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Patrik Huwiler takes off JURA management scoops Solothurn business award JURAworld of Coffee The perfect gift idea Partners Life’s a box of chocolates


Contents 3

NEWS All the latest from around the world


MANAGEMENT JURA takes Solothurn Entrepreneurship Award


JURA’S BRAND AMBASSADOR Roger Federer Down Under and in Asia


JURAworld of Coffee Perfect gift ideas

10 JURAworld of Coffee Classic car prologue 11 INSIDER NEWS Clothes make the man – or woman 12 MARKETS The future looks bright for Holland 13 PARTNERS The taste of real chocolate 14 EDUCATION Successful Graduate’s Congress 15 TRAINEES Spotlight on apprentices 16 PORTRAIT Patrik Huwiler’s passion for paragliding 18 HISTORY JURA’s first-ever apprentice 19 STAFF NEWS Fair dates and announcements

A targeted strategy for growth Dear Colleagues, Partners and Friends of JURA In 2006, JURA remained on target for international growth and can now look back on a successful financial year. A number of important factors contributed significantly to our success. These included the addition of two fully automatic machines to our range (the IMPRESSA C5 and the IMPRESSA J5, which has already won several awards), the global communications campaign with our brand ambassador Roger Federer, the opening of the JURAworld of Coffee and the employee event, which was also a real hit. This year has already seen two significant events for the company. On 10 January 2007 JURA received the Solothurn Entrepreneurship Award. This was the canton’s way of acknowledging the consistent focus demonstrated by JURA since the mid-1990s and is a just reward for all those employees who believed in JURAs strategy and who were involved in its implementation. The prize money will be invested in a forward-looking project that looks to promote talent among young designers. Secondly, thanks to an increase in net current assets, JURA has managed to pay off its remaining loan – along with a symbolic Swiss thaler coin given to the bank in question – and thus for the first time in its history the company is totally free of bank loans. Both of the above point clearly to the fact that JURA is by no means content to rest on its laurels, but looks forward to tackling new projects with the necessary impetus and motivation. Amongst the plans for the future is an increase to the capacity of the product development department and the construction of at least one more glass service factory on the international market. It is our firm intention to meet, and in a best-case scenario exceed, our business goals once again in 2007, while of course keeping a constant eye on serving the most enjoyable coffee from freshly ground beans. Enjoy your journey through this latest edition of Coffee Break. I trust that the glimpses into the local, national and international world of JURA will be an inspiration to us all.

20 BARISTA Airbrushed cappuccino Emanuel Probst




Resounding success Last year, we remained firmly on course for international growth and posted consolidated sales of 325 million francs, which represents an increase of 10.5% over the previous year. Sales in our international markets rose by 12.4% to 277.9 million francs. During the same period, cash flow increased by 15.1% to 30.5 million francs. Overall, 2006 will go down in the

company’s history as yet another record year. In order to step up the pace of innovation, we will be expanding the capacity of our product development department in the course of 2007 and moving into new R&D premises in the course of the year. Apart from launching new products, we also have plans to build at least one more distinctive glass service centre in our international markets. We intend to continue with our strategy of internationalizing operations. Our target for the current business year is an increase in sales of 30 million francs to 355 million francs, which represents an increase of 9%. –

KEY FIGURES AT A GLANCE JURA Group sales Swiss sales Switzerland’s share of sales International sales International share of sales Cash flow Full-time jobs in Switzerland Full-time jobs abroad

2005 294.0 46.8 15.9% 247.2 84.1% 26.5 255 194

2006 325.0 47.1 14.5% 277.9 85.5% 30.5 265 223

Change +10.5% +0.6% +12.4% +15.1% +3.9% +14.9%

(All figures in CHF m except jobs)

Expansion into China At the end of 2006, the German Centre in Shanghai, located in the Pudong commercial and financial district, marked its first successful year in business with two days of celebrations. After just twelve months, the modern business centre is already operating at more than 80 percent capacity. “These factors were the rea-

son behind our decision to open China’s first dedicated JURA store in this centre,” explained JURA Area Manager Yoshiko Iwata. The outlet, measuring some 30 sq.m, is run by Shanghai HJ Coffee, our official distributor in China, which has a total of five stores in China. The new store at the German Centre was opened on 17 November and is part of our expansion strategy in the world’s most rapidly growing economy. – Further information about the centre can be found on the website at:

Shanghai’s first dedicated JURA store is situated at the German Centre.

Charity gala

Several million rapt TV viewers recently followed the Bambi Awards – Germany’s equivalent of the Oscars – in 17 different categories live on television. The Tribute to Bambi charity gala held since 2001 on the evening before the awards put the spotlight on a number of major social projects in Germany. Encouraged by presenter Frauke Ludowig, the approximately 800 guests made donations to various schemes and projects designed to improve the integration of children. As one of the partners in the venture, JURA was on the scene with an exclusive coffee bar, which drew many wellknown faces after the event. After all, there’s nothing like a good, strong espresso to give you the energy you need for a long evening’s celebrations. –

Goodbye to bank loans Thanks to its highly successful strategy, JURA Elektroapparate AG’s liquid assets have developed very encouragingly and enabled us to pay off our last remaining mortgage. This mean JURA no longer has loans with any bank. To mark repayment of our last mortgage, we transferred a symbolic thaler to the bank in question. –

A symbolic thaler for the bank.



Quelle: BILANZ 1 / 2007


JURA: “A pearl in the brand landscape” “Bilanz”, Switzerland’s biggest business magazine, has just published its third list of the top 50 most valuable brands in Switzerland and found that their total value has increased by seven billion to almost 94 billion francs. Once again JURA figures in this exclusive circle of companies, and was described as a “pearl in Switzerland’s brand landscape”. We came in just behind Bally but still ahead of Ricola in place 42 but, as “Bilanz” wrote, with fantastic potential for the future. “With its newly opened JURAworld of Coffee, its sponsorship deal with Roger Federer, outstanding design and excel-

lent service, the brand is well equipped for a very successful future.” Even if position 42 may not seem much to shout about, JURA has still managed to increase its brand value by 31% in the past two years, while the average for all 50 companies listed is 16%. –

More awards The recently launched JURA IMPRESSA J5 beanto-cup espresso machine has won two world renowned design awards – the iF and the red dot award. Rolled out last October, the fully automatic coffee and espresso machine came out on top in the highly competitive, international “Household/ Living category. The test’s design specialists were clearly taken by the all-round consistency of the design, the housing’s white mirror finish and the platinumlook front. –

René Efler, Editor-in-Chief of “markt intern”, presents the much-coveted certificate to JURA’s General Manager Rolf Diehl (right) and Head of Distribution Stefan Scheurer (left) at “Ambiente”, the world’s biggest consumer goods fair, in Frankfurt.

