History of the White Elephant brand
From 1945 to 1984, Robert Maderholz produced briar pipes. In 1984, his son Michael Maderholz designed the first machines for filter production. To this day, White Elephant remains the only brand to fill its filters with meerschaum granules, a highly absorbent material that soaks up moisture like a sponge. The meerschaum was originally imported from Tanzania, but is now sourced from Eskisehir in Turkey, which led to the brand name ‘White Elephant’.
Expansion of the product range and sale of the company
The company later added activated carbon filters to its range and, in 1999, expanded production to include pipe cleaners. Due to an unresolved succession issue, Michael Maderholz, acting with foresight, sold the company to Kopp Filters.
New design and continued production
After 35 years, the White Elephant brand has been given a completely revamped design. Despite the changes, much remains the same: production continues to take place in Ettenstatt, Bavaria, with the overriding principle of offering top quality at fair prices. The products are now also packaged in an environmentally friendly manner.
What is Superflow?
Superflow means ‘less is more’. Rather than maximising the absorption surface area – which can have an unpleasant effect on draw resistance – we have reduced the contents by 15 per cent. This results in a particularly pleasant smoking experience.
