

SIC

Pumps & Pumping Equipment (3561)

akta.pro primary industry

Water Softener, Filtration & Treatment System Installation (HSAOAAAH)

akta.pro secondary industries

Sump Pump & Sewage Ejector Pump Installation & Repair (HSAOAAAG), Water Filtration, Treatment & Softening Plumbing Products (IMADALAK), Pump, Well & Booster System Service for Irrigation (HSAIAEAI)

Keywords

• Water treatment services
• Well drilling
• Water softener systems
• Reverse osmosis systems
• Agricultural plumbing

Headquarters

HQ city

Norwich

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales and Installation: Sale and installation of water treatment equipment including water softeners, reverse osmosis systems, UV lights, peroxide systems, pumps, sulphur and iron filters, hydronic heating, and Oxyblast products.
2. Maintenance and Service: Ongoing maintenance services for water softeners, reverse osmosis systems, UV lights, mezutizers, and water heaters. Includes services for Ecowater, Culligan, Novatek, Fusion, Myers and other brands.
3. Delivery Services: Delivery of water softener salt, bottled water (5-gallon reverse osmosis), hydrogen peroxide, and Oxyblast products. Free delivery within service range for peroxide and Oxyblast.
4. Equipment Rental and Leasing: Rental and lease options available for water softeners, providing flexible payment options for customers not ready to purchase.
5. Well Services: Well drilling, well updates, well decommissioning, and assessment services for residential and agricultural customers. Includes sand point installation and hookup services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

WRC Purifying sells, installs, and services water treatment equipment (water softeners, reverse osmosis systems, UV lights, sulphur/iron filters, peroxide systems, and pumps) for residential, agricultural, commercial, and industrial customers in Southern Ontario. The company also provides well drilling, well update and decommissioning, agricultural plumbing, water analysis, maintenance, regulated drinking water compliance, and emergency services. It is the Ontario distributor of the proprietary Oxyblast product line.

Product overview

WRC Purifying is a water treatment and pump specialist company offering a comprehensive portfolio of water treatment products and services for residential, commercial, agricultural and industrial applications. The product lineup centers on Ecowater-branded water softeners (ECR, ERR, ESD series) and reverse osmosis systems (ERO, HERO, EPS, LVE series) for point-of-use drinking water, alongside sulphur and iron filtration products (Ecowater ETF and EWS series). UV disinfection is provided through Luminor Blackcomb, Trojan UV Max and UV Pure Hallett systems. The company also offers peroxide-based treatment systems using Stenner pumps and Flex-Lite tanks, Grundfos submersible and circulating pumps, and the proprietary Oxyblast homeopathic hydrogen peroxide formula for livestock applications. Services include well drilling, agricultural plumbing, water analysis, equipment maintenance, product delivery, and Ontario regulatory compliance for drinking water systems under Regulations 170 and 319.

Differentiator

Problem solved

Functional benefit

Products and services

• Water Softeners (Ecowater Series) Residential water softening systems from the Ecowater line (including ECR 3700, ECR 3702, ERR 3700, ERR 3702, ESD 2700, and ESD 500) that remove hardness minerals from household water. Sold and installed for homeowners.
• Reverse Osmosis Systems (Ecowater) Drinking water purification systems including the ERO 375, HERO 375, EPS 1000, and LVE Better Series that provide filtered and purified water for residential and light commercial use.
• Sulphur & Iron Filters (Ecowater ETF/EWS Series) Specialty filtration systems that remove sulphur (rotten egg smell) and iron from water, including the EWS 1054 commercial unit. Used for residential and commercial applications.
• UV Disinfection Lights Ultraviolet water disinfection systems from Luminor Blackcomb 5.0, Trojan UV Max, and UV Pure Hallett. Used by residential, commercial, and industrial customers for microbiologically safe water.
• Peroxide Systems with Stenner Metering Pumps Chemical-free water treatment systems using peroxide solutions metered via Stenner pumps to treat iron, sulphur, and manganese in residential and commercial water supplies.
• Pumps (Grundfos and other brands) Submersible pumps, shallow well jet pumps, sewage pumps, and sump pumps from Grundfos and related brands for residential, agricultural, and commercial water supply and wastewater applications.
• Mezutizer (Novatek) Specialty chemical injection system by Novatek for water treatment applications.
• Hydronic Heating & Infloor Heat Hydronic and infloor heating products for residential and light commercial customers, leveraging the company's plumbing and pump expertise.
• Oxyblast (Proprietary Distributorship) Proprietary water treatment product line distributed by WRC Purifying in Ontario for removing iron, sulphur, and other contaminants from water.
• Well Drilling & Sand Point Installation New well drilling and sand point installation services performed by licensed well contractors for residential, agricultural, and commercial properties.
• Well Update & Decommissioning Existing well updates, repairs, and proper decommissioning services for aging or non-conforming wells on residential, agricultural, and commercial properties.
• Agricultural Services Barn plumbing, livestock water treatment, and agricultural water system services for dairy, livestock, and crop operations.
• Water Analysis Free in-home water analysis service where a representative tests the customer's water on-site to identify contaminants and recommend appropriate treatment solutions.
• Maintenance Services Ongoing maintenance, servicing, and repair of water treatment equipment, pumps, and related systems for residential, commercial, and industrial customers.
• Delivery Service Direct delivery of water treatment products, equipment, and supplies to customer sites.
• Regulated Drinking Water Compliance (Reg. 170 / Reg. 319) Compliance services to help small drinking water systems and other regulated facilities meet Ontario Regulation 170 and Regulation 319 requirements through monitoring, testing, and reporting.
• 24/7 Emergency Service Around-the-clock emergency response for water, well, pump, and treatment system failures for residential, agricultural, and commercial customers.

