WRC Purifying
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.
- Company typePrivate
- Founded1966
- HeadquartersNorwich, Canada
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
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.
WRC Purifying firmographics
Firmographics- 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
WRC Purifying industry classification
Industry- 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
Where WRC Purifying is headquartered
LocationHeadquarters
- HQ city
- Norwich
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
WRC Purifying business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- 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.
- 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.
- 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.
- Equipment Rental and Leasing: Rental and lease options available for water softeners, providing flexible payment options for customers not ready to purchase.
- 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
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Equipment Purchase - No public pricing available |
| Subscription | Monthly | Rental Option for Water Softeners |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
WRC Purifying product offering
Product offeringCore 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
Companies that use WRC Purifying
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
WRC Purifying technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
WRC Purifying partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- EcowatercoreReseller 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).
- GrundfoscoreReseller 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.
- StennerminorReseller 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)coreReseller 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 UVcoreReseller 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)minorReseller 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.
- PuroxicoreManufacturer 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
WRC Purifying competitors and assessment
Company assessmentDirect 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
WRC Purifying social profiles
Digital presenceWRC Purifying financial estimates
Financial estimateRevenue estimate
Valuation estimate
WRC Purifying leadership team
Management profileNumber of profiles
Profiles2 records
WRC Purifying funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WRC Purifying M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WRC Purifying
What does WRC Purifying do?
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.
Is WRC Purifying a public or private company?
WRC Purifying is a private company. It is classified as family owned and is currently operating.
When was WRC Purifying founded?
WRC Purifying was founded in 1966. It employs 11 to 50 people.
Where is WRC Purifying based?
WRC Purifying is headquartered in Norwich, Canada, in the North America region.
How does WRC Purifying make money?
Five revenue lines are on record. Product Sales and Installation is the primary driver. The others are maintenance and Service, delivery Services, equipment Rental and Leasing and well Services.
Who are WRC Purifying's main competitors?
Direct peers on record are Culligan, RainSoft, Kinetico, Hague Quality Water and EcoWater Systems. Broad incumbents are Water-Right / WaterCare and Home Depot Installation Services. Emerging players are Aquasana, Pelican Water Systems and Springwell Water Filtration.
Does WRC Purifying have an API?
No public API is recorded for WRC Purifying.
What industry is WRC Purifying in?
WRC Purifying's product category is Water Treatment Services. Its primary akta.pro industry code is HSAOAAAH, Water Softener, Filtration & Treatment System Installation, with a secondary code of HSAOAAAG, Sump Pump & Sewage Ejector Pump Installation & Repair. Its NAICS code is 23822 and its SIC code is 3561.