JURA Coffeebreak 1/2010 EN by JURA

Magazine for Employees and Associates â&#x20AC;&#x201C; Issue 1 / 2010

www.jura.com

Premium brand in a new guise Management Innovation is the way to success Brand development Ten years of Spice Advertising History How training at JURA has changed over the years

Editorial / Imprint

Editorial Dear Colleagues, Partners and Friends of JURA We look back on a difficult year that started with a dip in growth, but I’m pleased to say ended on a high note in the fourth quarter with an unmistakably positive turn in the trend. It was proof once more that we have an outstanding team of genuinely good people who are passionate about what they do and unflagging in their commitment for our first-class products. One of the central reasons for our return to growth was the launch of several new products in autumn. The fourth quarter, in fact, was up strongly on the same period for 2008. We stuck to our clearly focused strategy in 2009 and invested 17.2 percent more in the development of new products than in the previous year. Although the world market for bean-to-cup machines took a breather, sales of our fully automatic machines – our core business – actually rose by 1.3 percent in our domestic market. In recent months we have forged ahead with our strategic and technical development and will, of course, be making this a high-priority area in the future. You can read all about this in an interview with Edward Charnaud, Head of Global Marketing, and Shahryar Reyhanloo, Technical Director, on pages 8 and 9. The past year for us was marked by new beginnings and growth. JURA Holland and our distributor in Belgium both opened new business premises complete with new Glass Service Centres, and we have had a premium store in Moscow since September. Our distribution companies and agents are thus well on the way to making the JURA brand even more popular and successful worldwide. Reason enough to celebrate, certainly: but find out more about recent international expansion and the celebrations that accompanied it on pages 20 to 23. We are currently raring to go and look forward with optimism to the exciting months that lie ahead. Worldwide economic recovery, a host of new innovations in our product pipeline and the continuously growing demand for high-class products persuade us to believe in a sustained upturn.

Emanuel Probst

Imprint Published by: JURA Elektroapparate AG, CH-4626 Niederbuchsiten Editors: Meinrad Kofmel, Antonella Studer-Mergola, Email antonella.studer@jura.com, and Ramona Ryser Design: Daniela Bohner, Email daniela. bohner@jura.com Produced by: Denon Publizistik AG, CH-8640 Rapperswil Cover photography: JURA Nederland BV Photography: Kurt Pfister (pages 7, 8, 9, 24, 25), Markus Zielwanger (page 6), Derek Li Wan Po (page 10), Jonas Spengler (pages 2, 4, 10, 11, 16), Jodie Hutchinson (page 17), Rutger Oosterhoff (pages 1, 20, 21), Julia Weber (page 30) Printing: Vogt-Schild Druck, Derendingen Languages: German and English Adaptation: Copywrights Michael Johnson, Zurich Circulation: 50,000 Frequency: bi-annually since 2005, 9th edition

Index of Contents

Contents

News from around the world

Awards, key figures for 2009 and other news.

Special treatment

Melanie Wild gives readers an insight into her job as a galvanizer.

Innovation in a time of crisis We talk to Edward Charnaud, Head of Global Marketing, and Shahryar Reyhanloo, Technical Director.

10 13 14

Ten years of Spice Advertising Our in-house advertising agency celebrates its birthday.

On the trail of top-quality coffee

Premium brand in a new guise The opening celebrations for Nederland BV’s new premises and JURA Service Factory lasted a whole week.

JURA RAID Prologue 2009 Looking back on a successful event where the focus was on cars.

Training Our apprentices enjoyed a stimulating and eventful project week.

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

JURA history Our first apprentice turns 90: time for a chat with one of our youngest trainees.

Belgian specialities In Antwerp BVBA BODART & Co. opened its new Service Factory and company premises.

A day in the life of David Shull We shadow David Shull, Vice President, Sales & Marketing at JURA CAPRESSO, on an exciting day’s work.

