JURA Coffeebreak 2/2007 EN

COFFEE BRE AK A MAGAZINE FOR STAFF AND ASSOCIATES 2 / 2007

Eveline Fink puts her foot down Management JURA wins GfM marketing prize ENA New machine line launched JURAworld of Coffee, RAID 2007 a huge hit Coffee Break NR. 2 / 2007

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Inhalt / Editorial

News

Advantage Federer

Contents 3 news News from around the world 4 SWISS MARKETING PRIZE JURA wins GfM marketing prize 6 Management Innovation centre opened 7 IMPRESSA All the news this autumn 8 ENA Slim, intelligent and a great looker 10 JURA The new campaign 11 MARKETS Viva España 12 Miscellaneous Radio talk in Niederbuchsiten JURA’s appearance at tourist fair 13 JURAworld of Coffee Companies are discovering our exhibition 14 JURAworld of Coffee Successful debut for JURA Prologue 16 JURAworld of Coffee Academy offers training 17 JURAworld of Coffee Exclusive coffee for connoisseurs 18 TRAINING Coffee culture in Austria Our new apprentices 19 PRESS review JURA in the media 20 PORTRAIT Eveline Fink adores classic cars

Smart marketing spawns success To all our employees, partners and friends In spring of this year, JURA was honoured with the Solothurn Entrepreneurship Award. As you can imagine, the fact that we have now taken the prize awarded annually by the Foundation for Marketing in Corporate Management fills me with great pleasure and pride, particularly since this award is one of the most coveted in the Swiss economy. In previous years, the prize has gone to well-known companies like Roche, Coop, Swatch and UBS. Amongst the most important factors considered by the Association for Marketing, which has awarded this prize since 1984, are: – Successful corporate results, due in large measure to innovative marketing strategies and effective measures – The fostering of core marketing competencies through the practice-oriented transfer of scientific research findings to trainees and management – Persuasive contributions about marketing and market-oriented company management in the media This award, which has been earned by the entire workforce at JURA, is a further indication to us that we must be on the right track. We have an extremely positive public image, JURA’s brand value continues to rise every year and our sales figures are likewise very good.

But success has not jaded our appetite. Innovation and quality have always been among our greatest strengths. Which is why we intend to push up the rate of innovation markedly in the near future. In order to achieve this, we recently opened a new innovation and research centre, where we have plans to double development capacity in the foreseeable future.

Things at JURA this autumn are fittingly colourful: In the ENA line, we are launching a compact, easy-to-use bean-to-cup machine that will cut a fine figure in any kitchen. Measuring just 23.8 centimetres across, it is, incidentally, the slimmest of its kind in the world.

22 PEOPLE An interview with Bruno Kissling 23 PEOPLE Anniversaries and deaths

Emanuel Probst

on the women in his advertising for Nespresso, Roger simply “serves” coffee. And that’s points for both Roger and JURA.

Popular French women’s magazine «Elle» appears to have acquired a taste for coffee. In its 4 June issue, it ran a head-to-head comparison of two world stars, George Clooney (Nespresso) and Roger Federer (JURA), and discovered a number of interesting parallels. Both of them, for example, have a deep commitment to social projects and are always immaculately dressed. But ultimately, the contest ended clearly in Federer’s favour.

Because while Clooney cannot resist hitting

Anti-smoking campaign JURAworld of Coffee, Niederbuchsiten Rauchfrei seit September 2006 «Wir sind rauchfrei, damit sich die Geschmacksnerven auf das Wesentliche konzentrieren können: den ultimativen Kaffeegenuss.» (Emanuel Probst, CEO) Mitmachen lohnt sich: www.bravo.ch

Weniger Rauch, mehr Leben.

The Swiss Federal Office of Public Health recently launched its new anti-smoking campaign under the motto “BRAVO – less smoke, more life”. This year, as in the past, companies, societies and organizations that decide to go smoke-free are given a big pat on the back in the form of a “BRAVO”. According to a release issued by the Office of Public Health, the idea behind the campaign enjoys the support of a large majority (86 percent) of the Swiss population. Now, after its decision to declare the JURAworld of Coffee a no-smoking zone, Niederbuchsiten too has been awarded a BRAVO.

Strong stuff At the Swiss wrestling tournament held in Weissenstein last July, the spotlight was on two strongmen: overall winner Jörg Abderhalden, who won a cow named Rita for his efforts, and Bruno Gisler of the Solothurn Swiss Wrestling Club, whose wrestling style was voted the best of the traditional tournament by a special jury.

His prize: an IMPRESSA J5 bean-to-cup automatic machine donated by JURA. Clearly a case of strong coffee for a strong guy.

lt’s coffee time In the 2007 Best of Swiss Web competition, the jura.com website was voted most user-friendly by the jury. Visitors to the website find a wide and extremely well organized range of information, including product presentations, a dossier on brand ambassador Roger Federer (including an audio interview), the history of coffee and general company news. The pages are simple and elegant and have a lot of content but never seem overloaded. On top of this, the various navigation levels allow the user to move around without ever becoming disoriented. But why not try it out for yourself: www.jura.com

Ten years of TopTronic Top-Tronic celebrated its tenth anniversary on 12 July. Reason enough for Emanuel Probst and Thomas Fournier, JURA’s CFO, to present the team with a sculpture made especially for the occasion. After the ceremony everyone present took off by coach to Biel. The journey continued

by MobiCat, the world’s largest solar-powered catamaran, to Twann and the home of wine from the Lake of Biel region.

A stylish feature for any home For many customers, the standard of design in modern kitchens is becoming increasingly important. And now JURA presents its first designer bean-to-cup machine with a stunning high-gloss finish – the new IMPRESSA J5

Pianowhite. Apart from the side panels, this new version of the IMPRESSA J5 also has a gleaming white front panel. It is a product that will appeal to designand trend-conscious consumers, and prepares coffee specialities at the touch of a button.

