Protecting those who are most at risk for ill health and death caused by heat exposure means that we must cool the buildings in which they reside. However, current cooling systems do nothing more than worsen the climate crisis further by utilising significant amounts of energy and increasing the already-rising temperatures by emitting substantial local heat. Located in Harrogate, Pirta is championing the use of passive daytime radiative cooling methodologies to fight the impact of rising temperatures in a way that is affordable, easy to use, and effective. Pirta has developed a paint with a unique combination of high reflectivity and high emissivity that provides exceptional cooling capabilities of approximately 100w/m² and a cooling effect of 5-7˚C below ambient temperatures. Unlike other high reflectivity paints, Pirta paint is costeffective, water-based, and low to no-VOC, and with its ability to reduce energy consumption and associated CO2 emissions, is an incredibly compelling solution for the logistics and housing industries. The product has been rigorously tested since its first prototype, having been tested at both the University of Leeds and the University of Utah testing its efficacy at every step of the way. Since its establishment, Pirta has continually developed its innovative passive cooling products, maintaining a high standard of reflectivity and emissivity to allow maximum cooling benefits in a variety of settings. The company focuses not only on cooling, however; each product is designed with environmental responsibility and affordability in mind, so that Pirta can spread the benefits of passive cooling around the world. In recent years, there have been countless initiatives to develop high-reflectance, low-VOC white cooling paint, using pigments such as titanium dioxide, zinc oxide, and calcium carbonate. Few of these innovations, however, have been effective at releasing heat, with the white materials allowing paint to be reflective in the visible light spectrum but typically not performing well in the UV area of the solar spectrum, limiting their ability to keep cool in the full sun. The most reflective surfaces, such as solid gold or aluminium, might reflect more than 95% of the heat and light to which it is exposed. Pirta paint, the company’s flagship product, has an average reflectance of 97% in both ultraviolet and visible light. And has been measured to reflect between 91% and 93% of all solar radiation. In addition to this, the paint has an average emissivity score of 99.7% measured by the University of Leeds, providing a unique combination of exceptionally high solar reflectance and emissivity, allowing a surface to potentially lose more heat than it absorbs from the sun. Pirta was founded by father-and-son-duo Howard and Rob Atkin, seasoned professionals within the engineering industry. Howard is a development engineer possessing more than three decades of experience researching and developing new products in the heat recovery, automotive, and built environment sectors, whilst Rob possesses ten years of experience in insulation systems and has been working on passive cooling technologies for the past three years. Together, the pair form an exceptionally skilled team with a wealth of expert knowledge and experience in the field, combining Howard’s Heatwaves can be deadly for vulnerable populations and are anticipated to become a serious threat to city life in the near future. The World Health Organisation has documented countless deaths caused from heat waves affecting cities around the world, and estimates that an additional 250,000 lives could be lost each year between 2030 and 2050 due to the increasing temperatures. We speak to Rob Atkin below, Founder and Director of Pirta, a leading company working tirelessly to mitigate these rising figures through innovation and determination. Combating the Climate with Cutting-Edge Cooling Capabilities Dec24205 extensive background in creative innovative solutions with Rob’s expertise in modelling, material formulations, and coating assembly in chemistry lab settings. Furthermore, Pirta blends this expert engineering team with focused business leadership and the worldwide partnerships formed with universities across three continents that contribute with product performance verifications. Howard and Rob entered this industry to make a real difference throughout the world, fighting climate change and saving countless lives through Pirta’s exceptional cooling solutions. For the unfaltering determination, devotion, and innovation that the company has demonstrated since its inception, continually researching and developing its processes to improve and grow, Pirta has been rightfully recognised as the Best Cooling Surface Protection Solutions Developer 2025 in the Business Elite Awards 2025. “Our goal is to be a world leader in sustainable passive cooling solutions,” Rob tells us. “We are all very passionate about our mission to cool the planet through scientific innovation. Our commitment to ethical practices, environmental stewardship, and creating positive change motivates us to push the boundaries of what is possible and deliver impactful solutions that truly benefit society.” Contact: Rob Atkin Company: Pirta Ltd Web Address: www.pirta.com
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