Fine
Market Al Bardi Paper Mill - Fine Egypt is the leading hygienic paper manufacturer in Egypt and is part of Nuqul group of companies. Al Bardi Fine Egypt operates from 6th of October city, Egypt. Established in 1989 the environment friendly facility is equipped with the state-of-the-art manufacturing equipment and has a young, highly skilled human resource of over 1,200 employees. Rigorous research and in-depth consumer insights have shown that Fine is amongst the most trusted brands in the region. Their company values are embedded in everything from people
to policies, and are centred around trust and care. This year, 2012, Fine as a corporate brand has celebrated its 60 years of anniversary having been in the market since 1952 and today Fine is the top selling facial tissue brand in the Middle East, surpassing even global brands. Starting nowFine is no longer just a company that manufactures tissues and towels; instead, Fine aim to completely redefine the way they are perceived in the marketplace. They want to project their internal reality to the world at large, inviting the outside into their space. They have therefore initiated a new direction for their brand; and a new promise for their stakeholders at every level, be it consumers, employees, owners, partners or the community at large. They are building the ‘carefree world of Fine’
ISO 14001 (Environmental Management System) Awarded to FINE Egypt in 2000. ISO 9001 (Quality Management System) Awarded to FINE Egypt in 2006 an upgrade of ISO 9001 which was awarded to FINE Egypt in 2002. Golden Award of El Rameh (TV commercial competition) Awarded to FINE Egypt on one of their tissue commercials in 2003. OHSAS 18001 (Occupational Health and Safety Assessment Series) Certificates Awarded to FINE Egypt in 2004. FINE Egypt is the first paper mill company in Egypt achieving this certificate and only eleven companies have it in Egypt.
Achievements
Product
The Nuqul Group Companies, owners and managers have been the recipients of numerous awards which are testimony to the Group’s commitment to providing excellence and quality in all facets of business. Some of the accolades received by FINE are: Guinness World Record Certificate: Awarded to FINE UAE in 2002 for creation of the world’s largest tissue box.
The House of Fine Major Retail products offered by the company in addition to Facial tissues, Pocket Tissues such
History Elia Nuqul, the Chairman of the Board of Directors, founded Nuqul Brothers Company on January 1, 1952, as a trade and import company for foodstuff. This modest operation has grown over the years to embrace a number of ventures in the Middle East region, primarily in Jordan, and has been distinguished for its emphasis on ethical business practices and an enthusiastic appreciation for opportunity. Six years later, in 1958, Fine Hygienic Paper Company was established. It has gone on to become the regional flagship brand for hygienic paper products. Over the decades, the Group worked to expand regionally and to explore new investment and business opportunities. The 2005 inauguration of Al Sindian Paper Mill in Egypt, the largest of its kind in the region, cemented Fine’s regional hold.
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Recent Developments
as Fine Violet, Fine 4 Seasons, Fine Classic, Fine Fluffy, Kitchen, Fluffy Toilet. Diapers range and Feminine Sanitary Pads such as; Nana and Cinderella. Adult Briefs including Fine Life. The Hotel and Catering range includes Toilet Rolls, C- Fold Paper Towels, Jumbo Rolls, Liquid soaps, Coasters, Table Napkins and related Dispensers. Further, the Stationery range includes Photocopy papers, Fax Paper Rolls and Notebooks. FINE has developed its current level of equity primarily due to consistently high quality, offered at affordable prices. For example, when they print 150 pulls of 216x210 mm size with a tolerance of +- 3mm they mean precisely that. A-List The A-List was introduced to offer to discerning consumers looking for offerings that best suit their lifestyle and needs for individually – Menthol Pocket (Mint Freshness), Fine Mini Pocket (Fun tissue packs for kids on the go) Fine Lotion (ultra-smooth for your sensitive skin), Fine Sensation (Fruit freshness), Facial 3 Ply (Strength you can rely on), Fine Oud (oud scented tissues - indulge your senses), Fine Bakhour (Bakhour scented tissues indulge your senses) Disney tissue packs (Disney fun in a tissue box), Nafees (Luxury Pack), Fine Multiuse (Easy to dispense), Toilet Jumbo Rolls (Compact pack that offers great convenience at a great value ) Fine Environment Fine believe firmly in the importance of caring for our planet. As a company that relies on environmental products, it makes good business sense and, as people of the world, they think it is simply the right thing to do. To provide the consumer with the purest product Fine tissues are made from 100% virgin pulp. This virgin pulp comes from environmentally sustained plantations – one of their efforts to make sure that they give back more than they take from our planet. That means for every tree used Fine plant five more to
Fine.indd 2
ensure that our woodlands are not only being sustained, but growing. Competitive Edges Tissues are among the most ‘ Low involvement‘ products in this part of the world, as very few manufacturers have really focused on their branding but Fine has successfully
Welcome to Fine’s new world, the ‘Carefree World of Fine.’ With a refreshing new look and a renewed commitment. They dream of a new world. A world with less worries and more time for our loved ones. A world where we do things that we love and follow our dreams in everything we do. Because, life is change! The phrase “Carefree world” is two words that mean so much at Fine. Their commitment to a carefree world is a sustaining, nourishing tradition, just as it always has been since their early days. They follow their dreams in everything they do. Starting from the things that they produce, their approach to business, to their involvement with the community, and their efforts towards a sustainable environment. In every step, they seek to realise their dream of a carefree world. Families across the region have been welcoming Fine into their homes for over 50 years. And so Fine proudly welcome you to theirs.