Retail partner No. 1 For the second time in succession, “markt intern”, the trade newsletter published by Europe’s largest consumer information service organization, named JURA the retail trade’s number one partner for home electronics. The trade weekly provides critical,



uncompromising and up-to-the-minute information about the home electronics business. This year, as usual, the magazine sent out a questionnaire to dealers with a view to obtaining an independent and meaningful assessment of service standards in the industry. The feedback left no doubt about the result: JURA left competitors way behind and emerged in top position with an overall score of 2.33. JURA came out particularly well in areas such as “trade loyalty” and “training schemes”. –


JURA takes Solothurn Entrepreneurship Award Franz Fischlin interviews Emanuel Probst.

The year opened on an upbeat note when JURA received the Solothurn Entrepreneurship Award, worth 20,000 francs, from Prof. Edgar Fluri, Chairman of the Board of Directors of PricewaterhouseCoopers. This was the canton’s way of recognizing the consistent operational focus JURA has demonstrated since the mid-1990s. ment of Economic Affairs, the Solothurn Chamber of Trade and the Solothurn Trade Association. JURA has remained loyal to the region since its founding 75 years ago and has admirably demonstrated that a medium-sized company from Switzerland with innovative ideas and the right strategy can make it all the way to the top internatioProf. Edgar Fluri congratulates Emanuel Probst on the Entrepreneurship Award. nally. Today, JURA is The 20,000-franc Solothurn Entrepreneurship widely regarded as the world’s leading-edge Award is sponsored by the Solothurn Depart- developer of bean-to-cup espresso and coffee

machines and heads the premium and superpremium segments of the market. ANOTHER RECORD YEAR As CEO Emmanuel Probst explains: “This award is for all our employees who believed in our strategy and have spared no effort to make sure it worked.” The company’s success is reflected not only in rocketing sales figures – 2006 was yet another record year – but also in the fact that “Bilanz” lists JURA among the 50 most valuable Swiss brands (see page 3 for further details). “This confirms we were right to go our own way. And we never stop working to make JURA synonymous with the very finest bean-to-cup coffee, unique design and ultra simple operation,” continues Probst. The company plans to use the prize money to set up the JURA Design Award, the main aim of which will be to encourage up-and-coming talent in the product design field. –

QUOTES Esther Gassler, Councillor und Head of the Department of Economic Affairs of the Canton of Solothurn: “On behalf of the Committee, I conEsther Gassler. gratulate the winner of this year’s Solothurn Entrepreneurship Award: JURA, and its Chief Executive Officer, Emanuel Probst. Every time I see a JURA coffee machine somewhere fills me with pride. But success did not simply fall into the company’s lap: it has survived some very dif-

ficult times and has had to fight for everything it has achieved. The people at the helm have always had a vision, which they have resolutely pursued. They have done something that sets the true entrepreneur apart: they have glimpsed possibilities beyond the horizon.”

Prof. Dr. Edgar Fluri.

Prof. Edgar Fluri, Chairman of the Board of Directors, PricewaterhouseCoopers AG, Basel: “Thanks to a clearly defined strategy, the

untiring efforts of its management and employees and a little luck in striking when the iron was hot, the brand – and the company behind it – has established itself as the second-largest producer of fully automatic coffee machines within the short space of just ten years. The company has combined a consistent, no-frills marketing strategy that could have been taken straight out off the textbook with state-of-the-art production and service technologies to pull itself out of the red and turn itself into a profitable, tax-paying company, all within the space of just ten years.”




Australia loves our brand ambassador In January the world’s best tennis players gathered in Melbourne for the kick-off to the 2007 tour at the Australian Open. And around 50 JURA customers, partners and buyers had the privilege of meeting Roger Federer in person.

machines Down Under is one of the fastestgrowing markets of them all. Espresso may be something of a rarity down there but milkbased coffee drinks are becoming increasingly popular. Talking of which: Roger Federer made himself even more popular by pulling off the rare feat of winning his 10th Slam without dropping a set. The last time that happened was when Björn Borg did it way back in 1980. –


Roger Federer is presented with a cheque for 5101 Australian dollars (approx. 5000 francs) for his Foundation.

Roger Federer and JURA are a team that is al- eBay. Craig Driver, Marketing Manager, hanways good for a surprise. And Australia was no ded over the cheque to Roger. The money will be going to the Roger exception, when our of“Australia is one of the world’s Federer Foundation and, ficial distributors, Global fastest-growing markets to tumultuous applause, Coffee Solutions, invited was presented to our their best customers, for bean-to-cup machines.” brand ambassador duripartners and buyers to a meet-and-greet session with the world’s ng the event. One of the Foundation’s main number one tennis star. The event took place functions is to promote sport among young shortly before the Australian Open in Melbour- people. At the same time, it helps to finance ne (14-27 January 2007). Guests and their fami- projects in aid of children in need. lies had a unique opportunity to chat to Roger and have their photographs taken with him. It EXPANDING MARKET was also an unforgettable experience for a cou- Global Coffee Solutions has represented JURA’s ple who had managed to secure their invitation interests in Australia for over five years and to the event, including flight, hotel and tickets can look back on considerable achievement to one match, for 5101 Australian dollars on during this period. The market for bean-to-cup



The brand campaign launched in late summer 2006 was the first one to feature Roger Federer. It has not only attracted an incredible amount of attention but also had very positive influence on sales figures. Of course, the spurt recorded in the fourth quarter of last year cannot be attributed entirely to the engaging campaign but there can be no doubt that working with our brand ambassador Roger Federer has helped to boost awareness of the JURA brand and establish it worldwide. Retailers have finally realized that we are a genuine force to be reckoned with and are prepared to invest money in the brand’s future.

