Page 1

Magazine for Employees and Associates – Issue 2 / 2010

‘King Roger’ opens world’s first Roger Federer Walk of Fame Management Premium quality as growth engine Product innovation Pleasure pure and simple New advertising campaign ‘Duel’ at eye level

Editorial / Imprint

Editorial Dear Colleagues, Partners and Friends of JURA The Walk of Fame: if that phrase for you conjures up images of celebrity and success, of stars of the silver screen and glittering premieres, Niederbuchsiten is the place for you. Because we’d like to invite you to take a stroll down our very own Walk of Fame, dedicated to our brand ambassador and the greatest tennis player of all time, Roger Federer. Performance, precision, prestige and a passion for elegance: come and discover the values, the successes and the fabulous career of this exceptional and simpatico athlete live and up close at the latest exhibition in the JURAworld of Coffee. The Walk of Fame for ‘our’ tennis ace opened with a fabulous inauguration at the end of October. Join us for your first exciting tour on page 18 of this issue. There was no less excitement when we opened our new store in Russia. For the past few months, JURA has offered its customers in Moscow a ‘Re 100’ shop and a JURA service centre at a new lo­ ca­tion. JURA is on course for growth in the Netherlands, too: on page 22 General Director Marco Mooijman tells us about his experiences and impressions after the first year in the new head office in Zoetermeer. For years now we have shown how close cooperation with our distributors all over the world has turned us into a strong global player. Our export managers Eveline Fink and Michael Lipburger have been finding out for themselves how coffee can set trends and even bring different cultures together: join them for an eventful worldwide coffee tour on page 8. But international growth is not our only concern: another major issue for us is basic and advanced training for our staff and in particular the next generation. For many years now we have been helping up-and-coming young talents take the first step of their professional careers. And this is why we are so delighted at the ‘knighthood’ of Simon Wirz, one of the youngest members of our staff, for his outstanding final examinations. Read more about him on page 27. Our aim now is to progress still further with our clear focus on premium quality and maximum en­joyment. Resolution, determination and innovation, backed by passion, class and commit­ ment: these are the strengths that will help us as we endeavour to maintain our success well into the future.

Emanuel Probst

Imprint Published by: JURA Elektroapparate AG, CH-4626 Niederbuchsiten Editors: Meinrad Kofmel, Antonella StuderMergola, E-Mail Design: Daniela Netz, E-Mail Produced by: Denon Publizistik AG, 8640 Rapperswil Cover photography: Jonas Kambli Photo­graphy: Kurt Pfister (pages 8, 9, 27, 30), Jonas Spengler (pages 2, 7, 10, 11, 12), Jonas Kambli and Damian Poffet (pages 18, 19, 20, 21), Muriel Hilti, (page 20) Rutger Oosterhoff, JURA Nederland BV (pages 22, 23), Bernhard Strahm (page 27) Printing: GDZPrint, Zurich Languages: German and English Translation: Copy­wrights Michael Johnson, Zurich Circulation: 52.000 Frequency: bi-annual since 2005, 10th edition


Index of Contents








4 News from around the world

Huge interest for new autumn releases in key markets.


JURAworld of Coffee A journey through time and space in search of coffee.


Premium quality worldwide JURA export managers Eveline Fink and Michael Lipburger talk about coffee trends worldwide.


Innovative thrust We unveil our latest products.


Coffee recipe ‘Carajillo’ – Spanish fire for cold winter days.



Market development

26 From Russia with love

Enormous potential in the ‘grande nation’.

JURA Moscow shows off its new office building complete with the ‘Re100’ store and service centre at a new loca­tion.

‘Duel’ at eye level Introducing our new international advertising campaign.

27 Training ‘Knighthood’ for our automation technician, Simon Wirz. And a warm welcome to our new trainees.

18 Roger Federer

‘Walk of Fame’ A fascinating tour of our new Walk of Fame with Roger Federer. We pre­ sent the highlights of the opening ceremony in Niederbuchsiten.

22 Zoetermeer one year on Looking back on a successful first year at JURA Nederland BV’s new head offices.

24 A day in the life of Wunjae Lee

Wunjae Lee is General Manager at HLI Company Limited, our distribution partners in South Korea: we join him for a typically eventful day’s work.

28 Upcoming events What’s on, where and when. A collection of important dates for your diary.

30 JURA history Forty years at full whack: company electrician Martin Müller is the power man.


People Anniversaries, new faces and obituaries.



News from around the world Rousing feedback In September JURA unveiled its latest products for the autumn season to the retail trade in its four key markets: Germany, Austria, Switzer­ land and the Netherlands. Whether the ven­ ues were fairs, such as the IFA in Berlin and the Fut­ura in Salzburg, or special events for dealers like those held in Switzerland and the Netherlands, the feedback was unanimously enthusiastic. Once again, retail partners confirmed that JURA’s knack of providing the right innova­ tions at the right time is a major boost for the seasonal trade and invariably generates massive interest from consumers. But plau­ dits came not only for the innovative spirit that reigns in the product sector: it is clear that the company’s trailblazing distribution and service concepts are widely acclaimed and make a major contribution to the JURA brand’s premium positioning. «

Impressive: the JURA Germany stand at the IFA – the world’s biggest and most important consumer electronics and household appliance fair – covered a full 570 m2. Of this area, 390m2 was reserved exclusively for authorized retailers and the media.

Al Jazeera shoot at JURA With around 40 million regular viewers, Al Jazeera is one of the most widely viewed TV channels in the Middle East. One of its most popular programmes – ‘A’n Kathab’ – is devoted entirely to the more fascinating aspects of technology and regularly showcases companies that set the technological benchmarks for their respective industries. Not long ago, a film team dropped in on JURA to discover the secret of perfect coffee at the touch of a button. Footage for the programme was shot in a wide range of different departments. Interspersed with 3D animation sequences, the programme was aired on 30 June 2010. Around 20 million viewers watched it and discovered what making coffee at the highest possible level is all about. Anyone who would like to see the programme can do so on the Internet at «



JURA Café littéraire

The JURA archives

On 4 to 7 November 2010, the Olten book fair was held for the fifth time in the wonderful surroundings of the city’s Stadttheater – the municipal theatre. In just a few short years, the event has succeeded in establishing itself on the literary scene. It already numbers among Switzerland’s leading book fairs, enjoys an international reputation and arouses enormous interest among publishing houses and visitors alike. The founders of this book fair have already achieved one first, important objective: They have moved the book to centre stage and in this way helped to win over many new readers. Because at the Stadt­ theater, there is no fear of the new. And while browsing through the books on display, what better accompaniment than a per­ fectly prepared cup of coffee? Which was the reason why the JURA Café littéraire was there for the third time in succession to contribute to the stimulating atmosphere. Occupying a prominent position on the stage, our barista served up delicious coffee in a wealth of varie­ities to visitors and invited them to come and experience the JURAworld of Coffee. One of the highlights in this year’s programme was the unpronounceable ‘E grosse MundArt­ Obe’. ‘Mundart’, in this case a pun, means Swiss German dialect but also translates as ‘Mouth Art’ or ‘Art for the Palette’. And this is precisely what visitors to the stage enjoyed – in the form of coffee specialities. «

In a project calling for enormous com­ mitment, two retired employees, Josef von Rohr and Oswald Müller have com­ pleted the daunting task of collecting all of JURA’s important business – and social – documents in a company ar­ chive. Completion of the archive was celebrated on 1 October together with Oswald Müller’s ‘65 years in the service of JURA’ jubilee. «

Deeply committed to JURA’s history: Josef von Rohr (left) and Oswald Müller (right)

Injecting emotion into the brand This year, the theme running through JURA Austria’s hands-on semi­nars was ‘Emotions and Impetus for Success’. We conducted these events for specialist retailers at a total of four locations throughout Austria. The aim was to show retailers how they can elicit an emotional re­ sponse from all their JURA customers instead of boring them with tech­ nical details. Head of Marketing, Caprice Massak, provided a skilled and convincing presentation of how to stimulate these emotions and inspi­ re customers with an enthusiasm for JURA in just five steps. Our Austri­ an retailers greatly appreciate the enthusiasm aroused by the JURA brand and the many years of professional cooperation they have expe­ rienced with it. This was made clear at the end of the event as retailers expressed their gratitude for the excellent support they have always received from JURA.

