Hero honoured for top business skills

THE entrepreneurial spirit of a Ross-shire man has been rewarded after he won a national honour.

FUEL10K’s Alex Matheson was named the entrepreneur of the year at this year’s Heropreneurs Awards, which recognise the business skills of former military personnel.

A former tank commander in the Royal Scots Dragoon Guards, Mr Matheson co-founded FUEL10K give years ago after spotting a gap in the market for breakfast cereals.

He and business partner Barney Mauleverer launched the UK’s first protein-based breakfast range with “the first hyper convenient breakfast on-the-go drink”. Today the business supplies more than 30 lines to all major UK retailers and has more than 20,000 stocking points.

Peter Mountford, the chairman of Heropreneurs and founder of the Heropreneurs Awards, said: “He couldn’t have chosen a more competitive space to launch a business; and is a great example of what a military entrepreneur can achieve with resilience, great organisation, and tenacity.”

Mr Matheson said: “The breakfast category in UK supermarkets had been in decline for many years. Our aim is to... re-engage with younger customers who want easy functionality in the mornings.”

Do you want to respond to this article? If so, click here to submit your thoughts and they may be published in print.