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More than six decades ago, Fine Hygienic Holding’s (FHH) founder Elia Nuqul established Nuqul Brothers Company as a trade and import business for food and consumer goods in Jordan. As business boomed, there was a clear untapped potential in the regional hygienic paper industry, which led to the establishment of Fine Hygienic Holding (formerly known as Fine Hygienic Paper Company) in 1958. Today it is a world-leading wellness group and the MENA region’s leading manufacturer of hygienic paper and diaper products with a focus on sustainability, state-of-the-art production processes and pioneering CSR programs. With dual headquarters in Amman, Jordan, and Dubai, the UAE, FHH has regional operations that serve communities in Jordan, the UAE, Saudi Arabia, Egypt and Morocco, and its products are sold in more than 80 countries around the world.
FHH is best known for its diverse range of products including sterilized facial tissues, napkins, kitchen towels, toilet paper, baby diapers, adult briefs, jumbo rolls, and a significant B2B operation that supplies paper and hygienic solutions to a multitude of private and public organizations.
Fine Hygienic Holding was among the very first companies in the MENA region to introduce adult diapers after the company’s chairman, Ghassan Elia Nuqul, attended a conference in Switzerland where he saw the product and realized that the MENA markets did not cater well to the elderly and those suffering from incontinence. “After introducing the products to the markets, we also began offering free delivery so that those who were self-conscious or uncomfortable buying from the store could still have access to the products they needed,” says James Michael Lafferty, CEO of Fine Hygienic Holding.
The Fine Care brand that caters to senior citizens is the only adult diaper that has the patented DermaPro7 technology, which is designed to help consumers avoid skin complications as they are pH-balanced, gently lotioned and sterilized.
Meanwhile, FHH’s Fine Baby line has been developed with utmost care and consideration for babies’ comfort and wellbeing. The diaper’s SmartLock technology works to lock in wetness and prevent leaks, keeping the baby’s skin dry and preventing irritation.
FHH recently pivoted into the manufacture of personal protective equipment (PPE), producing a range of reusable masks to help protect and ensure the safety of the communities it serves during the COVID-19 pandemic.
“The launch of the Fine Guard mask line in February was a preemptive response to the pandemic and, thanks to the incorporated Livinguard technology, [a Swiss technology] that is scientifically proven to be 99.99% effective in killing the virus, we have had an overwhelmingly positive response from the regional and the global markets,” Lafferty says.
To match the surge in demand for the Fine Guard mask, FHH has operations in Jordan, the UAE and Sri Lanka that produce up to 30,000+ masks daily. It is also looking into increasing its mask production capabilities by investing in an additional facility in Dubai, UAE.
“As we constantly look to evolve and following this success, we will soon launch two additional products to the Livinguard range: Fine Guard gloves and disinfecting wet wipes,” Lafferty adds.
FHH has also launched a fully operational disinfection solutions service that works to sterilize a wide range of businesses and open spaces, including offices, hotels, restaurants, and schools.
“Our approach to hygiene has been fundamentally altered as a result of COVID-19,” Lafferty says. “This is true not only for the MENA region, but all over the world. Hygiene practices have evolved to cater for a growing list of consumer demands with a noticeable shift in priority for sterilized products. In the past, having sterilized products might have been considered a luxury or ‘nice to have’ item, but now it has evolved into a necessity. This is fuelled by a pressing need for quality protection from viruses, germs and other harmful pathogens, which is why we have moved to address this need in the industry. Quite simply, our new products and services, be it our disinfection solutions, sterilized tissues, or personal protective equipment, offer reliability and reassurance to our consumers.”