Our Founder's Statement Re: The Recent California Civil Settlement

Hey everyone -

Wanted to take a second and address our team, our partners and our customers about the recent settlement involving our parent company in the US, Pure Maintenance.

Itʼs a strange situation - and one that deserves a clear explanation. Not because any fraud or harm occurred to customers, but because the language in the settlement can be easily misunderstood or miscommunicated. We want to lay out the facts plainly, especially for those who have trusted us with their health and their homes.

So hereʼs what happened, what it means, and where we go from here.

What happened;

This all started 5 years ago during the COVID-19 pandemic. Pure Maintenanceʼs dry fog sterilisation system - originally developed for use in surgical suites - was being used for both mould remediation as well as decontamination services for homes and businesses.

When COVID hit, they responded with what they believed was the right thing to do and offer a service people were actively requesting. They did their due diligence;

• COVID-19 is an enveloped virus “meaning it is one of the easiest types of viruses to killˮ as of the EPAʼs own website
• Peracetic acid (a core component in InstaPure) is well-documented to kill enveloped viruses
• Our patented fogging system ensures whole-building coverage - reaching every nook and cranny - which made the treatment more comprehensive than any other standard applicator in the market

However, rules during COVID-19 shifted fast and hard. The US government quickly created a shortlist of companies and products that were approved to make COVID-specific claims, and then came down on everyone else hard. Pure Maintenance was not on that list.

The issue was never the science - the government has acknowledged on itʼs own website that peracetic acid is effective against enveloped viruses like COVID-19. This was about control over clarity, in a very chaotic time.

On the word “non-toxicˮ

This part of the settlement frustrates us the most, and is the easiest to misinterpret.

As part of the settlement, Pure Maintenance US agreed to no longer use the term ‘non-toxicʼ in their marketing materials. The claim was classified as “false advertising", not because the treatment is toxic and harms people, but because of how “non-toxicˮ is interpreted by California regulators.

Their standard — for a product to be called non-toxic, it must be safe in all forms and at all dosages.

And yes - peracetic acid is corrosive. You wouldn't want to drink it or touch the pure form. But that’s not how we use it, or how our customers experience it.

Here is how we use it;

• We dilute it with distilled water
• Itʼs circulated through the home in a particle size so small that it doesn't leave residue or condense on surfaces (dry fog)
• By the time the customers re-enter the home, the compound has broken down into:
  
  • Water
  • Oxygen
  • Acetic acid (vinegar)

All of which are ultra low-toxicity substances. Thatʼs why peracetic acid is 1 of only 8 chemicals on the EPA Safer Chemical Ingredients List, and used in industries ranging from food production to water sanitation.

But according to the State of California - non-toxic doesnʼt mean “safe in useˮ. It means “impossible to misuseˮ. Thatʼs an incredibly high bar - even water is toxic at a high enough dose.

To be clear - this recent settlement in California is solely related to HQ and California licensees. The UK definition of non-toxic is aligned with our definition, as it currently stands, and we are fully in line with all regulatory and labelling compliance for the UK.

Why this matters:

Weʼre not saying weʼve done everything perfectly - business in the real world is rife with errors, mistakes, poor employee decisions, bad owner decisions, etc. We make bad calls often, but itʼs not about making the mistake; itʼs how you respond.

Weʼve built one of the largest remediation companies in the UK and weʼve done it by constantly pushing for better;

• Better treatment for mould sensitive individuals at scale than anything previously available
• Better pricing making it affordable for the average household - some competitors charge as much for a survey as we do for our entire process
• Better testing - we've invested £250,000 into real-time, highly accurate air monitoring technology. The UK is the first country in the world to offer this tech as a standard part of surveying at a national level. We don't charge extra - we just believe itʼs the right thing to do.

However - as far as the regulatory and labelling requirements in the UK, we are completely up to standard and have done everything the right way to the best of our ability.

Non-toxic is not false advertising the way the UK has defined it — and we will continue to align with our own regulatory environment and follow the rules set out. Should they change the definition or interpretation, we will align with them.

To practitioners and health professionals;

‍We know we're disrupting the industry — and with that comes criticism, especially from competitors threatened by our growth.

We respect healthy competition and don't begrudge them — however, there has been quite a lot misinformation that needs correcting. Things like;

1. "PM doesn't treat the whole home" - This was true, years ago, when we first started. We started with this patented technology because of the overwhelming amount of good that it does. But we've evolved - there are more complicated situations in the UK that require more complicated treatment plans, including demolition, tear-out, removal of materials and rebuild advice where needed. Many overstate how often this is needed because;
   
   1. They do not have access to our technology and don't understand it
   2. Make a significant amount of their money from these services and have it as a standard practice
2. "PMʼs tech doesn't work" - Thatʼs false. Our system isn't magic, but it is extremely effective - validated by over 10,000 treatments in the UK alone and independent test results.
3. "PMʼs chemicals are toxic" - Addressed in detail above. Our fog breaks down into water, oxygen and acetic acid. Itʼs used in food, water and healthcare industries and is one of the only things available that is strong enough for mould while leaving no residue or nasties behind.

Their criticisms are disingenuous at best, and malicious at worst. They know and understand that the alternatives for mould-affected individuals are either;

• Outrageously expensive while still being limited
• Based on harsh chemicals that come with their own risks
• Or dangerously outdated advice like bleaching it — or just living with it, which has led to literal deaths in our country.

Our bottom line:

Our mission is to solve this problem at scale in the UK. Itʼs a massive undertaking. We could have stayed small — one or two vans helping a few people a month. But that wouldn't have made a dent in the millions we believe are currently struggling with this issue.

We're here to serve customers who have been failed by traditional mould remediation, current guidance and feel left behind. People who are chemically sensitive, immunocompromised or just desperate for a healthier solution.

Thanks for your support so far, and we hope you'll stick with us.

Sam and Josh