Dunya Jovanovic: First, could you introduce yourself and tell us your background? I’d also love to hear what inspired you to start Eclarity.
Julie Bliss Mullen: My name is Julie Bliss Mullen, and I’m the founder and CEO of Aclarity. Our mission is to tackle PFAS—commonly called "forever chemicals"—by permanently destroying them. I launched the company in 2017 while working on my PhD at the University of Massachusetts Amherst. Before that, I spent a couple of years at the US EPA, focusing on drinking water issues. That’s where I first encountered PFAS and learned about their devastating impact. For those who may not know, PFAS stands for per- and polyfluoroalkyl substances. These synthetic chemicals are incredibly persistent because of their strong carbon-fluorine bonds, which are among the most durable bonds in nature. This persistence is why they’re called “forever chemicals.” PFAS doesn’t just linger in the environment—it also accumulates in the human body over time. They’re toxic, carcinogenic, and linked to a range of health issues. During my time at the EPA, I saw firsthand the challenges posed by PFAS contamination. Around the same time, climate change was becoming increasingly urgent, and I started seeing the connections between water and climate resilience. Climate change exacerbates water quality and availability issues, with extreme weather events like floods and droughts playing a big role. I realized that tackling PFAS could be my way of contributing to public health, climate resilience, and environmental preservation.
DJ: Water treatment, as you mentioned, is so critical. But do you think it’s getting enough attention in the broader climate?
JBM: While climate change has become a major focus in recent years, I feel water treatment often gets overshadowed by other priorities like decarbonization and electrification. These are, of course, essential, but water issues are deeply interconnected with climate change. For instance, flooding, droughts, sea-level rise, and unpredictable precipitation patterns all exacerbate water quality and availability challenges. Thankfully, the conversation around water treatment is starting to gain traction, especially within the investment community. More people are recognizing how pivotal water is in addressing climate impacts, but there’s still a significant gap. At Aclarity, we’re excited to be part of this growing movement and to push water treatment into the spotlight it deserves.
DJ: That’s so true, and I’m glad you’re bringing attention to these issues. Let’s talk a bit about regulations. How have they influenced the water treatment industry, particularly around PFAS, and how is Aclarity positioned to meet these changes?
JBM: Regulations have been a huge driver of change in this space, especially in the past few years. The EPA’s PFAS roadmap, for example, has made significant strides in accelerating regulatory measures. One of the biggest milestones has been the establishment of drinking water standards for six PFAS compounds. That’s a huge deal, considering over 200 million people in the US are drinking water contaminated with PFAS. At Aclarity, we focus on destroying PFAS at the source, whether it’s in industrial wastewater or landfill leachate. Our technology aligns perfectly with the increasing regulatory emphasis on mitigating PFAS contamination. Beyond drinking water, we’re seeing regulatory action upstream, targeting industrial discharges and hazardous waste classification. The EPA has also designated some PFAS compounds under the Superfund law, which holds polluters accountable for cleanup. These measures
DJ: Speaking of polluters, who are the biggest contributors to PFAS contamination?
JBM: PFAS is a human-made chemical, and its use spans multiple industries. For example, the semiconductor and medical device industries rely heavily on PFAS. It’s also used in textiles to make fabrics water- and fire-resistant, as well as in food packaging, carpets, and countless other everyday items. When these items reach the end of their life cycle, they often end up in landfills. Rainwater then trickles through the waste, collecting PFAS and creating a toxic liquid called leachate. Studies estimate that about 50% of environmental PFAS ends up in landfills. At Aclarity, we treat this leachate directly at landfills to stop PFAS pollution at its source.
DJ: How does Aclarity handle this landfill leachate? Are you collecting it yourselves, or how does the process work?
JBM: Most landfills we work with already collect their leachate. It’s stored in holding tanks, and we pump it directly into our treatment systems. In some cases, we collaborate with other technology providers to pre-treat the leachate. For instance, foam fractionation is a process where bubbles are passed through the liquid to create a foam layer rich in PFAS. That foam is then vacuumed off, and we destroy the PFAS concentrated in it. By addressing PFAS at this stage, we prevent it from being discharged into wastewater treatment plants or natural water bodies. It’s all about stopping the pollution as close to the source as possible.
DJ: When it comes to the broader water treatment market, how does Aclarity differentiate itself from competitors?
JBM: While we do have direct competitors, we see their presence as a sign of a growing and much-needed market. There’s so much work to be done in PFAS destruction that collaboration and competition can coexist. What sets Aclarity apart is our focus on permanent PFAS destruction rather than merely capturing or containing it. Many conventional methods, like activated carbon or reverse osmosis, focus on capturing PFAS but leave the question of long-term disposal unresolved. Other approaches, like burying concentrated PFAS waste in deep wells or encapsulating it in concrete blocks, might seem simple but are labor-intensive and carry significant risks. Our technology offers a solution that’s both effective and economical, which helps us stand out.
DJ: Scaling a startup like Aclarity must be a massive undertaking, especially in clean tech. What challenges have you faced in scaling, and what advice would you give to others in similar positions?
JBM: Scaling is one of the hardest parts of running a startup, especially when you’re dealing with hardware and highly regulated industries. For us, one of the biggest challenges has been staying focused. PFAS is everywhere, but we’ve had to prioritize markets like landfills and industrial wastewater where we can make the most immediate impact. Another major factor is building trust with customers. When you’re introducing innovative technology, there will inevitably be challenges in the field. How you respond to those challenges—whether it’s through clear communication, proactive problem-solving, or maintaining a strong safety culture—can make or break customer relationships. For entrepreneurs, I’d recommend staying laser-focused on your customers’ needs, understanding your value proposition, and being intentional about where you allocate resources. And don’t underestimate the importance of having a strong team and supportive investors. Those relationships can make all the difference.
DJ: You’ve mentioned partnerships a few times. Are there any partnerships you’d like to highlight, either current or upcoming?
JBM: Partnerships are critical for us. We work closely with pre-concentration technology providers, engineering consultants, and supply chain partners to enhance our solutions and reach more customers. These collaborations allow us to focus on what we do best—destroying PFAS—while leveraging the strengths of others. We’re also exploring partnerships with water treatment OEMs and looking at opportunities to integrate our technology into larger systems. While I can’t name-drop just yet, I can say that partnerships will continue to play a key role in our growth.
DJ: Looking ahead, what trends in the climate and water sectors give you hope, and where do you see Aclarity making the biggest impact?
JBM: There’s a lot of uncertainty, especially with changes in administration, but there’s also reason to be hopeful. States like California, Michigan, and Maine are leading the way with proactive PFAS regulations, and we’re seeing growing investment in water-focused climate tech. For Aclarity, the greatest opportunities lie in expanding our impact through continued innovation and partnerships. PFAS isn’t going away, and neither are water quality challenges. By staying at the forefront of PFAS destruction, we aim to play a major role in protecting public health and the environment.
DJ: For listeners who want to learn more or get in touch with you, what’s the best way for them to reach out?
JBM: I’m active on LinkedIn and would love to connect there. You can also reach us through our website, aclaritywater.com, or email us at info@aclaritywater.com. We’re always excited to engage with people who are passionate about addressing water challenges.