Successful campaign with Roger Federer.


Federer casts spell on Seoul The exhibition match between JURA ambassador Roger Federer and Rafael Nadal in Seoul at the end of November 2006 provided an ideal opportunity for us to advertise our bean-tocup machines in South Korea. The fact that everything went off so smoothly on 21 November was largely thanks to the superhuman effort made by our Area Manager Yoshiko Iwata and the enthusiastic support of Wunjae Lee of HLI, our distributor for South Korea. As we only found out shortly before the event, she hadn’t had much time for organization. The first thing on the agenda was to contact the IMG Management office in Hong Kong (IMG’s Asian headquarters) directly, which allowed us to approach the local IMG office in Seoul. Our aim

was to raise awareness of the JURA brand and our cooperation with Roger Federer among TV viewers in Korea (the match was broadcast live) and the spectators in the stadium. In next to no time Yoshiko, who was liaising with Wunjea Lee of HLI, as well as SEMA, the organizers of the event, the main sponsors Hyundai and the two IMG offices in Hong Kong and Seoul, managed to put together an extremely attractive package for JURA: – A selection of banners featuring Roger Federer and the IMPRESSA Z5 in the gallery and next to the scoreboard. – More JURA displays along the baseline. – Ten free tickets for the game and a further 230 reduced-price tickets.

– JURA advertising in the programme. – Directly after the match, there was a lucky draw for an IMPRESSA C5 and Roger Federer handed the larger-than-life voucher over to the winner. – HLI was given permission to put up an exhibition marquee at the stadium entrance where visitors could view a selection of JURA beanto-cup machines and sample the coffee.

As JURA’s representative, Yoshiko was allowed to visit the tennis star in his dressing room before the match. Roger then went out onto the court and beat his closest rival, Rafael Nadal, in a thrilling 2:1-set victory. –

The exhibition match between Roger Federer and Rafael Nadal in Seoul was also a total success for JURA.

10,000 francs for UNICEF The successful opening of our JURAworld of Coffee will give children in Malawi a chance to take their lives into their own hands: JURA is donating the sum of 10,000 francs from the café and admission charges to the Swiss Committee for UNICEF. According to UNICEF, the money will be going into the Schools for Africa campaign, which renovates and builds schools,

and equips them with furniture and teaching materials. In African countries south of the Sahara, around 45 million boys and girls do not attend school. The scheme was set up by UNICEF and the Nelson Mandela Foundation in the belief that education plays a major role in the struggle against poverty. The campaign’s target over the next three years is to enable two million children to go to school. Our donation will be used to help set up schools in Malawi. At the same time, JURA brand ambassador Roger Federer and Swiss TV presenter Kurt Aeschbacher will be acting as international and national UNICEF ambassadors, respectively. –



JURAworld of Coffee

Because giving is a pleasure Our JURAworld of Coffee isn’t just a unique interactive exhibition: it’s also fabulous for shopping and has some super eye-catching gifts. Here, we’d like to give you ideas for gifts that you can purchase at reduced rates using the vouchers at the centre of the magazine: You also benefit from a five percent discount on purchases from 50 francs upward.* * Cannot be used with other discounts and/or vouchers.

T-SHIRTS “Heissi Bohne” and “Muntermacher” – our popular T-shirts come with more cool slogans. Available in various sizes and colours for him and her. T-shirt with wording for CHF 35

CUPS CHILDREN’S T-SHIRTS Our sweatshirts and T-shirt for girls and boys come in various sizes and colours with a choice of Cino motifs. T-shirts for CHF 27 Sweatshirts for CHF 30

Whether you’re looking for espresso, coffee or cappuccino cups, you’ll find exactly the right cup and saucer for any taste in our collection. Espresso cups: set of two CHF 33/set of six CHF 90 Coffee cups: set of two CHF 36/set of six CHF 95 Cappuccino cups: set of two CHF 40/set of six CHF 110



Give your latte macchiato its crowning glory with a drizzle of delicious syrup. Available in the following flavours: chocolate, caramel, hazelnut, vanilla, amaretto, cinnamon or Irish cream. Bottle (250 ml), CHF 12.50

You’ll find lots of gifts for the children in the Cino range. A few examples: Cino soft toy, 30 cm, CHF 27 Cino soft toy, 50 cm, CHF 45 Cino soft cushions, CHF 30 Cino savings bank, CHF 18


CHOCOLATES These three different types of chocolate, including the one especially designed for JURA, are irresistible. Box of 18, CHF 18 Box of 4, CHF 5



Our coffee and mocha spoons are forged from top-quality stainless steel and mirror-finished. Coffee spoon, CHF 5 each Mocha spoon, CHF 4 each

DELUXE SHOPPING BAG Handmade in Switzerland from genuine coffee sacks. Every bag unique. Size 40 x 40 x 7 cm for CHF 85 Size 45 x 45 x 8 cm for CHF 105

BARISTA’S APRON Wear one of these black aprons with an embroidered white coffee shoot and you’ll look and feel like a pro. Barista’s apron for CHF 30 Cook’s apron for CHF 35

LIQUEUR Spoil yourself and your guests with these two coffee liqueurs: Borghetti and Kahlúa. Fabulous recipes for life’s special moments. Borghetti (25%, 70 ml) for CHF 35 Kahlúa (20%, 70 ml) for CHF 35

LITERATURE We stock a wide range of books with loads of fascinating information on the seemingly inexhaustible subject of coffee. Prices from CHF 18.50 to CHF 98

BREAKFAST BOARDS This attractive place mat is a real eyecatcher at breakfast time. Size 23.5 x 14.5 cm for CHF 9

FOR MAXIMUM FLAVOUR, COFFEE HAS TO BE FRESHLY ROASTED Visitors can also stock up on freshly roasted coffee blends. The following roasts are made on the spot and offered for sale to visitors. Malabar Monsooned: An Indian coffee, known mainly because of the special “monsooning” process that yellows the bean and reduces acidity. Ideal for the coffee con250 g CHF 6 noisseur.

