MENA company leads in the fight against COVID-19

James Michael Lafferty.jpgFine Hygienic Holding (FHH), one of the world’s leading wellness groups and MENA’s leading manufacturer of hygienic products, is playing a leading role in the fight against COVID-19 with the launch of its Fine Guard face masks which eliminate coronavirus 229e on contact

The company has released the results of scientific testing conducted by the University of Arizona which confirms the unique Livinguard technology incorporated in its Fine Guard masks effectively neutralises pathogens of all kinds upon contact, including Human coronavirus 229e.

The scientific tests affirm that textiles treated with the breakthrough technology, made in partnership with Swiss microbiology and materials sciences company Livinguard, can kill the coronavirus by 99.99 per cent.

At a press briefing held on 18 May, FHH CEO James Michael Lafferty explained that the anti-viral technology works by disrupting the wall of the membrane using ionic charges, rather than poisoning methods, and is therefore potentially safer. It also means that germs are unable to develop a resistance to it.

“Currently the only mask out there which is certified and proven to kill 99.99 per cent of coronaviruses, is the Fine Guard mask with Livinguard technology,” he added.

Fine Guard face masks are reusable for up to two years and can be washed up to 30 times with hand soap and warm water, offering a more sustainable alternative than disposable masks.

Fine Guard is already available extensively n the MENA markets including UAE, Saudi Arabia, and Jordan. It is available in around 50 countries around the world and “expanding on a daily basis,” Lafferty said. Livinguard is currently working with the US Food and Drug Administration (FDA) on the results of the testing, with the aim to introduce masks treated with the Livinguard technology into the US market in the coming weeks. He added that the company has been inundated with requests from governments and entities worldwide.

Regarding the findings of the study, FHH CEO James Michael Lafferty said, “As a leader in the wellness and hygiene industry, FHH is dedicated to providing hygienic solutions which go beyond the set market standards. Fine worked closely with Livinguard over the past couple of years to develop products that keep consumers safe and healthy.

“We are proud to be their exclusive partner in the MENA region, providing our communities and consumers across the globe with one of the most technologically advanced and effective hygienic face masks on the market today. We are encouraged by the confirmation of the newly-available test results from the University of Arizona and look forward to making masks treated with the Livinguard technology even more widely available.”

With more governments recommending or mandating its citizens to wear personal protective equipment, Fine Hygienic Holding is working on developing new products that utilise the Livinguard technology to help consumers stay safe and healthy. Lafferty highlighted Livinguard’s “unlimited potential providing continuous germ kill” and said that the company plans to launch re-usable gloves and wipes using this technology first in the UAE, pointing out that surfaces wiped with Livinguard wipes remain free from germs for 48 hours.

Lafferty said that the company is expanding its manufacturing operation in Dubai and is hiring new staff, praising the emirate’s “world-class talent” and stressing the company’s commitment to rigorous hygiene and quality standards.

Commenting on the leading role that Dubai and the UAE is taking in the manufacture of face masks and protective gear in the time of the pandemic, he concluded, “It’s a real point of pride that the UAE is the leading global market for this technology, and that we are manufacturing here in the UAE for the UAE.”

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