Impressum

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Published by: JURA Elektroapparate AG, CH-4626 Niederbuchsiten, Switzerland Editors: Meinrad Kofmel and Antonella StuderMergola – E-mail: antonella.studer@jura.com Produced by: Denon Publizistik AG, CH-8640 Rapperswil, Switzerland Cover: Eveline Fink Photo credits: Derek Li Wan Po (2, 4, 6), Jonas Spengler (7, 8, 9, 16), Story on page 4 in cooperation with Francis Müller Printing: gdz AG, Zurich, Switzerland Languages: German and English Translations: copywrights Michael Johnson, Zurich, Switzerland Circulation: 41,000 Frequency: bi-annual, total 5th issue.

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SWISS MARKETING PRIZE

SWISS MARKETING PRIZE

Coffee takes the world by storm When Emanuel Probst took over as CEO at JURA in the early 1990s, the company was still lumbering along as a jack-of-all-trades. Now, thanks to its bean-to-cup coffee machines, the company is on a global expansion course: with Roger Federer as its brand ambassador and this year’s award of the Foundation for Marketing in Corporate Management in its pocket.

Emanuel Probst: “With a bean-to-cup, you have much more control over the coffee strength.”

“The global coffee culture is being powered by a dynamic thrust,” says Emanuel Probst, CEO of JURA in Niederbuchsiten. Basically, two competing systems are profiting from this trend: on the one hand, the standardized capsule systems and, on the other, the bean-to-cup automatics. The intermediate market, for standard filter or Portafilter machines, is dwindling.

JURA, of course, stands for fully automatic machines that grind and extract the coffee fresh

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from the bean. This way, it is much easier to determine the strength of the coffee, says Probst, and this is particularly important when you are making a milky coffee, because here the drink needs a strong brew. Apart from this, the choice of beans is entirely up to the consumer.

And because the choice of capsules is restricted, adds Probst, the flavour is rather standardized.

“Compare it with wine: no one would ever dream of drinking the same stuff for life!”

ONE COFFEE CULTURE WORLDWIDE The global ascendancy of coffee can be attributed to major chains and brands like Starbucks. It’s the stuff of fairytales to believe there are still local coffee cultures out there, says Probst. Russian, English and American coffee cultures are becoming increasingly similar, at least in the towns and cities. Local traditions may well still exist in rural areas but these are hardly target markets. Which is why a few hundred points of sale in the USA could well amount to good market penetration.

There are also social reasons for the coffee boom: social classes with high purchasing power are rising rapidly. Five years ago, Russia was still completely irrelevant; today, it is Europe’s third-largest market. Worldwide, JURA has over 9000 retail outlets. And where exports once accounted for 15 % of company sales, that figure today is over 85 percent. “We’re continually building up new sales companies,” says Probst. And this expansion is being financed by the company’s own means – without banks.

The market process is a three-stage one: first comes the point of sale, in an area where consumers are already attuned to coffee culture. Ideally, JURA approaches a new market through a point of sales widely viewed as a reference point, such as Harrod’s in London.

This is followed by selective expansion of distribution. Once a country has 30 to 50 points of sale, the productivity per point of sale begins to rise. And then it is possible to start using another approach: classical communication – in our case, the advertising campaign with Roger Federer.

FEDERER AS A PERSONALITY “Roger Federer was a stroke of luck,” says Probst; he embodies Swiss virtues like no one else. He stands for precision, virtuosity and reliability as well as other virtues like modesty.

Federer has achieved everything on his own.

He’s got talent. He doesn’t get distracted. He

concentrates on his tennis. “Roger Federer is Swiss-made – like us. And that’s a strong argument, as only becomes clear when you travel abroad.”

Probst has been keeping an eye on Roger Federer since the first time he won Wimbledon.

“We thought this man could be our partner one day, but we were still too small at that point.” Now the company has the right scale to use the world’s best tennis player as its brand ambassador. Probst contacted Federer for the first time two years ago. We got on very well and it didn’t take long before we were working together. The photographs in the campaign do not portray Federer as a sportsman but rather as a personality. And the new shots depict Federer in yet another light: fresher. “Roger’s developing and we want this to come through in the pictures” (see article on page 10).

HIGH AWARD FOR MARKETING But another very important issue is the training received by people from retail outlets at the JURAworld of Coffee Academy. In this respect, Switzerland and Germany are ahead of the rest. Staff at points of sales need to know a lot about the machines. This is known as “holistic marketing”. And it is a concept that has also impressed the Swiss Marketing Association (GfM). So much so that it awarded JURA this year’s Foundation for Marketing in Corporate Management prize. In previous years, the prize has gone to companies like Roche, Coop, Swatch and UBS. Among the most important criteria listed by the Marketing Association (GfM), which has awarded the prize since 1984, are successful corporate results, which are attributed to a large extent to innovative marketing strategies and effective measures. Small wonder, then, that Emanuel Probst is so pleased. “My job is enormously satisfying,” says the CEO, who was at one time contemplating a career

Emanuel Probst: “Once a country has 30 to 50 points of sale, the productivity per point of sale begins to rise.”

in either architecture or design. But now he can live out those dreams through the company’s products. After all, the world of coffee

is highly emotional, with a lot more emphasis on pleasure than irons. “Now we can run the entire gamut: enjoyment, design, beauty.”

Swiss Marketing Association Prizewinners, 1984 to 2007 1984, Heinz Bitterli, business correspondent NZZ – 1985, Moritz Suter, CEO Crossair – 1986, Lista Holding AG – 1987, Dr. Hans-Peter Danuser, director of tourism St. Moritz – 1988, Prof.

