DES MOINES, Iowa — As nitrate levels in Central Iowa’s drinking water sources remain at near-historic highs, local companies that offer home water filtration services are experiencing a surge in demand.

“I’d say extremely busy- that’s a good way to put it,” said TJ Riley, who owns Iowa Soft Water. “The phone’s been ringing a lot.”

Riley, a self-described “water snob” who moonlights as a commercial airline pilot, launched the company after a major airline merger nearly changed his career path roughly twenty years ago.

“I fell into it kind of by accident. Now I’m drowning in it,” he joked.

The recent business boom has been driven by concerned residents who want to take matters into their own hands.

“We’re all aware now of the nitrate level of what’s going on with Des Moines Water Works,” Riley said. “Nitrates cause cancer, and they’re bad for the elderly, bad for infants, bad for women.”

On the 10 p.m. newscast Monday night, a water quality expert warned that long-term consumption of water that tests above 3 parts per million of nitrates could pose serious health risks — including birth defects and certain types of cancer. While the Environmental Protection Agency (EPA) allows up to 10 parts per million (ppm) in drinking water, some experts suggest that even lower levels can be problematic over time.

CIWW maintains that its treated water is safe to drink.

During a news conference on the situation Tuesday afternoon, Central Iowa Water Works (CIWW) confirmed that elevated nitrate levels in local water sources are expected to persist for several weeks, putting a strain on the amount of water they can treat per day, and announced a seven-year plan to help combat high nitrate levels in the future, including through reverse osmosis (RO) technology at the Saylorville treatment plant.

Meanwhile, locals are searching for more immediate solutions. Riley told WHO 13’s Katie Kaplan that many customers are opting to install RO systems at home, despite the price tag.

“Our average cost for an RO is about $1,400, installed,” he said.

Reverse osmosis systems use water pressure to push water through a series of filters.

“RO uses water pressure and it goes through. And by pushing the water through the filters, [they] trap it and draw it out and send that down the drain and then leave you with clean water,” Riley explained. “By doing that, you’re drawing 70 to 80% of those contaminants — the nitrates — out.”

For residents who prefer a DIY approach, under-sink RO systems can be purchased for under $200 and installed without professional help. But Riley recommends pairing filtration with soft water to protect the system’s membrane and extend its life.

“It’s better to have it fed with soft water, because the membrane doesn’t get beat up by all the chlorine and contaminants,” he said.

The broader issue, Riley says, is awareness.

“If people get more educated, they realize that what’s coming out of their tap isn’t good,” he said. “You’d be surprised at how few people have water treatment in their house — and how they think that it’s okay to drink out of a tap.”

Once RO systems are installed, customers often notice immediate improvements.

“Their coffee or their iced tea or their lemonade tastes [better], and they end up drinking more water,” Riley said.

To get updates on the lawn watering ban, you can check the Central Iowa Water Works Facebook page. To learn more about nitrate in Iowa’s drinking water, you can read “Nitrate in Drinking Water: A Public Health Concern for All Iowans,” by the non-profit Iowa Environmental Council (IEC).