JURA Coffeebreak 1/2008 EN

COFFEE BRE AK Magazine for employees and associates 1 / 2008

Beatrice Buser loves the stage Management Innovative, eco-friendly solutions Impressa c9 Ultimate enjoyment at the touch of a button JURAworld of Coffee Exclusive full moon coffee Coffee Break 1 / 2008

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Contents/Editorial

Contents

International success Dear Colleagues, Partners and Friends of JURA

3 news News from around the world 5 Management Eco-friendly innovations 6 IMPRESSA The new IMPRESSA C9 One-Touch 7 IMPRESSA News from around the globe 8 ENA Breathtakingly beautiful 9 MARKETS Russia on the rise 10 Ambassador The new campaign 11 Ambassador Roger Federer on the JURA Tour 12 JURAworld of Coffee Full moon coffee for connoisseurs 13 JURAworld of Coffee JURA Prologue 08 – for your diary 14 PORTRAIT Beatrice Buser adores the theatre 16 TRAINING English courses all the rage On-site first aid saves lives 17 Partner Aquis in the spolight 18 PEOPLE Catching up with Norbert Lienhard 19 PEOPLE Anniversaries and new faces

While the equity markets worldwide continue their rollercoaster ride and any talk of the economy is full of gloom and doom, 2007 was another year in which JURA posted solid growth. Consolidated sales totalled 384 million francs, which represents an increase of 18.2 % over 2006. But we are in no mood to rest on our laurels, and are aiming for an increase of 50 million francs in sales this year. We intend to achieve this with further innovations and by pushing forward with the internationalisation of our operations. We are also opening four new sales and distribution companies: the UK and Central Eastern Europe started up on 1 January 2008, with South Africa and Australia due to follow in the second half of the year.

Successful growth is based on a variety of factors, but one of the most important is the product itself. Last November, for the third time in succession, JURA emerged winner in the tests carried out by Germany’s biggest consumer advice magazine, “Stiftung Warentest”. With an overall score of 2.0, the IMPRESSA J5 was the best bean-to-cup machine. In Chicago, the IMPRESSA J5 took a “Good Design Award”, while the ENA line rolled out at the end of last year has just won a “red dot design award”. And the new IMPRESSA C9 provides genuine full cappuccino functionality in a compact package. Last but not least, we are just about to embark on the second leg of the JURA World Campaign with brand ambassador Roger Federer.

On the subject of innovation, the Energy Save Mode in the IMPRESSA lines offers our customers various ways of reducing electricity use to a minimum. The Zero Energy Switch featured on the ENA even goes a step further, and completely shuts off the power supply. The system is called eco-intelligence and recently won an “Outstanding Energy Efficiency 2008” prize. One of our top priorities is the environment. And that is the reason why JURA will continue to manufacture fully automatic machines that guarantee top-quality coffee from freshly ground fresh beans, all freshly made in under 60 seconds – and not mountains of waste in the form of capsules.

Emanuel Probst

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Published by: JURA Elektroapparate AG, 4626 Niederbuchsiten, Switzerland Editors: Meinrad Kofmel and Antonella Studer-Mergola, E-mail: antonella.studer@jura.com Produced by: Denon Publizistik AG, 8640 Rapperswil, Switzerland Cover: Beatrice Buser Photo credits: Jura (Cover), Derek Li Wan Po (2, 8, 12), Jonas Spengler (5,6). Printing: gdz AG, Zurich, Switzerland Languages: German and English adaptation: copywrights Michael Johnson, Zurich, Switzerland Circulation: 50,000 Frequency: bi-annually since 2005, 6th edition.

News

Gold for JURA Yet another major success for our barista Daniel Heiniger, this time at the 2008 Swiss Barista Championships in Basle. In the “Latte Art” category, Daniel won the gold medal with distinction. His unique latte creations were very well received by the jury, who particularly appreciated the airbrush technique which he has developed. He put the technique to good use in Basle, whipping up an oriental cappuccino using rosehip syrup. As current national latte champion, Daniel will be representing Switzerland at the world championships in Copenhagen in June 2008.

J5 well received The JURA IMPRESSA J5 came out on top in the fully automatic espresso and coffee machine category in a recent study conducted by the “Stiftung Warentest” consumer association. A total of 11 bean-tocup machines were given a full work-over by the consumer magazine, the IMPRESSA J5 coming out on top with a mark of 2.0.

This award gives the IMPRESSA J5 yet another prize to go with the “iF Product Design Award 2007” and the “red dot design award 2007” for product design. Incidentally, the IMPRESSA C5 was close behind its stablemate in second place with a mark of 2.1. The IMPRESSA J5 also scooped an honour in Chicago, namely the highly coveted “Good Design Award”.

Figures at a glance JURA Group sales Sales Switzerland Percentage Switzerland Sales international Percentage international Cash flow Full time employees Switzerland Full time employees international

in 2007 stood at CHF 384 million, which represents a year-on-year increase of 18.2 %. In the world market, sales were up by 19.8 % to CHF 332.9 million.

2006 325.0 47.1 14.5 % 277.9 85.5 % 30.5 265 223

As part of JURA’s growth strategy, the new JURA Central Eastern Europe (CEE) distribution company went into operation at the start of the year and is responsible for the Eastern European markets of Croatia, Romania, Slovakia, Slovenia, the Czech Republic and Hungary.