To Russia, with love Glittering premiere for the new JURA premium store in Moscow. Thomas Schwamm is the new Head of Distribution at JURA Germany.

Coffee recipe Delicious ‘Amore Mio’ is bound to appeal to mothers.

Off in search of coffee in Guatemala with certified barista Daniel Heiniger.

Product launches We present our latest products, look at launch techniques and provide feedback.

Visit from ‘King Roger’ Meet & Greet with Roger Federer in Niederbuchsiten, New York and Melbourne.

People Anniversaries and obituaries.

News

News from around the world Every coffee counts In a spectacular campaign entitled ‘Every penny counts’, Swiss Radio DRS3 and TV channel SF2 collected over seven million Swiss francs for the struggle against malaria. The Gourmet Coffee Catering team spontaneously decided to go out in their leisure time in support of the cause. A fun way to make CHF 21,000 ‘Every penny counts’ had people talking – not only in Switzerland – and ended up a major success. The glass container from which DRS3 and SF2 broadcast for a full week live from the Bundesplatz in Bern attracted an incredible amount of interest from passers-by. What could have been more appropriate than for Gourmet Coffee Catering to give people the chance to enjoy a coffee and at the same time support the campaign? From 17 to 19 December, a mobile coffee unit was parked in front of the Swiss parliament building, serving up piping-hot coffee specialities. Everyone involved sacrificed their spare time and worked free of charge. The actual materials were supplied by JURA, and the entire proceeds went to the ‘Every penny counts’ campaign.

‘Absolutely incredible! I’ve never experienced anything like it,’ summed up division head Albert Kunz. ‘We were literally overrun.’ On the Saturday evening, and in freezing cold conditions, the tired but elated GCC crew handed over the results of their efforts to the organizers of ‘Every penny counts’: the princely sum of 21,000 francs. «

iF Product Design Award goes to IMPRESSA Z7 and IMPRESSA J7 Yet again, JURA impressed the panel of experts for the international iF Awards. The newly launched IMPRESSA Z7 and IMPRESSA J7 bean-to-cup speciality coffee machines both won an iF Product Design Award for 2010, the ultimate accolade for aesthetic appeal. Regarded as one of the most prestigious design prizes worldwide, the Award is awarded by a jury of highly respected specialists. Quality seal with a long tradition Over the past 56 years, the iF Product Design Award has gained international recognition and is now synonymous with outstanding product design. A total of 2486 entries were received from 39 countries and, of these, the panel of experts considered 778 worthy of an iF Product Design Award for 2010. The objects submitted were judged in 16 different categories.

Criteria for an award included design quality, the level of innovation, environment-friendliness, functionality and choice of materials. The fact that JURA was singled out was further confirmation of the company’s innovative prowess. Apart from the quest for perfect coffee quality, design and functionality are central to JURA’s philosophy. In 2007, the IMPRESSA J7’s predecessor, the IMPRESSA J5, took an iF Product Design Award. ‘We aim for design that underscores the high quality and value of our products and turns them into focal elements in interior design. We were clearly spot on again with these two latest machines,’ JURA General Manager Emanuel Probst was pleased to report. Find out more about these two models and other new products on pages 10 and 11.

News

JURA selected as ‘superbrand’

JURA figures at a glance 2009

2008

Change

373.0

405.0

-7.9%

50.9

51.2

-0.6%

Sales (in CHF m) JURA group sales Swiss sales In %

13.6%

12.6%

International sales

322.1

358.8

86.4%

87.4%

22.3

25.0

In % Cash flow

-9.0% -10.8%

JURA links printed material with Internet Once again, JURA is going new ways. The company has become the first in the industry to use QR codes, opening up a new dimension in surfing for owners of web-enabled cell phones. The World of Coffee on your mobile Two-dimensional (2D) bar codes create a hardlink between a printed medium and an electronic data source available anywhere. All you need to read these codes is a web-enabled mobile phone or PDA with a built-in camera and code reader software installed. Simply open the reader app on your mobile, take a shot of the code you wish to use and away you go. So whether you need operating instructions or want to find out more about JURA, our cooperation with tennis champ Roger Federer or useful tips on making coffee, there’s a whole wealth of material available now in this way. «

ENA Mobile Site You don’t have a reader? Simply enter www.jura.com/tse01 in your mobile browser. Additional costs for the mobile Internet connection and the data download will be charged depending on the network provider and call scheme.

