About Valinor
We couldn’t find a pitcher that actually worked. So we built one.
Why we exist
A dual mandate: Help humanity. Help the planet.
Water is the highest-impact problem we could find. Every person on earth drinks it, every day, more than anything else. And the products standing between people and their water aren’t close to good enough. Bringing pure drinking water to as many people as possible is the most useful thing we know how to do.
The world produces more than 500 billion plastic bottles a year. About 9% of plastic waste ever gets recycled. The rest ends up in landfills and oceans. You can’t recycle your way out of that math. Valinor is built to keep millions of bottles, and stacks of discarded plastic pitchers, out of the ground and the water.
How it started
During a routine physical, a doctor going over my blood work asked:
“What do you consume more than anything else?”
Water. Roughly 15,000 glasses over the next five years. The base of every coffee, every tea, every meal. Standing between me and all of it: the same plastic pitcher sitting in millions of American fridges, running on filtration designed decades ago. We’d spent years getting plastic out of our kitchen. Plastic cutting boards for wood. Nonstick pans for cast iron. Plastic bottles for stainless steel. The pitcher never got its upgrade. So we spent two years building the product we couldn’t buy: the best filtration available, in glass and stainless steel.
Why no one’s done this
Glass and stainless steel are expensive. Injection-molded plastic is dirt cheap. That’s the whole mystery. We take the lower margin on purpose. A product your family uses every day shouldn’t be built down to a price.
Our mission
Get pure drinking water to as many people as possible.
The long arc
The Valinor master plan.
New technology always enters the market at a high cost, so we’re starting premium and working our way down from there. Each product funds the next:
Build the Ferrari of water pitcher filters.
Use that money to build an affordable water filter.
Use that money to build an even more affordable water filter.
While doing the above, provide low-plastic alternatives that are healthier for consumers and better for the environment.
It’s a playbook proven in other categories: start premium, and let each product pay for a more affordable one. We’re running it for water. If we get it right, Valinor leaves the world a little better than we found it.
Your next 15,000 glasses. Make them count.
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