Quantifiable outcome

• 50% less detergent needed with water softener
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• EcowatercoreChannel Partner/ Reseller/ DistributorReseller of Ecowater water treatment products including water softeners (ECR 3700, ECR 3702, ESD 2700, ESD 500), water refiners (ERR 3700, ERR 3702), iron filters (ETF 2300AIV, ETF2300PF), reverse osmosis systems (ERO 375, HERO 375, EPS 1000, LVE Better Series), and commercial filtration systems (EWS Commercial Filter Series).
• GrundfoscoreChannel Partner/ Reseller/ DistributorReseller of Grundfos submersible pumps including domestic and commercial models. Grundfos submersibles feature built-in sand bearing protection, jam-free check valves, up-thrust protection, and stainless steel motors. Commercial submersibles available in 6, 8, and 10 inch sizes covering flows from 5 to 1,400 GPM.
• StennerminorChannel Partner/ Reseller/ DistributorReseller of Stenner peroxide pumps for hydrogen peroxide water treatment systems. Stenner pumps are self-priming, feature interchangeable tubes and sub-assemblies, do not require tube lubrication, are adjustable, and can handle up to 100 psi.
• Luminor (Blackcomb 5.0)coreChannel Partner/ Reseller/ DistributorReseller of Luminor Blackcomb 5.0 UV disinfection systems for residential use. UV technology proven to control microbiological issues including E. Coli, Cryptosporidium, and Giardia Lamblia. Features modular design with diagnostic screens and QR codes.
• Trojan UVcoreChannel Partner/ Reseller/ DistributorReseller of TrojanUV Max residential and commercial UV disinfection systems. Pro Series certified by NSF International against NSF Standard 55 Class A requirements. Available in 8.2 and 17.8 gallon-per-minute models with 5-year warranty.
• UV Pure (Hallet Series)minorChannel Partner/ Reseller/ DistributorReseller of UV Pure Hallett and Upstream series UV systems featuring Crossfire Technology. Hallett systems certified for use in municipalities and hospitals. Upstream series provides affordable option with laboratory validation and remote monitoring.
• PuroxicoreTechnology or IntegrationManufacturer of Oxyblast, a hydrogen peroxide product with homeopathic formula for livestock water treatment. WRC Purifying distributes Oxyblast for poultry, livestock, swine, beef cattle, and dairy applications. Product carries guaranteed results or money back promise.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Culligan: Largest North American water treatment franchise offering residential and commercial softeners, filtration and drinking water systems plus service — directly comparable product/service mix to WRC Purifying, but at national scale.
• RainSoft: Dealer-based residential and light commercial water treatment company offering conditioning, filtration and drinking water systems via local authorized dealers — highly comparable service-led go-to-market.
• Kinetico: Manufacturer and dealer-network operator of non-electric water treatment systems sold through local dealers for residential, commercial and agricultural applications — same dealer-installed business model as WRC.
• Hague Quality Water: Dealer-distributed residential water treatment brand offering softeners, reverse osmosis and filtration systems — closely comparable distribution and product structure to WRC.
• EcoWater Systems: National water treatment manufacturer and dealer network whose ECR/ERR/ESD/ERO product lines are the very brands WRC Purifying resells — direct overlap in product portfolio and residential/commercial service model.

Broad incumbents

• Water-Right / WaterCare: Established manufacturer of residential and commercial water treatment equipment including softeners, filters and RO, supplying an independent dealer network — analogous upstream supplier/dealer ecosystem that competes with WRC's product portfolio.
• Home Depot Installation Services: National home improvement retailer offering water softener, filtration and pump installation services across Ontario — broader incumbent with cross-category scale that competes for the same residential installation wallet.

Emerging players

• Aquasana: Direct-to-consumer water filtration brand offering whole-house, under-sink and shower filters online — overlapping RO/filtration product categories with WRC, with a contrasting e-commerce channel strategy.
• Pelican Water Systems: Direct-to-consumer residential water filtration and softening brand selling whole-house and under-sink systems primarily online — overlapping product set but different (digital-first) go-to-market versus WRC's service-led model.
• Springwell Water Filtration: Online-first residential water filtration company selling whole-house systems, softeners and RO units — comparable product categories to WRC's residential treatment line, competing primarily through e-commerce.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/WRCPURIFYING
• LinkedInlinkedin.com/company/wrc-purifying-ltd.

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WRC Purifying