Hans-Peter Rubert, who has put in a lot of preparation for this new challenge, will head up the new subsidiary of the Swiss-based JURA Elektroapparate AG as managing partner. He will be putting the contacts he has acquired over the years in these countries and his experience of building up new markets to good use to make this new JURA venture a resounding success.

red dot for ENA

Continued growth curve JURA can look back on another successful year and continued to grow under its own steam both in the saturated home market as well as on the international front. Consolidated sales

JURA CEE off to a good start

2007 384,0 51.1 13.3 % 332.9 86.7 % 36.2 282 243

Change +18.2 % +8.5 %

JURA’s new ENA compact machine was one of 3203 products from 51 countries taking part in one of the toughest and best-known international design competitions of them all.

The world’s slimmest fully automatic speciality coffee machine won over the jury of international experts and received the “red dot design award”.

+19.8 % +18.7 % +6.4 % +9.0 %

(all values in CHF m except human resources)

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NEWS

Coffee for the stars at ECHO ECHO 2008 kicked off with a glamorous award ceremony at the International Congress Center in Berlin and followed up with a wild after-show party. The music industry’s second most prestigious award after the Grammys – founded in 1992 and held this year for the 17th time – rewards the great and the good in 24 different categories. As the night wore on, the glamour factor increased and the party got into full swing as soon as the award ceremony was over. The revelling went on long into the night with JURA, as official cooperation partner, serving speciality coffees to the stars at an exclusive coffee bar. The glitterati were queuing up straight after the glamorous award ceremony to get the party started with a tasty espresso, while coffee creations such as latte macchiatos and cappuccinos were being served into the small hours. Among the German and international stars who played live at the 17th ECHO awards were Alicia Keys, Herbert Grönemeyer, James Blunt, German hip-hop band Fettes Brot and many more. The musical highlight was undoubtedly Australian megastar Kylie Minogue who wowed fans with an impressive stage show for her new single “In My Arms”.

Former MTV presenter Anastasia and friend.

Judith Holofernes, singer of group “Wir sind Helden”.

Dominic Raacke and friend.

Thomas D from the group “Die Fantastischen Vier”.

Millionaires’ Fair

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Herbert Grönemeyer gives an interview.

For the third time, JURA was present at the Millionaires’ Fair in The Netherlands. The fair was a great success, attracting over 42,000 visitors to Amsterdam between 6 and 10 December 2007. “We have a consistent positioning in the premium sector and the feedback we received from the fair was excellent,” said a satisfied Leon Beusenberg, National Sales Manager.

JURA was mainly showcasing exclusive machines such as the IMPRESSA Z5 2@1, the IMPRESSA J-Line and the new IMPRESSA S9 One-Touch.

Katja Burkhard and Hans Mahr.

Strategic realignment in USA Backdated to 1 January 2008, JURA has taken over 100 % of its American partners JURA CAPRESSO and CAPRESSO. Michael Kramm, who had been Managing Director up to this point, is taking a well-deserved “semi-retirement”. He will not be leaving for good however, as he will remain as Chairman in an advisory function to help his successor Richard Boynton.

MANAGEMENT

Looking after the environment For years now, JURA has been producing fully automatic coffee machines that use innovative software and hardware solutions to make them environmentally friendly and help save energy.

Continuing this theme is the new ENA machine with its Zero Energy Switch.

“Energy saving, positive ecological assessments, environment-friendly machines and above all the idea of climate change are topics that are on everyone’s lips at the moment,” says Jürg Leder, Head of Product Management at JURA. These topics may be making the headlines in the media right now, but Leder and his innovative team were discussing them over five years ago. “We’d already recognized that energy shortage would call for new solutions and saw that private households held enor-

mous potential for saving energy,” he explains.

“We reacted to this, and since around 2004 we have integrated an energy-saving setting into all IMPRESSA models.” This setting enables the consumer to program various different energy-saving possibilities such as temperature reduction and when the heating elements are switched on. Automatic shut-down also ensures that that the machine switches itself off after a certain time and does not remain on indefinitely.

Zero Energy Switch “With the ENA, we’re going a step further,” says Leder proudly. The new Zero Energy Switch completely switches the machine off from the mains. But before reverting to its starting position, the ENA automatically saves all settings.

We call this new system eco-intelligence and

it has received an award for ’Outstanding Energy Efficiency 2008’ from the German Energy Agency.

In addition to software solutions, Jürg Leder and his team are constantly searching for new materials and processing techniques. “The savings potential here is unfortunately fairly limited. You always need a certain amount of energy to bring water to the correct brewing temperature,” says our expert, who sees room for improvement in maintaining the right temperature using the least possible energy consumption. Better insulation is a step towards this, while research also is being conducted into new materials. A further ecological focus of all JURA fully automatic coffee machines is the consistent use of fresh beans to provide real coffee flavour. Incidentally, over 50 % of every machine’s components can be recycled.

A few questions to Jürg Leder How do you go about saving energy?

“I try to be as careful as possible. You’ll rarely find a light on in our house when it is not absolutely necessary.”

And what about the infamous standby setting?

“We always switch things off completely.

The TV, the radio – everything.”

What about water consumption?

“When I’m putting the soap on under the shower I switch the water off. The same goes for shaving and cleaning my teeth.”

What do you think of the current fad for energy-saving?

“Prices don‘t really much affect the way people behave. The only way to solve the energy issue is with common sense.”

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impressa

IMPRESSA C9: professional cappuccino in the compact class In the past, lack of space has prevented lots of coffee lovers from making perfect cappuccinos or round, fullflavoured lattes in the comfort of their own homes. And it was precisely for people like them that JURA developed the new IMPRESSA C9. Now, thanks to its One Touch Cappuccino-Technology, you can conjure up the ­coffee ­specialities you love without even having to move the cup.

