From culinary confidence to commercial clarity – how Adam Croney launched FUEL’D
When Adam Croney opened the doors to FUEL’D, a health-focused kitchen and coffee house in North Shields, he wasn’t just serving up nutritious meals – he was serving a vision years in the making.
With a strong background in hospitality and a deep passion for food, Adam had the culinary confidence to succeed. But it was the guidance of the North East’s business support community that gave him the commercial clarity to turn his dream into a sustainable business.
Adam’s journey in hospitality began at 15, washing dishes in a local kitchen. Over the years, he worked in a range of venues – from country pubs to coastal restaurants – developing a love for the camaraderie, pressure, and instant gratification of kitchen life.
In 2017, he experimented with a street food business of his own. While the food was a huge hit, the venture lacked structure. “I had the passion, but not the planning,” Adam admits.
Determined to do things differently with his new venture FUEL’D, Adam seized the opportunity to get professional support from Shirley Wilson at expert enterprise agency PNE, part of the Enterprising North service.
The service, funded by UK Government through the UK Shared Prosperity Fund and managed by the North East Combined Authority, offers free specialist support to new and early-stage entrepreneurs in the North East. It is delivered by a unique consortium of local delivery partners across Gateshead, Newcastle, North Tyneside and Northumberland.
“I knew I had a great idea and I was hell bent on seeing it through but realised I was pretty naïve,” Adam says. “I was just going to apply for a personal loan, but thankfully a friend who had just started a business suggested I speak to Shirley about a business Start Up Loan because the terms were so much better.”
That introduction proved pivotal. To secure the funding, Adam worked closely with Shirley to develop a cash flow forecast and what he describes as a “watertight” business plan – a process that not only unlocked £25,000, but also gave him the commercial know-how he needed to succeed.
“I’ve a strong background in food, and if someone employed me to set up a kitchen for them, I’d have no issues doing it,” Adam says.
“But running your own business is a totally different ball game. I needed support to fill the gaps and develop my business sense – and that’s exactly what Shirley has done. I’ve started in a much better place with a much better chance of making a success of it. Shirley really kick-started things for us.”
Shirley helped Adam to ensure all compliance and insurance requirements were in place. She also connected him to North Tyneside Council’s Business Factory, where he secured an additional £4,000 grant – a vital cushion that helped cover unexpected equipment costs and ensured FUEL’D could open the doors to its Albion Road premises.
“One of the key challenges of the hospitality sector is the high start-up costs,” Adam says. “Unlike some other industries that can start on a shoestring budget, food businesses need expensive equipment before they can even start trading.
“That’s a massive barrier for new businesses and Shirley understood that. She made me aware of other funding that was available and put me in touch with the Business Factory. Once I was in, the process was seamless. That last little bit of funding was so important to us – it saw us over the line.
“I couldn’t believe how well the business support all clicked together. I was connected to the right people so I could make the most of what is available.”
Now employing four staff and with plans to expand, Adam is already paying it forward – encouraging other aspiring entrepreneurs to seek support.
“I am very aware of how many people have supported me and I feel so lucky and grateful. I want to share any success I have with others. I’m already pointing people in the right direction to the Enterprising North service and the council,” he says.
And Adam is passionate about making FUEL’D a valuable part of the community. With a menu focused on healthy, inclusive food made from scratch, and a local run club planned, he’s building a brand that values staff wellbeing and customer connection.
“We already know people’s names, their orders, and their dogs! I want this to be a place where everyone feels welcome and looked after,” Adam adds.
“I want to share the joy of healthy eating and the warmth of community. I want this to be a brilliant place to work for the people I employ and I want to share my success with those who’ve helped to create it.”
Has Adam's story got you thinking?
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