Water Conditioning & Purification Magazine

Elder promoted at Kemco Systems

Friday, March 15th, 2019

Kemco Systems announced the promotion of Ann Elder to VP of Engineering. She joined the Kemco team as a Project Engineer in 2013, as the second female engineer in the 50-year history of the company. Two years later, Elder was promoted to Director of Engineering. Her consistent process improvement mentality and meticulous attention to detail has assisted in the company’s overall evolution and earned her this latest promotion.

Haws staff changes announced

Friday, March 15th, 2019

Haws® announced a series of new hires and one promotion, as the team continues to grow and evolve. Brett Engelland, Director of National Accounts, North America, has 16 years of experience in the wholesale plumbing industry. Most recently, he served as the National Builder Sales Manager at Spectrum Brands Hardware and Home Improvement Division, and was responsible for building key relationships and driving business results with large national and regional builders. In his new role, Engelland will be responsible for developing and executing key business strategies to maintain and strategically grow the company’s hydration and emergency response products. He holds a Bachelor’s Degree from Purdue University.

Nicole Denison, Marketing Manager, brings over 12 years of marketing and project management experience with local firms in the Reno, NV area. She will work with sales channel representatives and distributors to drive go-to-market activities for Haws emergency and hydration product lines. Denison will also work internally to further strengthen the brand definition and deepen the relationship with the marketing and sales teams. She holds an MBA from the University of Nevada, Reno.

Samantha Hoch, Vertical Market Specialist-East, has been with Haws since 2012, serving in various roles within the marketing department. In January, she joined the Haws Outside Sales Team, working more directly with sales representative groups on the East Coast. Hoch’s extensive product knowledge and customer-first approach will drive success in her new role to further expand the Haws value. She will provide educational resources on compliance standards and establish key relationships within the specification communities. Hoch holds a Bachelor’s Degree in business from the University of Nevada-Reno.

Elliott new AWWA President-elect

Friday, March 15th, 2019

The American Water Works Association’s Board of Directors elected Melissa Elliott, a manager at Raftelis Financial Consultants, as the association’s next President-elect. Elliott, an AWWA member for 15 years, has served as chair of the Public Affairs Council and the Affordability Symposium Conference Committee and as a member of the Lead Technical Advisory Workgroup. She has also served as trustee and chair of AWWA’s Rocky Mountain Section. Elliott will begin her term as President-elect in June at the conclusion of AWWA’s Annual Conference & Exposition in Denver, CO and will serve her one-year presidential term beginning in June 2020.

Saralaya honored by IAPMO

Friday, March 15th, 2019

The International Association of Plumbing and Mechanical Officials (IAPMO) announced Swathi Saralaya, Project Manager with IAPMO India, is the recipient of a 2018 World Plumbing Council (WPC) Education and Training Scholarship. Saralaya is the first woman to be awarded a WPC scholarship. The primary liaison and master trainer for IAPMO India’s Plumbing Education to Employment Program (PEEP), Saralaya plans to travel to Australia to explore the implementation of building regulations and plumbing standards. The scholarship will help fund her efforts to learn about advancements in plumbing from the perspective of sustainability and the impact plumbing systems have on the health of consumers and the state of the environment.

Nowicki to receive Hall of Fame Award

Friday, March 15th, 2019

Henry G. Nowicki, PhD is the 40th Activated Carbon Hall of Fame honoree. His Professional Analytical and Consulting Services (PACS) group has developed advanced performance testing, called Activated Carbon Gravimetric Adsorption Energy Distribution, Heat of Immersion and Remaining Service Time. Nowicki has been awarded eight SBIR awards, taught American Chemical Society short courses and PACS short courses to train people in activated carbon adsorption phenomena. He has published over 100 technical papers on activated carbon and will present a plenary talk, Review Per- and Poly-Fluoronated Organics in Drinking Water at the 2019 International Activated Carbon Conference & Courses.

