London taxi fleet innovator honoured with prestigious entrepreneur award
Sherbet Electric Taxi Co’s CEO and Founder, Asher Moses, has been named the winner of the Unretirement Entrepreneur of the Year category at the 2024 Great British Entrepreneur Awards.
The accolade celebrates his contributions to London’s Licensed Black Taxi industry and his commitment to its modernisation.
Moses, a long-time advocate for the trade, was recognised for his innovative approaches, which include introducing out-of-home advertising revenue streams, championing the shift to electric vehicles in alignment with London’s Greener Air strategy, and leveraging advanced telematic tracking for enhanced fleet management and media opportunities.
The award ceremony, held on 18 November at Grosvenor House in London, brought together leading figures from across the entrepreneurial spectrum to celebrate this year’s trailblazers. Now in its 12th year, the event is often referred to as “The Grammys for Entrepreneurship” for its role in recognising individuals and businesses that drive innovation and economic growth.
The Unretirement Entrepreneur of the Year category shines a light on professionals who continue to break barriers and pursue ambitious ventures during what are traditionally retirement years. Moses’s leadership in modernising the black taxi trade exemplifies this ethos, blending decades of experience with forward-thinking solutions to future-proof the industry.
Sherbet, The Electric Taxi Co, expressed its pride in Moses’s recognition, attributing his success to the support of customers, partners, and stakeholders. With this award in hand, Moses remains focused on pushing boundaries in the black taxi industry, driving both innovation and environmental responsibility.
Asher Moses, CEO & Founder of Sherbet Electric Taxis, said: "I am honoured to have won this prestigious award. I have been hard at work to protect the Licensed London Taxi industry since the day I started on the Knowledge Test back in the late 80’s and I don’t see myself stopping anytime soon. I love what I do and the community of drivers I represent so it doesn’t even feel like work to me.”