Enjoyment is an individual thing. That’s why the IMPRESSA C9 leaves you a free choice of coffee or blends. A wide range of settings and programming options guarantees coffee made precisely to your own liking, any time, every time. Because all that counts now is your good taste. Talking of which: when you’re using milk, absolute hygiene is all-important. To ensure no residues remain that might impair the flavour or appearance of your coffee, the IMPRESSA C9 comes with an automatic cappuccino rinsing function and a cappuccino cleaning program.

Use this with JURA’s specially developed care and maintenance products, and your machine will be spotlessly clean at the touch of a button.

Cool milk all day long One of the standard features of the compact bean-to-cup machines is an insulated stainless steel milk container holding 0.4 litres. The design harmonizes perfectly with the sleek lines of the IMPRESSA. It keeps milk at a perfect temperature all day long and saves constant trips to the fridge – a cool feature in every sense of the word. And when it comes to the controversial topic of energy, the new IMPRESSA C9 comes out with flying colours: to ensure that no valuable energy goes to waste, it’s fitted with the JURA Energy Save Mode (E.S.M.©). This keeps energy consumption to a minimum when the machine is not used for any length of time.

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One Touch Cappuccino-Technology and Energy Save Mode: the new IMPRESSA C9 is a winner all the way.

ALL AT THE TOUCH OF A BUTTON There’s nothing quite as cultured as being able to offer your guests a spicy ristretto, a smooth espresso or a classy latte in the comfort of your home. Add a classic coffee with cream, a perfect cappuccino and other specialities, and you’re the perfect host. The first compact, One Touch Cappuccino-Technology from JURA makes all these coffees – and many more – all available at the touch of a button.

Simple and intuitive in use A clear-text display, easy-to-understand symbols and the Rotary Switch make the IMPRESSA C9 child’s play to use. Simply by turning and pushing the switch, you can navigate your way safely through the menus and the display provides instant feedback. And there is a wealth of setting options: – Coffee strength. Whether you like your coffee mild, normal or strong, choose the setting that appeals to you most. Or choose mild for a short shot of ristretto and strong for cappuccino or latte with an intoxicating coffee aroma.

– Grain size. There are thousands of different coffee varieties, blends and roasts. The grinder has six fineness settings and can be adjusted to suit your choice of coffee perfectly.

– Temperature. Adjustable temperature settings guarantee maximum enjoyment and a full, rounded aroma.

– Water. You can choose exactly the right amount of water for every coffee type and cup.

– Height-adjustable coffee spout. Whether you’re using an espresso cup or a large breakfast beaker, the coffee spout can be set to any height between 70 and 111 mm to accommodate any size cup. That prevents splashing on the machine and guarantees a fabulous thick crema.

Second pre-ground coffee blend You prefer your coffee decaffeinated in the evening? Or you like to try out another blend occasionally? No problem. The IMPRESSA C9 is incredibly flexible and gives you the option of using a second pre-ground coffee blend whenever you wish.

impressa

Café de JURA in Seoul To make sure that every cup is an experience, the team is headed by Kim, reigning South Korean champion barista, who whips up his special coffee creations on request using an IMPRESSA X9 Chrome.

Reigning South Korean champion barista Kim whipping up speciality coffees at the Café de JURA

Since November 2007, the South Korean capital of Seoul has had an extra “culinary” attraction after the HLI Company Ltd., our official distributors in South Korea, opened up the Café de JURA coffee house in the middle of one of the most exclusive areas of the city. It is within walking distance of luxury boutiques such as Armani, Prada and Gucci, thus enabling the rich and famous to relax over an excellent cup of coffee after their shopping trips.

On display The Café de JURA seats around 40 people and apart from serving fabulous coffee also affords an impressive view of all of our IMPRESSA machines, which are on display in the coffee house. “Most people seem to be drawn in by our IMPRESSA Z5 Zafir Diamond, which unfortunately isn’t for sale,” says Yoshiko Iwata, JURA Area Manager. It was Wunjae Lee, Director of HLI, who came up with the coffee house concept. Incidentally, anyone purchasing an IMPRESSA becomes a JURA VIP member and receives a card which they can use to obtain generous reductions in the coffee house. And anyone who would like to own one can personally try out the various machines in the large (90m2) and luxurious atmosphere of the “Café de JURA” at any time.

MGM Grand On 18 December 2007, the MGM Grand Casino Hotel was opened in Macao. As well as a giant casino, the complex also has a futuristically designed hotel with more than 600 rooms on 35 floors. In order to give the guests in the suites and rooms nothing but the best, the management has equipped the hotel entirely with JURA IMPRESSA bean-to-cup machines. “All in all, we supplied around 150 machines to the MGM Grand Macao,” said Andrew Wong, Senior Business Development Manager at the local JURA Distributor Pacific Coffee Company Ltd. For the separate suites alone, 30 IMPRESSA J5 Blacks were ordered, with a further 99 IMPRESSA C5 Blacks providing top-quality coffee in the standard rooms.

On top of that, there are another 17 IMPRESSA X9s and nine IMPRESSA J5s for the various bars and banquet rooms.