Yauco Selecto: This Puerto Rican coffee is naturally mild and fruity with a full-bodied flavour, a captivating aroma and not a trace of bitterness. 250 g CHF 14.50 Barista Blend: This is a strong espresso blend made using top arabicas from Brazil, Africa, Guatemala and Colombia with the world’s best robusta from Java. Suitable for fans of

ristretto, espresso, coffee, cappuccino and latte macchiato. 250 g CHF 6 World of Coffee Blend: This 100% pure arabica blend is made from four of the very best single-bean coffees. For the World of Coffee Blend we use top-quality coffees from Brazil, Hawaii, Puerto Rico and India. Suitable for fans of ristretto, espresso, coffee, cappuccino and latte macchiato. At the Barista Championships in 2006 and 2007, incidentally, this blend was voted best espresso. 250 g CHF 9.50 Galapagos San Cristóbal: The Galapagos archipelago lies about 1000 kilometres to the west of Ecuador. Coffee from San Cristóbal has an intensive aroma, is full-bodied, and has a slightly acidic touch with a very fine, velvety flavour. 250 g CHF 13.50



JURAworld of Coffee

Oldies but goldies – be there on 22 August! Something to look forward to: book the date – 22 August – in your diary now.

Not to be missed: on 22 August, some of Switzerland’s best-preserved classic cars will be lining up for a Concours d’Elégance in front of the JURAworld of Coffee in Niederbuchsiten for the 2007 RAID before embarking on a prologue to Basel. The RAID is one of the most popular classic car event manager with the RAID organization. rallies and provides a much-anticipated specta- The fact that classic car drivers will be meeting cle on Switzerland’s roads each year. For the first up in central Switzerland at the JURAworld of time in its 17-year history, and parallel to events Coffee is no coincidence: JURA CEO Emanuel in Zurich and French-speaking Switzerland, the Probst – a big car fan himself – took part in last year’s prologue from run-up to the Suisse-Paris RAID will now include a “The route to Basel promises Zurich to Basel and decided to bring the event Concours d’Elégance and to be unforgettable.” to Niederbuchsiten. “The a prologue to Basel starting in central Switzerland. “Our aim is to give location at the centre of the catchment area for participants attractive routes and all the exci- Luzern, Olten, Solothurn and Bern is ideal, and tement of a rally, and to involve new regions the route through the Jura to Basel promises to in the programme,” explains Gaby Anaheim, be unforgettable,” adds Anaheim. For anyone

with a classic car registered in 1975 or earlier at home, this event is a must. The first item on the agenda for participants is the JURAworld of Coffee – an inspiring journey through the fascinating world of coffee. After this, the vehicles will be taking part in the big JURA Concours d’Elégance and then setting off on the new prologue to Basel after lunch. “The meet is ideal for anyone with a classic car who would like to take part in a professionally organized rally,” adds the manager. The organizers are expecting a turnout of around 30 vehicles lining up outside the JURAworld of Coffee on 22 August. –

If you have a classic car, be sure to register now. Further information at or on + 41 (0) 61 301 38 95.


Participants arrive at JURA factory complex for visit to JURAworld of Coffee. from 10 am Vehicles line up 11 am – 12 noon JURA Concours d’Elégance 12 – 1.15 pm Lunch at JURAworld of Coffee 1.30 pm Prizegiving 2 pm Start of the JURA prologue – via attractive side roads to the Basel Messe 7 pm Prizegiving for JURA prologue and other prologues, as well as the Concours d’Elégance, Coupe Marx AG Basel

Gaby Anaheim is looking forward to a fabulous parade of classic cars.

Terms: CHF 300 fee per vehicle with two persons (CHF 70 for each additional person). Included: lunch for two, including mineral water, road book, badges, side numbers, documents, technical assistance, aperitif and gifts, together with free entry to the Premium Car Show at the Basel Messe, Hall 2. This is one rally where it’s not about getting your foot down but enjoying the ride.




Clothes make the man – or woman The standardized clothing was developed mainly for the JURAworld of Coffee.

For the first time in the company’s history, JURA employees now have standardized clothing. The clothes were designed and produced by Joseph Alain Scherrer, who has so far delivered around 50 sets.

Chic and elegant, with lots of attention to detail – the new standardized clothing from JURA.

JURA’s new uniforms arrived in Niederbuchsiten last year, just in time for the opening of the JURAworld of Coffee. “The new standardized clothing gives us a homogeneous corporate identity, which reflects the brand’s premium thinking,” explains Claudio Carriero, Management Assistant in the JURAworld of Coffee who is responsible for issuing and inventorying the clothing. As to be expected, only the very best materials have been used. The new clothing is worn by all

members of staff who work in the JURAworld of Coffee or otherwise represent the company to

the outside world. “We first had the idea when we were planning the JURAworld of Coffee,” explains Carriero. At the moment, the new models have been distributed to around 50 members of staff. “The feedback has been entirely positive; employees are happy that they no longer need to worry about deciding what to wear in the morning.” The new clothing is easy to wear and the design timeless – a combination that was essential from the start. “The colour, of course, played a major role,” continues Carriero, because it had to create a recognizable link to coffee.” At the same time, the slowly dwindling stock will possibly be replenished with pieces in lighter materials – there is talk of a summer collection. We look forward to further developments. STANDARDIZED CLOTHING WITH A NON-UNIFORM FEEL The clothing is manufactured by jas ag in Aarburg, near Olten. Owner Joseph Alain Scherrer has lots of experience with professional wear. “The clothes don’t look or feel like a uniform but they help the company project a fresher, more uniform image to the outside world.” Scherrer founded his company in 1980 and today has around 50 employees who specialize mainly in the development and production of clothing concepts for big corporations, public authorities and other companies. For the JURA project, he chose a combination of dark brown, light brown and lighter shades: a harmonious reflection of all the colour nuances in the world of coffee. “We use high-quality, hard-wearing materials that are easy to look after. The suits are pleasant to wear and equally suitable for employees who represent the company or have labour-intensive jobs,” adds the expert. After a nine-month design, development and production phase, JURA was able to assure itself that the concept would work with the help of several hundred items of clothing. –




The evolution of coffee in the Netherlands Flying Dutchmen – the sales team with Director Marco Mooijman (2nd from left).

