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Small Details, Big Plans

Small Details, Big Plans

Fine Hygienic Holding (FHH), first established in Amman in 1952, has successfully expanded throughout the MENA region, today operating in Egypt, Saudi Arabia and the UAE, amongst others. CEO James Michael Lafferty explains: “One of the main reasons why FHH has been so successful is that it was established on a sound foundation by a perfectionist, Elia Nuqul, who knew the importance of even the smallest details.”

One of these ‘small details’ involves finding the best locations and facilities, which in the UAE means Jebel Ali Free Zone (Jafza). “We look at Jafza as a part of the FHH family,” says Lafferty. “We have great respect for Jafza and are proud to be a part of the complex, which has always been supportive, providing us with endless opportunities to build extensions, and offering passes for visitors when they are required.”

Offering a wide variety of products, including sterilised tissues, baby diapers and adult incontinence products, FHH is continually researching and investing in innovative new products.

“In light of the global pandemic, we immediately began working on a way to give our consumers all over the world the highest possible level of protection to safeguard their health”

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says Lafferty

“The ‘Fine Guard’ mask has already proven to be one of the most effective hygienic masks in the world, working to kill viruses and bacteria on the molecular level through the use of the Swiss patented technology known as LIVINGUARD.”

Many people think of FHH as a paper company that produces only hygienic products. Still, Lafferty points out that while it is proud of its hygienic paper goods, it is, first and foremost, a Wellness Company. Last year, FHH bought a significant stake in Nai Arabia Foods Co. This regional company produces a selection of natural beverages using flavours from the region in a further expansion for FHH into the Wellness industry.

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