Greenpixie awarded £50,000 grant to track data center emissions

Greenpixie, a London-based startup that calculates emissions data for companies that use cloud computing in data centers has been awarded a £50,000 ($64k) grant to track data center emissions. The UK Government grant is provided through Innovate UK, the UK's national innovation agency. 

The company reportedly calculates emissions based on computation, storage, memory, networking, and embodied emissions. 

"This transformative technology has the potential to revolutionize the IT industry and finally address the absurd levels of waste in the cloud," John Ridd, Greenpixie CEO, said.

Adding: "By allowing unneeded computation to run in data centers, developers in the cloud are essentially heating empty homes. Thanks to the data we provide, they are finally able to build for environmental efficiency, not just cost and performance."

Fashion entrepreneur and social media influencer Victoria Magrath was an early investor in Greenpixie, and part of the pool of investors that assisted the company in raising £250,000 ($321,000) in pre-seed funding. The funding was also led by UK seed fund Ascension and angel investors Christian Arno and Ross Johnson.

"Greenpixie has shown the power that an innovative idea can have when it comes to getting one step closer to tackling the climate crisis," said Nico Albanese, Investment Principal at Ascension.