In recent years, JURA Nederland BV has almost doubled its sales to EUR 7.5 million and can be proud of a 25 percent market share. But things have not always been so rosy. A retrospective. In the 17th century a Dutch entrepreneur hit on the idea of importing coffee beans from Indonesia – then a Dutch colony – to his home country. His name was Egbert Douwes and, together with his wife Akke Thysses, he ran a small tea and coffee shop in Joure. The enormous success of the internationally known brand only came in about 1780, when his son Douwe Egberts entered the business. While his father sold almost exclusively to the inhabitants of the village, the son first extended operations to the region and then to the entire country. Douwe Egberts not only roasted the beans but also ground them and then packed the freshly ground powder in small bags. And that is how coffee began to take Netherlands by storm. A MONOPOLY Over the next two hundred years, the family continuously extended its coffee empire and

Egbert Douwes store.



soon controlled the Dutch market. By 1990, the built up a new sales team headed by Marco country had some ten million consumers of fil- Mooijman. “JURA now accounts for about 25 ter coffee. Then, the market was turned upside percent of the market, which runs to somedown in the space of a decade. First, capsule- where between 30 000 and 35 000 units,” says based systems from abroad flooded the mar- Mooijman. The company is also perceived as ket. As a reaction, Douwe Egberts teamed up being very innovative and since introducing its with Philips to make Senseo pads and, finally, distributor loyalty programme in 2005 has had a number of bean-to-cup immense backing from “I’m very positive about the the trade. “I’m very posibrands began to make tentative steps into the future because we hold a very tive about the future,” says the Managing Dimarket. JURA, which exstrong hand.” rector and adds, “More ported its first machines to Holland in 1996, has been there from the and more consumers want to make espresso start. “The market was still very much focused or other kinds of coffee using freshly ground on filter coffee. Which is why we chose outlets beans.” On this score, we hold a very strong for our products that had specialized in the hand.” Making sure that nothing gets in the sale of coffee and tea or high-quality kitchen way of JURA Nederland BV’s plans are more utensils,” explains Marco Mooijman, Managing than 20 employees on the helpdesk, in the office, in logistics and the sales and distribution Director of JURA Nederland BV. departments. There are also plans for a new building, which will probably be opened in the BRIGHT FUTURE – After a promising start, JURA Nederland BV suf- course of the coming year. fered a sharp drop in sales during the economic crisis of 2001 to 2004. But when the economy recovered, things looked up again for JURA. Since then, sales have doubled to EUR 7.5 million. Not least because JURA has taken over the service department from the ex-importer and

Reception at JURA Nederland.

JURA Nederland is geared for the future.


Life’s a box of chocolates Quality is a top priority at Läderach.

Läderach confectioners are well known for exquisite chocolates and petits fours, which are still largely handmade with lots of attention to detail to this day. These qualities too are reflected in the pralines created especially for JURA.

Back in 1962, an enthusiastic young confectioner and his wife rented an old bakery to set up their own business making high-quality chocolates and candies. Shortly after that, founder Rudolf Läderach had a stroke of genius: he invented the hollow truffle shell. As a result, he and subsequently thousands of his fellow confectioners have achieved an enormous improvement in the quality of truffles and significantly simplified their production. Today, the company has state-of-the-art premises in Ennenda (Glarus) backing an international operation. The German market is served by a production facility in Dilleburg, the Bucharest factory produces top-quality chocolates and candies, while distributors in the USA, Japan, Korea,

the UK and the Middle East look after the company’s interests in all these regions. FINEST-QUALITY CHOCOLATE What goes better with a good cup of coffee than a delicious praline? “Because Läderach shares our commitment to premium quality in flavour, innovation and professionalism, it was clear that only one company could be entrusted to make JURA pralines,” explains Simon Mühlethaler, Head of Organization at the JURAworld of Coffee. Apart

from that, Läderach is one of the best praline manufacturers in Switzerland. When we set out to create JURA pralines, our requirements were clear: the shape and appearance had to differ from other candies but be clearly associated with JURA, and our logotype was a must. “Apart from that, we wanted only the very best chocolate with a delicious coffee filling and the kind of packaging you would expect of a premium brand,” adds Mühlethaler. Reto Huser, Head of Sales in Switzerland, explains how Läderach tackled this tall order. –

The chocolates are available exclusively at the JURAworld of Coffee boutique.

“ONLY THE VERY BEST QUALITY” How long did it take you to develop the JURA chocolates? “The whole process lasted about six months. We first looked into various concepts and shapes. Reto Huser. Then we tested them for feasibility and reworked them after presenting them to JURA. That way we were able to slowly reduce the number of options.” Were some proposals rejected? “Oh, yes. Several shapes suggested by JURA or their designer Wolfgang Jönsson would have posed an enormous technical challenge

and involved extremely high costs. These ideas would simply have been too expensive.” Who was involved in the development process? “Läderach’s development and prototype department is always involved in the creation of new products. What special factors did you have to take into account with the JURA praline? “The shape and flavour had to conform to the concrete requirements of JURA’s people. And there had to clearly recognizable link with coffee. The special flavour is provided by our coffee-based butter mousse, which is made using top-quality coffee.”

How would you describe the chocolate in a few words? “It has a smooth, simple form, is classically elegant, and the high-quality filling will appeal to chocolate lovers everywhere.” As a specialist, what would you say makes a genuinely good chocolate? “Top-quality ingredients. That’s why we use only almonds from California, hazelnuts from Piedmont and walnuts from Grenoble. Whether the chocolates are handmade can also make a difference, although this is often not possible these days for cost reasons.”




Connect successfully On 14 December 2006, around 90 wellknown companies seeking junior staff for internships, trainee programmes and direct entry were present at Zurich’s annual Graduate’s Congress. JURA had a stand at the fair for the first time.

