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459 From Wastewater to Resource: Water Reuse with Dr. Veronika Zhiteneva
Industrial water professionals are increasingly pulled into conversations about scarcity, resilience, and “where the next gallon comes from.”  Dr. Veronika Zhiteneva, CEO and Co-founder of Waterloop Solutions frames water reuse as an implementation challenge more than a technology gap—and explains where the practical starting points are when the scope feels overwhelming.   Moving reuse forward when the technology already exists  Waterloop Solutions was founded to accelerate implementation: clarifying end-use quality, identifying post-treatment needs on the back end of existing plants, and building risk management plans that fit real operational and regulatory expectations. The conversation stays grounded in what slows projects down (time, permitting, funding, and public acceptance) and where progress can be made without reinventing the toolbox.  Centralized vs. decentralized: why “less regulated” can move faster  Europe’s agricultural reuse regulation (noted as coming into effect in June 2023) created shared minimum requirements, but also uncertainty around permitting and responsibility at the local level. In contrast, decentralized reuse is described as an “early adopter” space—often driven by innovative building projects (gray water separation, rooftop rain capture) and, in some cases, easier implementation from scratch than retrofits.  What matters to industrial listeners: partnerships, autonomy, and distance  For industrial teams, Dr. Veronika points out opportunities for synergistic partnerships with municipalities and agriculture—balanced against the realities of infrastructure distance and cost. She also makes the case for industrial autonomy: decoupling from conventional sources through internal reuse to protect future production when municipal needs take precedence.  Communication and the “toilet to tap” problem  Public perception remains a stubborn barrier. Dr. Veronika calls out the long-lasting impact of “toilet to tap” framing and why first impressions can derail technically sound reuse projects.  Listen to the full conversation above. Explore related episodes below. Stay engaged, keep learning, and continue scaling up your knowledge!    Timestamps  03:58 - Trace Blackmore shares how “Pinks and Blues” questions get chosen—and where listeners can submit them  05:05 - Upcoming Events for Water Treatment Professionals   07:42 – Words of Water with James McDonald  11:47 – Meet Dr. Veronika Zhiteneva and why Trace invited her from LinkedIn insights  12:20 — Veronika’s path: UMD → Colorado School of Mines → PhD at Technical University of Munich 15:40 — Why Waterloop Solutions started: progress is slow, but implementation support is missing  19:40 — Decentralized reuse: why interest is rising, and why it can be easier to implement in buildings  20:20 — EU agricultural reuse regulation (June 2023): minimum quality, crop types, and risk plan uncertainty  23:40 — Unique barriers by sector: municipal timelines, industrial ROI, and the difficulty of reaching farmers  33:20 — Lowest-hanging fruit: municipal reuse for street cleaning and parks; industrial autonomy via internal reuse  45:00 — Women and young professionals: visibility, role models, and why the sector’s willingness to help matters  47:20 — Where to learn more: US EPA resources, EU work underway, and Australia as a reuse leader    Quotes “It's okay to ask questions.”  “But actually, all the technology needed for it already exists.”  “What I think is awesome in the US, for example, that you guys are really pursuing this direct potable reuse now.”  “I think these are all valid options to have kind of in the water management portfolio on a local level and also on a regional level.”    Connect with Dr. Veronika Zhiteneva Email: vzhiteneva@gowaterloop.com   Website: Home – Waterloop Solutions  LinkedIn: https://www.linkedin.com/in/vzhiteneva/    Waterloop Solutions: Overview | LinkedIn    Guest Resources Mentioned   Brave New World by Aldous Huxley (Paperback)     European Commission's Water reuse: New EU rules to improve access to safe irrigation  Intermezzo Paperback – by Sally Rooney (Author)   Radical Candor: Fully Revised & Updated Edition: Be a Kick-Ass Boss Without Losing Your Humanity by Kim Scott   US EPA State Water Reuse Resources  US EPA Water Reuse Information Library  US EPA's “A Framework for Permitting Innovation in the Wastewater Sector Report”  US Department of Energy’s About the BuildingsNEXT Student Design Competition  The Corporate Sustainability Reporting Directive (CSRD)    Water Reuse Europe Policy and Regulations    Scaling UP! H2O Resources Mentioned  AWT (Association of Water Technologies)   AWT Technical Training Seminars   Scaling UP! H2O Academy video courses   Submit a Show Idea   The Rising Tide Mastermind    Words of Water with James McDonald  Today's definition is a device for removing condensate from a steam line without allowing the steam to escape.  Can you guess the word or phrase?       2026 Events for Water Professionals  Check out our Scaling UP! H2O Events Calendar where we’ve listed every event Water Treaters should be aware of by clicking HERE.     
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