Our Story

After 20 years helping startups build their businesses, economist and business consultant Shoham Gabizon decided to build one himself.

Moving from advisor to entrepreneur meant taking on a different kind of responsibility. Beyond financial models and business plans came the daily challenge of turning an idea into something real—a journey that required continuous learning, self-discipline, and a willingness to navigate unfamiliar territory.

A defining connection came when he met Dr Stela Gengrinovitch, an inventor whose multidisciplinary experience included developing a treatment for leukaemia and inventions spanning multiple fields. Together, they began developing the technology that would become NUEL, bringing entrepreneurial leadership and scientific invention into a shared venture.

From scientific potential to a first diesel product

The ambition was practical: develop a fuel additive designed to improve combustion efficiency and reduce fuel consumption and emissions in existing diesel engines.

Turning that ambition into an initial product required much more than a formulation. It meant bringing together scientific research, testing, specialist knowledge, funding, raw materials, and production capabilities. Employees, advisors, and professionals contributed across development, operations, and business building, helping create the foundations needed to move the technology forward.

Protecting the innovation. Building for the future.

The journey reached significant milestones with the grant of Israeli Patent No. 321552 and European Patent No. EP4705416 for Composite Metal Oxide Fuel Additives, alongside an ongoing patent application process in the United States.

For Nuel, building a startup means connecting vision with disciplined execution: assembling complementary expertise, learning through development and testing, protecting intellectual property, and building the capacity to deliver a consistent product.

What began as a personal decision to step into entrepreneurship became a collective effort to turn scientific invention into practical industrial value.

NUEL—built on science, shaped by experience, and driven by the determination to bring an idea to life.