Brand Values Fine as a brand stands for: Best Quality, Leader, Confident, Super-Brand, Regional, Close to Consumer, Understands Consumers, Local hero, Superior, Trustworthy, Soft and Sensitive.
managed to change this behaviour by being the first in the region to launch regular ATL and BTL campaigns, by constant innovation. ( SteriPro being the best example) and by being the industry spokesperson in the region for hygienic paper. Quality has and will always be at the centre of everything Fine does – not just in the materials that they use or things wthey produce, but also in the environments they create to produce or sell their products. SteriPro–Fine is the only manufacturer in the region to use a unique process which ensures every tissue is 100% sterilised and free from germs before packing. This process ensures only the cleanest and best quality product reaches your hand, every time. Wet Pro Wetpro is another innovative and competitive product at Fine with regards to the Toilet category. This technique gives strength to tissues when used, ensuring no tear. When absorbed fully in water, they disintegrate and then break down with ease.
www.Carefreeworldoffine.com
Things you didn’t know about
Fine
The Jordan based Nuqul Group, to which FINE belongs, celebrated its 60th anniversary in 2012 Major FINE business units operate in Jordan, Egypt, Dubai, Lebanon, KSA, Yemen, Sudan and recently in Morocco, Algeria and Iran. Fine set the world record for creating the largest facial tissue box in the world in 2002. The box measured a whopping 2.45 x 1.22 x 0.73 meters! FINE is considered the largest jumbo rolls producer In the region operating three tissue mills (one in Jordan and two in Egypt). FINE’s main business is baby diapers, not facial tissues.
04/01/2013 12:44
to policies, and are centred around trust and care. This year, 2012, Fine as a corporate brand has celebrated its 60 years of anniversary having been in the market since 1952 and today Fine is the top selling facial tissue brand in the Middle East, surpassing even global brands. Starting nowFine is no longer just a company that manufactures tissues and towels; instead, Fine aim to completely redefine the way they are perceived in the marketplace. They want to project their internal reality to the world at large, inviting the outside into their space. They have therefore initiated a new direction for their brand; and a new promise for their stakeholders at every level, be it consumers, employees, owners, partners or the community at large. They are building the ‘carefree world of Fine’
ISO 14001 (Environmental Management System) Awarded to FINE Egypt in 2000. ISO 9001 (Quality Management System) Awarded to FINE Egypt in 2006 an upgrade of ISO 9001 which was awarded to FINE Egypt in 2002. Golden Award of El Rameh (TV commercial competition) Awarded to FINE Egypt on one of their tissue commercials in 2003. OHSAS 18001 (Occupational Health and Safety Assessment Series) Certificates Awarded to FINE Egypt in 2004. FINE Egypt is the first paper mill company in Egypt achieving this certificate and only eleven companies have it in Egypt.
Achievements
Product
The Nuqul Group Companies, owners and managers have been the recipients of numerous awards which are testimony to the Group’s commitment to providing excellence and quality in all facets of business. Some of the accolades received by FINE are: Guinness World Record Certificate: Awarded to FINE UAE in 2002 for creation of the world’s largest tissue box.
The House of Fine Major Retail products offered by the company in addition to Facial tissues, Pocket Tissues such
History Elia Nuqul, the Chairman of the Board of Directors, founded Nuqul Brothers Company on January 1, 1952, as a trade and import company for foodstuff. This modest operation has grown over the years to embrace a number of ventures in the Middle East region, primarily in Jordan, and has been distinguished for its emphasis on ethical business practices and an enthusiastic appreciation for opportunity. Six years later, in 1958, Fine Hygienic Paper Company was established. It has gone on to become the regional flagship brand for hygienic paper products. Over the decades, the Group worked to expand regionally and to explore new investment and business opportunities. The 2005 inauguration of Al Sindian Paper Mill in Egypt, the largest of its kind in the region, cemented Fine’s regional hold.
