WaterwiseLondon, U.K. --- (METERING.COM) --- November 13, 2006 – To mark the start of the new water year on October 1, Waterwise – a U.K. NGO focused on decreasing water consumption in the UK by 2010 and building an evidence base for large-scale water efficiency – has launched the U.K.’s first annual water efficiency marque to help consumers choose more water efficient products.

The marque will be awarded to products which use water efficiently or which reduce water wastage. Once awarded, a manufacturer will be able to use the Waterwise marque to provide clear, independently endorsed, point of sale information to the buyer. 

A select handful of Waterwise Marques will be awarded each year to the products which best enhance water efficiency or reduce water wastage. Manufacturers of bathroom, kitchen and outdoor water using products are among those encouraged to apply. 

Environment Minister Ian Pearson says: “I welcome the Waterwise marque, which will raise the profile of water efficiency, help the consumer to make informed choices in product selection, and reward those manufacturers who are taking a lead in water saving. It is good for the environment, good for consumers and good for business.”

“This is the first scheme in the UK to highlight water efficient products,” says Jacob Tompkins, Director of Waterwise. “Many other countries throughout the world, including Australia, America and other European countries, already provide consumers with water saving information and it is time for the U.K. to take the lead.

‘The two year drought in SE England has highlighted the need to save water, and the key to water efficiency is reducing waste, not restricting use. Consumers can help reduce waste by making small behavioural changes and by choosing more water efficient products.”

Entries – which close on Friday 12 January 2007 – will be judged by a panel of experts and assessed on water efficiency, potential market reach, performance and good design. Winners of the Waterwise marque will be formally recognised at the Waterwise Annual Conference on World Water Day – Thursday 22 March 2007.