Heroine of the air loves JURA Gripping action, spectacular REGA helicopter scenes, stunning landscapes and famous actors including former Miss Switzerland Melanie Winiger and musician Baschi... “Heroine of the air”, a DRS Swiss Television project, was filmed from 12 November to 17 December 2007 in Switzerland’s Engadine. JURA even managed to secure a supporting role in the film, with an IMPRESSA J5 providing on-set refreshment, much to the delight of cast and crew.

MISS SWITZERLAND JOINS REGA The plot: Young helicopter pilot Sina Andri applies for a job with the REGA airborne rescue association. Instead of a job at Zurich Airport as she had hoped, she is posted to her home town of Samedan, where she had vowed never to return after an unhappy experience in her

youth. The pilot becomes a “heroine of the air” when in incredibly difficult circumstances she saves a mountain climber who turns out to be a Swiss celebrity. We won’t give any more away because viewers should see for themselves what Sina has to go through. The film is slated for broadcast this year.

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ENA

Breathtakingly beautiful Mister Switzerland 2006 enjoys his coffee from an ENA Cherry Red. CoffeeBreak met Miguel San Juan and his partner Sue Rickenbacher for a short interview.

Delighted with their ENA: Miguel San Juan and Sue

Glad you’ve finally got your new ENA? Miguel San Juan: “We certainly are. We were thinking delivery might have been delayed due to the incredible success the machine has been having in terms of sales.”

What made you choose a fully automatic coffee machine?

Miguel San Juan: “The coffee tastes better and there is less waste from it than with a capsule system.”

Sue Rickenbacher: “I like to bring coffee back home from abroad, so with a fully automated machine I can try all the different blends I want.”

Why did you choose an ENA? Sue Rickenbacher: “We think it’s great that there is such a wide variety of colours to choose from and we managed to find the right one for our kitchen. We don’t have much space in there either, so the dimensions of this little machine are perfect for us.”

You both enjoy coffee then?

Miguel San Juan: “I can’t leave the house in the morning if I haven’t had my espresso. I also like a coffee after a good meal.”

Sue Rickenbacher: “The same goes for me, except that I have a coffee with milk in the morning.”

Rickenbacher

ENA press roundup

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Miguel San Juan: “We also absolutely love the design of the ENA.”

markets

Russia gets a taste for coffee Olga Kolesnik (third from left), with her team in the JURA service factory in Moscow.

Ten years ago, Souzagrocomplect signed a contract to be JURA distributors for the Russian market. This year, the company is already set to order more than 20,000 machines from Niederbuchsiten to meet the rapidly increasing demand for bean-to-cup coffee machines. tor and he was looking to provide an offer for the household sector in conjunction with an internationally renowned partner. Since JURA was also looking for a strong distributor in Russia, a deal was quickly concluded, with contracts being signed on 1 September 1998. JURA’s entry into the Russian market was by no means a simple affair however – average income ten years ago was considerably lower, meaning that fully automated coffee machines were only affordable for the upper income brackets.

“Historically speaking, Russia has always been a tea-drinking nation,” explains Olga Kolesnik, Sales and Distribution Director in Retail for the Souzagrocomplect and responsible for JURA in Russia. Around 40 years ago, soluble instant granules were responsible for the first albeit minor apparition of coffee in the country. Later on, the economic upsurge and the lifting of restrictions on Western consumer goods saw coffee beans being sold in a number of supermarkets. “The current coffee boom was set off here around 15 years ago by the restaurants, bars and big hotels, which were the first places to serve the best coffee using real machines.

Slowly but surely, this unlocked the market for automatic coffee machines in private households,” says Olga, who began her career in coffee after completing her university degree and joining Souzagrocomplect as Sales Manager in 1999.

Great potential In anticipation of the boom, Alexandre P. Chtepa, General Manager of Souzagrocomplect, got in touch with JURA in 1998. His business was well established in the gastronomy sec-

Many a mile The fact that the distances between the main cities were enormous and delivery took up to ten days did not make life any easier for those in charge, and made optimum local support for the end client all the more important. “We focus on selective distribution,” Olga continues.

“Our partners and their sales points are carefully selected and supervised.” Six sales staff are on site to handle this aspect, three of whom are invariably on the road throughout Russia.

The company also has a Training Manager to ensure seamless introduction of new products and provide any necessary instruction. In addition to the 200 partner outlets there are nine individual points of sale: three in Moscow, two in St. Petersburg and one each in Krasnodar, Ekaterinburg, Rostov-on-Don and Ufa. Swiss service factory While Moscow was long considered to be the most important market, growth in other regions has since seen the capital city relegated.

Central Russia is showing 60 % growth while Siberia has demonstrated a surprising 23 % and the Urals an increase of 17 %. The enormous

distances mentioned above are a headache not just in logistical terms for Olga’s sales. “We have to rely on solid partners in the regions for service and repairs – with 37 companies involved at the moment.” In Moscow, an individual JURA service factory was set up using Swiss equipment and extending over 120m2.

Four technicians and a manager are on hand to ensure smooth work processes, and they will never have to complain about a lack of work, with sales levels going through the roof in Russia. “In 2007 alone we had 100 % growth on top of what was an already high level,” explains Olga.

Enormous growth The sales figures are very much worth a second glance. Three years after JURA’s arrival, 1,500 units were delivered to Russia. By 2004, it was around 4,000 and two years later some 7,300 fully automated coffee machines were making their way to the country.

The above-mentioned growth last year was responsible for record sales thus far of over 14,000 units, and healthy figures are also expected for 2008 – in the region of 20,000 units. “There are 156 million people living in Russia, and the market is far from saturated,” predicts Olga.