The afternoons were used to make sure that all the participants got to know one of JURA’s new products for the autumn: the ENA 9 One Touch. Retailers were extremely enthusiastic about this new machine and equally delighted to be able to put it to the test along with the rest of the JURA range. The advantages of the ENA 9 One Touch com­pletely won over all the Austrian retailers who saw it. Our Austrian retailers will have the chance to attend another series of unique hands-on seminars next year. «



News from around the world

Athletics: Hypo meeting in Austria

70 years of Werner Zemp Designer and artist Werner Zemp celebrated his 70th birthday with a retrospective of many of the most important works in his extensive oeuvre in the foyer of one of Zurich’s hotbeds of creativity and inno­ vation, the Technopark. Over 100 of his friends, colleagues, former employees and clients gathered to pay tribute to the man who de­ signed the IMPRESSA Z line, the ‘littershark’ rubbish bin found in many Swiss cities, and a virtually ubiquitous information system. For many of them it was also an opportunity to discover Zemp’s artistic side: over the years, he has created countless fascinating objects with their unmistakable free-flowing lines. JURA CEO Emanuel Probst praised Zemp’s inexhaustible creativity and acclaimed him as the pioneer of the designs that now define JURA products. As a birthday gift, he presented Zemp and his wife Margarita with a voucher for a visit to the Biennale in Venice, a city they both adore. «

The annual Götzis athletics meeting is one of the most im­ portant events in the world for male decathletes and women competing in the heptathlon. This year, 8,500 sports enthu­ siasts attended the meeting and all of them had an opportu­ nity to enjoy JURA’s fabulous coffee specialities. A mobile coffee station was on hand to serve the athletes, organizers, sponsors and journalists. To cope with the flood of visitors, JURA installed 17 bean-to-cup machines at the event site and in just two days served 6,000 espressos, regular coffees, cappuccinos and lattes. JURA can look back on a successful meeting and is already looking forward to the next one on 28/29 May 2011, when we are planning to serve up yet another unforgettable coffee ex­ perience. «

Italian job at fourth JURA RAID Prologue On 25 August, over 70 classic cars and their drivers assembled in brilliant sunshine in front of the JURAworld of Coffee for the fourth JURA RAID Prologue. The event comprises the traditional Concours d’Elégance and a roughly 100-kilometre race to Basle using just a road book. Participants enjoyed a coffee break en route in the picturesque old town of Zofingen. This year also featured a special prize for the ‘Bella Italia’ class. In Basel, JURA CEO Emanuel Probst presented the winner with a trophy as well as a special version of the ENA 9 One Touch bean-to-cup machine with exquisitely finished panels in leather. «

Heinz Mangold and co-driver Werner Ammann impressed the jury with their 1936 Bentley Derby Sport and won the JURA Concours d’Elégance.


Reinhard Ott and his co-driver pictured here with the most beautiful car in the ‘Bella Italia’ class, a 1960 Alfa Romeo Touring Spider.

Winner of the JURA RAID Prologue 2010: Reto Scherrer and co-driver Heinz Scherrer with their 1969 VW Karmann.

JURAworld of Coffee

Interactive experience for visitors who want it all

The JURAworld of Coffee is expanding its horizons: from now on anyone wishing to take a trip through time and space on the tracks of coffee can do so under expert guidance.

Guided tour through an interactive exhibition of the senses Many myths and legends are woven around the discovery of coffee. Immerse yourself in the past and visit the place where, according to legend, everything started. This unique in­ teractive exhibition will fascinate, inspire, en­ tertain and instruct young and old alike. On the last Wednesday of each month, you can take part in a guided tour through the world

of coffee and enjoy a delicious cup of coffee served with pastries.

JURAworld of Coffee, ask him your questions and relish the smell of freshly roasted coffee. «

Roasting demonstrations In our demonstration roasting plant you can see for yourself how green coffee beans from different sources are blended to create a har­ mo­nious aroma before being carefully roasted. On the last Wednesday of every month, you can watch our master roaster at work in the

Opening times Monday–Friday Saturday

09.00–18.30 09.00–17.00



Premium quality as a motor for growth They travel the world as JURA export managers and remain in close contact with partners around the globe. Eveline Fink and Michael Lipburger may each have an office in Niederbuch­ siten, but spend about a third of their time working abroad, often on different continents. They research trends and rapid­ ly identify markets where coffee could bring cultures together. They both see a global growth phase in the offing after the recession.

Which are your strongest growth markets at the moment? Lipburger: For some time now, we’ve been posting growth in almost all our markets. This very pleasing state of affairs is based to no small extent on the great product innovations we recently launched. We are obviously very

pleased with this situation because JURA has always been known as a growth company. Fink: The situation in my markets is identical. During the period of economic difficulty we didn’t simply sit back and wait until things picked up again, and this has no doubt had a positive effect. We used the time to carry out

numerous structural improvements and in particular intensive training for our own em­ ployees and our partners. Where do you still see high potential? Lipburger: (laughing) You probably ought to be asking: Where do we see no potential? In our countries we are still a long way from market saturation. Besides, coffee’s riding the crest of a wave at the moment and is supported by a lot of factors. JURA is obviously a growth motor, but companies like Starbucks are all underpin­ ning this general trend. Fink: Every country obviously has its own spe­ cific characteristics, its history and culture etc. But once we’ve got over the first obstacles, such as coffee drinking habits, then we see potential in every market. I’m currently seeing a general increase in my markets among people who like milk-based coffee specialities. As a leading and innovative supplier of this kind of equipment, we can benefit from the trend. How do you distinguish the various markets? Lipburger: In principal the markets all function in a very similar way. Of course there are clear differences in the local coffee culture, coffee variations, business landscape etc. But that’s what makes it interesting. We are pioneers, and we can help to shape and build up these mar­ kets. And we have already mentioned one com­ mon denominator: coffee culture and demand

Michael Lipburger on: Markets South and Central America, Canada, Asia, Middle East and about 30 European markets Family Behind every strong man you’ll find a strong woman Hobbies Walking and skiing in the mountains, and of course motor racing The future JURA is about to start another period of growth – let’s go for it! Work A lot of fun at the moment Friends Very important – less is more Coffee A passion that has been part of me for years



Eveline Fink on: Markets USA, Australia, New Zealand, South Africa, Spain, Portugal, Belgium and Luxembourg Family Living with her partner for the past 30 years Hobbies At the moment, our grandson Vincent The future Strong growth with our partners Work Currently even more fun than it was 25 years ago Friends Spending a nice evening together over good food Coffee I’ll never shake the coffee virus

for our products are present around the world and increasing continuously. The only scale we have is the time frame, and here some markets are more developed than others. Fink: I totally agree. But when you’re embark­ ing on a new partnership with local distribu­ tors you often need to be really persuasive to convince them that traditional differences are no barrier to doing successful business with JURA bean-to-cup machines. What are the new markets you plan to develop in the near future? Fink: In my region, we are currently focusing on growth in existing markets. As we said ear­ lier, we already have enormous potential. With the right kind of training and a high-quality knowledge transfer process, we can provide our partners with even better support and ex­ ploit the potential to the full. Lipburger: In the months and years ahead we will be concentrating mainly on the Asian mar­­kets: the scale and dimensions here are incredibly interesting. In Europe, though, we also have some growth-drivers in the shape of France, Italy, Russia etc. and I’m sure we’ll be hearing good things from them in the future. We also want to strengthen our market posi­ tion in the Americas, primarily in the USA and Canada but also Mexico and Brazil. What factors decide whether JURA develops a particular market? Lipburger: We always have to look at a wide range of indicators. There’s clearly the objec­ tive aspect, based purely on figures. But hav­ ing a perfectly developed sense of timing is also a big part of it. Fink: Meeting an actual ‘JURA ambassador’ in person, who lives and breathes what we are all about, can also be a trigger element. Our local

