Q&A with Glen Finkel, Co-founder and President – PURETi

You’re the co-founder and President of PURETi – can you tell us more about the company and what your vision was when you started it?

When we first encountered photocatalytic TiO₂ we were captivated by the idea that we could use energy from light to purify air, surfaces and water. I had asthma as a child. All three of my daughters had life threatening asthma. Using light to clean the air seemed too good to be true, but a mission worth pursuing. The vision was to make this technology so simple and easy to use that it would be applied everywhere – indoors and out – to use the power of light to help people live in healthier environments. Today, PURETi is fulfilling that vision by manufacturing the world’s safest, strongest, most cost effective and credentialed water-based photocatalytic solutions. PURETi is made in America and distributed in four continents. A simple spray application transforms ordinary surfaces in homes, schools and offices into light activated air purifiers. PURETi is also applied to building materials and solar panels to optimize performance and reduce maintenance costs. There are so many potential applications and we are just beginning to scratch the surface. 

Why have you chosen to partner with Cristal?

Cristal and PURETi have been dreaming in parallel for over a decade. We share the vision of putting the power of light-activated titanium dioxide to work to benefit mankind. PURETi’s patented process of formulating photocatalytic TiO₂ in water is enhanced by the superior quality of Cristal’s nano-crystals and additives. In addition, Cristal is the kind of world-class company we aspire to be; a company that operates with the highest levels of integrity, commitment to safety and people, professionalism, innovation and customer service. They have been an excellent supply partner and we are thrilled to expand our relationship into a true partnership.

Can you tell us a little more about what the partnership entails?

The focus is on technology and market development. NASA, independent test labs and our customers tell us we have the best photocatalytic solutions on the world market today. Our technology partnership will help maintain that advantage tomorrow. This technology works at the molecular level and its benefits are often invisible to the eye. One of the barriers to growing the market is gaining the trust of consumers and reassuring them that they are getting genuine technology. When customers see the PURETi and CristalACTiV™ brands together on the label, they will know that they are getting the highest quality products on the market. In addition, we will go beyond product and functional innovation to collaborate on application research designed to document the benefits our technology delivers – such as significant improvements in attendance, productivity and wellness. To develop markets, we will work as one team to spread the news that the promise of photocatalytic TiO₂ has been realized and is working now – to improve IAQ, reverse outdoor air pollution, save cost and water in facility maintenance, optimize the performance of solar panels and destroy pollutants to help prevent respiratory distress. 

How does CristalACTiV™ technology help you achieve that vision you talked about earlier?

Cristal is not only the world’s largest producer of ultrafine TiO₂, it is far and away the best and most committed producer of photocatalytic TiO₂ powders and sols in the world. There is more R&D expertise, manufacturing knowledge, and quality control behind CristalACTiV™ technology than any known competitive product.

PURETi has grown significantly in recent years – particularly expanding into Europe – is this partnership a sign of greater growth to come?

We are just getting started. Today, we are gaining rapid traction improving indoor air quality in China (reducing formaldehyde levels in rooms and offices all over China), lowering cost and improving sustainability in facility maintenance in the US and Europe and optimizing the performance of manufactured products (from solar panels to textiles). Later this year, we will begin treating roads, outdoor signs and noise barriers in Europe and cars, trains and buses all over the world to transform their surfaces into powerful air purifiers that help reduce pollutants.

Is there a PURETi-CristalACTiV™ product you’re particularly proud of? Why is that?

PURETi Clean & Fresh powered by CristalACTiV™ is our “Window Cleaner That Also Cleans the Air”. We set out to find a way to make the power of photocatalytic TiO₂ available and affordable to the general public. What we came up with was a spray and wipe product that is as easy to use as any normal glass cleaner, but also transforms surfaces into light activated air purifiers. This makes it possible for us to improve air quality in homes, cars, schools, and offices. There really isn’t another product quite like it in the world. 

How do you envisage PURETi-CristalACTiV™ products being used, both by corporate customers and individuals?

It is well documented that indoor air quality is five to ten times worse than outdoor air and that VOCs emitted by a wide range of products found in home and office environments. Today, we are working closely with corporate customers to help combat this and improve workplace conditions. Using PURETi Clean & Fresh with CristalACTiV™, we aspire to help our customers create the cleanest work environments to improve productivity, reduce absenteeism, improve visitor satisfaction and of course, enhance employee environments. 

Do you / will you be using the products yourself and how?

Our entire team uses PURETi products in our cars, homes and offices to improve air quality and remove harmful VOCs so that our families can truly be protected and breathe cleaner, healthier air. I personally treat all the windows of my apartment with PURETi Clean & Fresh to make them sparkle, keep them cleaner longer and improve the air in my home.

What does the future of the partnership entail? Are there any upcoming plans or projects you can tell us about?

When we first met Cristal, they invited us to participate in their Photocatalysis 2011 Conference in London; an event designed to introduce the smog reducing power of photocatalytic TiO₂ to the cities of Europe. We are now planning to hold a similar conference in Asia later this year to highlight all the numerous benefits our technology can bring to that developing world – smog eating roads and buildings; health enhancing superior indoor air quality; more efficient solar panels; self-cleaning building materials and more.