How Fine Hygienic Holding is Transforming its Practices During the COVID Era and Beyond

By James Michael Lafferty, CEO of Fine Hygenic Holding.


Fine Hygienic Holding has always stood by the old adage, “if you don’t have your health, you don’t have anything,” and in the aftermath of the Coronavirus pandemic, the impact of these words has never been more significant. Now, more than any other time in recent history, wellness is at the forefront of global consciousness, and the result is huge shifts in consumer attitudes, behaviors and purchasing habits that will likely remain post-pandemic. At Fine, we have been able to make strategic, proactive moves in anticipation of the market shifts we are seeing today, expanding our products, services and digital capabilities to better serve our consumers across the world.


Before the widescale spread of the coronavirus at the beginning of this year, we recognized the impending threat and were able to act quickly to shift resources and develop our technologically advanced line of personal protective equipment (PPE), Fine Guard, which includes a range of reusable antiviral face masks—Comfort, Sport and Kids, as well as gloves. Today, the Livinguard technology featured in our Fine Guard line has been proven across multiple studies conducted by prestigious universities to continuously inactivate exhaled viruses, including 99.9% of COVID-19, making it the most effective coronavirus killer technology known to date.


Beyond our line of PPE, we have also recently added two new products to the Fine Guard line that are taking germ protection to a new level, Fine Guard PureHands and Fine Guard PureSurfaces. Instead of relying on alcohol or harsh chemicals, both products incorporate revolutionary anti-viral technology created by New Zealand based company, Zoono, that works by forming a long-lasting, non-toxic, antimicrobial coating that safely bonds to skin and surfaces to give long-lasting germ protection.


Fine Guard PureHands hand sanitizer provides 24 hours protection with just one application. It is the only US FDA-approved hand sanitizer that is proven to kill 99.9% of germs and viruses, is 100% safe and suitable for adults, children, and sensitive skin. Fine Guard PureSurfaces disinfectant delivers 21 days of protection, killing 99.9% of bacteria and viruses and is safe to use around food.


In addition to the innovation of new hygienic products, we have also launched our online ecommerce platform, The Fine® Shop, giving our customers across the world complete access to our full portfolio of sterilized, wellness products and the capability to have them delivered right to their front door with one click of a button.


Through our corporate arm, Fine Solutions, we have also launched multiple programs and services designed to elevate businesses’ hygiene and cleanliness. These include Fine Disinfection Solutions, a dedicated disinfection service for companies across all sectors, Fine Dine, an evidence-based restaurant hygiene program and two medical health and hygiene programs designed to recognize and showcase medical institutions which adhere to the highest level of hygiene standards.


Over the past year our transformation has been accelerated by the global situation and the resulting market shifts, but more than this, it has been driven by our commitment and responsibility as a Wellness company to enhance the health and wellness of our consumers. Moving forward, Fine will continue to move further into the wellness and germ-protection category and continue to diversify our portfolio of products each month to provide our consumers around the world with proactive and innovative hygienic solutions that can make a real difference in their lives.

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