partners always have a high profile. Our busi­ ness is always conducted by people who are at home in the region in question. Of course we can provide them with intensive training and support, but the choice of partner is the abso­ lute top priority. Has JURA ever had to pull out of a market? Lipburger: Yes, it has happened, perhaps when we were a little too premature or a little too op­ timistic about the situation. But the question is not whether it’s worth it for JURA to go into a market, but simply when. Fink: Sometimes we need to be patient until things turn out for the best. Sometimes, we are only successful when we start working with another distributor. It’s like in a relationship – interests can change over the years, and when that happens, a separation is the best solution for both parties. How many countries now have official sales outlets for JURA bean-to-cup coffee machines? Lipburger: We currently operate with 40 part­ ner companies in around 55 different countries. Nine of these are JURA subsidiaries or joint ven­ tures and 31 partners are local distributors. What are your targets for this year? Fink: In terms of quality, we want to improve our presence at the point of sale. Effectively, this means investments in the knowledge trans­ fer process and training. The intense level of inno­vation currently prevailing has generated a need for extra training. Sure, our bean-tocup machines are all basically more or less the same, but each new product requires specific instruction. And over the coming 12 months, we will be launching a wide variety of revolu­ tion­ary innovations. All of these require perfect

preparation, and the Global Sales Conference is just one of the several concrete measures we’ll be introducing. Lipburger: In operational terms, we need to fur­ther optimize processes and structures. Put in mathematical terms, we want to demon­ strate clear double-figure growth. In the me­ dium term, we want to generate more than 50% of group sales via our markets. What are the biggest challenges you face in your job? Lipburger: Social competence and time man­ agement. Every day you have to deal with dif­ ferent cultures and mentalities. Every time you pick up the phone, it could be someone from another continent and another culture, and we need to be able to switch on to that imme­ diately. Fink: I agree. And you can’t be everywhere at once, so time management really is a big chal­ lenge for us. Global networking means that some­where in the world, one of our partners is always working. What is your number one priority in your job? Fink: Quality in every respect. This is definitely one of the keys to JURA’s success. And making sure that we pass on this quality-focused way of thinking to our partners as well. Lipburger: Absolutely right. Top-quality sup­ port, top-quality products and, as a result, top quality in the work our distributors do in the various countries. If I have a choice between cutting back, re-organizing and adapting at the expense of quality, then quality always comes first.


Product launches

Pleasure pure and simple A whole range of coffee specialities at the touch of a button with intuitive operation that couldn’t be easier: that’s the story behind this autumn’s latest models from JURA.


Devoted to the pleasure principle The top-of-the-line IMPRESSA J leaves you in no doubt from the start about what it can do. Its sophisticated operating concept could not be simpler or more self-explanatory: just se­ lect the coffee speciality of your choice with the Rotary Selection, push the button and hey presto! Enjoy. Needless to say, the One Touch bean-to-cup machines make a perfect range of coffee specialities from latte to ristretto, all at the touch of a button with absolutely no need to move the cup. The unique quality of the milk froth, with its tiny bubbles and creamy, light texture, is the result of another new develop­ ment from JURA: fine-froth technology. «


Product launches

Philipp Zwahlen, Product Manager

Guided to the goal


Taking enjoyment to a new level The new IMPRESSA J9 One Touch excels with fea­tures such as its height-adjustable cappuc­ cino spout as well as a height- and width-ad­ justable coffee spout. Lattes, cappuccinos, ris­ trettos, espressos, coffee with cream, hot milk and hot water are all conjured up at the touch of a button with no need to move the cup. The IMPRESSA J9 One Touch leaves nothing to be desired. State-of-the-art fine-froth technology whips up milky froth with tiny bubbles and an exquisitely smooth consistency. Combined with the outstanding quality of the coffee it makes, the machine opens the doorway to new dimen­ sions of enjoyment. «

Could you briefly describe the new operating concept in the IMPRESSA J9 One Touch TFT? The big innovation here is the new mul­ ticolour TFT display, which allows users to program the machine precisely to their needs. The simple interface design underlines the optical brilliance of the bean-to-cup machine and operating it could not be simpler or more self-expla­ natory. A further highlight is the unpre­ cedented range of products, while textand image-based user guidance makes cleaning the machine child’s play. How exactly does the TFT display simplify operation? Our unwavering aim during the devel­op­ ment phase was to ensure that opera­tion was fast, simple and intuitive. Simply se­ lect the coffee speciality of your choice, push the button and enjoy! Where there any particular challenges you faced? With the infinite number of possibilities offered by a TFT display you’re constant­ly running the danger of trying to embed them all in the machine. But our goal was to guarantee the enjoyment of su­ perb coffee at the very highest level with a minimum of effort. We mastered this challenge successfully, I believe, because a good interface is something customers scarcely notice: they simply use it.


Product launches

ENA 9 One Touch

Slim shape, wide range The slimmest One Touch bean-to-cup machine from JURA makes perfect lattes and cappucci­ nos at the touch of a button and is the perfect solution for small households with high ex­ pectations. Two separate channels for coffee and milk in the combined spout guarantee a perfect result every time and perfect hygiene. Logically arranged buttons make preparation especially simple, while state-of-the-art finefroth technology conjures up milky froth with a wonderfully smooth texture. «

room for the ENA 9 One Touch even in the tiniest kitchen.

Martin Wullschleger, Product Manager

A new chapter in the success story ENA 9 One Touch, for small households with high expectations: what exactly do you mean by that? With the ENA 9 One Touch, you can make six different coffee specialities at the touch of a button. From extra-strong Aroma Boost to a perfect latte macchiato, this compact beanto-cup machine has something for every taste. Thanks to its small footprint, there’s


Is the number of coffee drinkers who like milk-based specialities really on the rise? Coffee specialities remain enormously pop­ u­lar. And now our One Touch technology offers buyers the ultimate level of conven­ ience because they no longer have to move the cup or glass and the machine does all the work for them. Freshly ground beans and fresh milk combine to create levels of enjoyment in a class of their own – the sort of pro­fessional results you used to find only in high-end coffee bars. Thanks to innovations like these, more and more people are dis­cov­ering lattes and cappuccinos, and they’re becoming increasingly popular. Can you let us in on any secrets for a perfect milky froth?

That’s the best thing about the ENA 9 One Touch. You don’t need to do anything spe­ cial to conjure up a perfect froth. Thanks to our new fine-froth technology, you’ll obtain a wonderful creamy milk froth with lots of tiny bubbles and an ultra-smooth consis­ tency all at the touch of a button. What else sets the ENA 9 One Touch apart? The smallest machine from JURA is also pretty handsome. The front and top panels have a glossy twin-coat finish with a metallic sheen and in combination with the mirrorfinish combined spout, it really is gorgeous to look at. For the first time in its household sector, JURA likewise offers a combined spout that is infinitely adjustable to any height be­ tween 75 and 125 mm. Two separate pipes for coffee and milk guarantee perfect results and hygiene.

Coffee recipe

Hot tip for cold days


The Spanish classic



1 espresso

Pour brandy with sugar and coffee beans into an espresso cup.

30 ml Spanish brandy 1 tsp sugar

Heat the mixture with the steam jet of the coffee machine or a Bunsen burner.

3 coffee beans

Ignite the heated brandy. Make a fresh espresso in a pot and pour onto the burning brandy.