A ‘superbrand’ is one that enjoys high regard and prestige on the market because it offers consistent quality, reliability and customerfriendliness. On 24 November 2009, these attributes were of central importance when JURA was voted one of the best and strongest brands in Germany. Premium is an attitude For the umpteenth time, a jury of independent experts recognized JURA’s premium brand credentials for both consumers and the retail trade. ‘Offering excellent products of outstanding quality is not enough for a company to position itself credibly as a premium brand,’ explained Rolf Diehl, General Manager of JURA Germany. ‘It also needs an intelligent, consistently implemented distribution concept as well as an extensive portfolio of first-class services and the necessary attitude on the part of its employees.’ Superbrands is an independent organization that operates worldwide and is headquartered in London. For over 14 years, it has been an active arbiter of branding and now works in 85 different countries, selecting the very best products and companies. Its criteria included customer loyalty, market dominance, goodwill and overall market acceptance. «

Leona Fritsch, JURA Germany, proudly displays the award

Fantastically practical ENA 5: Rave reviews in Australia Testers from the well-known Australian women’s magazine, ‘Simply her’, were literally gushing with praise when they were asked to put a line-up of coffee machines, including an ENA 5, through their paces. They enthused about the JURA product’s perfect coffee quality and crema. d fabulous f b l Their verdict: ‘Easy to use and maintain’, test winner with 9 out of 10 points. The title: ‘Stylish yet practical’. And the tester’s comment: ‘Ed’s rave’. «

News

News from around the world From zero to one million in 14 years In September 2009, JURA’s German distribution company used the occasion of the IFA in Berlin to announce an achievement of a special kind: the sale of the millionth bean-to-cup speciality coffee machine in Germany. From pioneer to premium leader With the German rollout of the first IMPRESSA in 1995, JURA heralded a new era in the modern approach to making coffee and JURA Nuremberg has since taken giant strides to smash through the million marker. In recent years, the German distribution company has posted an enormous increase in sales and puts this positive development down primarily to the company’s innovative and forward-looking management. A successful interplay of innovation in technology and design, a passion for coffee at its very best and an intelligent distribution network combined with an extensive service organization are all expressions of JURA’s aspirations to premium brand status. Pacemakers in industry progress JURA’s success is based on stringent brand management and a commitment to professional marketing. In 1998, with the IMPRESSA E line, JURA

Ecology prize for ENA 5 The conscientious use of natural resources is one of the biggest issues facing us today. Energy efficiency is becoming increasingly important as part of the sales pitch. Consumers are attaching more and more importance to products that are eco-intelligent. And that includes JURA’s range of bean-to-cup coffee machines. It is therefore particularly gratifying when independent specialists acknowledge the energy efficiency of our appliances. Last autumn, the ENA 5 won a ‘green plug’ award in Austria. The award was presented in Vienna on 28 January. «

Michael Lipburger (left) is understandably proud of the green award.

became the first in the industry to introduce a series of compact models that were 20 percent slimmer than the best-known bean-to-cup machines of the time. They were followed in 2007 by the ENA line – the world’s slimmest automatic espresso and coffee machine. A series of innovations, such as the first intelligent pre-brewing system, the first variable brewing chamber and a groundbreaking energy-saving mode that cut electricity consumption by up to 40 percent, has continually set new benchmarks for the industry. Apart from intuitive operation, which among other things includes the first One-Touch-Cappuccino function, the first integrated rinsing, cleaning and descaling programs, and the first multilingual display-dialogue system, all these inventions serve one extremely important goal: a perfect cup of coffee, made from freshly ground, freshly extracted coffee beans at the touch of a button. Exclusive distribution through authorized dealers Like everywhere else, JURA insists on giving customers professional advice by trained and qualified retailers. This is the reason why JURA’s beanto-cup speciality coffee machines are to be found exclusively at more than 5200 authorized dealers. «

