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Jordan's Fine Hygienic Holding (FHH) branches out into nutrition supplements business
Exclusive: The company, which produces consumer paper products and masks, has set 'very aggressive' growth targets for the coming years, chief executive says:
Jan 14, 2022
Jordan’s Fine Hygienic Holding is branching out into the nutrition supplements business as it looks to build its wellness segment as part of a five-year growth strategy, its chief executive said.

The company has set aggressive growth targets and expects its wellness business, together with masks and sanitary operations, to account for about half of its revenue. The other half will be driven by the company’s core paper business, James Lafferty told The National.

“We have accelerated targets because we have now entered 100 per cent into wellness space with nutritional supplements and we have a couple of products already launched,” he said.

The company now has three pillars: consumer papers; masks, gloves and disinfection products, and wellness.

“We have a whole new pillar … so we have very, very aggressive growth targets for the coming years,” he said. Within wellness, Fine has soft launched two products – Motiva Neuro Booster that has shown to improve cognitive function in severe Alzheimer’s patients and Motiva Immuno Booster – in the UAE. It expects to achieve regulatory approval from other jurisdictions to be able to formally launch them across the region.

The supplements are produced in Food and Drug Administration approved facilities in the US. However, Fine wants to shift production to the Mena region within a couple of years, Mr Lafferty said. Fine has a long-term goal to top $1 billion in sales a year, Mr Lafferty told The National in December 2020. The company had surpassed its $75m in earnings before interest, tax, depreciation and amortisation (Ebitda) target for that financial year. However, he declined to give revenue or Ebitda details for 2021.

The company is still evaluating plans to list its shares with investment banks. However, it is “not in a hurry” and does not need to raise capital from equity markets. Fine will take the listing decision at the “right time”, he said.

https://www.thenationalnews.com/business/2022/01/14/jordans-fine-branches-out-into-nutrition-supplements-business/

Motiva Neuro Booster ® delivers key nutrients and vitamins for the immunity, brain and memory in an easy to digest powder formulation. Other benefits include: boost in energy levels, clarity and heightened awareness; improved sleep and happier mood; sense of mental calm and wellbeing. Motiva Neuro Booster is vegan, dairy free, gluten free, nut free, BPA free and Non-GMO. it is Highly concentrated and comes in an easy-to-use powder form for maximum absorbency and efficacy. All Motiva® supplements ARE CLINICALLY TESTED and APPROVED BY The MEDICAL WELLNESS ASSOCIATION, the gold standard for nutrition and supplementation.
https://saferplace.market/search?q=Motiva+Neuro+Booster
https://saferplace.market/
https://www.thefineshop.com/
https://www.motivasupplements.com/Neuro-Booster

A leading Jordanian Association, the American Chamber of Commerce in Jordan (AmCham-Jordan) is a non-for-profit member-based organization with over 250 members from top Jordanian companies, and U.S. companies operating in Jordan, AmCham-Jordan has been working for more than 20 years to contribute to Jordan’s sustainable economic development through the promotion of Jordan-U.S. trade and investment relations, policy & advocacy, and human resources development.

Nuqul Group

Is one of the largest Arab conglomerates, bringing together more than 5,500 employees and exporting its products to over 45 countries worldwide.

Established in 1952, its line of business covers a wide range of products, including raw converted hygienic tissue paper, processed meats, ready mix concrete, synthetic sponge and foam, plastic pipes, stationery, and printed packaging materials. The company is based in Amman, Jordan.

Nuqul Group
Fine Hygienic Holding (FHH), which is majority-owned by Jordan’s Nuqul Group, also has grand ambitions with a potential initial public offering being considered. “It’s very much the plan. We are looking at the 2022 to 2023 window. But obviously the plan can move,” Mr Lafferty said.

Fine Hygienic Holding (FHH), one of the
world’s leading wellness groups and the
MENA’s leading manufacturer of hygienic
products, serves consumers in more than
80 countries around the world. Originally
established as a paper manufacturer,
FHH has transformed into a wellness
company dedicated to enhancing global
health and wellbeing.

AmCham Jordan Membership Directory 2021-2022 | pg 116
https://amcham.jo/wp-content/uploads/2022/05/AmCham-Jordan-Membership-Directory.pdf



Fine acquires 30% stake in Nai Arabia in wellness shift
Oct 09, 2019
Jordan's Fine Hygienic Holding, a paper products manufacturer, became the largest single shareholder in Dubai's natural food and beverage company Nai Arabia in a deal valued at over $10 million (Dh36.7m).
The signing between the two companies took place on Monday at FHH’s Dubai office in Jebel Ali, giving it a stake of more than 30 per cent.

