{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"459 From Wastewater to Resource: Water Reuse with Dr. Veronika Zhiteneva","description":" Industrial water professionals are increasingly pulled into conversations about scarcity, resilience, and \u201cwhere the next gallon comes from.\u201d  Dr. Veronika Zhiteneva, CEO and Co-founder of Waterloop Solutions frames water reuse as an implementation challenge more than a technology gap\u2014and 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 \u201cless regulated\u201d can move faster  Europe\u2019s 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 \u201cearly adopter\u201d space\u2014often 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\u2014balanced 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 \u201ctoilet to tap\u201d problem  Public perception remains a stubborn barrier. Dr. Veronika calls out the long-lasting impact of \u201ctoilet to tap\u201d 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 \u201cPinks and Blues\u201d questions get chosen\u2014and where listeners can submit them  05:05 - Upcoming Events for Water Treatment Professionals   07:42 \u2013 Words of Water with James McDonald  11:47 \u2013 Meet Dr. Veronika Zhiteneva and why Trace invited her from LinkedIn insights  12:20 \u2014 Veronika\u2019s path: UMD \u2192 Colorado School of Mines \u2192 PhD at Technical University of Munich 15:40 \u2014 Why Waterloop Solutions started: progress is slow, but implementation support is missing  19:40 \u2014 Decentralized reuse: why interest is rising, and why it can be easier to implement in buildings  20:20 \u2014 EU agricultural reuse regulation (June 2023): minimum quality, crop types, and risk plan uncertainty  23:40 \u2014 Unique barriers by sector: municipal timelines, industrial ROI, and the difficulty of reaching farmers  33:20 \u2014 Lowest-hanging fruit: municipal reuse for street cleaning and parks; industrial autonomy via internal reuse  45:00 \u2014 Women and young professionals: visibility, role models, and why the sector\u2019s willingness to help matters  47:20 \u2014 Where to learn more: US EPA resources, EU work underway, and Australia as a reuse leader    Quotes \u201cIt's okay to ask questions.\u201d  \u201cBut actually, all the technology needed for it already exists.\u201d  \u201cWhat I think is awesome in the US, for example, that you guys are really pursuing this direct potable reuse now.\u201d  \u201cI 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.\u201d    Connect with Dr. Veronika Zhiteneva Email: vzhiteneva@gowaterloop.com   Website: Home \u2013 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 \u2013 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 \u201cA Framework for Permitting Innovation in the Wastewater Sector Report\u201d  US Department of Energy\u2019s 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\u2019ve listed every event Water Treaters should be aware of by clicking HERE.      ","author_name":"Scaling UP! H2O","author_url":"http:\/\/scalinguph2o.com","html":"