Become a JURA fan With over 400 million users worldwide, facebook is the biggest social networking site on the Internet. Whether you want to communicate with people all over the world, reconnect with old school friends or simply put yourself ‘out there’, facebook is the ideal way to do it. Stars and brands likewise use facebook for their own purposes. It’s a perfect way to approach their fans and enter into a dialogue with them. One example will demonstrate its efficiency: when brand ambassador Roger Federer posted the first photographs of his twin girls on his profile, he let over three million fans at once know how happy he was to be a father. JURA too recently started using facebook as a platform where it can keep friends and fans of the brand worldwide supplied with news and information about the brand, coffee, cooperation with Roger Federer and scores of other interesting topics. Why not join the JURA following and stay right up-to-the-minute on what’s happening: www.facebook.com/jurafans «

Update

Special treatment As part of her master craftswoman exams, Melanie Wild opted to coat an IMPRESSA J5 Piano White with several different materials. Once completed, the beautifully finished components were assembled in the Glass Service Factory.

After 250 hours of hard work, the IMPRESSA J5 was assembled at the JURA workshops.

Melanie Wild and Erwin Zürcher are curious to see whether the parts will fit.

Melanie Wild: ‘The design of the IMPRESSA J5 is simply amazing.’

You can see it from the twinkle in her eyes: Melanie Wild is a galvanizer* by trade, heart and soul. And she is mightily proud of the gorgeous-looking IMPRESSA J5 she coated using various different materials for the final examination that qualified her as a master craftswoman. Quite justifiably, as underlined by the admiration of the other members of staff in the Service Factory in Niederbuchsiten, where she assembled the machine with the help of service technician Erwin Zürcher. Everyone in the department was on tenterhooks until it was clear that the parts would dovetail smoothly with each other. If they hadn’t, all the work she had put in – around 200 to 250 hours, although she stopped counting after 100 – would have been in vain; because for an exam at that level nothing less than perfection will do.

net, and shortly after that went on a two-day taster. After that, her mind was made up and four years later, in 2007, she’d finished her apprenticeship. She then took a follow-up course to qualify as a master galvanizer, which came to an end last autumn. ‘For the exam we had to coat an object with a minimum of three different materials, and parts that could not be dismantled had to have at least four coats,’ she explains. But why an IMPRESSA J5 of all things? ‘I was looking for a real challenge – not just a tricycle or something as simple as that. Apart from that, I’m a big espresso fan and the design of the machine is brilliant,’ she continues, affably. She quickly established contact with JURA, where her idea was very well received, and the various parts – several of each – arrived soon after at her workshop.

to chuck three panels away and start all over again from scratch,’ she recalls.

Love at first sight But how did Melanie get where she is today? And how did she choose such an unusual profession? ‘It was love at first sight,’ she explains. She first discovered galvanizing on the Inter-

If at first you don’t succeed … There were times when she almost regretted her decision, because a composite is much harder to coat than metal. ‘Because of the hole for the spout, coating the right front panel took me four attempts: in other words, I had

Exam success But now, hundreds of hours later, every single part fits perfectly with the rest. And Melanie Wild has every reason to be pleased with herself because she has since found out that she passed with flying colours. ‘Perhaps it was because the examiners got the chance of a cup of coffee when they were assessing my work,’ she says, jokingly. It was certainly a privilege, because no one else has had the honour to make coffee using the valuable machine. Talking of which, if only half the hours Melanie put in were counted, the figure on the price tag would be around CHF 15,000. «

* Galvanizers coat workpieces made of aluminium, metal and plastics. They use electrolytic or chemical means to coat surfaces with chrome, zinc, nickel, copper, silver or gold.