Due to the unremitting growth, all instruction manuals, display texts on the machines and markings for accessories are now available in Russian, while the special service software for technical support has also been translated into Russian.

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AMBASSADOR

Roger Federer: Global Campaign 2008 Tennis star Roger Federer has been a global JURA brand ambassador for some two years now, and a successful one too – sales figures in the international market again rose by almost 20 % in 2007.

The on-court success of our brand ambassador Roger Federer has made the JURA name even more famous around the world and widely established it as an example of a Swiss quality product. After two years of the same messages, it was time to launch a new campaign. The five new adverts are a logical development of the previous campaign, but this time, it is not tennis terminology which is at the heart of the text but aspects such as naturalness, honesty and authenticity – characteristics which are embodied both by tennis champion Roger Federer and also JURA and its Swiss products.

The campaign was developed by Zurich-based communications agency Jung von Matt/Limmat and captured by the world famous fashion and portrait photographer Mark Abrahams. The advertisements will appear from March 2008 onwards.

The new campaign with Roger Federer consists of five different subjects.

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AMBASSADOR

Meet & Greet in Shanghai During the Tennis Masters Cup in Shanghai, JURA’s official China distributor Shanghai HJ Coffee organised a Meet & Greet with Roger Federer at the city’s Portmann Ritz Carlton Hotel on 8 November 2007. The media seized on the occasion and the room was full to bursting point. More than 50 journalists attended the event, all itching to get close to Roger Federer, and the man who would go on to win the Masters Tournament was his usual demure self, spending a great deal of time with all of those present.

Other JURA events during and after the tournament: – The JURA “Altair” Zeppelin circled the Masters Cup Stadium for two hours on 11 and 12 November.

– The “Vega” ferry showed one-minute JURA advertising spots several times a day from 16 November – 10 December.

Edward Charnaud, Head of International Marketing and Sales, Roger Federer and William Frei, Consul General of Switzerland in Shanghai at the Meet & Greet in Shanghai.

The exhibition match was also a success for JURA. As co-sponsors of the event, we were able to post a large banner around the edge of the court as well as in the spectator area. JURA also had its own stand and served visitors with delicious coffee in two VIP lounges. The match As well as taking part in all sorts of prestigious was an incredible draw, with all tickets sold out tournaments, our brand ambassador Roger within 48 hours. One lucky person certainly Federer still took the time to play a genuine exhibition match. On 22 November 2007 in the Melawati Stadium in Shah Alam in Kuala Lumpur, he faced Pete Sampras as part of the Malaysia Independence Tennis Festival.

The match was dubbed the “Clash of Times”, with Federer winning in two sets. He did not have things all his own way, however, with the American taking him to a tie-break both times.

Pete Sampras and Roger Federer.

Clash of Times

enjoyed her visit to the event: Priska Fischer, a Swiss citizen living in Singapore, “fished out” the winning tennis ball and won an IMPRESSA C5 Platinum in the prize draw. The “Clash of Times” and the Tennis Festival were organized by the Worldwide Entertainment Group Ltd.

Roger Federer and Priska Fischer.

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JURAworld of Coffee

Full coffee flavour under the full moon

Daniel Heiniger welcomes guests.

Since the dawn of time, the full moon has been thought to contain mystical powers. JURA created a world first by preparing a highly secret blend on the night of the full moon on 21-22 February using the finest coffee beans from around the world. Customers and partners were invited to take part in this historic event.

JURA coffee experts Daniel Heiniger and Bruno Kissling had had a dress rehearsal for the full moon coffee a month earlier, with incredible results. “We used the same blend on two different nights,” explained Daniel. “The one we prepared on the night of the full moon had a more rounded, intense and balanced taste.”

A rare pearl Watched by a rapt audience, Bruno Kissling roasted around 150 kilograms of his exclusive Full Moon Coffee on the night of 21 February.

Bruno is never lost for words or a detailed explanation and he happily gave a running commentary of his work and answered all of the guests’ various questions. All with the exception of one, that is, because the exact composition of the blend is and must remain a secret.

“This mystery and the limited quantities make the coffee a real rarity,” Daniel commented, before letting us into a little of his secret recipe.

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“The mixture is 20 % magic, 20 % art, 20 % science, 20 % full moon and 20 % faith.”

Hair-raising tales As well as enjoying some exquisite finger food, the guests were further entertained throughout an exciting evening by professional storyteller Jürg Steigmeier. His hair-raising tales kept the audience enthralled and made time simply fly by. By midnight, the full moon was high in the night sky and lit the way home for the guests, who took with them memories of a unique evening as well as 250 grams of freshly roasted Full Moon Coffee. The event obviously fired Bruno’s imagination, as he was heard to say: “we know when the next full moon is so we can organize another night like this one!”

Any groups and companies interested in attending should contact Andrea Stettler at: andrea.stettler@jura.com, Tel: (+41) 62 389 84 87

Jürg Steigmeier telling his hair-raising tales.

Bruno Kissling lets guests in on the secrets of his art.

JURAworld of Coffee

Classic car event After the incredible success of last summer’s event, the JURA Elektroapparate AG premises in Niederbuchsiten will once again play host to a big classic car rally.

On Wednesday 20 August 2008, the most beautiful classic cars from Aarau, Lucerne, Solothurn and Berne will be meeting outside the JURAworld of Coffee in Niederbuchsiten. The company premises, surrounded as they are by groundbreaking architecture, make the ideal setting for the many and varied historic vehicles. This year, for the first time, entrants can choose just to take part in the JURA Concours d’Elégance or also drive on afterwards to Basle for the 2nd RAID JURA PROLOGUE. Whichever part you choose, you can be sure of enjoying the company of other car aficionados, lunch for two and a chance to discover the JURAworld of Coffee.

