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Mitigating Wildfire Risk, Cleanly Proactive Wildfire Armor empowers homeowners to protect property before any spark ignites Focus business A mid ever-growing wildfire risk and soaring insurance premiums that, as we were reminded in the aftermath of January's devastating Los Angeles fires, don't always cover all that's been lost, California homeowners can feel helpless in protecting our homes in the event of disaster. If fire erupts, ignoring evacuation orders to stay and fight, while noble, can be futile at best, putting yourself and others in danger and potentially interfering with firefighting efforts. But sitting back and hoping all will be OK doesn't have to be the only alternative. San Diego-based Proactive Wildfire Armor is a wildfire defense company that boasts not only effective property protection from fire, but it does it with the implementation of a product called CitroTech Liquid Fire Inhibitor that's EPA-certified as non-toxic and safe for use around pets, wildlife, and the environment. "In 2011, my house burned down," says Sam Haj, Proactive Wildfire Armor's general manager. "It was a traumatic experience, and we said, 'is is something that [we] can never forget.'" When Haj learned of this new product — one that doesn't just protect but is safer to use than traditional retardant and has lasting effectiveness even after it's dried — he says, "I felt like this was a calling for me to start providing something like this [so] that I can help people from going through something like that." e protection comes from sprinklers, installed either above ground as a rooftop system or as an underground system around the property, that will spray the CitroTech fire inhibitor product on demand and can be operated remotely via mobile app. e product is kept on-property in tanks from which it is deployed when needed. Once installed, the system is maintained and checked regularly to ensure it is perfectly operational and ready to be activated at a moment's notice. Proactive Wildfire Armor also recommends regular application of the inhibitor to the areas surrounding your home that pose the greatest risk, providing added protection for up to several months. "is fire inhibitor works well when it's wet. It works better when it's dry. So, once it gets deployed, or it gets sprayed on dry vegetation, it could last up to three or four months, providing you that protection," says Haj. "Most fire inhibitors work well when they're wet, but once they dry, they don't provide you that much protection," he says of the more traditional products and retardants available. "Plus, this fire inhibitor looks like water. It's not like the foam stuff that you see out there, or the red stuff. So, it's easier, clean, and it is safe for your plants and your pets and people. It is really a game changer." Haj says he anticipates insurance companies will have increasingly favorable views of properties with systems like this installed as they become more familiar with the level of protection they provide, whether that means making insurance more affordable or just obtainable at all. Installation time on a wildfire inhibiting sprinkler system varies based on the property size and other factors, but Haj estimates most take about a week to complete. Once installed, customers are put on a minimum two-year maintenance plan. e system cost is not nominal — Haj says to estimate roughly one to two percent of the property's value — but the peace of mind is well worth the initial outlay, especially as fire frequency increases and insurance payouts dwindle. pwfasd.com DEANNA MURPHY ranchandcoast.com 62 SEPTEMBER 2025 RANCH & COAST MAGAZINE