Interview with Bruce Lounsbury, Newterra World Water-Tech North America 2014

Oct 31, 2014

In your opinion, what is the biggest challenge facing water-tech companies in taking their solutions to market?

Converting the excitement about the water market, and the obvious global need for better treatment technologies, into actual projects and sales. We’re still at a stage where there’s more buzz than actual progress.

What is the single most important thing that a government can do to stimulate the adoption of advanced water technologies?

In Canada, the key challenge is money. Traditional funding is based on large-scale capital projects that inherently rule out the adoption of new technologies. Smaller, incremental approaches, such as decentralized sewage treatment, offer lower risk opportunities to incorporate progressive technologies. They also open the door to other sources of funding. Another factor is the actual cost of resources which we undervalue here in Canada due to our perceived abundance of fresh water. As a result, we’re slow adopters of technologies that offer efficiency and resource conservation in spite their tremendous long term merit and global significance.

To read full interview click here