Good to hear, but could you please let us know the name of the product used to coat the magnets?
There are a few examples of FDA-approved stuff that I can think of, which in both my opinion and expert opinion should never have been approved. For instance, BOTH expert panels that reviewed aspartame (which I mentioned earlier) for the FDA's approval process strongly recommended *against* approval, but they rubber-stamped it anyways. And it's no wonder it was recommended against, when it's well-documented - ie NOT a conspiracy theory - that aspartame partially metabolizes to methyl alcohol, aka METHANOL. And this methyl alcohol is oxidized by the liver to the methyl aldehyde, better known as FORMALDEHYDE, by the same enzyme group - alcohol dehydrogenase - that converts the ethyl alcohol which we so love to produce and consume (ethanol), to the ethyl aldehyde, usually referred to as acetaldehyde. They are further oxidized to the methyl and ethyl carboxylic acids, commonly called formic acid and acetic acid (vinegar), respectively. Granted, the methanol is produced in fairly low amounts, but if I'm going to use a sweetener, I'd much rather choose something like Splenda and just avoid the methanol/formaldehyde all together.
So why mention all this? Because I prefer to be an informed consumer. I don't totally ignore the FDA's and Health Canada's product approvals, but I don't just blindly accept them either - they are human organizations, and thus aren't perfect. Sometimes they approve products against expert recommendation (as was the case with aspartame), and other times a product has their approval eventually revoked, even with the writing having been on the wall for a substantial amount of time before this happens. Merely knowing something is considered food grade is not enough to make me feel comfortable about it, when I don't know what the actual product is, thus preventing me from being able to make an informed decision. Usually this isn't an issue though as the law typically requires disclosure of such things in most cases (natural compounds or ingredients in certain types of products are often an exception, unless explicitly specified).
And the thing is, many homebrewers are the same way... far more than the average consumer. Hell, some are homebrewers BECAUSE they are the same way. I am interested in your pumps, but I just can't buy something that exposes me to a product that I don't know, ESPECIALLY when it'll be in contact - at hot temperatures no less - with something that I consume on a regular basis. Obviously it's not proprietary, and I'm quite sure any manufacturer could find the coating or something similar with just a bit of research (you're hardly the first company to coat magnets), so keeping it secret from competitors is hardly a legitimate concern.
Every other pump I've looked into openly lists *all* materials that come into contact with the liquid. Indeed, I have a fairly complex higher-end electronic brewery, with hundreds of components, and I know EVERY single material that touches my wort or beer. And in fact, I can count them all on *one hand*. Again, I'm hardly the only brewer concerned with this all this. MANY brewers spend thousands to put together a brewery with only stainless, glass, and silicone (and often Teflon) coming into contact, and I can assure you that not a single one of them is going to suddenly put an unknown product in their brewery just to save a hundred bucks or so, regardless of whether or not the seller insists it's food-grade. And while I don't personally doubt you (yet), as far as potential buyers are concerned the product might not even be food grade, since all people have to go on is the word of an unfamiliar seller, if you don't disclose the product name.
So help us out here - hell, help *yourself* out here - and just let potential (and realized) buyers know the coating that would be coming in contact with their wort. We don't need an "ingredients" list or a detailed product breakdown... just the name of the product, and those of us that are concerned can do the due diligence necessary to make an informed decision. I'm reasonably certain the product is safe and that there's little to worry about, but I and (again) MANY others are not going to take that chance when such a considerable volume of wort/beer that comes into contact is going to be consumed by us and our loved ones, often on a daily basis. Just a product name to give customers some peace of mind... it really ain't asking much.