Trophies on offer All of the classic cars which come to Niederbuchsiten will be judged by an independent jury

of experts, first in the paddock and then during the procession, meaning that the vehicles will not just be on display in the surrounding fields but actually driven by their owners. It will not necessarily be the most exotic automobile that wins the trophy – regular vehicles, sports cars and exclusive models which were once part of everyday driving are all very welcome, and one of these cars will be taking home the trophy from the JURA Concours d’Elégance for the most impressive vehicle.

Special prize for the Woodies A second trophy will also be presented, this time to the best Woodie on display. Woodies are vehicles that have much of their bodywork made out of wood or imitation wood. Between 1945 and 1959, cars combining wood and metal were the height of elegance.

Entry forms can be downloaded at www.raid. ch or ordered from the organizing committee on (+41) 61 301 38 95.

Easy Riders come to Niederbuchsiten All motorbike fans dream of one day riding a Harley: and at the end of May, this dream could come true! F. + W. Arni AG from Hessigkofen in Solothurn will be exhibiting eight legendary Harley Davidson motorbikes at the JURAworld of Coffee from 23 – 30 May. “If admiring the machines isn’t enough, then there will be the opportunity to ride one or more of the models on display from 30 May to 1 June,” said Markus Gilgen, Managing Director of Arni AG. 30 May will also be “Women’s Day” – the men will have to watch from the sidelines as

the ladies put in some laps on the legendary hogs. The offer is open even to those who do not have a valid drivers licence, since they will be able to practise on a cordoned-off car park area accompanied by a professional instructor. On the Saturday and the Sunday, test drives will be open to all with such famous Harley models as the “Sportster”, the “Softail”, the “Dyna”, the “Touring” and the “V-ROD” available as well as Buell 1000s and 1200s from the XB Series and the brand-new 1125R. “If the weather is good we’re reckoning

on several hundred visitors,” added Gilgen.

Advance bookings for the free test drives are not necessary, however.

Opening times: Friday 30 May, 3 – 7 pm, Saturday 31 May, 10 am – 4 pm, Sunday 1 June, 10 am – 4 pm.

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PORTRAIT

Treading the boards means the world to me Beatrice Buser has worked for JURA for more than 25 years, but her love of amateur dramatics predates even that. Here she tells us why treading the boards means the world to her.

What sparked your interest in the theatre?

“I’ve always been fascinated by it. When I was 17 years old, my godfather got me up on stage with the male voice choir in Kestenholz.”

Can you remember the first role you played?

“I can’t remember the name of the character I played back then but it was when I was 17, and it was an old maid in a play called ‘The Blue Angel’.”

And you’ve had the acting bug ever since? (laughs) “I certainly have. I acted with the male voice choir’s theatre company for 13 years until they disbanded in the late 1980s. After that, there were no more opportunities for quite a while. But then in 2001, just after I moved to Erlinsbach, I heard that the open-air theatre was putting on a play called ‘Sink or Swim’, and I was in it from the word ‘go’. The play went really well, so afterwards the actors and the director Willi Stadler got together to found the Erlinsbach Theatre Company. Since then

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we have been putting on a play in the open air every two years.”

Are all the performances in the open air?

“That’s right, it makes the staging so much more authentic. Once we even built a genuine log cabin. We also grew a real garden and tended it purely for the performances.”

even because of it, the atmosphere was always wonderful, and luckily no-one fell ill as we don’t have understudies in case anyone has to drop out.”

It sounds like you’re quite an enthusiastic bunch. Do you think people come to see you because you’re amateurs?

“All four of the plays we’ve put on so far have been sold out for the entire run and once we Has the weather never ruined your shows? even had to put on an “They are always held in “I am and always will be extra show. We’ve been mid-August so at least so successful that last it’s always warm. We’ll an amateur actress.” year we managed to inplay in any weather, except during a storm of course. The audience stall a new stand with over 300 seats. Before sit in a covered stand as well so they’re quite that, the capacity was around 240.” comfortable.”

What is it about the theatre that captures your imagination?

While you’re out in the rain...

“That’s just one of those things. The worst “The fact that it’s make-believe. I can project was in summer 2005 when we performed ‘A myself into the role of another person and live Midsummer Night’s Dream’. It never stopped out their lives on the stage. I’ve more or less raining for five days and we were literally up taught myself how to act over the many years to our knees in mud. Despite this, or maybe I’ve spent on the stage, obviously with the help

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3

1 1. I n “Schachersepp”, Beatrice Buser played Therese von Anewil.

2. A great honour for the amateur thespians: Ruedi Walter pays them a visit.

3. In “A Midsummer Night’s Dream”, she took the role of Queen Hyppolita.

4. Open-air theatre productions treat the audience to some spectacular backdrops.

4

of the director, but let’s make one thing clear, I am and always will be an amateur actress.”

tough a time of it, we only perform one play every two years.”

Who is your role model as an actress?

“In terms of male actors, I find Ruedi Walter fascinating. His facial expressions are unique – he’s a real pro. I’d love to be on the same stage as him one day. As far as actresses are concerned, Birgit Steinegger springs to mind.

It’s incredible the way she can play such an enormous range of different roles in such diverse ways, almost as if she was born to them.”

Who decides which plays you put on?