Christian Belz, HSG St. Gallen – 1989, Wolfgang K.A. Disch, editor-in-chief Marketing Journal – 1990, Trisa AG – 1991, Simon de Pury, Chairman Sotheby’s International – 1992, Calida AG – 1994, Ricola AG – 1995, Hilti AG – 1996, Roche

Pharmaceuticals (Switzerland) AG – 1997, Coop Switzerland – 1998, Bucher AG Motorex – 1999, Oettinger-Davidoff-Gruppe – 2000, Swatch AG – 2001, Prof. Richard Kühn, Director of the Institute of Marketing and Corporate Management, University of Bern – 2002, Emmi AG – 2003, UBS AG – 2004, Nestlé Nespresso SA – 2005, Sika AG – 2006, Betty Bossi – 2007, Jura Elektroapparate AG

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Management

impressa

Staying ahead through innovation

Fabulous technology

In mid-September, the JURA development team joined those from our spin-off venture, TOP-Tronic, in a new research and innovation centre to the southeast of the main JURA building. The whole purpose of this new “think tank” is to ratchet up the rate of innovation.

For years now, coffee lovers all over the world have been enthusing about our IMPRESSA machines. But that’s no reason to rest on our laurels. And this autumn, along with the new, ultraslim ENA line, we’ll be introducing several innovations for existing machines.

Since it was unveiled in 2004, the IMPRESSA Z5 has carved out a place for itself as a favourite with customers. And now it’s time for us to launch the latest generation of the successful IMPRESSA line: the IMPRESSA Z5 2@1.

The technical highlight of the new models: it produces two perfect lattes at the touch of a button. And that’s unique for the industry. It’s all made possible by the One Touch Cappucino frother on the IMPRESSA Z5 2@1.

Simply push the button and hot milk, delicious milky froth and the espresso for two lattes are dispensed simultaneously through the double spout into the glasses.

The new flagship of the IMPRESSA S line A redesigned coffee spout, new electronics, a user-friendly graphics display and the ability to make cappuccino and latte macchiato at the touch of a button – these are the highlights of the new IMPRESSA S9 One Touch, the current flagship in the IMPRESSA S line. A fusion of state-of-the-art IMPRESSA technology with more than ten years’ experience and know-how, it will have coffee speciality fans in raptures.

After the move into the new innovation centre, the ideas people can get back down to work.

Seventy-five years of innovation and development have left their mark on JURA: the R&D team has expanded with the demands on it, and the time had come for new premises.

The recently opened innovation centre to the southeast of JURA’s main building in Niederbuchsiten was the ideal solution for everyone involved. The move in mid-September passed off smoothly and since then the department’s staff have been able to concentrate on pushing up the speed at which they generate new ideas and products. “Our medium-term goal is to double development capacity,” is the target outlined by Shahryar Reyhanloo, head of development at JURA and CEO of TOP-Tronic. The head of the centre adds: “Our aim is to be the

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first in the market with the very latest technologies. And that means taking innovation at JURA into new and even greater dimensions.”

Putting our creative heads together In order to achieve this goal, the new innovation centre brings the combined strength of the development teams at JURA and TOP-Tronic AG together under one roof. At the moment a total of 30 employees (half each from JURA and TOP-Tronic) are working in the new building, but this number is set to double in the foreseeable future. The state-of-the-art infrastructure includes ergonomically designed workstations and laboratories for fatigue testing. Thanks to the application software developed by our own

people in house, we are now making rapid progress in technology and innovation. There are plans to step up fatigue tests and to bring quality sampling and competitor analyses into line with the latest findings.

The quest: perfect coffee Of course, the focus of all our development work will be on ensuring that JURA bean-tocup machines remain attractively designed and easy to use. The many awards garnered by the company in international competitions are also an obligation. “Basically, what we do can be distilled into one sentence: Our quest is to ensure perfect coffee for our customers,” explains Reyhanloo.

Freshness guaranteed Milk is not simply milk. And when you’re making cappuccino or latte, the requirements are extremely demanding. The important thing is that the milk is fresh and well cooled. The new Cool Control milk cooler guarantees milk at a perfect temperature. The stainless steel container holds one litre of milk and cools it to 25 degrees below ambient temperature.

Cappuccino or latte macchiato: no problem for the IMPRESSA S9 One Touch.

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ENA

The world’s slimmest bean-to-cup machine If you are looking for a compact, easy-to-use bean-to-cup machine, the new ENA, at just 23.8 centimetres wide, has to be the machine of choice. Not least of all because of the fabulous unique colour conc ept: the ENA comes in a choice of seven bright colours.

The ENA from JURA is the slimmest fully automatic machine in its class worldwide. Measuring just 23.8 centimetres in width, the ENA will fit into any kitchen. The choice of coffee that can be prepared precisely to your own personal taste is enormous; but despite this, the ENA is outstandingly intuitive and easy to use: simply turn, push the button and enjoy. And it is all made possible by reducing operation to a single element: the Rotary Switch. Programming the ENA is easy, too. The programming and maintenance buttons are concealed behind an elegant panel.

A two-cup fully automatic machine The machines in the ENA line are all genuine twocup fully automatics, that can make either one or two cups simultaneously. To guarantee a perfect crema every time, the coffee spout on the ENA5 can simply be rotated and set to dispense one cup or two cups, just as you choose. The double coffee spout can be infinitely adjusted to any height between 65 and 111 mm, which means it can be set to fit all standard cup sizes.

Ecological intelligence But apart from saving lots of space in the kitchen, the ENA bean-to-cup machine is a

winner when it comes to saving energy: with the Zero Energy Switch, an innovative piece of technology registered for patent by JURA. This function does not interrupt any process that has already started. Any coffee being made will be finished before the automatic pre-switch-off rinse takes place. Finally, the switch disconnects the machine completely from the mains and the ENA uses no standby energy. Energy Save Mode, which can be activated at any time, is a further example of ecological intelligence. In situations where the ENA is infrequently used, it can be switched on to reduce power consumption to the lowest possible level.

Selectable coffee strength Like all JURA bean-to-cup automatics, the ENA models also feature the patented variable-volume brewing unit, which prepares between 5 and 16 grams of coffee under ideal conditions.

An advantage you can taste, cup after cup after cup. Freshly ground and extracted coffee is your guarantee for a fabulous aroma. This is provided by the integrated, five-level highperformance conical grinder, which features a chrome adjustment ring that can be turned

while the grinder is actually running to adjust the fineness of the beans to your taste and the coffee roast. The correct fineness ensures release of the optimum aroma for every type of coffee speciality.

