Opponents of recycling wastewater into drinking water call it toilet to tap to make it gross and unacceptable to the public. Years ago, I recommended that the national Reuse Association take the term and make it their own. “Use it,” I said, “take the power of the words away by making them yours.”
But they didn’t.
So as JEA gears up to develop a water purification (this is another phrase tested for public acceptance) testing center complete with an education center. This is smart. Where communities are recycling water, closing the water loop, doing away with use it once and throw it away, mentality, they’ve taken these same steps.
Tampa Bay tried this before. I was Director of Communication at the Southwest Florida Water Management District. Recycling water was at about fifty percent acceptance when a communication firm from out of state over-stepped and dragged acceptance down to an unacceptable level; everyone dropped the rope.
Besides, for change to occur, the forces FOR change must be greater than those opposing change. Yeah, I know that seems self-evident, but you’d be surprised. In Tampa Bay, we seem to have abundance. That was especially true 25 years ago.
Today with uncertain rainfall, utilities are looking ahead. Groundwater is generally unavailable in quantity. Surface waters (rivers) may have some water available, but that is also mainly rainfall-dependent. Coastal communities can use seawater, but the cost of treatment is high, and given the cost of energy to drive the process, well, that’s problematic, too.
But more people are coming to Florida, and they need water, so a reliable supply is planned far enough into the future to ensure it’s available when needed.
Most of our wastewater is treated nearly to drinking water standards. More treatment and the necessary safety guarantees will cost far less than a fight for additional allocation of ground or surface water.
But there is that pesky public opinion factor.
JEA is not the only utility pursuing “water purification.” There are several pilots underway in diverse communities around Florida.
Toilet to tap is here, and it is nothing to fear except letting opponents own that term.