A process for the highly efficient oxidation of ethanol in fuel cells involves the addition of a metal co-catalyst oxidation enhancer to the fuel cell electrolyte in soluble form. The enhancer vastly improves the rate of ethanol ethanol oxidation and promotes oxidation of the C—C bond to CO2. The metal co-catalyst can adopt oxidation number II and oxidation number IV and forms a redox couple that promotes oxidation reactions at the anode. Embodiments of the invention include fuel cells, methods of their operation, and fuel cell electrolyte solutions for the efficient electro-oxidation of organic fuels including ethanol.