Management

»We want to drive the market ourselves and not be driven« Although last year was not an easy one for the economy, JURA managed to emerge from it relatively unscathed (see box on page 5). In the meantime, there have already been signs of a slow but steady recovery. How do the people in charge of strategy and technology at JURA see the future? We spoke to Edward Charnaud, Head of Global Marketing, and Shahryar Reyhanloo, Technical Director.

What strategies will JURA be following to ensure the continuation of its past success? Charnaud: Our successful strategy will remain based on five solid pillars, as it is now. First, our focus in 2010 will be 100 percent on bean-tocup coffee machines. The second pillar is highfrequency innovation. Reyhanloo: The target here is quite clearly defined: technically speaking, we aim to stay at least one model generation ahead of the competition.

Charnaud: Our third pillar is having the best design and, as our fourth, building the JURA brand worldwide and giving it the aura of something highly desirable. Sooner or later, products can be copied, but not the JURA brand itself: that can only belong to us. The fifth component is our exclusive distribution, a worldwide service infrastructure and a global network. Are there any risks inherent to this strategy? Charnaud: Generally speaking, there are two

risk factors. Once the market is saturated, it will be more difficult to sell our products. However, this degree of saturation has so far only been reached in Switzerland. Worldwide, our products still have enormous potential. In many markets, not even two percent of households have a fully automatic coffee machine. We are fully aware that not everyone can afford our products, but then again, we have never aspired to be a mass-market brand. Our target group is clearly defined by our premium strategy. And there’s something else that’s very important: we always aim to play an active role. We want to drive the market ourselves and have no desire to be driven along passively. The second risk factor would arise if one of the competition started offering machines with superior technology at a lower price. It’s up to Reyhanloo’s team to prevent that. The competition isn’t asleep. That’s the reason why the company works with only the best development specialists and engineers all over the world. What measures do you employ to put your strategy into action? Reyhanloo: When the economy is in bad shape, the only way of generating new needs and stimulating the market is through innovation. But customers don’t just want ‘new gadgets’: they want to be surprised and amazed by whatever happens to be new. This way, we create concrete incentives that make the product interesting and desirable, as well as more distinct from the rest. Stealing ideas from the competition is never going to help anyone aspiring to lead the way in innovation. The only way

Shahryar Reyhanloo on

Family

My motivation – the dogs are part of it!

Pleasure

Music of any kind, particularly jazz.

Hope

To stay healthy and lose a bit of weight.

Future

To launch even more innovative products.

Friends

A game of tennis with friends: it recharges my batteries.

Management

Edward Charnaud on Family

Playing with my grandson.

Pleasure

Watching Roger Federer win Grand Slams.

Hope

To stay fit, in body and mind.

Future

To keep my zest for life … and my British sense of humour.

Friends

Enjoying a drink together after a hard day’s work.

of creating a decisive advantage and staying ahead of the competition is by being the first to get things out there on the market. Charnaud: To sell products, you also need a sound marketing plan. JURA has the technological edge and a sharply focused marketing strategy. Reyhanloo: We can never afford to stand still; we have to question everything constantly and reinvent it. Our customers’ expectations are high, and they certainly won’t be lowering them. In the premium segment, it’s often not even enough to have the most outstanding design. No one would dream of buying a Maserati or an Aston Martin if it only had 80 horsepower under the bonnet. It’s the same with our machines: the ‘engine’, if you will, combined with the design and the workmanship, has to justify the price. So that means JURA will be committing even more heavily to the premium segment? Charnaud: Absolutely. But it’s still a fair question, because with the ENA we’ve also been addressing entry-level customers. And at a time of economic hardship worldwide, our timing couldn’t have been better. At the moment, however, the focus is firmly back on further improvement of our existing product lines and the development of new lines in the premium segment. Of course, we hope that many ENA owners today will at some point decide to move up to the luxury segment. What direction are current innovations taking us in? Reyhanloo: We define the future firstly in terms of the various segments, such as premium. The central question that always concerns us is the enormous range of coffee specialities. Apart

