Support for Al Shajarah Foundation’s “Care For Tree” program affirms Group’s commitment to conservation initiatives despite the economic crisis

Peter Janho, Chief Area Officer - Arabian Peninsula and Iran for FINE

FINE, the market leader in the Middle East’s hygienic paper industry has announced that parent company Nuqul Group (NG) is fully supporting Al Shajarah Foundation’s “Care For Tree” program. Organized with the assistance of the Dutch National Tree Foundation, the reforestation initiative aims to increase Jordan’s tree forestry by 2.5 per cent by 2025.

Although Nuqul Group is neither a tree harvester nor a pulp mill operator, it does manage paper mills and converters. The Group has certifications in the Forest Stewardship Council and the Program for the Endorsement of Forest Certification, all of which involve Chain of Custody (CoC) certificates. CoCs guarantee Nuqul Group’s customers that sustainable forest management practices were observed in the making of products originating from the Group’s suppliers.

“We understand how our business influences biodiversity, which is why we continue to engage in programs that promote sustainable development. Our parent company’s active participation in the Al Shajarah reforestation program has been instrumental in the planting of almost a million trees in Jordan, all of which will not be used for the pulp and paper industries. While other companies are backing down from environmental causes due to the economic crisis, Nuqul Group has chosen to continue its advocacy for sustainability, because it believes that environmental investments are vital not only for our business but more importantly for the communities we serve,” said Peter Janho, FINE Chief Area Officer - Arabian Peninsula and Iran.

Established in 1952, Nuqul Group is a conglomerate of 31 companies and is one of the Middle East’s leading industrial groups. Its line of business covers a wide range of products, including hygienic tissue paper, non-woven fabrics, processed meats, aluminum profiles, ready-mix concrete, synthetic sponge/foam, plastic pipes, stationery, and printed packaging materials. The Group has been implementing various conservation programs such as the “Zero Water Discharge Project” it launched in 2007.  This initiative involved the daily treatment and recycling of 1,500 cubic meters of industrial wastewater, resulting in a 43 per cent reduction of fresh water consumption.

Nuqul Group subsidiary FINE manufactures and sells facial tissues, toilet paper, baby diapers, wet wipes, refreshing towels, adult briefs, jumbo rolls, kitchen towels and sanitary pads. The company posted a 20 per cent growth in 2008 behind strong sales of its facial tissues and toilet rolls and its successful entry into the disposable baby diaper market. It aims to increase exports to the Gulf by 25 per cent in 2009. FINE operates a manufacturing unit at the Jebel Ali Free Zone in Dubai equipped with state-of-the-art equipment and facilities handled by 300 highly-skilled staff.

Al Shajarah Foundation was established in June of 2006 under the guidance and chairmanship of HRH Prince Hamzah Bin Al Hussein. The Foundation’s vision is to become the main advocate for forestry protection and expansion in Jordan. Its mission is to promote increased awareness on the ecological, social and economic importance of trees and support national policies, strategies, laws and regulations covering the protection of this resource.

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Editor’s Note

About FINE

FINE is the brand name of a wide variety of products produced by FINE Hygienic Paper FZE.  The company is a part of the Nuqul Group, and has its headquarters in Jordan. A market leader in the hygienic paper industry in the Middle East, FINE today is synonymous with ‘paper tissue’. Committed to maintaining the highest standards of quality in all aspects of production, FINE introduced the ‘Steri Pro’ process of sterilizing tissues which guarantees that the tissues are 100 per cent germ-free before they are packed.

The commitment to excellence is manifested in its factories, which are equipped with state-of-the-art machinery, highly qualified and experienced staff, and the determination to continually improve on and upgrade production facilities.

The Fine brand name encompasses kitchen towels, toilet rolls, jumbo rolls, adult briefs and wet wipes, in addition to different variants of facial tissue.

Other brands that the company markets, include Lido and Baby Fine diapers, Lady Fine and Cinderella sanitary napkins and Smile (economy facial tissue).

About Nuqul Group

The Jordan-based Nuqul Group is one of the region’s leading industrial conglomerates. It brings together 31 regional and global companies, 5,500 employees, and exports its products to over 45 exports markets worldwide.

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