"The winning combination will include not just removal—but real destruction of PFAS." - Brian Liotta

PFAS: The Invisible Challenge Reshaping Water Treatment

PFAS chemicals are everywhere—from consumer products to our bloodstream. But as regulations tighten, water treatment professionals must now evolve faster than ever. In this episode of Scaling UP! H2O, host Trace Blackmore speaks with Brian Liotta, Director of Marketing and Product Development at USALCO, about the shifting regulatory landscape and the advanced technologies being developed to monitor, remove, and destroy PFAS compounds.

From Industry Curiosity to Regulatory Urgency

Brian candidly shares how he "fell into" the world of PFAS, sparked by client questions and his work with AWT's Wastewater Subcommittee. Over time, he became one of the industry's clearest voices on how PFAS is transforming everything from chemical manufacturing to compliance practices. In this conversation, Brian breaks down the science, the timeline, and the technologies professionals need to understand—whether they're manufacturers, consultants, or field engineers.

Testing, Treatment, and Destruction: What's Working and What's Coming

Testing for PFAS isn't straightforward. Brian outlines why high-performance liquid chromatography and mass spectrometry are still standard, despite the lack of affordable, field-ready kits. Then, he walks us through the big three: granular activated carbon, ion exchange, and membrane filtration—explaining how each performs and what their operational limits are. He also introduces lesser-known but emerging strategies like foam fractionation, electrostatic concentration, and supercritical water oxidation—some of which could shape the next generation of end-to-end PFAS solutions.

The Legal Front: EPA Rules, State Action, and the Chevron Doctrine

The conversation turns toward the regulatory environment: from the EPA's national drinking water standard of 4 parts per trillion to individual state actions in California, Maine, New York, and others. Brian unpacks the implications of the Chevron Doctrine being overturned and why this legal shift may slow federal implementation but accelerate state-led policies.

What It Means for Water Treatment Professionals

Whether you're new to industrial water or managing a large portfolio, Brian delivers a simple but powerful takeaway: understand the regulations, study the technologies, and provide solutions. With PFAS-related services on the rise, the opportunity for technical leadership and business growth is clear—but only for those who do their homework and move early.

Conclusion

PFAS isn't just a regulatory buzzword—it's a catalyst for innovation. As Brian notes, the most successful professionals will be those who bridge the gap between evolving science and real-world application. This episode equips you with a deeper understanding of what's at stake and how to lead your customers through uncertainty with confidence.

Stay engaged, keep learning, and continue scaling up your knowledge!

Timestamps

10:35 – Water You Know with James McDonald

12:52 – Upcoming Events for Water Treatment Professionals

18:06 – Interview with Brian Liotta Director of Marketing & Product Development of USALCO

22:15 — What is PFAS?

26:00 — EPA's new 4 parts per trillion PFAS drinking water standard and what it means

32:06 — Treatment technologies: GAC, ion exchange, reverse osmosis, and their pros and cons

37:32 — Emerging innovations: foam fractionation, electrostatic concentration, and plasma-based destruction

42:00 — State-by-state PFAS regulations and implications of the Chevron Doctrine ruling

46:20 — Advice to new water professionals: understand the regulations, then bring the right solutions

Quotes

"Regulation drives our business. If you're not paying attention, you're not preparing your customers."

"PFAS are in our water, our products, even our bloodstream. This isn't hype—it's science catching up."

"Some of the smartest people I know ask a lot of questions. Curiosity is how you become valuable."

"We're seeing companies build end-to-end treatment trains. That's where the innovation is happening."

Connect with Brian Liotta

Phone: 15102747326

Email: [email protected]

Website: Water Treatment Chemicals - Baltimore, MD | USALCO

LinkedIn: Brian Liotta | LinkedIn

Click HERE to Download Episode's Discussion Guide

Guest Resources Mentioned

Interstate Technology & Regulatory Council (ITRC)

ITRC Resources Guide

ITRC PFAS (Per- and Polyfluoroalkyl Substances)

Join ITRC PFAS Team

EPA PFAS Resource Center

Battelle PFAS ANNIHILATOR® Destruction Technology

Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs

This Is Your Brain on Music: The Science of a Human Obsession by Daniel J. Levitin

Brooks: The Biography of Brooks Robinson

EPA National Primary Drinking Water Regulation for PFAS (2023)

Chevron Doctrine Overturn (2024) – Supreme Court Decision

EPA Announces It Will Keep Maximum Contaminant Levels for PFOA, PFOS

EPA's Per- and Polyfluoroalkyl Substances (PFAS) in Sewage Sludge

EPA's Summary of the Toxic Substances Control Act (TSCA)

MIT News ' A new sensor detects harmful "forever chemicals" in drinking water '

AWWA's Journal: Treating PFAS-Laden Waste Using Aqueous Electrostatic Concentration

California adopts health-protective goals for forever chemicals in drinking water

Colorado PFAS Restrictions

Maine PFAS

Maryland PFAS

Maryland PFAS in Biosolids Regulatory Update – August 20, 2024

Scaling UP! H2O Resources Mentioned

AWT (Association of Water Technologies)

Scaling UP! H2O Academy video courses

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2025 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.