Market development

The French market has enormous potential Even though 90 percent of French adults drink coffee every day, very few French households possess a bean-to-cup machine. However, slowly but surely, the trend seems to be changing. ‘Bean to cup’ is the new motto as the grande nation starts to drink increasing quantities of freshly made coffee. And Bean to Cup is also the name of JURA’s exclusive distributor in France. ‘Living like God in France’ is a saying the French, in particular, like to quote when describing the good life. Although its accuracy is, of course, debatable, no one can doubt that the French are a nation of gourmets. It is not for nothing that French wines, herbs, cheeses and so on are considered to be amongst the best in the world. And the café is as integral a part of the typical French street scene as red buses in London. In the past, and particularly in Paris, the café was a vital meeting place where the ideas of the enlightenment and the writings of authors such as Voltaire and Rousseau were disseminated. However, contrary to what their name might suggest, the most popular drink in the cafés was not coffee, but local wine or pastis. Yet, despite this, the French are amongst the world’s most prolific coffee drinkers: with an average consumption of five kilograms of coffee beans a year they occupy tenth place on the international list. Christian Saggini, JURA’s Area Manager with responsibility for the French and other markets says, ‘Filter coffee and cap­ sule systems are still commonplace. Despite this, our sales figures have been moving up­ wards for approximately the last four years.’ Philippe Landemaine, Bean to Cup’s Commer­ cial Director knows the reason why. ‘Approx­

Christian Saggini: ‘We expect double-digit annual growth in the years ahead.’


imately 90 percent of French adults now drink coffee every day. After water, coffee is now the second most widely consumed beverage in France.’ Bean to Cup is the exclusive distributor for France and is part of the Orientis Group. Coffee on the rise Sylvain Orebi, CEO of the family-owned Orien­ tis company, is delighted with the way busi­ ness is developing. ‘Coffee is very much the ‘in thing’ thanks mainly to relatively new arrivals such as Starbucks.’ Most of the coffee drunk by the French, however, is savoured within their own four walls. ‘Breakfast quite simply has to be ac­companied by one or two cups of coffee. My countrymen usually drink it with slightly warmed, non-frothed milk. In terms of flavour, we are situated somewhere between the Ital­ ians and the Germans – not too strong but still full of taste,’ says Orebi. And Saggini adds that most people also order an espresso after their meal. ‘At the same time,’ says Philippe Lande­ maine, ‘specialities such as cappuccinos and lattes are becoming increasingly popular.’ Ambitious aims Current figures show that approximately 85 percent of French households now possess a coffee machine. ‘Bean-to-cup machines are still quite rare in France,’ says Orebi thoughtfully, suggesting that, in this area, the market lags some way behind the country's neighbours. However, according to him, this cloud has a ‘silver lining’. ‘Last year, very nearly 50,000 bean-to-cup machines were sold and this year we are expecting an increase of some 10 to 20 percent, a trend which should be reflected in

Philippe Landemaine: ‘After water, coffee is now the second most widely consumed bev­ erage in France.’

the take-up of JURA machines.’ Christian Sag­ gi­ni confirms these figures. ‘We expect doubledigit annual growth in the years ahead.’ His aims are ambitious.: ‘In 2010, we expect to sell slightly more than 7,000 machines. I should like to increase this volume to 20,000 machines in the next five years.’ Quality is in demand The average price of a bean-to-cup machine in France is around ¤450. Orebi comments, ‘As a relatively new competitor and despite its se­ lective distribution channels and an average price of almost ¤1,000, JURA already controls a market share of approximately 20 percent.’ Orebi and Landemaine believe that one of the reasons for this success lies in the excellent qual­ity of JURA’s products. ‘In the same way as with wine, consumers’ expectations regar­ ding coffee quality are also rising. And this is where JURA can score, especially if the custo­ mer calculates the ‘overall cost’. Compared with a capsule machine, the price per cup falls from approximately ¤0.30 to just ¤0.12 – with no loss of quality.’ This calculation, combined with the outstanding quality workmanship and, of course, the award-winning design of the ma­ chines, means that JURA’s future in the French


Participation at the ‘Maison & Objet’ trade show in Paris enabled JURA to position itself among other names already renowned for quality coffee.

market looks bright. As Orebi points out, ‘There is still huge potential for bean-to-cup coffee machines. A well-prepared company such as JURA will be able to take an increasingly large slice of the cake.’ Orebi is convinced that the next two to three years will be crucial. ‘After that, the distribution of market share will be more or less stable and anyone who misses the boat now will find it difficult to catch up.’ Well positioned Landemaine is also confident. ‘We’ve taken a very patient approach to building up the JURA brand here in France. More and more house­ hold appliance retailers have come to us ex­ pressing their wish to include JURA products in their range. A campaign recently launched in the popular press has made a positive contribu­ tion to this trend.’ One massive stroke of luck was the company's appearance at the ‘Maison & Objet’ trade show where Landemaine was able to secure an exhibition space of almost 100 square metres surrounded by many prestigious names. ‘This allowed us to position JURA along­ side other names that are already renowned for quality coffee.’ And to make sure that their suc­ cess continues, Landemaine and his col­leagues are planning numerous measures including par­ t­icipation at further trade shows, implementa­ tion of the shop-in-shop concept in chain stores and intensive training for specialist retailers. Winding up, Saggini says, ‘First and foremost, people who’ve attended a training session have a better understanding of the JURA philosophy, which is very important when selling our ma­ chines. In addition, the improved service qual­ ity also guarantees long-term growth.’ «

‘JURA personifies quality’ Sylvain Orebi represents the second gen­er­ ation to run the family-owned business Ori­ entis. In the desire to secure the position of JURA’s bean-to-cup machines in the French market, he founded the subsidiary Bean to Cup in 2006. Since then, he has been able to point to double-digit sales figures. What does coffee mean to you? I have spent my entire professional life deal­ing with raw materials. Initially, I was in­ ­volved with sugar but soon followed in my father’s footsteps and switched to cocoa and coffee. Our family has been active in the tea business since 1935 and has worked in the coffee trade since 1962. I quickly re­ cognized that only a good coffee machine could make a good cup of coffee. What do you think of when you hear the name JURA? First and foremost: quality. The strength of the JURA brand clearly lies in the fact that it personifies quality. An important characteristic in your eyes? My whole family has always valued out­

Sylvain Orebi: ‘The strength of the JURA brand clearly lies in the fact that it personifies quality.’

stand­ing quality. We have always strived to supply the best products and the best ser­ vice. Our success is based on this and on our excellent relations with our partners. How did your cooperation with JURA start? The company was looking for a new distri­ butor with exclusive rights for France. Our name was mentioned. Alongside our net­ work of contacts, our long-standing exper­ ience of the tea and coffee trade certainly worked in our favour. However, the fact that we have successfully launched a premium product on the global market in the form of the Kusmi Tea brand was another com­ pelling argument. What are your aims for the current year? We have been working with JURA now for four years. In 2010, we will sell more than 7,500 machines. Next year, we want to break the 10,000 mark. To do this, we will position the brand in the best points of sale. A start will be made this autumn with the opening of the first JURA shop in the famous Parisian shopping centre ‘Le Printemps’.



