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Awards, Media & Press

Are you a journalist? U-Earth is on the constant lookout for amazing bloggers, influencers, journalists and editors.


Register for our Media Room and receive first- hand press releases, product trials and updates on the Pure Air Zone project as it progresses.


Your contribution is hugely important to raise awareness on the need to provide pure air around the world.

It will be great to have you on board. The future begins with 'U'.

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World Economic Forum Membership

Year 2023


U-Earth is part of the World Economic Forum New Champions Community.


The World Economic Forum’s New Champions Community brings together next-generation enterprises that understand that, in a rapidly changing world, preparing for the future is crucial to survive and thrive. These companies champion new business models and technologies to build resilience in their businesses, industries, and communities.


Our contribution will be being a champion of the clean air revolution, where pure air is key for people to thrive

and a fundamental source of competitive advantage for businesses of any kind. 

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Capital - Class Editori

29 March 2023

The Most Courageous Entrepreneurs Award, organised by Capital / Class Editori, is an award that celebrates and recognises the value of the boldest of the bold entrepreneurs. 


All entrepreneurs are courageous, but the personalities selected by Class Editori's monthly magazine have testified with their story the deepest sense of undertaking the risk of new, innovative ventures.


Betta Maggio, CEO of U-Earth, was awarded the Most Courageous Entrepreneur 2023 prize because she had the courage, thanks to her Pure Air Zone project, to ideate and propose a new technology at the service of what should be a human right, for everyone: clean air. 

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Rushlight Clean Environment Award.

28 January, 2021

U-Earth is delighted to announce that it has won the Rushlight Clean Environment Award 2020/21. U-Earth was recognized for its Pure Air Zone technology, in particular the AIRcel air purifying bioreactor and its use of U-Ox to purify air within its environment. 

The Rushlight Awards are prestigious and highly regarded, a celebration and promotion of new technology, innovation and best practice across the whole environment spectrum for organizations throughout UK and internationally. Designed to highlight innovation, initiatives and the holistic environmental benefit of technologies that are most likely to or are already creating a real impact in the market, they are a means of disseminating the successes to support further development.'

Read more about the award here

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Seal of Excellence from the EC.

May 9, 2020

U-earth responded to a European Commission Horizon 2020 call for solutions to COVID-19 crisis. We decided to present the U-mask Model Two project, a product designed to build a barrier between people protecting form crossed contamination. The mask was designed to be comfortable, sustainable and innovative, containing an internal antiproliferative BioLayer coated with a natural active principle able to self sanitize itself from airborne pathogens.

The European Commission awarded the project with the Seal of Excellence for first-class innovation ideas worthy of investment.


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Pure Air Zone has been awarded twice the Solar Impulse 'Efficient Solution' label

Switzerland, 2020, 2023

The mission of the Solar Impulse Foundation is to promote the adoption of profitable solutions for environmental protection. The challenge is to select 1,000 solutions that protect the environment in a profitable way and present them to decision-makers to accelerate their implementation. Assessed by independent experts, the Solar Impulse Efficient Solution Label serves as a credible quality indicator for decision-makers in companies and governments to promote new technologies and products on the market and accelerate their implementation.

Visit the Pure Air Zone Label page HERE.

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U-earth wins ENI

Call for innovation 2019.

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Milano, Talent Garden June 28, 2019

ENI Gas e Luce has run its first Call For Innovation to integrate Smart & Efficient technologies as a new offer to their customer base.  73 startup and SME have been considered and 10 finalists were selected for the final event.

U-earth was the winner and therefore will start a co-design person whit the ENI team to provide Pure Air in Buildings with the goal of using less energy and better use.

The pitch and award collection was done by Lorenzo Di Cataldo, U-earth marketing manager.

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U-earth wins 

Steel on Stage 2019.