A separate funnel also enables you to use a second, pre-ground blend to make your coffee.

Fresh colours In the case of the ENA line, the colour concept is another indication of how seriously we take enjoyment. It transports us to distant, highlying climes where coffee is cultivated. Here, under a brilliant blue sky (Blue Mountain Sky), the coffee plants flourish and develop their lush, juicy green leaves (Coffee Leaf Green).

The snow-white blossoms (Blossom White) mature into coffee berries (Coffee Cherry Red), which are then handpicked, dried and roasted.

In the cup, they develop their intoxicating aroma and the mere sight of them awakens a longing for their fresh flavour (Ristretto Black, Espresso Brown) and the soft, velvety crema (Crema). There we have it: a versatile range comprising seven attractive colours that will look wonderful in any kitchen.

Meet your match Our latest range of bean-to-cup fully automatic coffee machines, the new ENA line, is available with fabulous espresso cups in colours to match. The cup collection was created exclusively for JURA by the internationally renowned designer Wolfgang JĂśnsson and produced by KAHLA, a well-known German porcelain manufacturer.

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jura

markets

JURA conquers the Spanish market

The new campaign Seven new ad subjects in a single day: the photo shoot for the next campaign with our brand ambassador Roger Federer was an unqualified success. The first advertisement – for the launch of the new ENA line – will be appearing during the run-up to Christmas.

Successful doubles team Roger Federer and JURA are through to the next round. Following on from the first campaign, which attracted worldwide attention and elicited an enormous reaction in the media, the photo shoot for the next campaign took place in mid-September. Apart from Roger, of course, the star of the show was the new, ultraslim

Roger Federer: at home in Paris Over 50 representatives of Olivier Langlois, JURA Elektrogeräte Vertriebs-GmbH and JURA Elektroapparate AG, together with business partners and journalists from a variety of media gathered at the famous Crillon

ENA line, which rolls out during the preChristmas season.

FAMILIAR SETTING You could be excused for thinking that when a celebrity like Roger Federer turns up for a photo shoot, things are going to be pretty hectic. But that wasn’t the case. “Thanks to the professional

Hotel in Paris on 23 May 2007. The reason for the get-together was to meet Roger Federer and his partner, Mirka Vavrinec. After autographing an endless succession of T-shirts, tennis balls, postcards and other memorabilia, Roger finally managed to get away for a few moments to pose for a photograph to mark the occasion with Edward Charnaud (left, Head of Jura Global Marketing and Sales) and Sylvain Orebi (right, Chairman of Olivier Langlois).

organization by Jung von Matt, our ad agency, everything went like clockwork,” summed up Meinrad Kofmel, head of JURA communications.

And now that everyone knows each other, it was almost a family affair. Which is not to suggest there was any slacking. By the evening, seven subjects for the new campaign were in the box. A minor marathon for Roger Federer, who always cuts a fantastic figure as a model. Between them, he and his partner Mirka Vavrinec also have very good fashion sense and put together the outfits for the shoot themselves.

JURA CEO Emanuel Probst (right) also made sure he attended the shoot.

Cutting a fine figure both on court and off it: Roger Federer at the shoot for the new campaign.

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JURA opened official agencies in Spain and Portugal in February and July 2006, respectively. General manager for both countries is Spanish-born Emilio Roqué.

CoffeeBreak recently met up with him.

Several centuries ago, the Spaniards were the nation who discovered and conquered the globe. Christopher Columbus, Ferdinand Magellan and Vasco Nuñez de Balboa explored the world and, along with precious metals, took back home with them spices and other exotic specialities from the regions they had “conquered”. Times have changed and today Spain itself is on the receiving end: every year, hundreds of thousands of tourists flock to its fabulous beaches and resorts. And now JURA too is establishing a foothold on the Iberian Peninsula.

Off to a great start Although the JURA office in Barcelona only officially opened in February 2006, Emilio Roqué chalked up no fewer than 3000 units sold in his first year. By the end of 2007, the General Manager for Spain and Portugal is expecting that figure to be up to 5000. “That would be equivalent to sales of about four million euros,” he explains. And as initial figures for this year suggest, the Manager and his team are on the right track: “In the first four months of the year, we’d already managed to turn over 3000 JURA machines.” The best time of the year, however, is yet to come: “Particularly around Christmas is the time when we see a sharp rise in the number of expensive machines sold.”

Market share on the rise Favourites in Spain are the top-selling IMPRESSA F50 and the IMPRESSA Z5. For all that, success did not simply happen. Because although the Spaniards love a cup of “java”, bean-to-cup machines still have a tough time of it in the country that discovered coffee. As

Part of the Spanish delegation on their visit to Niederbuchsiten: (standing, from left) Noelia Roqué, Renato Santos, Emilio Roqué, Eveline Fink (who liaises with Spain) and Natacha Klay. Front row, from left: Gorka Diez, Oriol Pedrola, Justo García and Sergio Cuellar.

Roqué explains: “First of all, we need to establish JURA as a brand. But the fact the quality and service are so outstanding is making this increasingly easy to achieve. We have some fantastic products and offer the kind of allround service that will enable us to push up our market share.” He is so optimistic that he has put up his target for 2000 to five million euros.

An ambitious goal, because compared with the rest of Europe average incomes in Spain are low (93 % of the average for the extended EU) and, at around ten percent, the unemployment rate is still relatively high.

Good sales network Together with his team, consisting of Maite Molina (administration and sales), Sonia Paez (finance), Miguel Riera (logistics and services) and the JURA Commercial department with Fernando Rico (commercial manager), Raul Valentin (sales) and David Solera (services), and Sonia Carvalho in Portugal, Emilio Roqué looks to the future with confidence: “We are already represented in 200 outlets in Spain and about 25 in Portugal. This number is set to increase, and with it the brand awareness and sales of JURA in Spain.”

