New year, new Covenant signatory

February 20, 2023
Ray Watt presenting Steven Rowe with Armed Forces Covenant

Stroven Ltd has become the first Armed Forces Covenant signatory in the Highland RFCA-area to be presented with their certificate in 2023.

HRFCA Regional Employer Engagement Director (REED) Ray Watt visited Elgin on 10 February. He presented the Armed Forces Covenant to Founding Director Steven Rowe and Managing Director Tamara Mason.

Stroven is an independent developer and manufacturer of high-quality men’s fragrances and grooming products. 10% of all profits actively support veterans and mental health services in the UK, including:

  • CALM
  • Veterans UK
  • Andy’s Man Club
  • MIND
  • Combat Stress.

As a serving Logistics specialist in the Royal Air Force, Steven is passionate about supporting veterans, the wellbeing of serving military personnel, men’s mental health and suicide prevention. Stroven’s aim is to become a community that opens positive communication around men’s mental health.

Steven said: “Through signing the Armed Forces Covenant, we’re hoping to provide more mental health support to serving members and veterans. For a small family operation like ourselves, the opportunity to join a wider community of like-minded businesses is so valuable and will help us with our growth plans this year.

“As a serving member of the Royal Air Force, it is great to know that there are organisations and programmes like the RFCA and Armed Forces Covenant that encourage and support our military community.”

Tamara has had first-hand experience with men struggling silently with their mental health, which drives her desire for activism. She said: “Signing the Covenant has been one of the first steps we’ve taken this year to ensure Stroven is firmly implanted in the local community, where our economy is heavily reliant on the Armed Forces being present and active here in Moray.

“Support for serving members and veterans is at the driving heart of our business. We encourage all organisations, from sole traders and start-ups to multinational conglomerates, to get involved with the RFCA and Armed Forces Covenant.”

Owner and Managing Director with Armed Forces Covenant
Steven and Tamara with their Covenant outside St Giles’ Cathedral in Elgin.

Stroven Ltd joins the 9,000+ UK organisations to have already signed the Covenant. It is a pledge to recognise the value serving personnel, both regular and reservist, veterans and military families contribute to business and our country.

The Covenant is a commitment to ensure those who serve or have served in the Armed Forces, and their families, are treated fairly.

The company’s commitment to honouring the Covenant includes pledges to:

  • Promote the fact it is an Armed Forces-friendly organisation.
  • Support the employment of veterans.
  • Support employees who choose to be members of the Reserve Forces by accommodating their training and deployment. 
  • Support employees who are Cadet Force Adult Volunteers.
  • Support Armed Forces Day and other national events.
  • Support Armed Forces charities.

Signing the Covenant sets companies on the path to have their pledge recognised through the Employer Recognition Scheme. This scheme incorporates prestigious Bronze, Silver and Gold Awards, granted in recognition of their pledge to support defence and the Armed Forces Community.

Ray said: “I was delighted to meet with Steven and Tamara in Elgin to present their Covenant. Their enthusiasm and commitment to support the defence family as part of their company’s ethos is admirable, especially at such an early stage of their development. This has been borne out of a life of service and continues, as it does with many veterans, beyond their service to this country in uniform.

“I am also delighted to note that Stroven has applied for and been awarded their ERS Bronze Award which I am looking forward to presenting soon.”

Main image, top of page: Pictured outside of St Giles’ Cathedral are, from left, HRFCA REED Ray Watt and Stroven Ltd Founding Director Steven Rowe.

To find out how you can support the Armed Forces, contact HRFCA REEDs Ray Watt at [email protected] or Roy McLellan at [email protected].

To find out more about the Armed Forces Covenant, click HERE.

To find out more about Stroven Ltd, click HERE.