‘Duel’ at eye level

On 2 August, Lobster Studios in Schlieren near Zurich was the venue for the third photo shoot for JURA’s international image campaign fea­ turing Roger Federer. If the first two campaigns could be summa­ rized under the titles ‘Fashion’ and ‘Beauty’, the focus of the third was firmly on ‘Character’. Created by Publicis, one of Switzerland’s bestknown advertising agencies, the campaign is entitled ‘Duel’. The idea behind it was to por­

tray Roger Federer in reflective mood, weighing up his role and that of his bean-to-cup machine in an eye-to-eye confrontation. The result was a brilliant series of pictures with a freshness and authenticity that will surprise and intrigue viewers. To capture these intriguing shots of Roger Federer, we managed to secure the services of Marco Grob, currently one of the world’s most sought-after photographers. The bean-to-cup

automatics were captured by Jonas Spengler, who has been taking product shots for JURA for many years. The new JURA campaign debuted in the ‘New York Times’ at the start of October and has appeared in the Swiss, German and Austrian press since the end of October. Selec­ ted motifs from the campaign will also appear in many other different markets. «

Marco Grob Born in the northern Swiss town of Olten, Grob started his career as an assistant in Los Angeles. Back in Switzerland, he opened his own photographic studio and specialized in still lifes, mainly products and objects. In 2003 he decided to branch out into fashion and portrait photography. Today, Marco Grob is one of the world’s most respected photographers. The list of individuals he has portrayed reads like a Who’s Who of the world’s greatest celebrities. Grob’s pictures have appeared on the front covers of top-quality magazines and he has received numerous awards for his work, among them the prestigious ‘Hasselblad Master’ in 2007. Marco Grob lives in New York and works all over the world.



‘Push the button, watch, enjoy – it’s just like game, set and match.’

‘True greatness can’t be measured. But in your case it can be tasted.’

Jonas Spengler A native of Bern, Spengler was vir­ tually weaned on photography. He completed his basic training in his father’s studio before devel­ oping his skills with various pho­ tographers in Zurich and finally making the leap into self-employ­ment in 1992. His work can be seen on countless types of food packaging, in advertising campaigns and in all the relevant com­ munication tools used by JURA over the years: since 1984, in fact, when the company started working with him on a regular basis. He has largely defined and further developed the images asso­ ciated with JURA. Spengler’s studio is in Wabern, a suburb of Bern, where he gives up-and-coming young talents the benefit of his expertise as an instructor and master of his trade.


JURAworld of Coffee

Walk of Fame: JURA pays tribute to Roger Federer

Red-letter day at JURA: on 28 October, the first Walk of Fame in tennis star Roger Federer’s honour opened with a fabulous party at the JURAworld of Coffee. It was a unique way for JURA to pay tribute to its charismatic brand ambassador.


Roger Federer, the star of the evening, makes his entry for the Walk of Fame opening ceremony.

Meet the Federer family: Roger with his parents, Lynette and Robbie.

Cutting the ribbon: together Roger Federer and Emanuel Probst open the Walk of Fame.

A green, lawn-style carpet, strawberries with whipped cream, champagne, and a good-hu­ moured Roger Federer surrounded by jour­nal­ ists, photographers and TV cameras, celebrities and around 400 guests. No, the venue was not the Mecca of English tennis in Wimbledon but JURA’s headquarters in Niederbuchsiten, Switz­ erland. On 28 October, the world’s first Walk of Fame in honour of the greatest tennis player of all time was inaugurated at the JURAworld of Coffee and accompanied by a fabulous party that did the memorable occasion proud.

late insight into his life and some of its more private aspects. Roger’s parents Lynette and Robbie Federer were also there to contribute their own anecdotes about their famous son’s childhood and adolescence. Personal trainer Pierre Paganini, who has overseen Federer’s physical fitness for over ten years, told the au­ dience about Roger’s exemplary commitment and tenacity. ‘He knows what he wants and, despite his enormous success, has always re­ mained himself: natural, likeable and very per­ suasive.’

two has developed superbly and now, as Probst pointed out, the company wanted to set up a new milestone. ‘With the Walk of Fame, we wanted to pay a big tribute to Roger Federer for his outstanding performance as a sports­ man. At the same time, it will be an exciting place for his many fans to come and visit.’

Entertaining talk-show JURA would simply not be JURA if it did not pull out all the stops to celebrate an event on this scale. Guests were treated to a show per­ fectly suited to the occasion. For about an hour, well-known Swiss TV presenter Rainer Maria Salzgeber chatted to a visibly relaxed Roger Federer, who provided a humorous and articu­

These are the qualities that have made Roger Federer the perfect brand ambassador for JURA, as CEO Emanuel Probst explained to Rainer Ma­ria Salzgeber. ‘Roger is an idol worldwide. If he represents our coffee machines and stresses their quality, it’s all very credible and enhances our image.’ Federer has been JURA’s ambassa­ dor since 2006. The cooperation be­tween the

A unique meeting point for Federer fans The Walk of Fame is unique, as became imme­ diately clear after the ceremonial ribbon-cut­ ting by Emanuel Probst and Roger Federer. Visitors can follow the most important stages in the life of the tennis genius in a large display cabinet containing private items that Federer has made available exclusively to the Walk of Fame. They include pictures from the star’s career, badges, medals and trophies, as well as tennis shoes, rackets and clothing. Prints of his hands and feet can also be seen on a large brass plaque. Another special feature is the

JURAworld of Coffee

The tennis star inspects his first Walk of Fame worldwide and is visibly touched.

Federer signs the first ENA 9 One Touch bean-tocup machine in the special edition…

… which purchaser Michèle Mulchahey from Canada came to collect personally.

life-size cutout figure of Roger Federer with a Wimbledon backdrop where visitors can take photographs of themselves that can be sent off immediately to their email address at home. Roger Federer was visibly delighted and touched by his first Walk of Fame world­ wide. ‘I think having a meeting place for my fans like this is brilliant. The Walk of Fame is neither too big nor too small – in fact, it’s per­ fect. For me, it’s a reflection of the very good partnership and cooperation I have with JURA. It’s a great pleasure for me to act as ambas­ sador for such high-quality coffee machines.’ He reminded his audience that he is a big cof­ fee fan – latte and cappuccino are his personal favourites – when Emanuel Probst unveiled the special edition of the ENA 9 One Touch. The Roger Federer Edition, of which just 300 will be made, has two immediately striking features: the side panels are covered in white cowhide and the coffee spout is chrome-plated. Another

very special highlight is the relief monogram of the official Roger Federer logo, use of which was authorized for the limited edition by his official suppliers Nike. The first machine in the special ENA series was sold in an online auction. The winning bid for this much-coveted collec­ tor’s item was made by Michèle Mulchahey from Canada, who travelled personally to be in Niderbuchsiten for the opening of the Walk of Fame and to receive her fully automatic ma­ chine, which was autographed on the spot by Roger Federer. The entire proceeds, amoun­ ting to over 4000 Swiss francs, will go to the Roger Federer Foundation. JURA also contri­ buted ¤100 to the RFF for each machine in the Roger Federer Edition. As a result, Roger was able to receive a cheque for ¤30,000 from Emanuel Probst for his Foundation.

of Fame JURA has written history, and Roger Federer fans will doubtless be delighted. «

All in all, the memorable inauguration cer­ emony proved one thing: with the new Walk

Walk of Fame for all The Roger Federer Walk of Fame is lo­ cated at the JURAworld and admission is free of charge to all. Apart from JURA products the mer­ chandising store stocks a wide range of items of interest to Roger Federer fans, including caps, T-shirts, jackets, calen­ dars, puzzles and autographed cards. Opening hours Monday–Friday Saturday

09.00–18.30 h 09.00–17.00 h


JURAworld of Coffee

Celebrity guests give their impressions Guests were unanimous in their response: ‘The Walk of Fame is a fantastic idea and the opening ceremony was an enormous success.’ ‘CoffeeBreak’ spoke with some of the evening’s more distinguished guests.

Rainer Maria Salzgeber Swiss Television sports presenter ‘I thought the entire inauguration ceremony with Roger Federer was very sincere and very per­ sonal. A Walk of Fame for a super talent like him was long overdue. I think JURA’s decision to set up a monument to him like this in Switzerland was absolutely bang on.’

Robbie Federer Roger’s father ‘I think it was a super idea for JURA to open a Walk of Fame. I really enjoyed digging out some of Roger’s memorabilia for the exhibition with the people from JURA. As time goes on, I’d like it to be updated with new exhibits so that the fans who come to the Walk of Fame can always look forward to seeing new things.’