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MISCELLANEOUS

JURAworld of coffee

JURAworld of Coffee as an event location

Coffee Talk with Radio 32 Radio 32 now organizes a monthly chat show, Radio 32 Coffee Talk, at the JURAworld of Coffee in Niederbuchsiten.

On the first Sunday morning of every month, a Radio 32 presenter interviews a well-known celebrity before an invited audience. The presenter aims to generate a lively and entertaining conversation that will appeal to a wide range of listeners and asks his guest questions about his professional and personal life. The show is broken up with music, and the guest himself is allowed to choose one of the pieces.

The Radio 32 Coffee Talk show always kicks off with a comment or two about the coffee speciality which the guest orders at the start of the broadcast.

Big names The show’s guests are celebrities of national and sometimes international prominence from areas such as entertainment, sport, politics, business and culture. The first Radio 32 Coffee Talk took place on 7 October at the JURAworld of Coffee. The guest for the show’s successful premiere was Mr Switzerland 2007, Tim Wielandt, who was in the spotlight, answering questions, from 11 am till 12 noon.

The show is recorded and then broadcast as if live between 8 and 9 pm the same day on Radio 32.

Further information about the Radio 32 Coffee Talk and an application for seats in the audience can be found at: www.juraworld.com

JURA present at major tourist industry event

The Switzerland Travel Mart (STM) is the Swiss tourist industry’s biggest and most important trade show. From 11 to 12 May this year in Basel, around 350 Swiss suppliers met 490 tour operators from 41 countries. They were royally looked after by the JURA Coffee Catering Team at the two JURA bars on the exhibition complex.

This year’s Swiss Tourism Holiday on 10 May

2007 in Basel was dedicated to the subject of branding. Emanuel Probst, Chief Executive Officer of JURA Elektroapparate AG, joined Josef Felder, CEO Unique, Samih Sawiris, investor in the Andermatt alpine resort project and Tilla Theus, architect, in a panel discussion entitled Premium: yesterday-today-tomorrow, chaired by Kurt Aeschbacher. But that wasn’t all visitors saw of JURA. At the

The appeal, design and spaciousness of the JURAworld of Coffee make it an ideal, modern location for customer incentive events, management seminars, product launches and company jubilees. Or simply for an unusual day out.

Whether you are a coffee connoisseur or looking for a suitable place to take the family for an interesting day out, the interactive exhibition at the JURAworld of Coffee is an instructive and entertaining introduction to the fascinating universe of coffee for visitors of all ages. But this is not all: more and more companies are discovering the exhibition centre as the perfect venue for customer incen-

tives or management seminars. The unusual ambience, which lends a certain something to any event, is a welcome change from the atmosphere usually found at seminar and event locations. What’s more, we take care of your event from start to finish, tailoring it precisely to your needs. And if you’re looking for innovation and creativity, you’ve come to the right place.

JURA Barista Bar, they were treated to perfectly prepared coffee specialities. A decidedly tourist-oriented setting like this was not only fantastic placement for our bean-tocup machines but also an ideal opportunity to showcase the attractions offered by the JURAworld of Coffee.

SPECIAL MOMENTS No matter whether you reserve the entire JURAworld of Coffee or a few individual seminar rooms, one thing is certain. Sooner or later, our guests always end up in the World of Coffee. They may be looking for inspiration in our interactive exhibition, taking a peek over the shoulder of our roasting expert or simply enjoying an exotic coffee speciality expertly prepared by one of our baristas. We have already welcomed many well-known companies to our premises. One of these was Garage Gautschi AG from Langenthal, which celebrated the launch of the new Audi A5 in the large halls at the JURAworld of Coffee. But we have also organized events for companies like John Lay Electronics AG (Littau), the Swiss Bankers Association (Basel), Atel Gebäudetechnik West AG (Olten), Die Post and the Brügg-based Nyou agency, which launched the Cadillac V STS and XLR series.

NEW OPENING TIMES From 4 November, the JURAworld of Coffee will also be open non-stop from 9 am to 4 pm on Sundays. Not only that: when you’ve finished your exciting visit to the World of Coffee, you can top up your energy level with a delicious brunch.

The JURAworld of Coffee was the venue chosen by Garage Gautschi AG for the launch of the new Audi A5.

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JURAworld of Coffee

JURAworld xxxxxxxxxxx of coffee

Glory of bygone days The first-ever JURA Prologue took place in Niederbuchsiten in August, as part of RAID 2. Enthusiastic fans gathered to see around 60 classic cars in all their pristine glory.

Car fans, both old and young, were seriously impressed: on 22 August, the car park at the JURAworld of Coffee gradually filled up with magnificent motorcars from days long gone.

Polished to mirror-like perfection, just under 60 classic cars attracted the attention of an admiring public. Even the weather was favourably inclined for the first JURA Prologue from Niederbuchsiten to Basel: as the cars turned up, the clouds disappeared, until nothing but the sun was reflected in the perfect bodywork, chrome steel bumpers and wheel rims.

Perfect sound But it wasn’t just the appearance of the cars that had the fans in raptures. Purring, humming, rattling, roaring or droning like the 1968 AC Cobra Shelby, each car contributed its own individual engine sound to the event, which had been organized to coincide with the RAID 2007 (see also CoffeeBreak 1/2007).

On the dot at 11 o’clock, the cars came under the scrutiny of an exacting jury (see box), which announced the winners of the Concours d’Elégance after lunch. Ernesto Römer, whose timelessly el-

egant Maserati 3500 6T Touring 1961 left the most lasting impression, was presented with the victor’s trophy by jury member and ex-Miss Switzerland Jennifer Ann Gerber. Special prizes also went to Heinz Antener and Jürg Biland, both of whom presented the oldest, still driveable cars from the cantons of Solothurn and Aargau. Although it must be said here that “driveable” is an elastic term, because the 1910 De Dion Bouton simply refused to start and had to be pushed to the prize-giving ceremony.

Heinz Antener had to push his De Dion Bouton.