from that, I personally see two areas that need addressing in the premium segment: a faster grinder and a new generation of brewing units. Apart from more general innovations, we really need to carry on developing these two components above all. And quickly too, because it takes about two years before anything we develop today actually hits the market. Charnaud: We’re aiming to shorten the time it takes to prepare a cup of coffee and to make the flavour even better. But above all, we want our customers to experience for themselves the difference in convenience and versatility between cheaper and more expensive machines. In other words, the difference must be even easier to feel. Reyhanloo: If a machine is twice as expensive, it really does have to be twice as good. JURA generates most of its sales with its high-end machines, which is the reason why we will be investing all our energy in improving these lines. How do you manage to keep the pace of innovation so high? Reyhanloo: Motivation is the key to the best inventions and ideas. All the members of my team are responsible for themselves: it’s the only way to get the best results. Apart from that, as I’ve already mentioned, we work with the best specialists and companies in the world for each area. There’s no point in our inventing the best filter ourselves – we work with the market leader, and they develop our filters with and for us, exactly the way we want them. The pace of development is so high because the life cycle of technical innovations gets shorter and shorter. If we or one of our partners invent something today, we have to improve on it in two or three years at the latest. Otherwise, the competition will catch us up.

Who decides whether an idea has any market potential or should be introduced at all? Reyhanloo: We involve the marketing team and Emanuel Probst, of course, relatively early on. But inventing something is just one side of the coin. It also has to be marketable. Apart from the many smaller meetings with our partners, we also hold a big event on the topic of innovation once a year. This is where ideas are put forward and either we or Mr Probst decide on the spot which areas we should look into further and which ideas are worth developing. We are told the pipeline is full of innovations. What exactly can we expect in the way of new products this year? Reyhanloo: On the following pages, you will find details of the latest rollouts, such as the IMPRESSA Z7, J9 One Touch and J7, as well as the ENA 7. I can’t give any more away at the moment, but this much I can promise: we’ll be equipping the high-end machines with new features to distinguish them even more clearly from our other product lines. The environment, of course, will be another of our major concerns. How do you personally see the bean-to-cup machine of the future? Reyhanloo: Well, it will make coffee much more quickly and sensor technology will play a bigger role. This will make life easier for our customers. For example, one day our machines will know exactly when someone is standing in front of them and switch on automatically. And using them will be so simple and intuitive, we won’t need any more instruction manuals.

Product launches

IMPRESSA Z7

Innovative thrust

Perfect coffee, fabulous design and the height of simplicity in use: these are the three qualities to be found in all new products from JURA. The company’s untiring quest for perfection bore fresh fruit in autumn 2009. Perfectly timed for the run-up to the festive season, JURA rolled out five new products that were enthusiastically received. IMPRESSA Z7 – a style icon at the highest level As Oscar Wilde once said, ‘The ordinary gives the world its existence; the extraordinary gives it its value.’ And it is precisely this extraordinary quality that sets the IMPRESSA Z7 apart. In a unique world-first for a domestic machine, the cappuccino spout adjusts infinitely up to 153 mm, which means it takes all regular-sized latte glasses. The singular design is unmistakable, seamlessly blending luxury and elegance. The front panel and the coffee spout are made from beautifully finished solid aluminium: a suitable

expression of the unquestionable values of this top-quality product. A double cup illumination system puts every single coffee speciality in the perfect light: coffee in warm, ambercoloured tones and milk-based coffee drinks in radiant white. A further improved fluid system guarantees the ultimate crema: dense, creamy, intense and aromatic. And even after a long period on stand-by, the intelligent preheating system ensures that every espresso and ristretto is the ideal temperature. «

Sandra Marti, Head of Product Management, on the new product launches

We aim to be the cream of the crema dressing. Our new products are aimed at a variety of target groups with differing needs.

