FINE wins industry ‘first’ for UAE

The Middle East's market leader in hygienic paper FINE has emerged as the first UAE firm to receive the Emirates Quality Mark certification for its products.

Awarded by the Emirates Authority for Standardisation and Metrology (ESMA) in Dubai, the recognition will further boost FINE's long-standing image in the regional markets.

ESMA awards the Emirates Quality Mark to imported and locally produced products after a thorough assessment of the quality of products and the standards maintained at the manufacturing units.

The comprehensive standardisation scheme of ESMA assesses not only the quality of products but also their safety.

"It is an honour to become the first company in the UAE to receive this prestigious quality certification; we believe this is a testament to our relentless commitment to achieve the highest standards of quality across our production process," commented Peter Janho, chief area officer for the Arabian Peninsula and Iran.

"FINE's range of hygienic paper products are regarded as an industry benchmark for quality in the region, and obtaining the Emirates Quality Mark will inspire us to further elevate our excellence standards."

Central to FINE's pioneering quality initiatives was the introduction of the ‘Steri Pro' process for tissues, which guarantees that the tissues are 100% germ-free before they are packed.

The Jordan-headquartered company is a part of the Nuqul Group and its factories are equipped with state-of-the-art machinery, highly qualified and experienced staff, and the determination to continually improve on and upgrade production facilities.

It brings together 27 regional and global companies, 5,000 employees, and exports its products to over 45 exports markets worldwide.

FINE's brand portfolio includes kitchen towels, toilet rolls, jumbo rolls, adult briefs, wet wipes and different variants of facial tissue. Its other brands include Lido and Baby Fine diapers, Lady Fine and Cinderella sanitary napkins and Smile facial tissues.

"We are glad to award FINE with the Emirates Quality Mark, which has been granted after a comprehensive assessment process. FINE's products and its production facility in Dubai fully comply with the quality and safety standards that we prescribe, and we are certain that this recognition will encourage more companies in the UAE to strive to achieve the highest levels of quality," said H.E. Waleed Bin Falah Al Mansouri, director general of the Emirates Authority for Standardisation and Metrology.

The Emirates Authority for Standardization and Metrology is a national standards body and a legally authorised agency at the federal level entrusted with activities related to standards and quality across the UAE.

ESMA is responsible for setting UAE standards, conformity assessment procedures and establishing the metrology such as weights and measures used in the country, thereby, establishing a link with international measures.

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