A great start Both Emanuel Probst, who was the driving force behind the event and took part in the JURA Prologue to Basel, and Gaby Annaheim of the RAID organization were extremely satisfied with the event. “The organization worked perfectly and the cooperation with the people in charge at JURA was simply outstanding,” enthused Gaby Annaheim. The winner of the first – but certainly not last – JURA Prologue was Reinhold Dörflinger. Driving a 1974 Jensen Interceptor, he and his team outperformed the others on the trip to Basel.

JURA’s Sabine Bolliger kept drivers supplied with refreshments.

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Prior to departure: studying the map and discussing tactics.

Oldie but goldie

Gaby Annaheim talking shop with Jürg Biland.

Despite having almost reached the ripe old age of 90, Willi Sägesser wasn’t going to miss an opportunity to congratulate us on the first JURA Prologue. Hale and hearty, and a classic car fan himself, Sägesser was commissioned by none other than Leo Probst to build JURA’s electroplating department. This was run for many years by Moritz Kissling, pictured here next to Willi Sägesser. The duo turned up for the event in a 1937 Mercedes-Benz W143.

Emanuel Probst’s passenger for the Prologue was his son Simon.

Reinhold Dörfliger’s team in their Jensen Interceptor emerged victorious from the

The JURAworld of Coffee car park slowly fills up with classic vehicles from times long

first JURA Prologue.

gone.

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15

JURAworld of Coffee

JURAworld of coffee

JURAworld of Coffee Academy

Because any old coffee simply won’t do

The JURAworld of Coffee is a unique opportunity for visitors to experience the JURA brand and all it represents for themselves. Now JURA is planning to take it a step further with a view to improved training.

Exclusively blended coffee, made from fresh beans, is an essential for any JURA coffee machine. Our coffee is traditionally hand-roasted in house.

The new Academy has a state-of-the-art infrastructure offering visitors various types of training opportunities.

The Fit for Coffee seminars offered to dealers and consumers in Switzerland since 2003 have already provided the company with an enormous amount of valuable feedback. Now, with the establishment of the JURAworld of Coffee Academy, JURA is hoping to address other target groups. Apart from its Swiss participants, JURA now aims to pass on its expertise to distributors from international markets, who will then be able to strengthen the company’s position abroad.

JURA employees will also be given the chance to attend selected training modules. These will concentrate mainly on topics relevant to coffee and bean-to-cup machines, but the focus will differ slightly from one group to another.

Ideal infrastructure To get maximum benefit from these topics, the company is currently converting and extending its existing seminar facilities. In the seminar

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room in Hall 2, for instance, a new tasting area is being created where participants will be able to experience all the flavours of JURA coffee in professional surroundings. And in future, seminar attendees will come into an inviting coffee bar, now situated where the factory shop used to be. The Commercial sector will also be getting its own professional centre. Here, visitors will be able to see the entire IMPRESSA X line with the full range of peripherals. A catering unit will be on hand to provide visitors with snacks, meals and refreshments. The opening of the JURAworld of Coffee Academy is one of the events accompanying the rollout of the new ENA product line and took place end of september. Swiss authorized retailers will have a chance to experience the new JURAworld of Coffee Academy for the first time live. Following this, the training centre will be open to the other target groups.

New roasting facility Another of this autumn’s highlights is the opening of a full-scale roasting facility.

For almost two years now, JURA has been using the traditional method to roast its own coffee blend, comprising a variety of gourmet coffees from all over the world, to underpin its position as a major coffee specialist. Now, to meet growing demand for the blend and other single-bean coffees – but above all to offer it for export – JURA is building its own roasting facility.

The facility’s centrepiece, a 60-kg drum roaster, will be located at the back of the old factory shop. Raw coffee deliveries, roast coffee storage and packaging will all take place at the rear, in the factory shop’s former storage room. Despite the increased capacity, a considerable part of the work will still be manual, as indicated by the slogan on the packaging: Traditionally hand roasted.

Barista 250 gr cost CHF 6.–

World of Coffee 250 gr cost CHF 9.50

A strong, intensively flavoured blend with a delicate touch of acidity. The robusta beans guarantee unmistakable Italian charm and a thick, delicious crema with every cup.

A blend of four roasted coffee varieties.

Sweet, with an intense, chocolaty flavour and a hazelnut-brown crema, it was voted Best Espresso at the Barista Championships in 2006 and 2007.

Malabar Monsooned 250 gr cost CHF 6.– After harvesting, this coffee is exposed to the monsoon rains and then dried. Mild and agreeable, with no acidity, it has a strong, spicy, fullbodied flavour.

Aroma Acidity Body Roast

Aroma Acidity Body Roast

Aroma Acidity Body Roast

Galapagos 250 gr cost CHF 13.50

Yauco Selecto 250 gr cost CHF 14.50

Decaffeinato 250 gr cost CHF 6.20 The growing area produces only a limited crop and makes this coffee a genuine rarity.

This full-bodied, worldclass coffee is rich and fruity but without a trace of bitterness.

This top-quality coffee grows on the slopes of an extinct volcano on the island of San Cristóbal. It has an intensive, spicy, fullbodied flavour with a touch of acidity that makes it unique.

Aroma Acidity Body Roast

Aroma Acidity Body Roast

A harmonious blend decaffeinated using the water method that leaves a typical espresso flavour. A wonderful coffee that won’t spoil your night’s sleep.

Aroma Acidity Body Roast

Please note At the centre of things is the 60-kg drum roaster.

Coffee can be purchased directly at the JURA shop or ordered via the Internet at www.juraworld.com. Export to countries abroad is not possible at the moment.

Coffee Break NR. 2 / 2007

17

TRAINING

PRESS REVIEW

The JURA press roundup Getting stuck in Our apprentices thoroughly enjoyed their week on the Rigi.

Our apprentices recently had a chance to do something completely different. In the course of a project week on the Rigi, they carried out maintenance work on the railway, built hiking paths and bridges, and helped clear the forest.

