Canadian Water Treatment: Challenges

and Opportunities

John Nicholson, M.Sc., P.Eng.Editor, Canadian Water Treatment

Topics of Discussion

Topics Reputation Legislation Aboriginal Communities Bottled water Environmental

Stewardship Growth of the industry

Key Questions Where we are today? Where we want to be? How do we get there?

Reputation of the IndustryWhere are we now?

Current StateCurrent State Marketing by innuendoes, half-truths, and

deception brings the entire industry down Bottled water companies question the safety of tap

water POU/POE providers question health impacts from

PET water bottles City of Kawartha Lakes, City of London Brita TV Campaign

Reputation of the IndustryWhere do we want to be?

The FutureThe Future Well respected industry known for caring about the

customers, the community, and the environment Ethical, professional industry

Comparison – law firms, pharmaceutical industry Comparison – used car sales, tow truck companies

Recognized leading organization in the world Providers of safe, clean, water

Reputation of the IndustryHow do we get there?

The Secret PlanThe Secret Plan Advertising

“Statements, either verbal or written, which are false, misleading, deceptive, fraudulent, or which falsely or deceptively disparage publicly or privately supplied water, bottled water, water quality improvement products or systems or other competitors of competitive produces, shall not be used.”

Focus on benefits of your product/service Your ship doesn’t rise when you sink another

Strive for perfection

LegislationWhere are we now?

Current StateCurrent State Federal government’s limited role Patchwork of provincial regulations POU/POE systems and proposed CSA

standard B483.1 Testing requirements for bottled water

compared to municipal water

LegislationWhere do we want to be?

The FutureThe Future Federal regulation that is fair, understandable and

science-based Clear, enforceable rules for bottled water Clear, enforceable rules for POU/POE systems Clear, enforceable rules for municipal drinking water

systems Avoidance of different rules in different provinces

(i.e., labeling of bottled water)

LegislationHow do we get there?

The Secret PlanThe Secret Plan Works together to ensure clear, enforceable

rules are legislated that are fair and do not hinder commerce

Inform municipal, provincial, and federal politicians about the views of industry with recommendations for what would work best

Counteract reactionary, ill-conceived ideas

Aboriginal and Rural CommunitiesWhere are we Now?

Current StateCurrent State Over 600 First Nation Communities in Canada,

more than 75% have drinking water systems posed a “significant risk to the quality or safety of drinking water”

Over $2 billion has been spent by the federal government over the last five years to upgrade water treatment systems

Aboriginal CommunitiesWhere do we want to be?

The Future Safe, clean water for aboriginal communities and

growth market for the Canadian industry

Aboriginal CommunitiesHow do we get there?

The Secret PlanThe Secret Plan Phil Fontaine, National Chief of the Assembly of

First Nations gave his vision and plan for partnership

Opportunity to partner directly with First Nations on water treatment

Follow the Membertou example Siemens Agreement with INAC to promote

aboriginal employment

Bottled WaterWhere are we now?

Current StateCurrent State Exponential growth Attacks from activists and “environmentalists”

City of Charlottetown will continue to drink bottled water (CBC, March 12th, 2007)

United Church of Canada ban on bottled water (2006) Province of Ontario to begin charging bottled

water companies taking water

Bottled WaterWhere do we want to be?

The FutureThe Future Continued growth Favoured beverage choice by consumers Exports to the world World-recognized leader Educated public

Bottled WaterHow do we get there?

The Secret PlanThe Secret Plan Promote bottled water based on refreshment,

hydration, taste, purity, convenience Locate facilities near water resources with

“willing hosts” Quick and intelligent response to unfair

criticisms Promote virtues of export

Environmental StewardshipWhere are we now?

Current StateCurrent State Attacks from “environmentalists”

PET bottles are a strain on the environment Export of water disrupts the water cycle of water

basins Water industry is eroding the public trust in tap water Public control of water is at risk from private water

companies

Environmental StewardshipWhere do we want to be?

The FutureThe Future Public understanding that packaging for

water is no different for any other beverage Science-based decisions on exports of water

from river basins Safe and clean water available to everyone,

regardless of economic situation

Environmental StewardshipHow do we get there?

The Secret PlanThe Secret Plan Biodegradable, fully-compostable, and petro-chemical free

plastic water bottles + 1 Water, Montreal

Environmental Leadership Aquathin Corp, POU/POE supplier based in Florida, wins

Emerald Award from Broward County for environmental responsible practices

Ontario Environmental Leaders Program Promotion of science-based decision-making for water

exports and water re-use/recycling Promotion of clean and safe water for everyone

GrowthWhere are we now?

Current StateCurrent State Exponential growth in bottled waterExponential growth in bottled water POU/POE business migrating to bottled POU/POE business migrating to bottled

waterwater Home/Office Water Cooler market is Home/Office Water Cooler market is

mature (1 to 2% growth)mature (1 to 2% growth) Big box retailers selling Asian-made Big box retailers selling Asian-made

systemssystems Coke and Pepsi Coke and Pepsi

GrowthWhere we want to be?

Continued growth New markets

Asia, Russia, the U.S. New products

Multi-barrier systems Water-in-car systems

Up-sell and cross-sell opportunities

GrowthHow do we get there

The Secret PlanThe Secret Plan Promotion for water exports Development of new technologies

Multi-barrier filters WHO support of POU/POE systems

Focus on niche markets

Conclusions

Canadian Water Treatment magazine is your partner

As editor, I need your suggestions, feedback, and criticisms

Let’s work together to promote the industry

Thank you