Fine, the market leader in the Middle East’s hygienic paper industry has announced that parent company Nuqul Group (NG) is fully supporting a reforestation initiative in Jordan.

Organised with the assistance of the Dutch National Tree Foundation, Al Shajarah Foundation's 'Care For Tree' program 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,” 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.

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 vision of Al Shajarah Foundation is to become the main advocate for forestry protection and expansion in Jordan.-TradeArabia News Service