Hard water, which contains high levels of dissolved calcium or magnesium, can be linked to problems ranging from clogged plumbing to kidney stones. Enhanced Water Softening Technology, as P&G’s patents are collectively called, creates an inexpensive and recyclable water-softening agent that quickly and efficiently binds calcium ions.

Along with the patents, P&G has donated all associated intellectual property. As the sole owner of the technology, UNC-CH will benefit from future revenues after the technology is further developed, tested and commercialized.

With further development, it is estimated that the market potential of the technology could result in revenue upward of $100 million annually.

"We are delighted that Procter & Gamble chose Carolina to develop this technology," said Chancellor James Moeser. "Our School of Public Health is a national leader in drinking water research. This work fits its mission, and Carolina’s public service mission, to a tee. The potential benefits for treating municipal drinking water and water for industrial use are enormous."

P&G’s consultants identified Carolina as the university that is best qualified to further develop the technology, due to the School of Public Health’s national prominence. Dr. Philip Singer, a professor of environmental sciences and engineering in the school, will lead the research effort.

"We’re excited that UNC-Chapel Hill will continue to develop and test this significant technology, and that the University will benefit both financially and academically from this donation," said P&G Chief Technology Officer Gil Cloyd. "Best of all, we’ll get to see this promising science furthered to improve peoples’ lives — even if it will no longer be in P&G hands, given that our strategic interests lie elsewhere."

The gift of technology is the eighth in a series of P&G technology donations to leading universities and research institutions.

Hard water makes washing more difficult by decreasing the amount of lather or suds. It also leaves deposits in pipes and boilers and on heat transfer surfaces, causing problems for industry. In addition to observing white, flaky buildup on showerheads, faucets and pots and pans, homeowners will note that hard water causes problems for water heaters, clothes washers and dishwashers, shortening appliance life and adding to energy costs.

The technology works by introducing specially treated calcium carbonate crystals into the water supply. The crystals attract and capture calcium ions, which are then filtered out. The precipitate can then be recycled and used multiple times.

The technology is simpler and less costly than current processes. In addition to savings for the water treatment industry, Enhanced Water Softening Technology may be beneficial for developing nations since it uses inexpensive and recyclable materials, is more efficient than other methods and produces less sludge for disposal.

The School of Public Health’s Drinking Water Research Center, which will work with the technology, draws on departmental researchers as well as those with expertise in chemistry, economics, engineering, epidemiology, microbiology, risk assessment and water policy to address a multitude of drinking water issues.

"We will examine the suitability of Enhanced Water Softening Technology for its applicability to municipal drinking water and industrial process water," Singer said. "I am pleased that Procter & Gamble has chosen us to carry on this exciting research and I look forward to taking their research to the next level."

P&G markets 300 brands to nearly 5 billion consumers in 140 countries. The company invests nearly $2 billion a year to develop and improve its products

P&G holds approximately 27,000 global patents, yet commercializes less then 10 percent of them. P&G’s Global Licensing Organization is promoting the full development and use of the company’s innovations. This includes selling, licensing and, in select cases, donating P&G’s technologies.

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