Highlighting the group’s position as a leader in Corporate Social Responsibility (CSR) in the region, Fine Hygienic Holding (FHH)’s CEO Salim Karadsheh took part in a recent panel discussion exploring the topic of CSR and tourism.
Organized by The Jordan Inbound Tour Operators Association (JITOA), in cooperation with The Jordan Tourism Board and the US organization Tourism Cares, the panel featured global leaders in CSR and was aimed at strengthening CSR in the tourism sector in the Kingdom. A delegation of more than 65 industry leaders from North America was in attendance.
At the panel discussion, which took place on February 25th, Karadsheh spoke about CSR in general and why it matters to businesses and communities. He focused on the group’s Flagship CSR initiative, Khair al Koura, which was recently named the top CSR program in the Kingdom by Jordan Business Magazine.
Karadsheh detailed the critical factors needed to implement a successful CSR program, such as local solutions and resources, specific understanding of the issues at hand, partnerships with both government and private institutions, and a strong commitment to sustainability. He stressed the importance of cost-effective design and regular monitoring, evaluation, and course correction of any CSR project.
Khair al Koura, FHH’s multi-sectorial socio-economic project which has helped more than 6,000 beneficiaries since its creation in 2007, is the crown jewel of the group’s CSR efforts. By creating sustainable income opportunities for the underdeveloped region of Al Koura in Irbid, the initiative has provided long-lasting results directly benefitting the community.
FHH helps to empower the citizens of Al Koura by supporting financial opportunities including a chemical-free farming project, a food processing unit, a packaging workshop, a soap and candle manufacturing operation, and a local country kitchen which uses local produce. The group also invests in other social components that include education, legal aid, and arts.
“We are honored to have been invited to take part in such an important discussion. Fine’s CSR is a source of pride for our group and our country, and we are delighted to share how our CSR efforts, especially Khair al Koura, have benefited the local communities. We hope this success serves as an inspiration for more Jordanian companies to enhance their CSR efforts, which will help the Kingdom and its people prosper,” commented Karadsheh.
CSR is more than just a pillar of FHH’s robust business strategy, but a way of life for the group, reflecting its vision of “creating a happier world for today and tomorrow’s generations.” Through its comprehensive and long-term CSR efforts, the company aims to serve all segments of the societies in which it operates, focusing on the environment, youth, education, health, and well-being.
JITOA is a non-profit organization supporting the inbound tourism sector in Jordan and is working to link tourism with regional CSR initiatives in order to strengthen CSR in the local tourism sector.