23 April 2020

Fine Hygienic Holding Efforts in the Fight Against the Coronavirus


We have all come together in solidarity to combat the spread of the Coronavirus (COVID-19), an occurrence that has affected millions and will go down as one of the most significant events in the history of the world. If there is one thing that Fine Hygienic Holding (FHH) is certain of, it is that we will get through this global crisis together and come out the other side, forged by our shared experience, and stronger than before.

At Fine, We do the Right Thing. Always. When FHH looks back on this time of fear and uncertainty, we will stand proud in the knowledge that, despite the difficult challenges, we did what we knew was right by standing with our team, supporting our customers and communities, and helping those who need it most throughout this trying time.

In order to fulfill our responsibility to our cherished employees and communities, Fine has taken numerous measures to ensure the health and safety of the public, here are just a few of them:

Spreading Awareness

As a Wellness company, we know the role that proper hygiene plays in keeping our loved ones healthy. At the start of the outbreak, Fine collaborated with the Medical Wellness Association, a US-based association comprised of a globally recognized collection of the finest doctors and wellness professional, to issue a public health announcement educating our communities on how they could lower their chances of being infected with the virus.

Going on Defense

As a Wellness Group, our utmost responsibility is to our customers and consumers, their health and the health of their loved ones, and we carry out this responsibility by providing a wide range of high-quality hygienic products. In light of the global situation, FHH quickly developed and launched Fine Guard, an innovative and technologically advanced hygienic face mask, as a proactive measure to safeguard the health and safety of our communities and the world.

The Fine Guard mask is enhanced with LIVINGUARD, a patented and certified, advanced filtration and sterilisation technology from Switzerland. As a chemical-free solution, Fine Guard is one of the most effective hygienic masks in the world, which works by neutralizing bacteria and viruses at the molecular level, offering consumers the highest level of protection.

We say that we were proactive and anticipated that the virus will become a global pandemic and so we launched it end of January when many countries and governments didn’t pay much attention to it, but now it’s scientifically proven that face mask is one of the needed personal protection equipment and many of the governments have mandated its people to wear it.

Stemming from our commitment to helping communities stay safe and due to the huge demand on protective personal equipment, we have developed and launch new lines of our mask powered with the same protective technology, LIVINGAURD. We have also made the masks available across the world through our e-commerce platforms.

Protecting Our People

Our team’s safety and well-being are among our top priorities which is why, even before official government mandates, Fine was among the first companies to protect its team by restricting travel and implementing a work-from-home policy for our office-based employees.

Stronger Together

At Fine, our main priority is to support and take care of our Fine family members, which is why we are offering ongoing virtual fitness classes to our employees, and access to online learning platforms.

In addition to that, we have recently implemented a unique new wellness benefit for all our employees and their families, which offers a 24/7 hotline for counseling and support services from qualified psychologists. This initiative is among the first of its kind in the region and gives Fine team members and their families a chance to get qualified help and support throughout this difficult time and beyond.

Our management remains very committed to open communication and strongly believes in it and so our CEO James Michael Lafferty started a virtual meeting called “coffee with the CEO” where he updates the whole team across the MENA region about the situation and what’s happening at Fine and also answer any questions, in addition to his daily correspondence. 

When the Going Got Tough, We Got Going

Throughout these challenging circumstances, Fine has remained dedicated to ensuring our consumers continue to have access to hygienic essentials such as our sterilized tissues products, as well as the Fine Guard mask, by maintaining the full operational capacity of all our factories across the MENA region.

Fine Hygienic Holding has continuously upheld the integrity of its operations and products by implementing a comprehensive plan following strict safety measures, for both employees inside the facilities and for all people entering from outside. These measures include daily full facility sanitization, twice-daily temperature checks on all employees, as well as temperature checks on anyone visiting the facility, and requiring personal protective equipment such as gloves and the Fine Guard mask. Fine will continue to implement these measures as along as it takes for the Coronavirus crisis to be resolved, so that we may continue to provide consumers with the essential hygiene products they need to maintain their health and well-being.

Helping Those Who Need It Most

Since its inception, Fine has always put national, humanitarian and developmental work at the core of its operations and continues its commitment to supporting the governing entities in their efforts to manage the unprecedented crisis throughout the MENA region. Over the past few weeks FHH has provided national institutions across the MENA region with its face mask, Fine Guard, and free sterilization products and hygienic solutions, in addition to offering monetary donations. The company’s efforts have also extended beyond the MENA region, and as far away as hard-hit Italy and Philippines, aid has been donated to front-line healthcare workers.

As a regional company, Fine provides its products and services to extensive geographical areas across the MENA region, and in its commitment to its communities, the Group gathered its resources  to prepare a large relief fund valued at $1 Million, to provide much-needed aid to its countries of operation, including Egypt, KSA, the UAE, Morocco and Jordan. For a company of this size, a donation of this value represents just how dedicated Fine is in its support of those most in need; since the preparation of the fund, the actual value has exceeded its initial goal to reach nearly $2 Million in aid.