As a means of fostering their social skills, we send all trainees in their first and fourth years to an annual apprentice project week. This year, 61 apprentices from JURA Elektroapparate AG, Borregaard Schweiz AG and the ThalGäu-Bipperamt trade association spent the week from 30 September to 6 October at the cosy Klösterli hotel on the Rigi, a mountain in central Switzerland. The trainees – 11 of them young women – represented a wide range of vocations, including: commercial assistant, automation technician, polytechnician, mediamatics specialist, paper technologist, fitter and IT specialist.

A BREATH OF FRESH AIR Their vocational experience was of precious little use to them during the project week,

however, where the agenda included work for the Rigi railway and tourist board and for the UAK, a local self-help corporation. Fortunately, the weather played ball because most of the work done by the young people was out in the open. For example, they carried out cleaning and maintenance work on stretches of the Rigi railway line. There was also a lot of interest in building hiking paths and bridges as well as forest clearance. The young team recovered from their physical exertions in the evenings playing table football, cards or billiards. By way of thanks for their fantastic efforts, all the participants, including supervisors Roland Eggenschwiler (JURA), Roman Kämpfer (JURA), Rita Frutiger (BLV) and Adrian Imbach (Borregaard) were invited to round off their project week with a cosy fondue evening.

Our new apprentices

Touching base with Rabit Saciri Seventeen-year-old Rabit Saciri is the first youngster to train as a mediamatics specialist at JURA. Details of the training content can be found in our last issue. CoffeeBreak asked him to describe his first impressions.

You’ve been at JURA for about three weeks now. How do you like it?

“Very much. Especially working with my colleagues at Spice. That’s really great.”

So you’re already very much at home?

“Absolutely. Everyone’s very friendly and they all help me if I have a problem. The atmosphere’s very pleasant. And even when the pressure’s on, we still have plenty of fun.”

What do you like most about the job?

“The fact I can already get actively involved in projects. At the moment, for example, I’m working on the ENA name cards for future ENA events. And I got some handson experience with a campaign featuring Roger Federer.”

Our new apprentices: (top left to bottom right) Maël Distel (automation technician), Rabit Saciri (mediamatics specialist), Kevin Oegerli (automation technician), Tiago Morais Ferreirinha (fitter), Sandra Bürki (commercial assistant), Michelle Studer (commercial assistant), Sabrina Kaeser (automation technician) and Sebastian Villiger (automation technician).

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How do you see things in the future?

“Very varied, mainly because my curriculum involves spending six months each in different department. And after I’ve qualified as a mediamatics specialist, I’d like to carry on with my training to that I can go on to higher education if I wish.”

Coffee Break NR. 2 / 2007

19

PORTRAIT

1

2

3

4 1. The chassis of the Jaguar XK 140 being restored in England.

2. A legendary powerhouse – the Jaguar XK 140’s engine.

3. Glittering chrome: a girl’s best friend.

4. Unmistakable – Jaguar’s leaping cat icon.

5. Eveline Fink and her partner have driven all over

A woman puts her foot down Classic cars are usually a guy thing. But JURA employee Eveline Fink is a woman who belies the cliché. She and her partner own three registered classic cars, one of which even went up in flames. More about her hobby in our interview.

How did you get into a hobby as unusual as classic cars?

“Around 25 years ago, my partner and the family gave me a Fiat 500 because I’d always wanted one more than anything. The car had only one careful previous owner and was in immaculate condition. For the Cinquecento and me it was a question of love at first sight. Incidentally, it was my first-ever car and I’m still driving it today.”

What do you find so fascinating about old motorcars?

“Apart from the timeless design, the aesthetic appeal and the elegance, I think it’s the smell that you find in these old cars.”

The smell?

“Exactly. If modern cars smell at all, they smell of plastic. A well-looked-after classic or vintage car will treat your nostrils to the smell of wood or leather whenever you get in. And that, combined with the special sound of the engine, makes driving them a completely different sensation.”

Is it easy for a woman to deal with an old engine?

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England and Scotland in their Jaguar.

5

“To be perfectly honest, we had the car in a garage for about eight years before we even got started. But then the restoration took a little more than three years.”

“Fortunately, my partner Hans is very much at home with old cars and is usually able to take care of any small problems that arise. My job tends to be looking after the interiors, the wood and the leather.”

Was it hard work?

“Not necessarily hard, just extremely timeconsuming. We had to have some of the work done by outsiders. For example, we had to send the chassis for realignment to a specialist firm in England. And when the chassis was In that case you own several classic cars?

“We’re both big fans of old Jaguars and in the finished there was a delay returning it because the rural area where the mid-80s we managed to Classic cars garage is located had an get our hands on a very have this wonderfully outbreak of foot-andreasonably priced 1960 enticing smell. mouth disease and the MKII, which was registered and ready to drive. A few years later we quarantine meant the chassis couldn’t be exfound a Jaguar XK140 in Canada advertised in ported for months. All that’s been forgotten because today our XK 140 looks like new.” a classic car magazine.”

And you bought it unseen?

“Back in those days, there was an enormous demand for classic cars and the offer seemed a fair one. We had to act quickly. Unfortunately, the car wasn’t in as good a condition as we’d hoped when it arrived in Switzerland, and over the years the partial restoration we’d planned turned into a full-scale renovation.”

How long did that take?

do. Apart from that, you have to give the cars a regular run, and that takes time too.”

purely sentimental decision, but one I’ve never regretted.”

Where do you keep the cars?

“We rent a flat, so this really was a problem at first. We used to rent three garages in different parts of the village, but at least now they’re all in the same place.”

The two Jaguars were both on show at the JURA Prologue (more on pages 14/15), but you didn’t take part in the race itself. Don’t you enjoy that sort of thing?

“Not really. Organized rallies aren’t our cup of tea. We prefer to go to events like the Swiss British Classic Car Meeting (www.british-cars. ch) in Morges and show our cars off there.”

Have any of your cars ever given you a real problem?

“Only once, and that was my Fiat 500.”

Lots of fans buy their classic and vintage cars as an investment. Is that so in your case?

“No, we’ve never even considered selling.”