Looking Back: What I’ve Seen and What I Have Learned

Friday, March 15th, 2019

By David H. Martin

The modern water quality industry represents many certified products, including water softeners, filtration devices and chemicals. All of them have one thing in common: in the capable hands of water treatment professionals, they protect people’s personal environment.
As the longest-serving marketing columnist in the industry (going on 33 years), I’ve met, interviewed and admired many of the players, including some true innovators and industry pioneers. Their products, found in the homes and businesses of millions, protect and enrich the quality of life for end users of POU/POE water everywhere.
My first columns appeared in Water Technology in 1986. They were inspired by my two-year promotional experiences, working with Culligan International, who had hired me to develop creative health and fitness promotions for their first generation of under-counter RO drinking water systems. Those first marketing columns directed interested water treatment dealers to focus their RO selling efforts toward the emerging health and fitness lifestyle, first identified in visionary John Naisbitt’s 1982 bestseller, Megatrends. Naisbitt’s book focused on improving one’s health through diet, exercise and by improving one’s personal environment. The columns reflected my Culligan experiences, centered on taste-sampling promotions in the various places that fitness fanatics congregated: health clubs, vitamin stores, athletic equipment stores and even public parks and athletic fields.
After a year, I was invited to move my creative marketing column to Water Conditioning and Purification, the oldest trade publication in the industry, founded in 1959 by Jerome (Jerry) Peterson, whose son, Kurt, is now the Publisher and my boss. Here my range of topics expanded to include industry issues, the WQA, product certification and the impact of new environmental regulations and standards. But, after all, marketing exists to support sales. So I continued to write about dealer advertising and promotional planning; community involvement and public relations; how to create effective ads, literature and home show promotions; transitioning from old media to new and getting family members involved.
Year after year, I have reported on consumer water-related products at national and regional WQA shows, and many others: the International Builders Show, the Housewares Show, the Hardware Show, the Kitchen & Bath Industries Show and Greenbuild, just to name a few. In 2001, I covered major trade shows for WC&P in Paris, France and Atlanta, Georgia—both in the same week!

Some things I fought against
• The WQA’s former position was that salespeople should avoid mentioning health effects (which it called negatives or fear tactics) and sell only positive aesthetic benefits when discussing product attributes in POU ads and sales presentations. I suggested dealers instead should sell peace of mind.
• Greedy golf course developers, who sought to purchase environmentally threatened wetlands for new golf courses at low cost, which they rimmed with expensive homes, while polluting the underlying aquifers with excessive use of fertilizers on the greens.
• The industry-wide consumer information gap that existed before the harmonization of NSF certification standards with certified WQA Gold Seal standards. I also fought for a WQA Consumer Information hotline and feel that an information gap still exists—one that will be addressed, hopefully, by the proposed WQA consumer website.

Some things I fought for
• The US EPA Waters of The United States (WOTUS) rule that protects wetlands and secondary waterways under the Clean Water Act. Let’s hope it survives!
• Universal dealer support for the US EPA Safe Drinking Water Act and its ever-expanding list of contaminants of concern that provides growing career and financial opportunities for certified water professionals and products.
• World-wide recognition and respect for the powerful phrase for POU, coined by Regu Regunathan: ‘final barrier protection’
• Successful transition from what was (at one time) an industry in a defensive posture, one spending considerable association resources to assure the right to sell our products wherever we’re challenged to a more confident industry that addresses contemporary consumer concerns and perceived needs.

My career as a water treatment marketing consultant
My first marketing experience in water treatment products happened in 1969, when I was 29. A young advertising copywriter for Whirlpool’s corporate advertising agency in Benton Harbor, MI, I was assigned to write a test-market sales promotion package for something new from the world’s largest manufacturer of home appliances: Whirlpool water softeners. I called the campaign ‘The Soft Life’ but it was short-lived, after the appliance dealers in Whirlpool’s six test markets decided that it was too hard to sell water softeners!
Working for Chicago advertising agencies, fifteen years went by before I again found myself involved with another water treatment client, Culligan International (then based in Northbrook, IL). At that point, I was running my own Chicago marketing consultancy, creating Culligan dealer advertising and promotions for both water softeners and RO drinking water systems. At the same time I was writing my magazine marketing column.
Two years later, in 1987, I moved to Wisconsin to become the Director of Marketing for a large wood window manufacturer. Did that stop me from writing for WC&P Magazine? Absolutely not. Water treatment was, by then, in my blood. So I continued to moonlight as a water improvement marketing columnist all through my three years as a window marketing executive! Returning to Chicago in 1990, I founded (with my wife, Annette Lenzi) Lenzi Martin Marketing, a communications firm representing (for the most part) ‘Products that Protect People’s Personal Environment.’
Over the last 19 years, while continuing my writing and reporting for WC&P as Contributing Editor and Marketing Columnist, I’ve served clients from coast to coast and in Canada—too numerous to mention. But I would like to mention a few past Lenzi Martin clients and WQA Members: Pentair; Sprite Industries, Inc. (Health and Beauty Begin in the Shower); K-Life potassium chloride pellets for sodium-free water softening (dealer support programs and dealer tag TV commercials) for North American Salt Company and Charger Water Treatment (trade ads, dealer literature, selling video).
Marketing consulting ventures have included a series of environmental marketing seminars for dealers in west coast cities, in cooperation with WC&P. I have spoken at WQA, Pacific WQA and Ohio WQA meetings. In my career, I’ve conducted market research and consulting projects for nearly a dozen clients contemplating entry into the water treatment industry.