Minarik, who served guests with delicious coffee specialities from JURA.

PODIUM POSITIONING In addition to the stands, the Congress offered the numerous visitors a comprehensive supporting program. Three forums featuring experts and HR personnel provided informaThe Graduate’s Congress in Zurich is an im- tion about career entry and jobs. Representing portant forum for dialogue between com- JURA in one of the panel discussions was Thopanies, students and graduates. During the mas Meyer, who made use of the opportunity conference, potential employees make initial to raise the company’s profile. Successfully, it contacts with employers and can apply direct- seems, because all JURA’s expectations were ly to the companies present. In personal dis- exceeded. While we made lots of new contacts, cussions HR staff and department specialists students and representatives of other compaprovide information about available positions nies who visited our stand found out why we and the desired applicant profile. JURA was also have established ourselves as the professionals when it comes to coffee. represented for the first During the forums, experts and Another gratifying distime at the recruitment fair that took place dur- HR staff informed visitors about covery was that fact that so many young people ing the conference on 14 jobs and career entry. are familiar with JURA December last year. At the JURA stand, Thomas Meyer, Michael Weg- and would be keen to start a career with a müller, Guido Grolimund and Philipp Zwahlen medium-sized, fast-growing company like answered questions on career opportunities ours. JURA fully intends to be present at the – with the company. Also present was Marion Graduate’s Congress in 2007.

“AN OPPORTUNITY SEIZED” One of the visitors to the JURA stand at the Graduate’s Conference was Sonja Kunz. She seized the opportunity that presented itself Sonja Kunz. and successfully applied for an internship in human resources. What are you studying? “Business administration in Olten.” Why did you want to do an internship at JURA? “Because JURA has a good reputation and is an outstanding reference. The company also has an international focus. Additional factors are its attractive image and closeness to where I live.” What expectations did you have when you began the internship? “School had only given me a grounding in the theoretical side of business processes. I wanted more insight into day-to-day operations.” Were your expectations fulfilled? “Yes. I was put to work from day one and able to work independently.” What did you like the most? “The congenial atmosphere and of course the independence I already mentioned.” Would you like to work for JURA later? “If there were an opportunity, I could well imagine doing so.”

A discussion with consequences: Sonja Kunz (right) completed an internship at JURA.




Apprentice project week on the Rigi From 1 to 7 October 2006, our apprentices gathered on the Rigi in the central Swiss Alps for their annual community service camp. The camp, attended by first- and fourth-year apprentices, is designed to give them an opportunity to get to know one another away from work. For a full week, 43 apprentices training to be automation technicians, mechanics, IT specialists, fitters and commercial staff at JURA Elektroapparate AG, Borregaard and the ThalGäu-Bipperamt vocational training association

New apprenticeships “As a responsible employer, we are continuously trying to create places for apprentices and new types of apprentices,” explains Roland Eggenschwiler, our training manager. Apart from apprenticeships for automation technicians and fitters, we will also be offering one ap-

worked together. As in previous years, the participants were divided up into teams working on various projects for the UAK Arth, Rigi mountain railways and the Rigi Tourist Office. The youngsters repaired an iron railing for the Tourist Office and felled trees in the Rigi area for the forestry department. Other no less interesting tasks involved maintenance work on roads and hiking trails as well as woodcutting in the Kulm area. Work for the railway involved clearing debris

prenticeship for a mechanical technician from summer 2007. This apprenticeship has been awarded to Tiago Morais Ferreirinha. Tiago is currently in the second year of his apprenticeship as a fitter with JURA. The new three-year apprenticeship for mechanical technicians focuses on turning, milling and drilling and takes place mainly in our service department. There, 17-year-old Tiago will be helping to make descaling systems, lifting systems, special-purpose tools, service aids and machine parts. Another new form of training is that of the industrial media specialist. Individuals with this qualification specialize in economics, administration, information and communication technologies, analyzing customer and market needs, and developing product documentation and service offerings. They provide firstresort IT assistance and also help out with sales promotion and PR work. Training for industrial media specialists takes four years. It involves a double basic year’s training in information and communication technologies at BiCT (a centre specializing in these subjects) and two years’ practical training with the company in the Spice & Advertising, E-business and financial departments. The first course begins in August 2007. –

from the gutters next to the tracks, but Rigi smallholders also benefited from the apprentices’ efforts, as they erected fencing for the coming winter and removed stones from pastureland. Our sincere thanks go to all the trainees for their hard work and efforts throughout the week. – Pictured from left to right are JURA apprentices Marco von Arx, Ramona Ryser, Cyrill Ackermann, Isabelle Füeg, Michi Minder, Claudio Kessler and Simon Wirz.

Snow as far as the eye can see Snow conditions in the Blatten-Belalp skiing region of the Upper Valais at the beginning of March were still like deepest winter. Much to the delight of our apprentices, who got together with trainees from Borregaard Schweiz AG and the Thal-Gäu-Bipperamt vocational training association for a week’s skiing from 24 February to 3 March 2007. The 47 trainees, together with eight supervisors and cooks Dora Furrer and Elisabeth Bohner, enjoyed an eventful week with plenty of snow, culminating in a visit of technical interest to the Belalp Mountain Railways. –

More information about apprenticeships can be found at Tiago Morais Ferreirinha.