What happened?

“It was about 20 years ago. I turned on the ignition in the middle of Olten and the carburettor set on fire. I ran to the nearest restaurant to alarm the fire brigade – mobiles didn’t exist in those days! – but then someone came rushing up with a fire extinguisher. Unfortunately, he didn’t hear me warning him not to open the bonnet under any circumstances. Anyway, he did and the sudden rush of air turned the fire into an inferno that could only be put out by the fire brigade.”

Are you planning to add to your collection?

“Well, never say never, but at the moment we have our hands full looking after the ones we already own. The maintenance takes up a lot of time, at least if you do it yourself, like we

So how come the Cinquecento’s back on the road?

“To be honest, we should have written the car off, but I simply couldn’t bear to do so and decided to have it completely restored. It was a

Do you ever use the classic cars for long trips?

Eveline Fink

“So far only the MKII, because the 500 is too small for long distances and, as a roadster, the XK 140 is too dependent on the weather. But we’ve driven as far as Scotland with the MKII. That was a fabulous experience. We met so many unforgettable people, mainly because of the fact we were driving such a special car.”

I can imagine there are many stories you could tell us about your classic cars. Is there one in particular you’d like to share with us?

“Oh yes. Back on that trip, we were driving through London and stopped for an elderly lady at a pedestrian crossing. She’d scarcely reached the other side when she came back, stood by the MKII and gently stroked the bonnet. She looked up, her face all smiles, and went on her way. That’s a moment I’ll never forget.”

Any other unforgettable moments?

“Lots of them. Like the unique, almost mystical trip across the Quiraing Pass on the Isle of Sky. It was like being in another age.”

Age: With JURA since: Responsible for:

49 years 1985 foreign markets

Is there any car you would specially like to own – or at least to have driven? (long pause for thought) “That’s a tough one.

I’d say an old Porsche 356 Speedster or a Jaguar E Type. If we’re including new cars, it would have to be the Jaguar XK cabriolet.”

Coffee Break NR. 2 / 2007

21

PEOPLE

PEOPLE

Catching up with Bruno Kissling What was the most positive experience you had during your time with JURA? “There are plenty of nice memories. But the thing I always appreciated most was the implicit trust, which gave me an opportunity to be my own boss. And I really enjoyed helping to set up the glass-covered service factory – it’s made an enormous impression.”

What do you do to keep fit these days?

“Too little! (He laughs.) But I’m not someone who can sit still. There’s always heaps to do in the house and garden, and I go for long walks through the woods at least two to three times Personal details – Bruno kissling Age: 64 years Marital status: married Hobbies: botany, ornithology, working with wood and stone Career at JURA: Joined the REA department in 1966, took charge of jigmaking from the mid-1970s and built it up until it was a full-fledged technical service department for buildings, machines, fittings and maintenance.

Record participation “The sun shines on the righteous …” or something: well, whenever our pensioners meet up for a barbecue, the weather is (almost) always fabulous. And last 14 August, when the traditional picnic at the Rossschwanz took place, was no exception. So many exemployees turned up this time that the bar-

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a week. So I’m always on the move.”

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

“Trivialities at worst. The directions I took at the important crossroads in my life are still perfectly OK for me.”

Anniversaries ment it’s the other way round!) and, within the space of the next few years, to be able to identify all the plants that grow in this area by their botanical names, so I can pass on the knowledge to my grandchildren.”

What important decisions have you never regretted?

“On a personal level, getting married and having a family. And professionally, deciding to come to JURA and make my way here.”

What makes you sad?

“Injustice, strife, suffering and need, no matter how big or small.”

What could you never do without?

“My friends and colleagues.”

And what makes you happy?

“Having good health, watching my sons make their own way in life and my first grandchild, of course.”

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

“When I was younger, I always wanted to own my own home.”

What’s your next personal goal?

“To take control of my computer (at the mo-

becue ran out of sausages and extra supplies had to be ferried in at short notice.

Other excursions for JURA pensioners this year have included the annual spring hike from Oberbuchsiten to Egerkingen on 30 May and a visit to the Migros facilities in Neuendorf on 12 April.

25 years

20 years

Monika Sässeli Spare parts

Thi Chu Pham Service, coffee

Hubert Kissling Workshop

Shahryar Reyhanloo Technician/ TOP-Tronic AG

Lulzim Ramadani Service, logistics

Reto Rippstein Technician, prod dept.

Erwin Zürcher Service, coffee

Sabahat Hajdari Service, coffee

Susanne Poffet After-sales, irons

10 years

15 years

Ruth Gabi Consultant

15 years

Jürg Leder Technician, prod dept.

What personality would you like to meet for a private chat?

“I can imagine that a walk in the forest with Peter Bichsel (Swiss writer), Reinhold Messner (Austrian extreme climber), Ernst Sieber (Swiss priest and social worker) and William Tell could be pretty interesting.”

Esma Poljak Service, irons

Farewells

Antonella Studer Spice Advertising

Gregor Bussmann Export

Anniversaries abroad 10 years, Anja Fischer (Germany) Head of Customer Communications Centre 10 years, Thomas Schwamm (Germany) Head of Sales, Southeast

Francis Clerc 22.2.1961 – 29.8.2007 Francis Clerc was JURA Regional Sales Manager in Frenchspeaking Switzerland for the past ten years.

He always demonstrated enormous commitment to his job and his death will be keenly felt by his colleagues at the office and our customers. All those who know him well will miss his endearing, friendly manner. On behalf of management and all our staff, we should like to extend our deepest and heartfelt sympathy to his family. We at JURA will always have fond memories of Francis.

We also have to bid farewell to the following former employees: Ella Bürgi-Baisotti 15.8.1925 – 19.3.2007 27 years of service Despatch Magda Trovanelli 23.9.1907 – 22.3.2007 27 years of s service Sales Arnold Flück 31.3.1920 – 10.8.2007 26 years of service Production assistant

Coffee Break NR. 2 / 2007

23

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Coffee Break NR. 2 / 2007

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