Jennifer Ann Gerber Ex-Miss Switzerland ‘The Walk of Fame really is a unique experience for Roger Federer fans and I think it suits both JURA and Roger very well. The exhibits I like most are the pictures from his youth. But I still remain deeply impressed by Roger Federer whenever I see him. His naturalness and ongoing sporting success make him an extremely likeable and accessible star.’

Heinz Frei Wheelchair racing champion and winner of several medals at the Paralympics ‘The inauguration ceremony was very emotional and, as always, Roger Federer made a very genuine impression. The Walk of Fame is a wonderful way of showing our appreciation to Roger, who really has deserved a monument to his achievements. It also makes you aware of JURA’s commitment.’


JURAworld of Märkte Coffee

‘Roger is an outstanding role model’ How did JURA have the idea of a Walk of Fame and what significance does Roger Federer have as JURA’s ambassador? In this interview Emanuel Probst explains all. What was your reason for creating a Walk of Fame for Roger Federer? In Roger Federer JURA has the perfect brand ambassador. Federer is a global star and a role model for millions of people all over the world. We wanted the Walk of Fame to show how he scaled the heights of tennis stardom, starting with his time as a junior player all the way through to today, where he is in the middle of his career. But it’s also a way of demonstrating how important Federer is to JURA as its am­ bassador and the long-term nature of our co­ operation. Where did you get the idea? Many famous personalities have a ‘place of pilgrimage’, for want of a better word, where their fans and admirers can feel close to them. So far, no one had ever done Roger Federer this honour. We wanted to change this, be­ cause if anyone has ever deserved it, he has. What do you personally admire about Roger Federer?

His completeness as a human being. Federer isn’t just one of the most outstanding sports personalities of all time, he’s also a human be­ ing through and through. I admire his sporting ambition and tenacity, and the elegant, effort­ less way he has about him both on the court and off it. At the same time he is completely down to earth and shows genuine respect for all his opponents. Roger is an outstanding role model in so many ways. What do you personally like most about the Walk of Fame? I’m particularly happy that we managed to find a number of mementos from his time as a junior – exhibits that have a lot of emotional significance for Roger. Fans and admirers will love the life-size cutout figure of him – they can stand next to it and take a photograph of them­selves on the hallowed turf of Centre Court at Wimbledon. A picture with a global star is possible for anyone, and they can simply mail it home or have it printed out in the shop. What is the importance of the Walk of Fame in the JURAworld of Coffee? It’s an exciting new attraction that will address coffee lovers as well as Roger Federer fans. It means there’s another compelling reason to pay a visit to the JURAworld of Coffee for a very wide public. How important for JURA is its cooperation with Roger Federer? Federer plays a central role in our brand man­ agement and communications. Roger is the

Emanuel Federer presents Roger Federer with a cheque for ¤30,000 for his Foundation.

precise embodiment of our brand values and opens doors for us in markets where no one has heard of JURA just yet. He injects a stronger emotional element into the brand. Has JURA’s image changed since Roger Federer became your ‘brand ambassador’? It’s certainly made JURA more international and helped us put a sharper edge on our brand image, which had already been clearly defined before we started working together. Apart from that, awareness of the JURA brand and its prod­ ucts has increased significantly in existing and new markets thanks to our ambassador. How long will JURA continue to bank on Roger Federer as its figurehead? Our cooperation began in 2006 and by as early as 2008 the positive results had prompted us to renew our contract with him until 2016. A long-term commitment on that scale calls for a lot of mutual trust.

The Gentlemen’s Single Trophy Edward Charnaud, Head of Global Marke­ ting, displaying a half-size miniature of the Gentlemen’s Singles Trophy which he brought back from Wimbledon

opened by Roger Federer on 28 October 2010. We wish to thank Tim Phillips, Chair­ man of ‘The All England Lawn Tennis Club’ for making the trophy available to JURA.

The trophy was loaned to JURA by ‘The All England Lawn Tennis Club’ for display in the company’s Walk of Fame, which was officially

Since 2007, the miniature cup has been in­ creased to three-quarter size, and is now en­ graved with the name of every winner. «



‘We’re happy to show what we can do’

The new head office of JURA Nederland BV, complete with a new JURA glass service centre, opened its doors a year ago. General Director Marco Mooijman looks back on a successful first 12 months. ‘The design of our exceptional new building and the new glass service centre in particular is a perfect reflection of the tried-and-trusted JURA philosophy,’ explains an enthusiastic Mar­ co Mooij­man. ‘You can see the first-class ser­ vice at a glance. The generous glass façade is an immediate display of efficiency, transpar­ ency and quality!’ As far as the General Director is concerned, the move a year ago to this new ‘top location’ with its showroom, ware­house, reception, help desk, training centre, offices and glass service centre was both a nec­essary and a logical step. ‘Prior to this, we were located in a typical business park and had to share the building with several other com­panies,’ Mooij­ man says. ‘We soon outgrew it though. After more than 10 years, we had around 40 employees working for us and our customer base had really taken off during the same period.’ The new build­ing was designed to be modern, spacious and func­ tional and also to underline the high level of quality the JURA brand represents. Mooijman is very pleased with the result. ‘We took the glass service centre at JURA head­quarters in Switzer­ land as our model and adapted it to the Dutch market. The attention JURA Nederland BV has


received since it re­opened has clearly shown that the idea was a good one and that our archi­ tect did a brilliant job. Our new home has cer­ tainly been a real hit for the JURA brand in The Netherlands.’ Service for all to see Customer service is always the main priority at the JURA glass service centre in Zoetermeer. ‘Our “transparent” service centre is an unequi­ vo­cal statement of our openness and profes­ sionalism,’ Mooijman continues. ‘Customers can watch our technicians analyzing or repair­ ing their appliances through the large glass panels and have a delicious speciality coffee in our cosy reception area at the same time. We are happy to show what we can do. Our visi­ tors love the open, friendly atmosphere here in Zoetermeer.’ Direct contact with the customer For Mooijman and his colleagues, the move has definitely paid off. The advantages and ben­efits of the new building, both for visitors and employees, soon became obvious. ‘Hav­ ing direct contact with the customer often enables our technicians to troubleshoot de­ fects with bean-to-cup coffee machines more

General Director Marco Mooijman enjoying a speciality coffee and also the ‘top location’ of the offices in Zoetermeer.

quickly and easily. If required, they can then draw up a quote for the repairs and the cost on the spot. Our people also like the fact that they can pass on valuable tips and tricks about JURA fully automatic coffee machines to customers when they speak to them directly.’ Mooij­man is convinced that it is this first-class service in particular which makes JURA bean-to-cup ma­ chines so popular. ‘This added value for our cus­ tomers turns into a real experience when they come to visit us at the JURA glass service centre. And the transparency also creates trust.’ The architecture and design of the new JURA Ne­derland BV building focus on maximum func­tionality. It also provides an attractive en­ vironment, as proved by the fact that the at­ mos­phere at work improved in the months im­me­diately following the move. ‘It enabled us to improve the infrastructure and the work pro­ cesses, and this was a benefit to everyone, es­ pecially our employees,’ says Marco Mooijman, who also feels very much at home in his new work­ing environment. And there’s one thing especially that he’s clearly very happy about. ‘De­spite the tough economic times, JURA Ne­ derland BV is ploughing ahead with constant growth and successful development!’ «



A chat with Wunjae Lee What do you like about your job? It’s brilliant to see how business with JURA ma­chines is growing in Korea. And it’s all thanks to my colleagues and our partners here on the spot. They never stop working and infect other people with their passion for coffee. I should also mention my partners in Switzerland, of course, who offer us sup­ port whenever we need it, whether it’s to do with marketing, quality control or just rapid feedback on customer service. How do you relax after work? I love golf. So, schedule permitting, you’ll find


me out on the links three to four times a week with friends, my wife or customers. Your favourite JURA bean-to-cup machine is... ...the IMPRESSA F50. I’ve really grown very fond of my own. It’s a classic JURA machine, in­credibly successful, and makes a perfect cup of coffee every time. And the fact I can even set the display to Korean is another ad­ vantage. Your favourite coffee? For all the fabulous types of coffee you can make with the machine, there’s still nothing I like more than a good, simple espresso.