Paragliding – flying free as a bird Even as a child, Patrik Huwiler was fascinated by flying: he was constantly making paper and model aeroplanes and hoisted his kite into the air at every opportunity. Since then he’s the one who’s taken off: for three years now, our co-worker in the Swiss distribution department has been enjoying man’s greatest dream: flying with his paraglider. Piloting a paraglider is not exactly an every- the training slope practising little ‘jumps’, my instructor sent me to the mountainside to make day hobby. How did you become involved? “It might sound silly but flying was always my my first high-level flight. It was indescribable to childhood dream. Since then, I’ve been able glide through the calm air all alone 800 metres to transform this long-lived dream into reality above the ground and feel the wind in my face. The instructions my with my paraglider. The flight trainer sent me by first step was to take “There are also clear rules of radio gave me the necespart in a trial day which behaviour up in the sky.” sary security and I landed I attended with two of my friends. From that day on, I knew that safe-and-sound and overjoyed in Emmetten I had been infected by the flying bug and that just a few minutes later.” I would never lose that feeling.” How many flights have you made since then? “I’ve taken off more than 130 times since that What feeling? “Every time there’s the anticipation and the first flight, and I’ve always landed safely.” tingling feeling you get when you look for a suitable take-off location, unfurl the glider and Always trouble-free? kick off from the mountainside like a bird. It’s “There’s only really been one dangerous situaa real high. Whenever I take off, I enjoy the tion. That was in Crete where I was sucked into a cloud. The hillside was dangerously close unlimited freedom of the air.” but I could no longer see it through the fog. The turbulence shook me around with a lot of Can you remember your first flight? “You bet – I’ll never forget it. After two days on force and I lost all sense of direction. However,



thanks to the flight manoeuvres I had learnt, I was fortunately soon able to escape the suction and lose enough altitude to be safe.” When we watch you paragliders up in the sky, it sometimes seems that you get very close to one another. “If you find a strong thermal then it’s rare to be left alone for long. In cases like that, a large number of pilots can end up flying in a very restricted space. It’s therefore very important always to keep the others in your sight and make sure there’s enough distance between you. To avoid accidents there are also clear rules of behaviour up in the sky. For example, the person who flies highest in a thermal determines the direction of circulation. All the other pilots follow him to avoid collisions.” Alongside the dangers, there must also be many wonderful experiences. Has there been any particularly special moment for you? “One of them was my first real flight in a thermal. It was on the Haldigrat in the Engelberg valley. The Haldigrat is a ridge which captures the sun perfectly and offers ideal conditions for the formation of thermals, especially in the spring. I rose about 500 metres from the start-



1. Total concentration at take-off. 2. Paragliding – unlimited freedom! 3. The glider opens up after a few steps. 4. Carefully laying out the glider before take-off is one of the most important steps in the preparations.



ing point and ‘climbed’ to the peak of nearby Brisen. After more than two hours in the air, I crossed the valley to land safely again in familiar territory. It was wonderful!” When you make flights like that, you’re reliant on yourself alone. Is it a sport for individualists? “No. Of course, there are pilots who enjoy being completely alone. However, radios and walkietalkies make it possible for pilots to communicate with one another. I also enjoy using this technology to talk to my colleagues in the air. And it gets convivial after the landing. We often sit over a cold beer to chat about our experiences and learn from one another. What I really like is the friendly, open relationship between the pilots. People who know the territory are always happy to give you valuable advice when you start to fly in an unfamiliar area.” Are there a lot of places to fly, then? “Switzerland with all its mountains is the perfect place to practise this sport and offers a huge choice of locations. I always look forward to discovering new places to fly. In particular, I’m intending to discover the Jura region – right at JURA’s front door– from on high this year.”

How often do you fly? “I’d like to go every weekend. However, this type of flying is extremely dependent on wind and weather conditions and unfortunately you sometimes have to wait a long time between flights. The nice thing, though, is that you can go flying at any time of the year. Since I started to fly, I’ve experienced the four seasons much more intensively. Paragliding is also a nature experience which I wouldn’t want to be without.”

Do you get complacent with time? “With practice, you get more experienced and flying becomes more routine. However, if you practise the sport with discipline and the necessary respect then that’s not a problem.” If I wanted to take up paragliding, what would be the best way to start? “First of all, I’d recommend a trial day at a flying school where you can make your first small flight. The next thing to do is to make a tandem or passenger flight so that you can get the feeling of flying free.”

PATRIK HUWILER What sort of physical shape do you have to be in? “Good health and average fitness are enough. All the same, the rucksack with the equipment weighs about 20 kilograms and you often have to climb a fair way by foot in steep countryside. Apart from that, anyone can take to the air – and that’s something I’d warmly recommend all readers to do!” – Age: Marital status: With JURA: Responsible for:

38 single since 1 December 2006 distribution management Switzerland




From earlier times Despite the fire, Alexander Jäggi started his new job with JURA in 1953.

In 1937, Hans Niklaus was the first apprentice to be taken on by JURA (see article in the last issue of Coffee Break 2/2006). Even today, 70 years later, he can still very well remember a time when everything was so different. “Back then, the entire workforce consisted of 30 employees. An apprentice’s wage in the first year’s training was 25 Rappen an hour, going up to 45 in the fourth and final year. At that time, all the wages of the workforce were under a franc an hour, with a 48-hour working week divided

into 8.5 hours per day and an extra 4.5 hours on Saturday. Everyone got 14 days’ holiday.” But despite the workload and the hard times, the workforce’s sense of humour was virtually indefatigable. Niklaus has vivid memories of one particular episode. The seven men in the toolmaking department used to eat sausages for their morning break and bought the mustard to go with them by the bucketful from Thomy. One of them, Paul Studer, also used to polish off a bar of chocolate for his break. One day, he

Leo Henzirohs (left) and Hans Niklaus in 1954.

Hans Niklaus (left) and director Leo Probst in 1972.

Light-hearted get-together

long table in the Restaurant Sonne to enjoy a light-hearted lunch together. Needless to say, there was no shortage of stories from days long past and the afternoon will be long remembered by everyone who attended.

