“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 

Submit a Show Idea 

The Rising Tide Mastermind

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Ep 408 Pinks and Blues: The Power of Processes 

Fearless Pricing: Ignite Your Team, Own Your Value, and Command What You Deserve by Casey Brown 

 

Water You Know with James McDonald 

Question: If you place a small amount of concentrated hydrochloric acid on a deposit sample and it bubbles, what is this likely to indicate? 

 

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.