Top 10 Most Inspiring CEO's

Join the wellness revolution with FHH – where hygiene meets longevity, and quality meets innovation. It’s time to wipe away the old and welcome the new standard in hygiene and lifestyle.

The world is changing rapidly, and with it, the way we approach our health and wellness. The past few years have seen a surge in interest in holistic health practices, natural remedies, and sustainable living. Companies that embrace this shift in consumer behavior are at the forefront of a new era of wellness, and Fine Hygienic Holding (FHH) is one such company. FHH has undergone a remarkable transformation from a manufacturer of hygienic tissues to a comprehensive wellness and lifestyle brand, committed to providing products and services that positively impact the lives of its customers and consumers. Led by a CEO with a background in fitness and coaching, FHH leverages science and innovation to develop products that help people live healthier, longer lives. In this interview, we will explore how FHH has become one of the leading wellness groups globally and the leader in the MENA region, and how its commitment to excellence, sustainability, and social responsibility sets it apart from the competition. 

  • What are the major highlight points of the company that you would like to let the readers know through this feature?

Fine Hygienic Holding (FHH) has undergone a remarkable transformation from a hygienic tissue manufacturer to a comprehensive wellness and lifestyle brand. Over the past several years, we have continued adhering to the highest standards of excellence across all aspects of our operations, including focusing our efforts on creating innovative products backed by science, such as our recently launched wellness product ‘eon’ longevity blend. This product exemplifies our commitment to leveraging the latest research to develop products that help customers live healthier, and longer lives. With this transformation, FHH has become of one the leading wellness groups in the world and the leader in the MENA region.

  • Tell us about James Michael Lafferty, CEO of Fine Hygienic Holding.

Before joining the corporate world, I had a background in track coaching and fitness. In 1984 I was appointed as a fitness instructor at Procter & Gamble. A year later, I had the opportunity to apply for the Assistant Brand Manager position at P&G and decided to take it. 

Following my role as a brand manager, I ventured off to distant places ranging from North Africa, Central and Eastern Europe, the Middle East, Western Europe, and Africa to Asia. I held CEO roles for different multinationals including P&G, Coca-Cola, and British American Tobacco. In 2015, I joined Fine Hygienic Holding as a board member and later assumed the role of CEO in 2018. 

I continue to coach professionally, having coached national-level athletes in my native USA as well as Nigeria, and most recently as a Coach of the Philippines Olympic Athletics team at the 2016 and 2021 Olympic Games. I also remain active as a key part of a healthy lifestyle, having run over 30 full marathons, and was the 2017 Philippines National Champion in Powerlifting.

  • What are the major expectations of the clients from the players in this space? How has the company positioned itself to meet those expectations?

At our business, we believe in positively impacting the lives of our customers and consumers. We take great pride in our products and services, as they are designed to provide meaningful value to those who use them. We aim to ensure that every product or service we offer has the end user in mind, so we constantly follow consumer behavior and trends to match the products that meet their needs. Our products undergo rigorous scientific testing to ensure they are of the highest quality before bringing them to the market. This way, new patents are introduced, and consumers can rest assured that they are only getting the best of the best.

In addition, we have been able to anticipate and respond to global challenges with significant accuracy. This has been a major factor in our success. We were able to predict the global issues that would arise in 2020 including covid and the breakdown in supply chain. In 8 days, we developed and launched an anti-viral and reusable face mask, and the team made the necessary adjustments to build an inventory of essential materials and extending FHH’s roster of suppliers to give them more options. Although the pandemic has been challenging and testing, it provided an unexpected chance for positive reform within the company. FHH has significantly shifted its focus on the wellness sector, specifically with its advanced germ protection technology, Fine Guard. This move has enabled us to experience incredible, unprecedented growth in a short span of time.

Our hard work and dedication pay off, and one recent example is when we got selected as the official hygiene supplier for FIFA World Cup Qatar 2022 during last year’s grand event.

  • What is the range of products that the company is known in the market for?

The group offers a diverse array of products, including sterilized hygienic paper products such as facial tissues, kitchen towels, toilet paper, baby diapers, adult briefs, and jumbo rolls, as well as away-from-home products designed to accommodate all types of private and public institutions. FHH also produces innovative long-term germ protection solutions, and our recent addition is Motiva supplements and eon longevity blend.

