Procter & Gamble’s efforts to more efficiently handle its water usage have had unexpected consequences for the city of Green Bay, in Wisconsin, USA.

The local newspaper, Green Bay Press Gazette, reports that equipped with a permit from state regulators, the consumer giant has started pumping water directly out the Fox River to serve its local manufacturing plant, rather than purchase it from the city.

The switch has been so successful, however, that it is affecting the Green Bay Water Utility’s bottom line.

P&G’s consumption of Green Bay city water this year is down 26%, from 306 million gallons to 226 million gallons and the company is on the verge of losing its ranking as the water system’s biggest customer.
With sales to Procter & Gamble down about $140,000 it may now have to either raise water rates for other customers or cut spending.

Since 2002, P&G has reduced its water consumption by 58% on a production-adjusted basis.