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Fieramilano Rho ( Milan ),  May 1, 2019


U-Earth Biotech won the contest Steel on stage, launched by Made in Steel, the main southern Europe’s Conference & Exhibition dedicated to the steel industry, and Digital Magics, the main Italian business incubator, with the support of Ventures.

The final stage of the contest, with about 30 participants and 9 finalists, took place at Made in Steel, where the selected digital professionals had the possibility to present their innovative products and services to a qualified public, to European and international decision makers in the steel industry, from production to distribution.

The award collected from Luca Molgora, U-earth Industrial channel manager.

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U-earth wins 

Borsa Italiana Award 2019.

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Borsa Italiana-London Stock Exchange |  Milano,  November 29, 2018

U-Earth Biotech won the award "Borsa Italiana", launched by the UK Department of international Trade as part of the UK- Italy Business boost campaign.  

The award was handed to Betta Maggio from the British Ambassador to Italy, Ms Jill Morris at the presence of Mr Tim Flear Consul General and Director DIT Italy and Mr. Tom sleigh Vice Chairman of Policy and Resources Committee, City of London Corporation.

The contest was between Italian an UK companies, presenting their project at the event named "" UK- Italy Fintech Stories ".

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U-earth wins the

Female Founders Challenge

at Unbound London 2018.

Unbound 2018 Tech festival | London, July 2018

Unbound London is the UK's largest and most exciting innovation festival. A great event which connects brands and corporates with disruptive technology. It is one of Europe's biggest tech conferences bringing together the hottest tech brands with oner 5000 delegates eager to experience how innovation is changing the world.

U-earth was selected for the Female Challenge Founders between other 7 finalist shortlisted startups and was awarded as the best project for the Unbound 2018 edition.

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U-earth wins the

Premio Gammadonna 2017

for female entrepreneurship.

Gammaforum 2017 Sole24ore | Milan, november 2017

Gammaforum is the most important national event focused on female entrepreneurship and its issues, proposing and promoting growth strategies for the role of women in the business world presenting innovative entrepreneurial initiatives.

The Gammadonna Award was born in 2004 and it has established itself as a formidable talent scout female run business in every sector of the Italian entrepreneurial scene selected among hundreds of carefully chosen candidates.

U-earth was honoured to win the 2018 edition.


U-earth wins the

SMAU 2016 Innovation Award.

SMAU 2016 Innovation festival | Milano, October 2016

SMAU is the main business matching platform in Italy covering growth and updates on innovation, digital, leading-edge technology and internationalisation chosen each year by over 50,000 managers, public administrations and entrepreneurs commencing companies with the entire innovation ecosystem made of startup, incubators , digital players and accelerators.

U-earth was privileged to win the SMAU2016 Innovation Prize for the Pure Air Zone project with a focus on U-monitor, one of the first portable real time Air Quality monitoring systems connect to the Cloud..

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U-earth invited by the Prime Minister Conte at the Stati Generali.

Villa Pamphilj | Rome, June 21, 2020


U-earth was honored to be invited at a closed-door meeting with the Italian prime minister Giuseppe Conte and the Ministers of Health, Education, Economic Development, Economy during the Stati Generali (Estates General )at the beautiful Villa Pamphilj. Together with another ten of the most brilliant minds and industry leaders, U-earth was able to make the government aware of the importance of air quality both to face the post-pandemic restart and to tackle air pollution in the future. "Clean Air should be available to all just like drinkable tap water already is," said our CEO Betta Maggio, asking for higher quality standards and regulations to protect people during the transition to a cleaner world, since air pollution is costing 1 trillion globally in direct and indirect damages while making us more vulnerable to infections such as #covid19.

The inputs given by all the guests to the government were well noted and we hope they will be taken into consideration.

Overall it has been a mindblowing amazing experience. 

READ MORE on the Italian government website.

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Betta Maggio presents the

Pure Air Zone project in her

TEDx Milano talk.


