Targeted Retrogression – Reversing the Evolution of Bottled Water


History lesson -Ancients have captured rainwater and stored it in vessels made from animal parts, gourds, clay urns and glass bottles, circa 100BC, for convenient transportation. The first evidence of water being bottled and sold in modern history occurred in 1767 where the waters of Jackson’s Spa in Boston were bottled and sold. About 1800, the waters of a mineral spring near Albany, NY were bottled commercially, and in 1820, the first Saratoga Springs bottled water was sold. These bottled waters were typically offered in glass until the mid-1970’s when the PET plastic bottle became the vessel of preference for bottled water.

Municipal water supplies came into existence towards the end of the 19th century. In the U.S., the first use of chlorine for continuous disinfection of a drinking water supply took place in 1908 at Boonton Reservoir which served as the supply for Jersey City, New Jersey. Chlorine has been the preferred disinfection methodology ever since its introduction. Chlorine is a poison with remarkable qualities for killing pathogens. Small amounts in the water supply were deemed safe.

Most bottled water began as natural spring or mineral waters sold for their reputed medicinal qualities.  It was not until the mid-1900’s that well water or tap water was used in bottled water. This water comes from the aquifers, lakes, springs and municipal water supplies across the nation.

The recent state of the bottled water market for convenient hydration in single use containers did not really mature until the 21st century. Since 2000, bottled water sales have grown geometrically causing problems with our water supplies, pollution in our landfills and health issues having to do with chlorine.  The evolution of bottled water has taken a significant toll on Mother Earth, one that cannot continue. Our aquifers are depleting and plastic water bottles placed in our landfills will be there for 500 to 1,000 years.  Alternative disinfection procedures exist but chlorine is cheaper.

Rain Supports All Life As We Know It. At Choose Rain, we believe that the rainwater cycle is the only thing on earth that is nearly perfect. Rain falls to the earth crisp and clean as a result of it lingering in the clouds. Until it reaches the earth the rainwater is generally pure distilled water. It has nothing in it and it needs nothing to make it the best water on the planet. The problem starts when it touches land. We humans have created a mess. We ravage the land, we alter the landscape and we create all sorts of pollution in the process of living our everyday lives. Everything we do destroys the purity of this life sustaining resource, rainwater. By the time the clean rain goes through the surface to reach the aquifer, it is so tainted with fertilizers, chemicals, pesticides, Nature forgives us and, through the water cycle, takes all this polluted water back into the atmosphere. The evaporation, transpiration and respiration processes create distilled water, void of all the man-made pollutants, which rises to the clouds. In the clouds, this distilled earth water is again sterilized by ultraviolet light from the sun and further sterilized by lightning creating ozone. Nature then returns this reclaimed, reprocessed ultra-pure water back to us in the form of rain. This process repeats itself over and over again as it has for millenniums. Humans ruin the water and nature fixes it giving us yet one more chance to realize what we are doing to our planet.

Plastic water bottles placed in our landfills will be there for 500 to 1,000 years. PET Plastic bottles are made from oil which is a diminishing natural resource. Plastic production methods represent a major source of air and water pollution and waste further decimating our water supply. Plastic blow molded bottles popular today were first introduced in the 1970’s. Soon thereafter, several nontraditional companies began selling water in PET plastic bottles. Pepsi’s Aquafina began distribution in 1994 quickly followed by Coca-Cola with its own brand, Dasani, in 1999. Roughly 50 billion plastic water bottles end up in U.S. landfills each year — 140 million every day!

Past Life Regression involves going back to our past lives. We need to revert to our past. Oscar Wilde, renowned Irish poet and novelist said; ”Experience is the name we give our past mistakes.” We at Choose Rain have as our mission the Reversal of these life’s experiences through what we call: “Targeted Retrogression -Reversing the Evolution of Bottled Water.”

Retrogression is defined as “the development of less complex features usually associated with simpler organisms” or “the process of returning to an earlier and usually worse condition”. Evolution is defined as “the gradual development of something into a more complex or better form”. Evolution is perceived as better and Retrogression is perceived as worse.

