Pirta presented their technology at Santa Cruz Work’s New Tech event in April 2023 and is in the process of opening up a new HQ in the U.S.

As we know, startups are some of the leading contenders in the fight for sustainability, innovating new ways to reduce greenhouse gas emissions and needless waste. Amazon, one of the most famous multinational companies in America, has recognized the power of the startup in expanding new frontiers in eco-friendly commerce. Eleven emerging companies in the US and Canada have been given the opportunity to pioneer new inventions for potential Amazon investment, with awards ranging up to roughly $2 million. Aptly named Amazon Sustainability Accelerator (ASA), this pilot program will allow companies to refine the technologies they believe will change the landscape of sustainable shopping as we know it. Since its inception in 2022, the ASA has platformed 40 startups, increasing their sales by 700%. Likewise, it has awarded nearly $1 million in grants to businesses participating in its pilot studies.

Pirta is among the eleven startups chosen to advance their products with Amazon operations. The company developed a cooling paint technology that passively lowers the temperatures of surfaces when it is applied. It also boasts a sustainable composition—primarily water-based, minimally odorous, and low on volatile organic compounds—and reduces energy costs by eliminating the heavy workload of air conditioners in hot climates. The Pirta Primer, another company invention, also contributes to sustainable commerce through its environmentally friendly design.

How does Pirta Cooling Paint Work?

Pirta’s paint prioritizes two measures of cooling technology: reflectivity and emissivity. In creating a successfully reflective product, Pirta’s invention can prevent excess heat absorption by reflecting light away from an object coated in the paint. For reference, highly reflective materials, like sheets of gold or aluminum, reflect 95% of light. Pirta paint reflects 99.17% of light in the same circumstances.

Similar results are seen when comparing the emissivity of the cooling paint to typical emissive surfaces, like water or skin. Emissivity is the measure of how an object can release heat. In the case of water and skin--which are considered 100% emissive--they can emit heat away from themselves. Pirta scores on a similar scale at 99.7%. While a structure coated in Pirta paint will absorb the heat and light it encounters, it will also emit that heat away from the object. Amazon plans to use this product at its fulfillment Center in Seville, Spain, in 2025.

One Swath of Paint At a Time

The founder of Pirta, Rob Atkin, shared his enthusiasm for the partnership. “We are excited to put a Pirta product into play on a large scale and are looking to add more factories and warehouses in the future. These are the places where Pirta paint can make a significant difference for people and the planet.”

His remarks reflect Pirta’s vision of expanding operations and driving sustainable solutions. This company’s novel invention is poised to have a meaningful impact on Amazon’s operations, and this collaboration will serve as a remarkable milestone in the pursuit of more sustainable business practices. Once Prita is put into action in 2025, Amazon will begin to assess its environmental impact and financial stability before considering a more extended partnership with the young startup. The future of sustainability is now, and companies like Pirta are proving they will advance greener solutions--one swath of paint at a time.

Pirta to Participate in Amazon's Sustainability Accelerator