Craig Zucker, the founder of Tapd NY. In the five months since he started the company, he has proven his hunch: People are willing to pay for New York City tap water. (Carolyn Cole / Los Angeles Times)
Maureen Millingen, 34, left, and Alison Szeli, 26, with bottles of Tap’d NY in a New York store. (Carolyn Cole / Los Angeles Times)
In 2007, the Environmental Protection Agency said New York City’s tap water was so fresh it did not need filtration. The city’s pizza and bagel makers have long credited local water as a special baking ingredient. (Carolyn Cole / Los Angeles Times)
Business partners Jon Flax, left, and Craig Zucker deliver cases of Tap’d NY bottled water to a New York store. (Carolyn Cole / Los Angeles Times)