Sandra, in autumn JURA will be launching a raft of innovations. Do we really need so many new products? Absolutely. Before we start developing projects, we think very carefully which market segments we are going to position them in and what potential customers we’ll be ad-

Who exactly do you want to reach? The new ENA, for instance, is aimed at small households where space is at a premium and the owners drink mainly regular coffee and espresso. It’s ideal for people graduating to a bean-to-cup machine, switching appliances or upgrading. The IMPRESSA J line appeals equally to people who appreciate good design and good coffee. It’s easy to use, makes fabulous coffee and is uniquely designed. And the IMPRESSA Z7 not only satisfies all the incredibly high standards that are expected of

a machine in the super-premium segment – I’m thinking here of the wide range of specialities it makes, the quality of the materials and the convenience – but exceeds them. Useful accessories like the cup warmer simply improve the quality of the coffee. They genuinely increase the pleasure. What ambitions does JURA have in the various market segments? We take our role as leading innovators very seriously and aim to go on setting new standards at the very top of the various market segments. To be absolutely the best at what we do … the cream of the crema, so to speak.

Product launches

IMPRESSA J9 One Touch

IMPRESSA J7

ENA 7

IMPRESSA J9 One Touch – a reflection of perfection The IMPRESSA J9 One Touch is the first model in the J line to make cappuccino at the touch of a button, with no need to move the cup. Cleary arranged keys and buttons make operation easy and intuitive. A clear text display with progress indicators provides additional help. The machine is designed to make any type of coffee the user desires at the touch of

a button. The illuminated pictograms on the dispenser keys can be dimmed as required. A mirror-like gloss and chromium plating highlight the front panels, while the housing comes with a luxurious platinum finish. The integrated cup illumination system bathes every single coffee or espresso seductively in warm amber tones. «

IMPRESSA J7 – elegance in black This high-quality bean-to-cup machine is a virtuoso performer. The IMPRESSA J7 makes perfect coffee specialities to your taste, is fabulous-looking and features an easy-to-use touchscreen display. The elegant piano black exterior is the soul of discretion but radiates an irresistible fascination. The cup illumination system ensures that you see every single coffee

speciality in the best light. Simply touch the screen gently and the machine reads off all your requirements from your fingertips. The clear text display takes users through the alternatives and helps them make their choice. The coffee spout is infinitely adjustable, both in height and width, guaranteeing a perfect frothy crema every time. «

ENA 7 – slim shape, full flavour Measuring just 23.8 centimetres in width, this bean-to-cup espresso and coffee machine now comes with a fabulous aroma boost function that guarantees coffee with the ‘oomph’ factor. At the push of a button, the new ENA 7 grinds the maximum amount of powder – around 16 grams – and brews an extra-strong single or double espresso. The strength of any other type

of coffee can be adjusted and programmed individually using the three settings. The ENA is ideal for first-time bean-to-cup machine purchasers or for anyone planning to switch machines or upgrade. And its clearly arranged keys and buttons combined with a multicolour clear text display make the preparation of a huge range of coffee specialities a snap. «

Cup warmer – a red-hot feature Ice-cold coffee is a refreshing summer drink but a lukewarm espresso really doesn’t cut the mustard. The full richness of the aromas in coffee emerges best when it’s served piping hot. Dispensed into a cold cup, much of the heat is lost. Too much, in fact. Cups should always be pre-warmed to enable the fabulous wealth of flavour to unfold. With this slim, ele-

gant cup warmer, JURA now offers the ideal accessory for any bean-to-cup machine. It has two shelves with a modern steam convection system that keeps cups at a constant temperature of about 55 °C. To ensure that no precious energy is lost, switch-on/off times can be programmed quickly and easily. «

Product launches

Presentations at the highest level Before autumn’s new launches made it onto the shelves, they were first presented to our authorized retailers. The different markets make use of a variety of platforms to do this. »CoffeeBreak« outlines three of them.