“We spend a traditional Swiss-style weekend away on Aelgi-Alp in Sarnen and various members of the troupe suggest their favourite plays to the others and we discuss them all afterwards. If we can’t decide, then the director Willi Stadler has the final say.”

Beatrice Buser

What constitutes a good performance for you?

“A lot of factors need to come together. You need passionate actors, an original stage design and the right acoustics, and the whole package has to be backed up by an interesting story that has meaning and depth.”

Rehearsals must take up much of your time. How do your family react to this?

“They’re totally supportive of my hobby, even when I have to rehearse almost every day in the lead-up to the opening night. To make sure that my family and those of the other 20 or so members of the troupe don’t have too

Age: 49 With JURA since: 1982 Responsible for: Customer services/advice.

When numbers are short, occasionally also works in sales.

Information: www.erlinsbacherbuehne.ch

What has been your greatest success to date? “‘Sink or Swim’ is definitely one of the absolute high points in my theatre career so far. People still mention it to me today.”

Did you play the lead?

“In amateur dramatics, lead and supporting roles aren’t really that important. Even if someone has fewer lines than the rest, they are still an important piece in the overall jigsaw.”

Do you still get stage fright after all these years? (laughs) And how! More than most of the others. We don’t have a prompter who can help us if we forget our lines, and that can make you nervous. I once forgot an entire page of my lines. The others who were on stage obviously noticed straight away and adapted to the new situation. Nobody in the audience noticed anything.”

How long will you carry on treading the boards?

“For as long as I can and as long as they still want me.”

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TRAINING

Yes, I speak English Languages are the key to the world and the bridge to other cultures.

“Our international growth demands that all sectors of our business have language abilities,” explains Therese Hutter, Head of Human Resources. “To improve our skills, we offer English lessons on two levels for internal employees.” Andrea Stoll is in charge of the content and the format of these lessons, and as a former employee in the export sector, she has all the necessary language skills and experience in terms of partner and customer dialogue. She also ensures that the courses suit the individual participants as well as being geared towards the needs of the company.

Subjects alternate between business processes and products and of course the ubiquitous theme of coffee. “Everyday” situations are worked on in conversations while there is also time for grammar, spelling and topics such as how to write e-mails. There are certainly no corners cut and participants have to commit to attending lessons on a regular basis and doing the necessary homework. Both courses are definitely being continued through to the end of 2008.

Course participants learning how to use everyday English.

Reduce risks and save lives Did you know that in Switzerland, almost 1,000 employees every day register what is known as an industrial accident? In the first three quarters of 2007, the accident insurance statistics department registered a total of 194,057 work-related accidents.

Even though the figures are actually falling, they still clearly indicate that there are many dangers to look out for in the workplace.

Prevention and well-informed staff are obviously priorities for us here at JURA, and the health of our employees is one of our prime concerns. If however, despite all necessary precautions being taken, an accident occurs, then rapid and above all correct treatment is what is required in critical situations. For serious injuries, the first few minutes after the incident can be crucial. “This is why in

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December and January we trained a total of 20 employees as company first aid officers,” explains Doris Emmenegger, Head of Company Health. “It was a very intensive two-day course with the participants acting out a number of different scenarios and above all practising the right course of action in the event of accidents.”

Another aspect of the training was recognising the “basic” acute illnesses. “Our team will keep their knowledge right up-to-date at all times with annual refresher courses so that they can provide a worthwhile service for employees and visitors in the event of an emergency,” assures Doris.

PARTNER

“Filtering” your quality of life The CLARIS filter cartridge was specially developed by Aquis to meet the demands of JURA bean-to-cup machines and ensures that machines can always be relied on to produce a perfect cup of coffee despite regional variations in the composition of mains water.

Twelve years ago, Aquis was given the task of protecting high-quality coffee machines from the dangers of scale. At JURA’s request, the company developed the CLARIS water filter, which is simple to insert into the water tanks of bean-to-cup machines and highly efficient.

CLARIS is currently the leading brand for what are known as water suction filters in the consumer goods sector.

International partner companies such as JURA have put their faith in CLARIS and use the patented concept to increase the lifespan of their high-quality household appliances. Aquis GmbH – a Swiss company with its head office

in Rebstein – was founded in 1995 as a spin-off of Aweco Appliances, which produces components for the household appliance industry.

“At the moment we have around 70 employees, with ten of them concentrating purely on research and development,” explains Andreas Wawrla, Managing Director at Aquis GmbH. The secret of the company’s success is founded on its strong focus on the market needs of its clients and on a high degree of innovation and rapid implementability. “In the last two years alone, we have applied for around 15 international patents for this product group,” says Wawrla. Small wonder, then, that CLARIS filter

cartridges are used in a wide variety of business and household appliances. They provide optimum protection for equipment and top coffee quality, reduce water hardness, eliminate harmful particles and at the same time filter out unpleasant odours and tastes from the water.

Successful positioning Marcel Hürzeler, who is Head of Product Acquisition at JURA, is more than happy with the filter cartridges which were specially developed for JURA. “We began to market CLARIS, as produced by Aquis, over ten years ago and since then, it has very much set the standards for bean-to-cup coffee machines.” Hürzeler is sure that the main reasons for this are the high levels of convenience for the user and the widespread acceptance of the brand.

Upflow principle for top water quality How did Aquis and JURA begin working together?

