WesTech believes that, although the Microfloc and General Filter brand names went under-promoted with their previous owners, it did not diminish their brand recognition. This brand reintroduction, the company said, recognizes the solid reputation these brands hold with engineers, owners, and operators and honors their successful legacy.
"The Microfloc and General Filter brands are extraordinarily well-recognized in the industry and enjoy tremendous customer loyalty," said Steve Brewster, CEO of WesTech Engineering. "We believe that reintroducing these brands will cement WesTech as a leader in the design and manufacture of industrial and municipal water treatment equipment."
"These brands will be welcomed back by the many people who understand them to represent high-quality equipment," said Les Uhlmeyer, Business Unit Leader for the Microfloc and General Filter product lines. "This will lend tremendous credibility to WesTech as a whole."
The product lines will continue to operate largely from their facilities in Ames, Iowa.
For more details on the reintroduction of the Microfloc and General Filter brands, please visit westech-inc.com/betterwater.
About WesTech Engineering Inc.
Founded in 1973, WesTech Engineering is an employee-owned company that specializes in the design and manufacture of process equipment for municipal water and wastewater treatment as well as industrial and minerals processing.
General Filter was founded in 1935 in Ames, Iowa. General Filter has a long tradition of innovation, beginning with the invention of the ATOMERATOR(tm) system -- an innovative way of introducing oxygen into a process stream without breaking system pressure. General Filter became an industry leader for all varieties of manufactured water treatment equipment including pressure filters, clarifiers and aerators. General Filter innovations include the MULTICELL(r) common-underdrain filter system, the AERALATER(r) package treatment system, Laser Shield direct-retention underdrain caps, and the MULTIWASH(r) backwash system.
Microfloc was founded in 1961 by engineers who developed an innovative method for electronic control of coagulation chemical addition. Microfloc continued to innovate in the ensuing years, developing the mixed media filter bed, the first commercially viable tube settler, and the upflow Adsorption Clarifier System. Microfloc continues in the tradition of innovation with the Trident HS system, which is the most sophisticated package treatment system on the market.
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