Activated carbon is a frontline solution in the fight against PFAS and other contaminants in water. In this episode, Brandon Hamilton of Norit explains how activated carbon works like a “rigid sponge” —using its complex pore structures to trap everything from volatile organics to microscopic chemicals. He breaks down why utilities are increasingly choosing activated carbon over reverse osmosis or ion exchange, highlighting its cost-effectiveness, sustainability, and proven performance in water treatment. Hamilton also dives into Norit’s reactivation process, which destroys PFAS and restores 80–90% of carbon capacity, saving utilities in costs. The conversation explores the different types of carbon—from coal to coconut shell—and how each targets specific contaminants. Looking ahead, Hamilton reveals how tailored carbon products and innovations in agglomeration are paving the way for the next generation of water treatment solutions.Learn more about Norit.waterloop is a nonprofit news outlet exploring solutions for sustainability in water.