It has been 33 years since I attended my first Water Quality Association convention. I have enjoyed attending most of them ever since and I hope this won’t be my last one representing Water Conditioning and Purification International. Thanks to all for the friendships and memorable experiences!

About the author
Born in Rochester, NY, David H. Martin earned his BA Degree in English/psychology from the University of Dayton (Ohio) in 1965. He worked as a copywriter, creative director and advertising account supervisor at three national ad agencies from 1965-1978. Some of the major accounts Martin served include Frigidaire, Whirlpool, GE Appliances, the Hoover Company and Johnson Controls. He was a partner in two regional advertising agencies in Chicago from 1978-84; Owner of Martin Marketing from 1985-1987; Director of Marketing for Hurd Windows Inc. from 1987-1990 and has been President of Lenzi Martin Marketing since 1990. As WC&P Contributing Editor, he has served as a WQA Member and observer on the WQA Marketing Communications Committee since 2016. Martin has been nominated to receive the WQA Award of Merit at the 2019 convention in Las Vegas. He can be reached at (708) 848-8404 or by email at dmartin@lenzimartin.com

Asia: Grundfos honored in Taiwan

Friday, March 15th, 2019

Grundfos Taiwan has been named by the Taiwan Machine Tool Manufacturers Alliance (M-Team) as Top Best Supplier for the third year running, the highest accolade recognizing exceptional performance and industrial excellence among its members from the machine tools industry. Grundfos Taiwan first joined the M-Team as a supplier in 2012. After winning the Best Supplier award for three consecutive years (2014, 2015 and 2016), Grundfos Taiwan was conferred the title of Top Best Supplier for the last three years (2016, 2017 and 2018).

North America: Water challenge redux

Friday, March 15th, 2019

The Intelligent Water Systems Challenge is back for a second year to encourage participants to use innovation and data to help solve some of the most difficult issues facing water and wastewater utilities. The event, which will run from February 11 to September 23, will make general problem statements and example datasets available to participants and will use webinars to introduce participants to the datasets and underlying systems. Scenarios will focus on collection systems, wastewater treatment systems, drinking water treatment systems, source water/watershed and distribution networks. Teams with innovative solutions will be invited to present their results in person at WEFTEC 2019 in Chicago, IL for final judging. The winning teams will receive cash awards and the top team will receive $10,000 (USD).

North America: MIOX acquired by DeNora

Friday, March 15th, 2019

De Nora announced it has acquired the Albuquerque, NM-based MIOX business from Johnson Matthey for an undisclosed price. The acquisition strengthens De Nora’s growing portfolio of water purification technologies that minimize environmental impact through improved energy efficiency, intelligent options and chemical-use reduction. The MIOX technology adds knowledge and experience in producing proprietary mixed oxidants on site for advanced applications. Since its inception in 1994, MIOX has been a provider of reliable, cost-effective on-site generator equipment serving the municipal, industrial and oil and gas markets in the Americas, delivering a broad range of solutions to its customers.

North America: Corrosion a threat to public health

Friday, March 15th, 2019

NACE International has released Spotlight on Corrosion Report: The Critical Need for Corrosion Management in the Water Treatment Sector. Based on input from more than 1,300 corrosion professionals, the report identifies aging water infrastructure as a pressing, costly, yet resolvable threat to public health and recommends the adoption of Corrosion Management Systems (CMS) as an immediate solution for water utilities and municipal systems. According to a Federal Highway Administration study, the direct cost of corrosion in US drinking water and sewer systems is $80 billion annually, which includes the costs of replacing aging infrastructure and lost water from pipeline leaks, but it does not include the immeasurable cost of widespread health crises that corrosion can create, such as what has happened in Flint, MI.

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