TEDx Salon | Milano, November 2019

TED stands for Technology Entertainment and Design and is a non-profit organisation devoted to spreading ideas in the form of short talks. It covers topics from science to business global challenges and issues in more than 100 languages.

Betta's talk is centred on the importance of the quality of what we are breathing and while she explains her hard path as a  deep tech female founder she challenges the audience to embrace a life with a purpose actively participating in co-creating a new possible world.

U-earth presented to the

House of Representatives

in Rome.

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Camera Dei Deputati | Rome, November 2019

U-earth has been invited at the event Wwworkers Camp 2019 Ecowarriors, an event in collaboration with the Italian inter parliamentary group for innovation, Google and Ebay to present innovative projects.

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Opening party for the first

Amadahy Urban #Apollo.


NH Hotel | Milano, July 2019 - January 2020

U-earth is proud to install the new Amadahy Urban in Milano, called #Apollo as part of a new concept, the Urban Brain SPA hosts bt NH Hotel 

The system is completed by a set of Outdoor Air Quality devices to kick off a new project proposal for Urban Air purification.

The installation is open to everyone, surrounded by lounge chairs to chill out and breathe pure mountain air. Connecting to the visitors can go the the " breathe" page and listen trough there headphones to a Bineural meditation track to complete the mindfulness experience. 

U-earth takes part to

Smart Cities NY 2019.


Pier 36  | New York, May 2019

SCNY  is North America's leading global conference for decision makers and innovators, including City Leaders , CEOs and startups who are improving life in the cities of tomorrow making them more sustainable and liveable. 

More that 30 between Presidents, Ministers and Mayor attended the conference with more that 300 speakers and 500 cities represented.

U-earth was invited from the New York Smart Cities event organiser to display the Pure Air Zone project and related AIRcel/Amadahy air purifiers for indoor and outdoor use.

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Seeds & Chips 2019

hosts a Pure Air Zone.

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RHO Fiera  | Milano, May 2019

Seeds and Chips is the leading food innovation summit in the world, hosting speakers like president Barak Obama, John Kerry and Kerry Kennedy to bring together innovators from allover the world to build a better food system, support the food innvovation community and create public awareness to support for the United Nations Sustainable Development Goals ( SDGs).

Since Pure Air is food for the brain, U-earth was invited to create a Pure Air Zone area in the summit in the "NextGen Home" section.


U-earth launches the

Forest Room concept for

the Milano Design Week.

RHO Salone del Mobile 2019 | Milano, April 2019

U-earth launched the new "Forest Room" concept for Luxury Living Group in their FENDI casa stand during the Salone del Mobile 2019.

A whole room was set up with several luxurious Fendi lounge seats and a huge screen showed an immersive forest video. Special Soraa Healthy lamps were installed in a dynamic computer controlled system to create the sensation of the sun passing trough the forest leafs. People were invited to wear headphones where natural forest sounds could be heard in conjunction with Theta Binaural brain waves and an invite to breathe deeply to induce deep relaxation and a deep, regenerative meditation state.   The relaxation benefits of a full day spa  in 10 minutes.

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GreenEarth, a new model

designed for the

Maserati lounge.

RHO Salone del Mobile 2019 | Milano, April 2019

U-earth presented GreenEarth its new model of Corporate Air Purifier designed by Japanese designers Setsu & Shinobu Ito and the furniture manufacturer StayGreen.

GreenEarth is a special version of the Amadahy model with a cover made in special Coated honeycomb cardboard, a material use by Staygreen throughout its whole furniture collection.

GreenEarth made the Maserati Corporate Lounge a Pure Air Zone in the Brera Design district during the Salone del Mobile 2019.

Betta Maggio selected as testimonial from Facebook.

#SheMeansBusiness is Facebook project to promote female entrepreneurship,  a space for women to share advice, make valuable connections and more forward, together.

Betta has been selected as an inspiring role model testimonial for Italy with the Pure Air Zone project.

Watch the #SheMeansBusiness video with Betta here.

