Michigan Partners Launch Water Company

Michigan Partners Launch Water Company

WCP Online recently profiled Pioneer Water Treatment, founded in October 2023 by Jeff Troutman and Chad Lomonaco after the two of them work together at another local company. The article discusses how Troutman transitioned from restaurant sales during the pandemic and was "shocked at the opportunity in the water treatment business," while Lomonaco brought nearly a decade of water treatment experience including work on the region's first major PFAS findings in residential wells. The Marne, Michigan partners built their business on word-of-mouth referrals and what they call a "Zero Sales Pressure" policy that focuses on education over other sales methods. Troutman challenges traditional sales tactics like "Five Nos before you close" arguing that customers need just three things: what treatment they need, how much it costs, and why to choose their product over competitors. The company also differentiates itself with in-house branded equipment lines and fully-equipped service vans.

Materials Expert Explains RO Choices

Dr. Elena Brooks from Viomi’s Hydration Lab published a detailed, in-depth analysis of materials used in reverse osmosis systems. Brooks explains that RO water attacks materials because removing all the minerals creates "mineral-starved" water that dissolves metals and plastic additives from whatever it touches. This is why traditional plumbing materials like copper and brass perform poorly in RO systems: the purified water leaches metal ions that hurts both water quality and system integrity. Brooks recommends PEX and polypropylene for RO distribution piping, noting these materials are already standard in hospital RO systems where purity matters most.

For storage, she advocates strongly for stainless steel tanks over plastic, explaining that stainless steel resists corrosion, reduces bacterial growth, and doesn't leach chemicals into stored water over time. The article also addresses microplastics concerns, mentioning that while RO membranes remove 99.9% of microplastics from source water, the plastic components within RO systems can shed particles as they age. Brooks suggests using stainless steel pre-filters and housings where possible to minimize plastic contact with treated water.

Data Centers Worsen Water Crisis

Rolling Stone published an investigation showing how Amazon's data center expansion increased nitrate contamination in Morrow County, Oregon, where 68 of 70 tested wells exceeded federal safety limits. The report highlights what appears to be a growing national problem: data centers are being built in water-stressed areas, with Bloomberg finding two-thirds of new facilities since 2022 located in regions with high water stress. The investigation also reveals how data center water demands can supercharge existing contamination cycles because when nitrate-laden water cools servers and evaporates, the remaining water becomes even more polluted (sometimes reaching eight times Oregon's safety limit). In the article, the team reveals how a former county commissioner found residents reporting miscarriages, cancers, and organ failures affecting healthy adults, with average nitrate levels four times the federal limit. A class action lawsuit targets agricultural operators and may include Amazon, showing a growing legal liability for companies that contribute to water contamination.

Performance Indicators

Mike Sheffield from NSF's Global Water Filtration Division wrote an overview of Performance Indicator Devices (PIDs), highlighting how smart technology is transforming water treatment monitoring and creating new business opportunities. Sheffield explains that PIDs bridge the gap between consumer wishes for real-time data and traditional water treatment systems that rely on estimated replacement schedules or visual inspections. The technology includes filter change indicators that monitor flow and pressure, smart sensors measuring turbidity and contaminant levels, LED systems with color-coded displays, and wireless connectivity for smartphone alerts and automated filter ordering. Sheffield also explained the certification advantage of PIDs, explaining how systems with PIDs only need to test to 120% of claimed capacity under NSF/ANSI standards 53 and 401 (compared to 200% for systems without PIDs).

What else is happening:

• AquiSense announced that the PearlAqua Kilo, a full-scale UV-C LED product, has been awarded the NSF/ANSI/CAN 61-2024 certification

• In a guest post from a water dealer marketing specialist, WCP Online details how AI is recommending water companies (and more importantly, how to get featured)

• WQA CEO Pauli Undesser guest authored an industry outlook after speaking at TEDxFolsom

• Complete Water Solutions says they “transformed the water treatment process” with their patented Reverse Osmosis (RO) Filter Ram

• Rayne Water, the oldest continual name in water conditioning, details the best water filtration method for homes