The CEO of Fine Hygienic Holding (FHH), James Michael Lafferty, is the living example of creative CEO whose creativity, passion, and dedication is redefining the wellness industry. He began his career as a professional track and fitness coach before joining Proctor & Gamble as a fitness instructor in 1984. One of his clients recommended to apply for P&G’s brand management programme, which he did, only to be turned down during the interview process. But James refused to accept ‘no’ for an answer, and his perseverance paid off in the end—both then and later in his career.
The creative CEO became a Brand Manager at P&G and eventually transferred into an international career, working for several multinational organizations. James became a board member of FHH in 2015, and after getting to know the brand so well, he was thrilled to accept the job of CEO in 2018.
A Global Wellness Company And The Leading Hygienic Paper Manufacturer
FHH is a global wellness company and the leading hygienic product manufacturer in the Middle East and North Africa (MENA). The company has a wide range of products, including sterilized hygienic paper products and long-term germ protection solutions for home and business use, as well as its immunity-boosting Motiva supplements and Nai natural iced teas.
The global wellness company invests in the most cutting-edge technologies available in the industry to ensure that it can provide high-quality products that meet the highest international standards. FHH will continue to lead the industry as an innovator in the future, especially as the company extends and diversifies its portfolio into other areas of wellness.
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We make innovative products that provide not only good value for our consumers, in the region and the world, but also improve their lives.
Flexible And Work-Life Balance
“At Fine, we believe that, ‘If we take care of the people, the business will take care of itself,” says James. One of the primary concerns of Fine is to create a happy, healthy, dynamic, and productive workplace, which means that the company values equality, diversity, and the physical and emotional well-being of Fine employees.
Furthermore, FHH adopted a “Work from Anywhere” policy during the pandemic, which was so effective that it still offered its staff more flexibility and a better work-life balance. It has also launched a 24-hour confidential support program to address mental health issues and an employee wellness program to encourage physical fitness that includes a new corporate wellness centre at its Dubai headquarters and a variety of internal fitness challenges and wellness workshops held throughout the year.
Overcome Pandemic Challenges
According to James, their supply chain was interrupted in the early days of the epidemic, causing a delay in the shipment of the raw ingredients they needed to manufacture their products. However, James and his team moved fast to broaden their supply network and stockpile critical materials, allowing them to meet the additional demand.
It also gave birth to an unforeseen opportunity in the form of Fine Guard, their advanced germ protection line, which has allowed them to expand at a breakneck pace. Fine team on the ground was the driving force behind research and development, and they worked relentlessly to provide a line of treatments that provide long-term protection against COVID-19 and other germs.
In the long run, James and his team want to save and improve people’s lives by making them healthier, safer, and happier.
Focus On Five Responsibilities
James states, “CEOs (and people in general) struggle when they spread themselves too thin.” Therefore, the creative CEO chooses to focus on his energies in life on five major responsibilities: husband, father (we’re expecting our sixth kid in the new year), coach, CEO, and personal fitness fanatic. It takes discipline to balance various duties, which is a strength he developed while working as a track and fitness coach. He worked with many brilliant athletes in that role, and the best of them all share a couple of key traits: a desire to win and a refusal to rest on former glories.
As CEO of FHH, James comes to the office every day ready to take on new challenges, knowing that progress occurs only when you step outside your comfort zone. As a result, his staff sees him constantly enrolling in new courses, acquiring new skills, and trying new things in order to improve himself and widen his horizons. It is his aim that this inspires and invigorates them and helps the entire organization grow and develop.
Key MileStones
Through innovation, sustainability, and a customer-centric approach to business, FHH is actively redefining the wellness industry. The leading company wants to continue to expand its shift toward a broader wellness segment because it sees its customers’ desire for more holistic health, hygiene, and well-being products.
In addition, FHH is working to become a publicly-traded company on the London Stock Exchange.
Takeaway from CEO
The pandemic has provided James and his team with an opportunity to lead the way toward good change and to do their best to help people truly. When COVID-19 first appeared, they jumped into action, immediately designing and deploying their Fine Guard line to assist people in protecting themselves from this deadly virus.
But, more than just necessitating a new product line, the pandemic compelled them to rethink their entire business strategy and reaffirm their commitment to making everything they do relevant and helpful to their customers. Because, as they like to say, “If you don’t have your health, you don’t have anything.”