"[Nai] is doing very well, but if you can bring a strategic investor that brings ground-to-market know-how, procurement synergy, other synergies … it will only increase the value of the total operation," James Lafferty, chief executive of FHH, told The National. FHH had already pivoted into wellness. We had repositioned all of our paper business on a platform of sterilised tissue … Our diapers have all been formulated to offer babies and adults skin health,” he said. “This was a logical extension. We wanted to have more categories that are in the wellness sector.”
The new collaboration will allow Nai to expand to Egypt, Jordan, Lebanon, Iraq, the US and other potential markets, Mr Dajani said. In terms of product range, Nai is planning to introduce an assortment of lemonades in the coming months before expanding into food products.

In 2015, Standard Chartered Private Equity led a consortium of companies that bought a minority stake in FHH for $175m. Standard Chartered Private Equity has now been spun off into Affirma Capital. All shareholders sit on FHH’s board and approved the Nai deal.

As FHH expands into other products, it looks to emulate big consumer companies. The company is “looking into multiple acquisitions in the wellness sector” in addition to Nai, Mr Lafferty said.

“The great companies in consumer goods are all diversified. Unilever sells laundry detergent and ice cream. P&G sells 15 different categories,” said Mr Lafferty, who spent 24 years working at Procter & Gamble. “We want to diversify and not just solely be a paper products company.”
https://www.thenationalnews.com/business/economy/fine-acquires-30-stake-in-nai-arabia-in-wellness-shift-1.920734

Affirma Capital (previously Standard Chartered Private Equity)

Affirma Capital is an independent emerging market private equity firm owned and operated by the long-standing senior leadership of Standard Chartered Private Equity. We manage over US$3.5 billion in assets for leading global limited partners and sovereign wealth funds.

We help build and nurture national and regional champions by investing in companies backed by strong management teams and founders. Throughout our 19 year history of investing in emerging markets, we have deployed over US$6 billion in 100+ companies across Asia, Africa and the Middle East and have returned over US$6 billion in cash proceeds to our investors at highly attractive rates of return. Our senior leadership spent over 10 years working together at Standard Chartered Private Equity prior to founding Affirma Capital.
Our Investments:
In 2015, Standard Chartered Private Equity led a consortium of companies that bought a minority stake in FHH for $175m.
Fine Hygienic Holding Ltd
Investment Date: April 2015
Location: Middle East
Industry: Consumer & Retail
Status: Unrealised
The leading hygienic paper products FMCG company in the MENA region.
www.finehh.com
https://affirmacapital.com/investments.html

Ghassan Nuqul
Vice Chairman, Nuqul Group
Interview
Jan. 21, 2019
What are the most recent updates regarding the Nuqul Group's aggressive growth strategy?
In 2015, the idea was to have a five-year business plan with specific KPIs and milestones for accelerating growth and achieving the business plan on a larger scale than anticipated. In May 2015, we increased our capital by bringing in some investors, namely Standard Chartered Private Equity. The idea is to be IPO ready; everything we do—every system, procedure, plan, and department—we are calling it IPO readiness. Whether we have an IPO in the end, merge with a conglomerate, or buy a number of players in the region, there will be some sort of an exit at least for the private equity team.
What role does technology and e-commerce play in this disruption?
Technology has two facets. One is e-commerce and online B2B and B2C, and we are the first to launch the B2B online store. All hospitals and hotels can actually book online and are connected to our enterprise resource planning system.
We are also starting to work with artificial intelligence (AI) to improve our in-store availability and shelf location, monitoring consumer habits and using analytics. We are at the forefront of technology as technology is the major platform and the tool that will enable us to move forward, both toward disruption and expansion. If you are not part of the future, you will be out.
In terms of increasing exports, what are your key markets?
India and Pakistan are new markets for us in terms of finished products that we are looking at in addition to the markets we penetrated in 2018 such as Europe, the US, and others. We have strategies in place depending on the market, whether we want to enter through a distributor, franchise, or joint venture. The most important thing that differentiates Nuqul Group and Fine as a partner is our code of conduct and our values.
https://www.thebusinessyear.com/interview/ghassan-nuqul-vice-chairman-nuqul-group

August 17, 2021 / VirExit Technologies, Inc. (OTC PINK:VXIT) has partnered with Fine Hygienic Holding to carry a variety of different wellness products including personal protective equipment (PPE) and nutritional supplements to be sold in the SaferPlace.Market and TheVLife.store. Both companies share the same goal: empowering our return to a pre-COVID lifestyle, while making an impact in business, communities, and serving humanity in positive ways.

"We are, first and foremost, a wellness company. We manufacture, market, and distribute superior products that provide not only good value for our consumers, but also improve their lives. Every day, we help the wellness of millions of individuals and their families in over 80 countries across the globe behind our ‘Fine' brand. And now through our partnership with VirExit Technologies and the VirExit team, we are expanding our operations together," said James Michael Lafferty, CEO of Fine Hygienic Holding.
https://finance.yahoo.com/news/virexit-technologies-inc-partners-fine-111700199.html?fr=yhssrp_catchall
https://www.finehh.com/Our-Brands-Products