AN INTERVIEW WITH FINE HYGIENIC HOLDING
CEO JAMES MICHAEL LAFFERTY
We had the pleasure of speaking to James Michael Lafferty, CEO of Fine Hygienic Holding (FHH), and we got an inside scoop on how they flawlessly handled the pandemic, their mission and vision, their upcoming projects, and most importantly, their wonderful efforts towards women empowerment in the workplace. 1. How did your company deal with the pandemic in terms of producing and developing different kinds of sanitary products? One of the things that played out to our advantage was that we were well ahead of the game. We were prepared that the virus would soon become a pandemic so we started to stockpile and plan for what that pandemic would entail; shortage in raw materials and supply chain, closing of international borders, and possible lockdowns. We were able to navigate the situation very well, but we also had a little bit of luck on our side as we made a strategic decision that pivoted towards wellness before COVID-19.
46 IDENTITY • February 2021
We started sterilizing our tissues as part of our responsibility to provide the best quality for such sensitive products. We also improved the quality of our diapers to include more moisturization to help keep the baby and the senior citizens’ skin healthy. As for COVID-19, we did our research about how the virus gets transmitted. And since the results showed that it’s airborne, we had to think of the ultimate solution and that’s when we launched our first re-usable masks with the antiviral technology that we licensed from Switzerland on February 8 in Amazon UAE.
