first off, let's notice that Purple's time is in minutes, whilst the rate is in miles per hour, the units of both must correspond, so, we can either change the time from minutes to hours or the rate from hours to minutes, hmmm let's change the time to hours.
so 40 minutes, we know there are 60 minutes in 1 hour, so 40 minutes will be 40/60 of an hr, or namely 2/3.