Traditions, it’s said, should not be broken, particularly when all the people involved have so much fun. On 14 November 2006, all former JURA employees with more than ten years’ service as well as those celebrating a big birthday got together for their traditional gathering in Niederbuchsiten. Thirteen hale and hearty pensioners – two of them already 85 – together with several member of JURA’s management sat down at the

TELLING TALES Just a few weeks later, JURA’s ex-employees rounded off activities with their end-of-year get-together on 8 December. Over 30 attendees spent a pleasant afternoon reminiscing about the good old days, and playing cards and skittles. The day was rounded off with a hearty dinner. Ever in search of exciting things to do, our pensioners have a number of interesting activities planned for this year, too. The first of



decided the mustard was stimulating and so, from then on and to everyone’s amusement, used to put lashings of it on his chocolate. Alexander Jäggi remembers another somewhat more tragic episode from JURA’s history. “After completing my training as a technical draughtsman and working at the same job for four years, I left JURA on 31 January 1952 to get experience elsewhere. But only a year later, Leo Probst approached me and asked me to join his R&D department. It was an offer I couldn’t refuse and so I signed a contract to start work on 1 May 1953. Then, on the night of 6/7 February, the company’s main building was virtually razed to its foundations by fire. Worried about my future, I went to look at the smouldering remains of what had once been the factory and by chance bumped into Leo Henzirohs and Leo Probst. When I asked what would happen now, without a moment’s hesitation Leo Henzirohs answered that it would go on. “Just think of all the people it affects,” he said. Alexander Jäggi started working for the company again on 1 April 1953 – a month earlier than planned – and remained there until he retired in 31 May 1994. –

these is on 12 April when they will be paying a visit to a major Migros distribution in Neuendorf. The trip promises to be interesting and informative. –

A congenial get-together at the Restaurant Sonne.


FAIRS TIMETABLE We will be presenting JURA products at the following shows: BEA BERN, 27.04. – 06.05.07

News ANNIVERSARIES JURAworld of Coffee Events 10 YEARS Colette Aeberli Consultant Jacqueline Hadorn Factory shop Sandra Bee Logistics services 15 YEARS Doris Emmenegger Coffee service Elsbeth Diriwächter Consultant Reinhard Studer Technician laboratory

25 YEARS Beatrice Buser KUDI Erich Ullmann Production department technician Manee Studer Service: irons

COFFEE LOVERS NIGHT JURAworld of Coffee – 08.06.07, evening RAID PROLOGUE CONCOURS D’ELEGANCE, 22.08.07, 11 am

LUGA LUCERNE, 27.04. – 06.05.07 SIGA SARGANS, 28.04. – 06.05.07 HIGA CHUR, 11. – 20.05.07 AGROBALT Lithuania, 23.05. – 26.05. 07

30 JAHRE Nelly Inauen Service: irons Heinz Kuhn Processing Esther Ramseier Coffee service

20 JAHRE Andrea Tiemann Human resources

37. ST. GALLEN SYMPOSIUM, St. Gallen, 31.05. – 02.06.07 TEA & COFFEE WORLD CUP, Geneva, 03.06. – 05.06.07

GIFT&INTERIOR TRADE FAIR AUTUMN, Lillestrom, Norway 23.08. – 26.08.07

GOURMET COFFEE CATERING JURA’s Gourmet Coffee Catering will be present at the following events: 05.05.07 Schürzenjäger, Huttwil 31.05 – 03.06.07 Ironman 70.3 Switzerland, Rapperswil-Jona, party and top athletic performance on the Lake of Zurich. The program included 1.9 km swimming and 90 km cycling followed by 21.1 km run.

24.06.07 Ironman 2007, Zürich In contrast to Rapperswil-Jona’s Ironman in June (70.3 km), the athletes at this event go the full Ironman distance of 226 km. Excitement guaranteed along the entire route.

13. – 15.07.07 Open Air, Frauenfeld One of Switzerland’s best-known and most popular open-air festivals. Once again at lower Auenfeld.

29.06. – 01.07.07 Open Air, St. Gallen 19. – 22.07.07 Gurtenfestival 07, Bern 28. – 31.07.07 HALT-Festival, Lengnau

08. – 10.06.07 Open Air, Hoch-Ybrig Event for Swiss dialect rock fans.

08. – 12.08.07 Heitere Open Air, Zofingen

15. – 16.06.07 Argovia Fest, Brugg 16. – 17.06.07 Vanessa Grand Open Air, Leuk-Stadt

05. – 08.07.07 Maienzug, Aarau

09. – 11.08.07 Guinness Irish Festival, Sion The twelfth event, and for the second time in the idyllic little town of Sion. A very special event in every respect. Celtic music at its best.



The fine art of coffee 1. The creamy milk froth in poured onto the espresso from a small jug.

2. A film of rose syrup is applied to the milk froth using an airbrush pistol.

4. Two circles are drawn with chocolate sauce.

3. A dab of milk froth is placed in the middle of the rose syrup.

5. The chocolate and milk froth are mixed together with a small skewer to create an image.

6. Hey presto! And that’s how a latte with syrup looks when made by a Swiss champion.

JURA BARISTA TAKES GOLD After the success of last year’s World of Coffee barista world championship, the Swiss barista championship took place on 21 and 22 January. The competition took place as part of the FBK, Switzerland’s bakery and confectionery fair held at the BEA exhibition complex in Bern. Fourteen baristas took part, with JURA’s own coffee specialists playing a prominent role. First, Daniel Heininger took the title of Swiss champion in the “ Latte Art Championship”, impressing the jury with his exquisitely executed Cappuccino und Espresso Macchiato. As an absolutely revolutionary touch, he decorated his own creation with rose syrup using an airbrush. The spectators were awe-struck, as no other competitor has ever dared to do such a thing. We are of course delighted for Daniel, who will be representing Switzerland and us at

the barista world championships in Antwerp in May. Apart from this, our own World of Coffee blend was voted best espresso for the second time in succession.

DANIEL HEINIGER Age: Marital status: With JURA: Responsible for:

37 married, 2 children since 17 January 2000 JURAworld of Coffee Academy Seminar

Published by: JURA Elektroapparate AG, 4626 Niederbuchsiten Responsible for content: Meinrad Kofmel and Antonella Studer-Mergola, E-mail Production: Denon Publizistik AG, 8640 Rapperswil Front cover: Patrik Huwiler Photography: Berhard Strahm (2, 5, 11, 20), Fotostudio Spengler, Wabern (4, 8, 9, 13) and Patrik Huwiler (16 and 17) Printed by: gdz AG, Zürich Languages: German and English Translation: copywrights Michael Johnson, Zürich Circulation: 50 000 Published: twice yearly since 2005, fourth issue

JURA Coffeebreak 1/2007 EN  

Magazine for Employees and Associates

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