20 CEO MONTHLY / ISSUE 1 2021 , Aug20170 Health & Hygiene for Corporate CEO Health is incredibly important for everybody on the planet. Whether it is maintaining their current health, or working towards a goal that can help them to lead a healthier lifestyle, it is a core part of our lives that we all need to take care of. In this issue of CEOMonthly, we take a closer look at James Michael Lafferty and his work as the CEO of Fine Hygienic Holding. Mr Lafferty has won the title of CEO of the Year, 2020 - the United Arab Emirates, so join us as we unveil more about why he is such a deserving winner and what work his firm carries out. First and foremost, Fine Hygienic Holding is a wellness company. It seeks to manufacture, market, and distribute superior products that provide excellent value to consumers, through improving their wellness. Whether it be the uniquely-sterilized tissue products, the skin-friendly baby and adult diapers, the Nai Arabia 100% natural beverages, or the recently-launched Fine Guard line of PPE and disinfection products, Fine Hygienic Holding helps the wellness of millions of consumers and their families every single day. Working to deliver products to more than eighty countries around the world, the firm’s aim to improve the lives of consumers globally is nothing short of exceptional and fully deserving of global recognition. This commitment extends into everything the firm carries out on a daily basis, with the staff being a core element and asset that forms the backbone of the firm. Fine is wholly committed to the all- around health and wellbeing of employees and consumers alike, and committed to creating an environment that attracts and retains the best. They do not come much better than Mr James Michael Lafferty, CEO of Fine Hygienic Holding and an outstanding businessman. James Michael Lafferty has often been described as one of the most unique and diversified CEOs in the world today. He is not only a successful CEO, but he is also an Olympic coach, an award-winning journalist, a college professor, a competitive athlete, philanthropist, husband, father of five and grandfather of three. As though his life is not busy enough running an outstanding business, he also takes on a myriad of other work that enriches his experiences and makes him an even more exceptional talent in the world of business and sport alike. However, Mr Lafferty did start his career with humble roots; a fact that makes his rise to the top infinitely more distinct and remarkable. Beginning as a youth track and field coach, and progressing to be a corporate fitness trainer to senior executives, Mr Lafferty was soon hired by Procter and Gamble in his native Cincinnati, to enter the firm’s esteemed “Brand Management” program. After superb business results in the US, Mr Lafferty was transferred into an international career that took him to North Africa, Central and Eastern Europe, the Middle East, Western Europe, Africa, and Asia. With a marketing and general management career that spans more than three decades, Mr Lafferty is among the leading global experts on building businesses, marketing, and branding, particularly in emerging markets. He has had a long and successful career building businesses and organizations across five continents for some of the world’s leading fast-moving consumer goods companies. This includes him taking on CEO roles in the likes of Procter and Gamble, Coca-Cola, and British American Tobacco in various countries around the world. Mr Lafferty continues to coach professionally, having coached national level athletes in his native country of the United States, as well as athletes in Nigeria. Most recently however, his athletic coaching ability has been utilised in his role as a Coach of the Philippines Olympic Athletics team at the 2016 Rio Games. Currently he consults on training with 2021 Tokyo Olympic Pole Vaulters EJ Obiena and Thiago Braz. However, it is his business acumen, knowledge, and expertise that continues to guide Fine Hygienic Holding into a position of global success, delivering award-winning products to consumers all over the world. Today, Mr Lafferty continues to build on the success that was started with the firm’s founder, Elia Nuqul, back in 1958. More than sixty years ago, Mr Nuqul established Nuqul Brothers Company as a modest trade and import business for food and consumer goods. It is this entrepreneurial spirit and desire to see more people able to access hygienic goods that has driven the success achieved by Mr Lafferty and the entire team at Fine Hygienic Holding. Elia Nuqul was well ahead of his time in more ways than one. Not only did he express a deep commitment to innovation and sustainability that was far ahead of its time, but Mr Nuqul also saw the enormous potential of offering hygienic paper products that were not widely available in the MENA region. Slowly but surely, the business grew and Mr Nuqul sought ways to expand. Mr Lafferty seeks to continue that spirit that Mr Nuqul started, and take the firm to new heights whilst never forgetting the core mission of offering innovative and sustainable hygienic paper products to as many consumers as possible.