We at Choose Rain feel that the past Evolution of bottled water has resulted in a harmful mindset which has seriously damaged our health and our environment. It has been driven by wasteful practices and nurtured further by greed and indifference. We are leaving a horrible legacy to our children. We feel that Retrogression to past practices is the solution. As Oscar Wilde says; ”Experience is the name we give our past mistakes.” Experience has taught us a valuable lesson. We need to learn from our past mistakes.

  • Collect and Drink Rainwater instead of pulling water from the ground
  • Use multiple use containers, glass or biodegradable plastic bottles and recycle.
  • Process the rainwater without harmful chemicals or wasteful techniques.

This requires a mindset change, maybe a little inconvenience and changing the way companies product bottled water. Again -“Targeted Retrogression -Reversing the Evolution of Bottled Water.”

Collect and Drink Rainwater instead of pulling water from the ground. Pulling water from groundwater supplies is easy and reasonably cost effective. Drill a well or turn on the tap and you have a seemingly limitless supply of water. There are literally thousands of articles and studies that tell us that we are in serious jeopardy of a global water crisis in the near future.  Our supply if fresh potable water in dwindling.

We should capture and process rainwater. By way of example, Freeport Bahamas with 58” of rain annually and a population of 50,000 pulls 9 million gallons of water from their aquifer just for drinking. If we captured rainwater from only 250,000 square feet of roof, we could supply their entire drinking water needs without touching the aquifer. This process could be repeated across the globe.

Respect Mother Earth – Choose Rain. As only 20% of rainfall recharges the aquifer, Choose Rain promotes the collection and use of rainwater for all potable water purposes as a means of preserving our dwindling aquifers.  Rainwater starts out cleaner than all other waters which begin as ground water. Rainwater does not need significant treatment to make it potable. Our ancestors drank it, why shouldn’t we? By using the 80% of rainfall that flows into our oceans, we can significantly reduce or even reverse the drain of our aquifers (Targeted Retrogression).

Use multiple use containers, glass or biodegradable plastic bottles and recycle.

We are lazy. We recklessly pollute the earth with plastic bottles because it is simply more convenient. Our indifference is the cause of the problem. This indifference can be modified with education and a little effort. Recycle everything. Only 25% of plastic bottles are recycled. With 50 billion plastic water bottles consumed each year in the United States, 40,000,000,000 bottles end up in a landfill for the next 500 to 1,000 years.

Refilling multiple use containers will reduce this figure. Glass bottles also degrade back to silica. Use biodegradable bottles. The additive to make PET plastic biodegradable costs less than one-quarter cent per bottle. It doesn’t sound like much but on 40 billion Process the rainwater without harmful chemicals or wasteful techniques. Chlorine is cheap and easy. Chlorine is a poison. Other purification techniques are available that do not use harmful chemicals. They require a change in the bottling process but may prove slightly more costly. Reverse Osmosis, while effective, wastes upwards to four gallons of the water for each one gallon of bottled water.

Respect Mother Earth – Choose Rain. Choose Rain uses Ultra-violet light, ozone and other proprietary techniques to treat the rainwater without chlorine or other harsh chemicals.

Through Targeted Retrogression -Reversing the Evolution of Bottled Water and reinventing past practices, Choose Rain can lead the world into sustainable bottled water that respects mother earth.

By: Larry R. Curran, Founder and CEO of Choose Rain Inc., OTC-PK symbol “CHOS” Choose Rain will capture Rainwater, process it with ozone, UV light and magnetics, not chlorine, and bottle it in a biodegradable bottle that goes away in a landfill in 3 to 5 years. We believe we are headed down the wrong path and need to change. We believe that irresponsible harvesting of our aquifers will result in water shortages and saltwater intrusion. We believe that plastic bottles are more of a curse than our salvation and, while chlorine is effective at killing pathogens, it is a poison we should avoid. The use of Hydroponic systems and Rainwater -based organic nutrients complete the opportunity to make a difference. Our company’s mission is to make changes, baby steps, through education to make life better for our children. The “HELP, BUT DON’T PANIC” theme will help us spread our message. Respect Mother Nature – Choose Rain!


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Larry Curran

Larry Curran

I have a passion for rainwater. In 2004, I built a home in Florida that uses rainwater as the only source of water. After retirement and 40 years as a CPA/ CFO, I formed Choose Rain, Inc., a small cap public company trading as “CHOS” OTCPK, to serve a sustainable need for bottled water with a low impact on the environment.
Larry Curran
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