26
Fine.indd 1
04/01/2013 12:44
Recent Developments
as Fine Violet, Fine 4 Seasons, Fine Classic, Fine Fluffy, Kitchen, Fluffy Toilet. Diapers range and Feminine Sanitary Pads such as; Nana and Cinderella. Adult Briefs including Fine Life. The Hotel and Catering range includes Toilet Rolls, C- Fold Paper Towels, Jumbo Rolls, Liquid soaps, Coasters, Table Napkins and related Dispensers. Further, the Stationery range includes Photocopy papers, Fax Paper Rolls and Notebooks. FINE has developed its current level of equity primarily due to consistently high quality, offered at affordable prices. For example, when they print 150 pulls of 216x210 mm size with a tolerance of +- 3mm they mean precisely that. A-List The A-List was introduced to offer to discerning consumers looking for offerings that best suit their lifestyle and needs for individually – Menthol Pocket (Mint Freshness), Fine Mini Pocket (Fun tissue packs for kids on the go) Fine Lotion (ultra-smooth for your sensitive skin), Fine Sensation (Fruit freshness), Facial 3 Ply (Strength you can rely on), Fine Oud (oud scented tissues - indulge your senses), Fine Bakhour (Bakhour scented tissues indulge your senses) Disney tissue packs (Disney fun in a tissue box), Nafees (Luxury Pack), Fine Multiuse (Easy to dispense), Toilet Jumbo Rolls (Compact pack that offers great convenience at a great value ) Fine Environment Fine believe firmly in the importance of caring for our planet. As a company that relies on environmental products, it makes good business sense and, as people of the world, they think it is simply the right thing to do. To provide the consumer with the purest product Fine tissues are made from 100% virgin pulp. This virgin pulp comes from environmentally sustained plantations – one of their efforts to make sure that they give back more than they take from our planet. That means for every tree used Fine plant five more to
Fine.indd 2
ensure that our woodlands are not only being sustained, but growing. Competitive Edges Tissues are among the most ‘ Low involvement‘ products in this part of the world, as very few manufacturers have really focused on their branding but Fine has successfully
Welcome to Fine’s new world, the ‘Carefree World of Fine.’ With a refreshing new look and a renewed commitment. They dream of a new world. A world with less worries and more time for our loved ones. A world where we do things that we love and follow our dreams in everything we do. Because, life is change! The phrase “Carefree world” is two words that mean so much at Fine. Their commitment to a carefree world is a sustaining, nourishing tradition, just as it always has been since their early days. They follow their dreams in everything they do. Starting from the things that they produce, their approach to business, to their involvement with the community, and their efforts towards a sustainable environment. In every step, they seek to realise their dream of a carefree world. Families across the region have been welcoming Fine into their homes for over 50 years. And so Fine proudly welcome you to theirs.
Brand Values Fine as a brand stands for: Best Quality, Leader, Confident, Super-Brand, Regional, Close to Consumer, Understands Consumers, Local hero, Superior, Trustworthy, Soft and Sensitive.
managed to change this behaviour by being the first in the region to launch regular ATL and BTL campaigns, by constant innovation. ( SteriPro being the best example) and by being the industry spokesperson in the region for hygienic paper. Quality has and will always be at the centre of everything Fine does – not just in the materials that they use or things wthey produce, but also in the environments they create to produce or sell their products. SteriPro–Fine is the only manufacturer in the region to use a unique process which ensures every tissue is 100% sterilised and free from germs before packing. This process ensures only the cleanest and best quality product reaches your hand, every time. Wet Pro Wetpro is another innovative and competitive product at Fine with regards to the Toilet category. This technique gives strength to tissues when used, ensuring no tear. When absorbed fully in water, they disintegrate and then break down with ease.
www.Carefreeworldoffine.com
Things you didn’t know about
Fine
The Jordan based Nuqul Group, to which FINE belongs, celebrated its 60th anniversary in 2012 Major FINE business units operate in Jordan, Egypt, Dubai, Lebanon, KSA, Yemen, Sudan and recently in Morocco, Algeria and Iran. Fine set the world record for creating the largest facial tissue box in the world in 2002. The box measured a whopping 2.45 x 1.22 x 0.73 meters! FINE is considered the largest jumbo rolls producer In the region operating three tissue mills (one in Jordan and two in Egypt). FINE’s main business is baby diapers, not facial tissues.
04/01/2013 12:44