A day in the life of Wunjae Lee

‘Going the extra mile for the customer’

Wunjae Lee discusses developments over the past few weeks with his three divisional heads.

He checks every single detail at the JURA concession store, including the exact positioning of the logo.

Wunjae Lee is General Manager of HLI Company Limited, JURA’s distribution partner in South Korea. Oozing charisma, he has been involved in domestic appliance sales for many years and even lectures on the subject of coffee at Hanyang University. We recently tried to keep up with him for an ordinary day. 8 am – Seoul office The first thing I do every morning now is deal with all the emails received from customers and partners over night. Sometimes there are only a few of them, but they’re often very ur­ gent – as is obvious from the fact that some­ one wrote them at night. Naturally, I get en­ quir­ies about general product specifications or orders for sales documentation. But if there is ever a specific complaint about something, I give it high priority to show the customer or partner that we take their concerns seriously and that they can trust us to find a fast solution to their problem. And in our business, trust has a major bearing on your success. 8.30 am – First meeting at the Seoul office After taking care of at least the most important emails, today I have a meeting with my three divisional heads from sales, finance and service. We use these regular meetings as an opportu­ nity to put all the positive and negative news and reports for the past week on the table. We also discuss upcoming events. The aim of our meetings is to find optimum solutions to

problematic situations and to put these into effect as quickly and effectively as possible. The main item on today’s agenda is the fact that one of our competitors is planning to imi­ tate the JURA concept and set up big conces­ sion shops at all the major department stores. Even if we are the market leaders, we can’t af­ ford to sit back on our laurels, so we’ll be step­ ping up communications with our customers and partners. Among the communication tools we use are professionally managed workshops and train-the-trainer sessions. 10 am – Hyundai department store, Ilsan Together with Lotte department stores and Shinsegae, the Hyundai department stores are the three biggest chains in South Korea. Today, I’ll be paying special attention to the newest JURA concession shop in the recently opened Ilsan branch. I check every single detail, such as the exact positioning of the logo, the way the machines are displayed, the cleanliness of the shelves and the quality of the furniture that has been delivered. If anything’s not ab­ solutely right, I notice it immediately. In my opinion, some of the fittings need to be re­

In the congenial atmosphere of the Café de JURA Wunjae Lee meets a group of potential customers.

paired or exchanged. I discuss these matters on the spot with the person responsible. The shop manager can then get in touch with the manufacturers directly and make sure that any shortcomings are put right. 1 pm – Café de JURA I don’t have much time, but I have to shoot off now to what is probably the most beautiful and luxurious café in Korea: the Café de JURA. It’s located in one of the best-known and most ex­ clusive shopping areas in the centre of Seoul. The coffee house concept enables us to offer customers who’ve bought an IMPRESSA a very special kind of service. We have an in-store team of qualified baristas who use the same ma­chines to show customers how they can make a perfect cup of coffee every time at home. It means our customers learn how to make the most of their machines in congenial surroundings. Today, I’m meeting a group of potential customers who’d like to adopt the Café de JURA concept and perhaps even set up an entire chain of coffee houses. 4 pm – Hanyang University After the discussions at the Café de JURA, there is one more highlight in today’s programme. I have the honour of delivering a talk on ‘Coffee and Business’ at Hanyang University. I’ll be lec­turing to MBA students, so apart from pro­ viding them with information about the roast­ ing and brewing processes, I’ll be focusing mainly on the attractive business you can do with coffee. «



From Russia with love

And the growth goes on: since December, JURA has dazzled customers in Moscow with a new office building, the ‘Re100’ store and a JURA service centre, all at a new location. A warm welcome at JURA Moscow.

Over the years, traditional Swiss brand JURA’s close collaboration with its distributors all over the world has shown that it is a strong and suc­ cessful global player. This is also the case in Rus­ sia, one of the world’s most important growth regions, where the market continues to expand at a dramatic pace: the opening of a new JURA store in the Moscow Crocus City Mall in No­vem­ ber 2009 was followed by the inauguration of new office premises for the brand’s Russian partner, BRK Engineering. The building, which features strikingly modern, linear architecture,

is located close to the city centre, making it very accessible, and rubs shoulders with a num­ber of other trading companies. ‘Re100’ store The 1,830-square-metre office and service cen­ tre area stretches over two spacious floors. The JURA service centre is located on the first floor, while the adjacent ‘Re100’ cash-and-carry store has a selection of attractive JURA products for customers to discover and purchase. See it, try it, take it home with you – the new shop at this

Spacious and centrally located: the new JURA service centre.


second Moscow location has a comprehensive range of JURA products and complements the presentation and sales area at the exclusive store in the Crocus City Mall, one of the most luxurious shopping centres in the country. Premium standards for customers and employees Customer proximity is as important at the JURA service centre as it is in the ‘Re100’ store, a fact that strikes you as soon as you reach the en­ trance. Customers are not only given a friendly welcome but receive professional advice from specially trained technicians. As is the case at all JURA service centres, the customer can look on while his appliance is given a thorough di­ agnostic test by the technician, who informs him what kind of repair or service needs to be carried out. Premium is a word that not only applies to the service received by Moscow cus­­ tomers and their JURA machines but also to the standards enjoyed by the 100 or so employ­ ees. To ensure that they feel at home in their new workplace, they have the entire second floor at their disposal in the form of a stylish and comfortable office space. CEO Alexander P. Shtepa, service centre manager Sergey Ma­ lanichev and the whole team look forward to working from their new headquarters and mak­ ing the JURA brand better known and more popular in Russia. «


Simply the best

Councillor Klaus Fischer presents diplomas to the qualified apprentices.

Simon Wirz completed his training as an automation engineer with JURA as the best in his year.

According to Simon Wirz, his training with JURA fully lived up to his expectations.

Simon Wirz completed his training as an automation engineer with JURA in June and was so successful that he was symbolically ‘knighted’ at the diploma ceremony at Waldegg Castle.

JURA employee Simon Wirz was quite the model student, finishing in first place in both the theory and the practical tests held by the canton of Solothurn for trainee automation en­gineers. This, combined with his third place after the interim exams two years ago, gave him the best results of all this year’s finishers. And lest it be forgotten, the 20-year-old also finished top of his class in Olten in his extraoc­cupational technical matriculation exams. This incredible achievement secured him a

per­so­nal invitation to the official award cere­ mony held by the cantonal department of vo­ ca­tional training, where future professionals who managed exceptional results in the 2010 qualification procedures were ‘knighted’ in the fitting surroundings of Waldegg Castle. Wirz was one of 32 students at the castle pre­ sented with a diploma for exceptional achieve­ ment.

