2021 CEO of the Year

CEO MONTHLY / 2021 CEO OF THE YEAR 85 CEO MONTHLY / ISSU 8 2021 11 , Jun21004 Shining Star of Arab Hygiene Goods FHH believes in doing the right thing. Always. This means doing business with a sense of integrity and commitment to excellence that extends throughout every aspect of its operation. In line with this commitment and the company’s mission to improve the wellness of the world, it has tailored its approach to best service its customers, employees, shareholders and its communities, underscored by its vision to become the shining star of the Arab fastmoving consumer goods (FMCG) business world. Since its establishment in 1958, FHH has been committed to creating products that go the extra mile in terms of hygiene, quality and value for consumers – its uniquely sterilised tissues are just one example of this. FHH is the only company that takes the time and effort to sterilise its tissues and paper products, and it does it because its customers deserve nothing less than the best. FHH is, and will always be a customer-centric company, Fine Hygienic Holding (FHH) is one of the world’s leading wellness groups and theMENA’s leadingmanufacturer of hygienic products. The company offers a diverse array of products including sterilised hygienic paper products such as facial tissues, napkins, kitchen towels, toilet paper, nappies, adult briefs, jumbo rolls, as well as away-from-home products to accommodate all types of private and public institutions, in addition to innovative personal protective equipment (PPE), long-termgermprotection solutions and a varied line of health supplements. In 2018, James Michael Lafferty became CEO of FHH and he comes to work each day seeking to re-earn his position and his pay, constantly on his A-game and refusing to live off his past victories. He is always looking to set a new personal best. It is because of this that CEOMonthly has recognised himas CEO of the Year 2021 – The United Arab Emirates. Join us as we take a closer look at his career and company. adhering to the highest global standards in everything it does. Every product it produces has been engineered to cater to its customers’ needs and wants, and it constantly seeks to innovate new products as those needs evolve over time, as it did in 2020 with the Fine Guard line of PPE in response to the COVID-19 pandemic. And its efforts have not gone unnoticed – it not only receives testimonials from its individual consumers and business clients, but also from all of its stakeholders. Before he entered the corporate world, James Michael Lafferty was a professional track and fitness coach. In 1984, he was initially hired as a fitness instructor for Proctor & Gamble, then later entered its brand management programme. Eventually, he went on to become a brand manager and later was transferred into an international career that took him to Europe, the Middle East, Asia and Africa. In 2015, he joined FHH as a board member, and then he became CEO in 2018. As a track and fitness coach, he worked with extremely talented and disciplined athletes, and there’s one particular attribute they all share – a willingness to win and a refusal to rest on former glories. That mindset is what separates the repeat winners, the champions from the occasional winners, and that attitude is needed in business. Speaking about his leadership approach, James says, “As a leader in today’s world, you must always be seeking knowledge and working to broaden your horizons beyond the scope of your industry. I take on new challenges regularly, try new things and take on new assignments, because I know that growth happens when you get out of your comfort zone. As a result, my team sees me taking courses and trying new things to better myself and broaden my horizons, and this culture cascades down and helps the entire organisation grow.” Approaching 60 years old and in the apex of his career, James’ focus is on legacy at this point. He has long desires to have a positive impact on this world, to make the world a better place and leave this earth better off than how he entered it. He says, “I am extremely proud to be working on the products and projects that we have today in FHH. To be able to offer breakthrough disinfecting technology with Fine Guard. To be able to offer clinicallyproven products like Motiva Supplements and Eon Longevity Tea, shown in research to dramatically improve life by fighting modern-day scourges such as cancer, Alzheimer’s, MS, Parkinson’s, among many others. It is incredibly gratifying. “FHH has transformed from being a company that offers great products, to one that improves life and saves lives. There is no more noble purpose in life than to help others and preserve human life. I am proud to be part of this transformation.” Company: Fine Hygienic Holding Website: www.finehh.com