“In the course of a discussion with Emanuel Probst, we heard about a problem JURA was experiencing. Despite the Andreas Wawrla use of top-quality materials and the most advanced technologies, the company’s bean-to-cup machines kept needing to be repaired as a result of water-related damage. So we set about finding a solution to this problem together, and this is how the first CLARIS filter cartridge came about.”

integrated into existing water tanks without a significant amount of the tank capacity being lost. But one of the biggest challenges was probably JURA’s requirement that the water should only be freshly filtered through the filter cartridge when the coffee is being prepared – and not in advance, which is often the case.

This is how the idea of the tank suction filter cartridge came about based on what we called the upflow principle.”

intake tube of the coffee machine and then is ready for use as fresh water and available for preparing drinks.”

Can you yourself tell when tap water has been filtered or not?

“Definitely. Even if water tastes different from one region to the next, I can almost always spot filtered water. More importantly, filtered water has a major influence on the aroma and on the formation of a nice, foamy crema, which is vital in a good cup of coffee. There’s one more Can you explain this in layman’s terms?

“When coffee is being prepared, the water thing you can look out for: hard water leaves flows from the base of the tank into the filter an unsightly film on the surface of hot drinks, cartridge and is then sucked up in an ‘upflow’ which tea-drinkers are also familiar with.” through the filter mechanism into the upper What was the biggest challenge you faced part of the filter cartridge. The freshly filtered water then flows through a second integrated when developing the cartridge?

“On the one hand, the filter cartridge had to be channel down through the tank outlet into the

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PEOPLE

Catching up with Norbert Lienhard What is your favourite memory of your time with JURA? “There’s not really one particular experience that stands out more than the others and that I look back on fondly. One period of my time with JURA that I really enjoyed was when I got to travel abroad a lot.”

What do you do to keep fit these days?

“There’s always something to do. On the one hand I help out my friends and neighbours with various things around the house and in the garden, and then my sons always seem to come up with something for me to do.”

Personal details Age: 71 Marital status: married Hobbies: the great outdoors, medical publications, watch repair Career at JURA: Norbert Lienhard joined the test department for new coffee machines in 1988, where he worked for ten years. From 1998 – 2002 he worked as a warehouseman in Niederbuchsiten. He then took retirement but still returns to help out when the company is short-staffed.

Are there any decisions you made in life that you regret today?

“Unfortunately I never learned the trade I wanted to. I always wanted a job that would let me work outdoors, but things turned out differently – I became a watchmaker and ended up sitting inside in workshops and factories.”

Which important decisions have you never regretted?

“Marrying my wife. And of course going to work for JURA.” What could you never do without? (pause) “There are many things in life that are

company a global leader in the manufacturing of coffee machines – including for JURA. A visit to the firm’s premises was organized last autumn for retired JURA employees, and generated so much interest that two buses had to be laid on. The participants enjoyed Eugster/Frismag AG’s significant experi- the informative visit and were particularly imence in the development and production of pressed by the ultramodern infrastructure. household and semi-professional machinery for well-known private brands has made the

Trip to Romanshorn

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important, but I would never like to have to do without my close friends and colleagues.”

What have you always wanted to do, but never had the confidence – or the means – to achieve?

“Having my own house was always a dream of mine but we never had the financial means to do so. Oh yes, going on a cruise is still on my list. Who knows, I might still be able to fulfil that dream...”

What’s your next personal goal?

“Actually, all I want to do is stay happy and healthy as I grow old.”

What makes you sad?

“When I think about the wars and political hotspots all around the world, that really does make me sad.”

What are the things that make you happy?

“That my whole family – children and grandchildren included – are fit and well.”

Which famous personality would you like to meet?

“I’m a pretty shy person so all I would like to do is talk about medicine with a doctor – and maybe even watch an operation being performed.”

PEOPLE

Anniversaries 30 years

20 years

15 years

Hürzeler Annelies Products World

Le Xuan Lan Service Coffee

Kunz Albert Fairs & events

Lupart Jenny Distribution CH

Baur Philipp Design

Waldmann Peter Caretaker

15 years

10 years

Kämpfer Roman ASS Support

Spiegel Simone Fairs & events

NEW FACES Bernhard Ecklin Since 1 November 2007, Bern­ hard Ecklin has been head of the JURAworld of Coffee. Father of two children, he was formerly a Premium Brand Manager with Swissair and responsible for railway catering with elvetino AG. A graduate in business management, he believes his many years of experience with service companies and his training at the Hotel School in Lausanne will stand him in good stead in his new position. “After 20 000 admissions in 2007, my task – and objective – is to attract at least 30 000 satisfied visitors this year.”

André von Steiger The name of our new International Business Development Director is André von Steiger.

A graduate in economics (ETH) and an MBA, he has just returned to Switzerland with his family from four years in the Netherlands, where he was working for Unilever. Although he only took up his new post on 1 February, he already has ambitious plans.

“Our aim, with our distributors, is to top the 100-million mark in three years and to establish ourselves as the undisputed number one bean-to-cup manufacturer worldwide.” Bearing in mind that he is an amateur magician – even if does reserve most of his tricks for his three children (aged 4, 7 and 9) – this aim doesn’t seem beyond his reach.

15 years

10 years

Schärer Alexandra Customer service

DEATHS Karl Probst 8.12.1930 – 21.11.2007 40 years of service, Toolmaker Dora Gabi-Christen 25.8.1927 – 28.12.2007 24 years of service, Small appliances

Scheidegger Urs Spare parts

Max Anderegg-Kölliker 14.12.1918 – 12.12.2007 37 years of service, Workshop supervisor

Coffee Break 1 / 2008

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