Motiva Supplements are carefully formulated and clinically studied by doctors, and are certified by the Medical Wellness Association, based out of the USA. These all-natural, highly bioavailable supplements provide an array of health benefits, including, reduction in inflammation, improvement in cognitive function and cognitive health, and boosting immunity. More about these supplements can be found at


On the other hand, inspired by a generations-old formula, ‘eon’ is an all-natural, proprietary, herbal Longevity Blend™. When put through one of the largest clinical studies in the supplement space, eon stunned doctors and left them questioning whether this in-fact ‘is the world’s healthiest beverage?’ eon is for anyone seeking longevity and looking to improve their overall health and wellbeing.

Professionally certified and recognized by the Medical Wellness Association, eon was clinically proven to reduce inflammation, support cardiovascular and respiratory health, improve gastrointestinal health, improve metabolic balance, and reduce metabolic syndrome and pre-diabetes risk factors. Furthermore, it has also proven to improve kidney and liver health amongst a subset of the clinical study participants. More about this longevity beverage can be found at https://www.eon-longevity.com/

  • What are the major differentiating factors that set your company apart from the competitors?

At FHH, we strive to put our customers and consumers first. For the past 60+ years, we have been serving the MEN region and beyond, which has made us passionate about creating products that meet their needs and positively impact and improve their lives, which sets us apart from other companies. Our products and solutions released are backed by scientific research and feature the newest technological developments. This ensures our customers’ ability to rely on us to receive the highest quality in the market.

Investing in state-of-the-art technologies is also essential to remain competitive in a rapidly changing business environment. Our company has been investing in advanced production machines, IT systems, customer service solutions, and environmental plans to stay ahead of the competition. This commitment to innovation has enabled us to remain at the forefront of our industry and develop new products and services that meet customer needs.

At FHH, we believe in taking meaningful action to make a difference. We prioritize our customers and strive to make an impact on the local and international community. To ensure this, we have taken important initiatives that benefit those around us. We are committed to working with suppliers on par with the highest international standards regarding sustainable practices. We also strive to give back to the local community we operate within and empower them to help improve their lives.

  • Tell us about your technically adept team of seasoned professionals. How has the combined experience helped the company to grow?

I am proud of the incredible diversity and leadership of the team at FHH. Our staff is comprised of professionals from seven different nationalities, and 30% of our team members are women. They all bring valuable experience in their respective fields to our organization, many of them having worked for major companies and organizations. Our team is a testament to the power that can be achieved when different backgrounds, cultures, and perspectives come together under a common goal. In addition, their expertise and leadership have played an integral role in FHH’s position as a market leader in the MENA region and becoming one of the most renowned wellness groups worldwide.

  • How has been the overall journey of the company since its inception? Walk us through the growth it has received in terms of clients and geographical expansions.

Fine’s story began with our founder, the late Elia Nuqul, in 1952 when he had limited resources but a big vision to start a business. He began with a fair trade and import business, and over the years, he transformed it into one of the most successful paper product companies in the Middle East. Starting in Jordan, it has since spread to Saudi Arabia, Egypt, and the UAE. With new factories emerging across the region and beyond, in the following decades, Fine has continued to grow and expand its operations, becoming a leader in its industry not only in the Middle East but also worldwide.

After all our expansion efforts, in 2019, we made a bold decision to pivot from a paper manufacturer to a comprehensive wellness company. Our mission of taking care of people’s well-being has since spread to more than 80 countries, impacting the lives of millions. We are proud to have become more than just a paper manufacturer – now, we are a wellness group dedicated to improving the lives of many.

Of course, it is to be said that it did come with its own set of challenges; Fine has proven to be a remarkable example of resilience in the face of adversity. Since its establishment, the company has endured wars, fires, and more – yet it persevered. Despite these difficult times, Fine has managed to emerge as one of the leading companies in the region. Our unwavering commitment to customers and employees throughout our long history has driven us forward despite all odds.

  • What would be the future roadmap for the company? How will the company work towards bringing the needed innovation in the market today?

FHH is taking a bold step into the future with our latest venture into the wellness field. With the launch of innovative products such as Motiva and eon, we are aiming to make an impact on people’s lives by providing them with the necessary tools to maintain a healthy lifestyle. 

Acquisition is something we are eyeing, and we have recently acquired a leading Egyptian company in the health and beauty field called ‘Easy’. We are also planning on establishing our sixth paper mill, going IPO, and using our resources and expertise to expand beyond the 80 countries we are currently serving.