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

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