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Media Mentions and Press Releases

Media Mentions



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U-Earth, intervista al TG3

U-Earth, intervista al TG3

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U-Earth instervistata da CNBC

U-Earth instervistata da CNBC

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U-Earth at StartupItalia Open Summit 2017

U-Earth at StartupItalia Open Summit 2017

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U-Earth, nominata tra le dieci startup italiane e sostenibili

U-Earth si è data l’obiettivo ambizioso di ripulire l’aria del pianeta. Non solo dall’inquinamento, ma anche da virus e batteri – aspetto cruciale in tempi di pandemia. 


La startup italiana che purifica l'aria dai virus e dallo smog.

U-earth Biotech, con sede a Londra, utilizza un sistema che cattura gli agenti inquinanti con dei batteri “buoni”, inventato negli Usa dallo zio scienziato della fondatrice

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La startup dell’aria lascia Torino: “Qui non si cresce”

Nata in città, adesso abbandona l’Italia per diventare una vera azienda: “Città meravigliosa per innovare, non per l’industrializzazione”

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Col "fungo hi-tech" ai giardinetti si respira l'aria del Cervino.

Una zona all’aperto “decontaminata”, liberata da smog e polveri sottili. Un’area esterna dove l’aria è finalmente respirabile, anzi dove addirittura risulta pura come quella che si respira sulla vetta del Cervino. Succede a Torino, nel giardino comunale di corso Svizzera......

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U-earth: una startup per riportare le persone a respirare aria pura.

Un sistema biologico per la purificazione dell’aria unico al mondo,in grado di digerire fino a 76kg di inquinanti al giorno ed equivalente ad una foresta di 6000 querce.


L’imprenditrice super premiata che combatte l’inquinamento.

Betta Maggio ha creato U-Earth, un’azienda biotech che sviluppa sistemi innovativi per la purificazione dell’aria.


4 storie di startup italiane che hanno cercato fortuna a Londra

Dalla piattaforma per selezionare lavoratori alla società che purifica l'aria, ecco perché 4 startup italiane hanno deciso di partire da Londra per lanciare la propria idea di business.

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Purificare l’aria con i batteri. U-Earth ha vinto la call di Eni gas e luce.

Non tutti i batteri, si sa, sono patogeni. Alcuni possono essere davvero utili all'uomo. Questo è il business della startup torinese. Che, però, ha già lasciato l'Italia.


Coi cilindri intelligenti che abbattono lo smog in città si respira aria pura.

È di una Pmi torinese il brevetto di una biotecnologia innovativa, segreta e unica al mondo che cattura l'aria inquinata e la distrugge attraverso un processo naturale.

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Sei donne scommettono: «le start up sono meglio se sono al femminile»

In Italia le aziende innovative create "a prevalenza femminile" sono solo 1.054, il 13% del totale, le start up a prevalenza femminile. Ma qualcosa si muove e i risultati arrivano. Abbiamo selezionato sei imprenditrici tra le più innovative e di successo. E queste sono le loro storie....

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Le 150 donne da seguire in Italia su startup, innovazione e digitale

La lista di tutti i profili per andare a scoprire le donne che hanno fondato o guidano una startup, dirigono la trasformazione e la strategia digitale di grandi corporate insieme a scienziate ed attiviste.


These Devices Will Eat the Smog Trump Stokes With His Coal Boom.

An innocuous metal cylinder in a garden at the foot of the Italian Alps, quietly snacking in air pollution, may be part of the answer to President Trump's ambition to stimulate coal burning.

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Batteri naturali che mangiano l’inquinamento

Un sistema che cattura e digerisce, attraverso batteri naturali, qualsiasi tipo di inquinamento dell’aria, liberando ossigeno. È il sistema “ereditato” da Betta Maggio che ha dato vita a un progetto imprenditoriale al femminile. Premiato a Milano nell’ambito di GammaDonna

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