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MARKET – Includes Product Design) from Det Norske HISTORY Fine Hygienic Paper FZE is a leading producer of Veritas (DNV) Fine founder Elia Nuqul began importing FINE paper products in the Middle East. It is part of the l ISO 14001 (Environmental Management branded bathroom tissue rolls to Jordan. In 1955 Jordan based Nuqul Group, which was established Systems) from Det Norske Veritas (DNV) he went to Europe to visit the companies he dealt in 1952 and brings together 30 regional and global l OHSAS 18001 (Occupational Health and Safety with. It was in London that he met with one of companies, more than 5,500 employees and Management System) from Det Norske Veritas the suppliers of bathroom tissue paper who was exports its products to over 45 export (DNV) importing the product from Sweden. markets worldwide. l Emirates Quality Mark: Fine was the frst So he considered the transportation costs from Facial Tissues, Toilet Rolls and Kitchen Towels are company in the UAE to attain this mark in 2007, Sweden to England to Jordan and thought, “Why the main products under the Fine brand, focusing in keeping with the standards of the Emirates don’t I do that?” on females 20-45 years old as a Authority for Standardisation and Metrology, The In 1958 Elia started with one bathroom tissue main target audience of the product and the company holds certifcate number 0001. roll machine in Jordan and, after four years without household keepers. l Hewitt Best Employers: FINE UAE was named proft, he went to a fair to sell the business. Environmental awareness is part of the among the Hewitt Best Employers in the Middle Instead Elia ended up buying three machines for FINE ethos. This is evident in the practice of East in 2009 and 2011. manufacturing sanitary napkins for ladies, facial using only virgin pulp that originates from well- l The prestigious ISEGA German institute has tissues and pocket pack tissues. He built a factory managed forests practicing active re-forestation done extensive testing and analysis on different and started expanding almost immediately programmes. The cardboard boxes in which materials that have direct contact with food, in Unable to export smoothly from Jordan Elia the tissues are packed are made from recycled order to assure for the consumers, that they are looked further afeld. (Although there was an material. Strict quality control is employed at totally safe. Fine Hygienic holding is proud to Arab common market in 1965 it was only on every stage of the manufacturing process and announce to be the frst paper towel product paper and not in practice). The loss of the West excellent customer service ensures that the to get accredited by ISEGA for being a safe Bank in 1967, a very good market for tissues, customer is not forgotten after the sale. product for “direct contact with food”. This new convinced him to manufacture elsewhere as well 60% of the raw material that goes into FINE achievement is considered a guarantee for the as in Jordan. products comes from Nuqul Group factories high quality of FHH industries. Exports to Saudi Arabia began in the early located in the region and even the tissue 1960s and manufacturing in the early 1970s and of some competing brands is whenever Elia bought a machine for from FINE’s own paper mills. Jordan, he would buy one for This backward integration has Saudi Arabia as well. enabled Fine to concentrate FINE steadily expanded to Egypt, on niche markets and reap Lebanon, UAE and, most recently, economies of scale. to Iran. Fine has grown to become FINE is a preferred top ten a staple in homes across the supplier to most major retailers region. Slowly but surely, they in the region. With the largest have become a part of people’s product portfolio in the region, lives. it is a corporate success story Traditionally, their focus has that is remarkable for its quality been on helping people fulfl as well as its consistency. their needs for comfort, softness Fine has sustainable growth and cleanliness with high-quality, both in volume and value for technologically advanced, caring the last two or three years and gentle products. which exceeds the market growth in the same categories. PRODUCTS The company is looking forward The ‘House of Fine’ includes of continuous development of household Paper Products like paper market and industry by Facial Tissues, Kitchen Towels, providing hygiene solutions to Toilet Rolls, Jumbo Rolls and every family in UAE. Pocket Tissues. The Absorbents category includes Baby Diapers, ACHIEVEMENTS and Adult Incontinence Products. Fine is the only tissue that is FINE has succeeded primarily sterilised using the patented due to consistently high quality, SteriPro technology. It was offered at affordable prices. invented here in Dubai more When they print 150 pulls than sixteen years ago