Our new trainees We are pleased to present (from left to right): Robin von Büren (automation engineer), Thanusha Rasaiah (commerce), Dominik Zeltner (automation engineer), Marc Wyss (com­ merce), Mirco Müller (media), Joelle Meister (commerce), Florian Zemp (automation engi­ neer), Matthias Blättler (mechanical practitioner)

Dream job Simon knew from an early age that he would end up working in a technical field, ‘which is why my apprenticeship as an automation en­ gi­­neer specialising in mechanical and electrical machinery was absolutely ideal’, he ex­plains. After getting his first taste of life as a techni­ cian at JURA on a taster, he immediately ap­ plied for – and was awarded – an apprentice­ ship. Any initial fears that he may have chosen the wrong career path were dispelled within the space of a few days. ‘The training was ex­ actly how I hoped it would be in every respect,’ said Simon, who is delighted to have found his dream job. What happens next, however, has not yet been decided. ‘First of all I have to do my military service next spring, then I might think about doing further training at a univer­ sity of applied sciences,’ he says of his future plans. «


Upcoming events

Events featuring JURA: not to be missed! Canada The elegant wedding Québec 7 November CGTA – Canadian Gift & Tableware Association Toronto Congress Centre Toronto 30 January –3 February

France Maison & Objet Paris 21– 25 January

USA International Home & Housewares Show Lakeside Center Chicago 6–8 March


National Home Show Direct Energy Centre Toronto 18–27 February CRFA – Canadian Restaurant & Foodservice Association Direct Energy Centre Toronto 6–8 March

Ambient – Furniture Fair Ljubljana 9–14 November

Switzerland On the road with JURA Gourmet Coffee Catering Star Night from the Jungfrau region Interlaken 20 November

Spengler Cup Davos 26–31 December

Davos Nordic 11–12 December

Lauberhornrennen Wengen 14–16 January Ski jumping Engelberg 18–19 December


FIS Ski World Cup Adelboden 8–9 January

Motor show Geneva 3–13 March

Upcoming events

Denmark Lithuania TEMA Bella Center Copenhagen 27 Februar y – 2 March

Woman’s world Kaunas 11–14 November

Poland Horeca Krakow 17–19 November

Eurogastro Warsaw 23–25 March

Japan Slovakia Czech Republic

Danubius Gastro Bratislava 20–23 January

HCJ Hoterex Japan Big Sight East Hall Tokio 22– 25 February

Top Gastro Prague 10–13 February

Taiwan Tea, Coffee & Wine Ex TWTC Exhibition Hall Taipei 26–29 November

Snowpenair Kleine Scheidegg, 9–10 April

Gölä and Bellamy Brothers CH-Tour 4 December – Spiez 5 December – Brig 6 December – Herisau 7 December – Dudingen

8 December – Luzern 9 December – Zurich 1 2 December – Basel 13 December – Bern



Forty years at full whack It is impossible to do any­ thing without electricity, and for the past 40 years, Martin Müller has been making sure that JURA never runs out. A big responsibility, and one which he has carried out unfailingly, with enormous fore­sight. A young Martin Müller joined JURA in the early 1960s as a trainee electrician and completed his apprenticeship with flying colours. He decided to put his newly acquired expertise to good use and broadened his horizons with various com­ panies over the following six years. But in the end, the call of JURA proved too strong, and in 1974 he returned to head office. To begin with he was a deputy in the special equipment de­ part­ment, as it was called at the time, but since 1978 has worked as an electrician. Martin Mül­ ler has carried out all the electrical work on ev­ ery investment the company has made since then, whether in premises or machinery, and has wired up virtually every workspace at the company’s headquarters. What actually is your job definition? (laughs) I look after the ‘power’... In other words, I am in charge of all of the electrical installa­ tions at head office. My main responsibilities are the entire telephone, electrical and com­ puter networks. What has changed most in recent years? The thing that comes to mind first is the out­ sourcing of manufacturing in the early 1990s and of course the rapid development of IT. We hardly had any computers when I first started, but since then I must have laid down around 100,000 metres of IT cabling. What is the best part of your job? The real variety, and the unpredictability.


Is it always like that? Flexibility is an important part of my job. Prob­ lems never tend to come in ones, and it means that we have to decide quickly which problem has priority. Sometimes the problems are con­ nected, so we have to solve them in the right order. What are your biggest challenges? Recognizing and establishing priorities. Con­ tinual further training for new equipment and systems is also important. And then there are the legal requirements, for which we always have to be bang up to date. Have you ever had an electric shock? Not an electric shock, but I did have an acci­ dent with an arc once. It happened during an exhibi­tion in Geneva when I was putting in the electricity for our stand. An arc can reach tem­ peratures of between 2,500 and 3,000 degrees Celsius. I was probably lucky, insofar as you can call it lucky that I ‘only’ ended up with thirddegree burns to one hand. The fault was due to wires that hadn’t been laid properly by local electricians. Times change – how do you deal with that? Change happens whether you like it or not, so I just get on with it. And in any case, I always have to keep myself up to speed for my job, so I’ve never fallen behind and I don’t see change as a negative thing.

What is the one experience you’ll never forget? Seeing my children and grandchildren grow up was probably the best thing in my life. Other than that, there is one very special achieve­ ment – climbing the Bietschhorn moun­tain in the Lötschen valley. I climbed several moun­ tains over 4000 metres (13,000 ft +, Ed.) in my ‘more active’ days. But standing at the top of a 3,934-metre mountain that morning was mind-blowing. What gives you the most pleasure? Planning and installing new circuits and then getting them up and running. But as well as having a fulfilling job, what I enjoy most is spending time with my family. What are your main qualities? (laughs) You’d need to ask my family or work­ mates! But I reckon I’m honest and direct, sometimes perhaps a little too direct. What are you afraid of? Fortunately I don’t have any phobias, but what does worry me is the increasing level of igno­ rance that people show towards nature. Eco­ logical catastrophes give me a lot to think about. What are you looking for from the future? Three more great years until I retire. And after two operations on my back and knee, I’m also hoping that I’ll enjoy good health. «


Anniversaries 40 years

30 years

Martin Müller Electrician

Thu Le Service, coffee

25 years

Van Ngoc Nguyen Service, coffee

20 years

Christian Müller Spare parts


Regine Oppliger Fairs & Events

Melahat Argu Service, irons

Philipp Büttiker Technics

Rolf Fluri IT services

Bülent Kabacaoglu E-business

Yvan Lambertenghi Logistics services

Hansjörg Theurer Quality management

Luljeta Toplanaj Service, coffee

André Hauser Distribution CH/ Sales force

Beat Läderach Caretaker

Beat Tschumi JwoC / Service, coffee

15 years

Therese Scheidegger Distribution CH/ Office duties

15 years

Juan Torres Logistics services

Oskar Berger Service, irons

20 years

Zeljko Vrljic Service, goods in

10 years

Christiane Zwahlen Customer services

Esther Fischer Customer services

10 years


Germany Leona Fritsch Assistant to Head of Distribution

Obituaries Otto Rüegsegger-Rindisbacher 3 May 1931 – 8 March 2010 37 years of service Caretaker

Wiebke ReinekeGöring Head of Sales Promotion

Henrike Ruckrigel Internal services, distribution

Alexander Jäggi-von Arx 5 May 1929 – 11 May 2010 50 years of service Authorized signatory, design and development

Caprice Massak – new Head of Marketing, JURA Austria ‘I grew up with JURA bean-to-cup machines – we always had one in the kitchen.’ Small wonder, then, that Caprice Massak’s career led her to JURA at some stage. Born in Dornbirn, she took over from Annette Burscher as the new Head of Marketing at JURA Elektroapparate VertriebsgesmbH in Austria in March. As the reason for her change of direction, she explains, ‘I’d always had this desire to work for JURA because I’m a big fan of brands. So what could be better for me than to work for one of the premium brands? It’s absolutely essentially when you’re working for a company that you can identify with its values – only if that’s the case can do approach your work with the necessary passion.’ Her motto: ‘If a job’s worth doing, it’s worth doing properly.’


‘The perfect combination of technique and passion – that seems somehow familiar…’

The IMPRESSA J9 One Touch TFT is the coffee lovers’ dream machine. A turn of the rotary switch conjures up an impressive menu of coffee specialities on the TFT display. A touch of the button, and the freshly ground concoction of your choice is served: as an aromatic ristretto; full-bodied latte macchiato; or creamy cappuccino with incomparably frothy milk foam, thanks to our innovative fine foam technology. Meanwhile, Roger Federer himself appreciates the good looks of the silver lacquered fully automatic machine. JURA IMPRESSA – if you love coffee. JURA Elektroapparate AG, Kaffeeweltstrasse 10, 4626 Niederbuchsiten –

JURA Coffeebreak 2/2010 EN  

Magazine for Employees and Associates