and was of 222x210 mm size with a implemented on all the Fine tolerance of + - 3mm they factories across the world. mean precisely that! The Nuqul Group Companies Rigorous research and in-depth have been the recipients consumer insights have shown that of numerous awards some of Fine is amongst the most trusted brands in the which are: region. The company values are centred around l Guinness World Record Certifcate: Awarded trust and care. Fine now wishes to project this to FINE UAE in 2002 for creation of the world’s internal reality to the world at large so have largest tissue box. initiated a new direction for the brand; and a l ISO 9001: 2000 (Quality Management Systems 66 new promise for stakeholders at every level, be to endorse a diaper brand, the FIRST TIME IN to make sure they give back more than they take it consumers, employees, owners, partners or THE WORLD. And it is one of Fine’s very own: from our planet. community at large – the ‘Carefree world of Fine’. Fine Baby®! The diapers’ testing was done not That means for every tree used Fine plants fve This commitment to a carefree world is a only in the region, but also in globally recognised more to ensure that woodlands are not only being sustaining, nourishing tradition, just as it always has laboratories in France and the United States of sustained but growing. been since Fine’s early days. From the things that America. All vectors of diaper performance were STERIPRO Fine produces and its approach to business, to tested including a focus on absorbency, arguably Quality has and will always be at the centre its involvement with the community and efforts the key measure of performance. Fine Baby® of everything that Fine does – not just in the towards a sustainable environment. In every step, met all the requirements of the highest standards materials they use or things that they produce, but Fine seeks to realise this dream of set by the “Medical Wellness Association” also in the environments created to produce or a carefree world. and received the endorsement for its highest sell products. Fine has been a leader in every category and in performance in providing superior skincare SteriPro is an innovation at Fine where each Fine every market that it sells its products. This isn’t an for babies. facial tissue goes through a specialised sterilisation accident. It has been a long and well orchestrated Fine are expanding in KSA and Dubai and have process to ensure that only the cleanest and best journey – with a lot of hard work, determination built new factories in Abu Dhabi and Damam as quality product reaches the consumer, every time. and a pioneering vision. well as their ffth Paper Mill in Abu Dhabi (54,000 Through the promise of ‘Carefree World’ Fine tons of capacity to add) www.fnehh.com is fundamentally selling an experience, but by no Fine is the only FOOD CERTIFIED Paper Towel means is tissue the only part of that experience. by ISEGA, an independent testing and certifcation The promise of a ‘carefree world’ will help the institute from Germany. company focus on creating new technologies, perfecting fresh ideas and developing enriching PROMOTION and innovative products for today’s families. FINE - UAE was the frst to launch major The joy of a ‘Carefree World’. advertising campaigns for Facial Tissues in the GCC. Tissues are ‘low involvement’ products RECENT DEVELOPMENTS and very few companies have made concerted The prestigious “Medical Wellness Association”, efforts to build their brand. FINE has pioneered in a bid to help consumers decipher what is the advertising campaigns in the region. best option for their babies, has done extensive Its proprietary SteriPro platform makes it the research and analysis on the various options in industry spokesperson for hygienic paper in the regional and global markets. And after all the the region. data was in, they have decided for the FIRST TIME The frst campaign in 1997 campaign emphasised the various qualities of FINE Tissues -Smoothness, THINGS YOU DIDN’T KNOW ABOUT Strength and FINE Absorbency. Consistent with l The Jordan based Nuqul Group celebrated its reputation for its 60th anniversary in 2012. pioneering initiatives l FINE - UAE was the frst company in the FINE has made region, in its line of business, to obtain a innovative use of simultaneous certifcation to ISO 9001 and routes such as mobile ISO 14001. FINE was also the frst company marketing and sought in the UAE to obtain the Emirates Quality to provide annual Mark (certifcate no 001) from the Emirates mega promotions to Authority for Standardisation and Metrology. reward loyal buyers l FINE has a long standing history of social with prizes ranging work, supporting such worthy causes as Al from vacations to Noor Hospital and Rashid Paediatric TrustBeit cars and electronics.

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