Germany: IFA in Berlin For the second time in succession, the IFA consumer electronics show held in Berlin from 4 to 9 September also featured white goods. The increased interest generated by the show’s wider appeal was reflected in the more than 228,000 visitors. With 119,000 trade visitors, the fair registered a significant increase over the previous year. For JURA, too, the IFA has established itself as the new leading event – also for

Austria: FUTURA in Salzburg For JURA Austria, the FUTURA show brings together consumer electronics and household appliance retailers, and kicks off the autumn season and, above all, the run-up to Christmas. Eagerly awaited, it is a leading national event that gives visitors the chance to see all that’s new and place their orders for autumn. Ten JURA staff looked after a never-ending stream of visitors. The motto on the JURA stand from

order-writing – of the year. We had a stand in Premium Hall 2.1, which meant that once again we were very well positioned. Over the six days of the show, we served over 17,000 coffee specialities to the flood of end-consumers who were eager to find out more about trends in bean-to-cup espresso and coffee machines and were clearly fascinated by the new products. Our trade reception centre alone welcomed over 2,000 visitors during the show (14 percent up on 2008). A presentation of our new products in the redesigned lounge, which is now more open, provided an outstanding centrepiece in the highly frequented trade area and was very well received by our guests. We were also more than satisfied with the number of orders taken from the trade. All in all, sales from orders at the IFA 2009 exceeded anything else JURA has ever achieved worldwide. In other words: another record!

17 to 20 September was ‘Generating emotions, selling lifestyle’. Workshops were organized on the subject, while a series of individual displays featuring highlights from the premium collection guided visitors through the stand. The presentation of each of the new products was distinctly emotional, with a small number of precise arguments clearly stating their qualities. As a result, customers were not only made aware of the innovative highlights but also took away clear ideas on presentation and sales. The focus of the show was underscored by a guide that visitors could take away with them, together with training sessions on the spot. Our customers were clearly impressed by what was a slightly different approach to presentation. They were particularly pleased by the fact that for the first time ever, they not only received technical product information but also tips on how to present and sell our machines.

Switzerland: new product events in Niederbuchsiten In Niederbuchsiten on 7 and 8 September 2009, the focus was all on innovation. Retailers from all over Switzerland were invited for a presentation of all the latest products from the House of JURA at the ‘epicentre of coffee enjoyment’. After a welcome address in the JURAworld of Coffee cinema, guests were divided into small groups and went off to experience the season’s new products for themselves at seven separate stations. Central sales arguments were given impressively dramatized, with a distinctly emotional touch. Special attention was also give to topics such as energy-saving, sustainability and the vital role of water in perfect condition for ultimate coffee enjoyment. Following the presentation, guests gathered in the JURAworld of

Coffee mall, where they enjoyed a lavish dinner with humorous interludes to lighten up the proceedings. Needless to say, there was also plenty of time for retailers to chat with regional sales managers for a more individual take on the product highlights. The events attracted enormous interest and were attended by around 200 specialist retailers.

The various launch measures were highly effective. Thanks to the latest innovations and the positive market reception, JURA sales saw an upturn in the fourth quarter and were noticeably higher than in 2008. «

Coffee recipe

Prepared with a lot of love

Amore mio

A scrumptious blend of flavours for Motherâ&#x20AC;&#x2122;s Day.

Ingredients

Preparation

1 espresso

Cover the bottom of a decorative glass with liquid chocolate sauce.

150 ml milk

Whip milk into a foam in a bowl.

40 ml amaretto (almond) syrup

Mix the amaretto syrup with the foam and carefully pour into a glass.

Liquid chocolate sauce

Prepare a fresh espresso and pour very carefully into the glass over the amaretto-and-milk foam.

Amaretto (almond-flavoured macaroon)

Bash up the amaretto macaroon in a freezer bag with a rolling pin. Garnish the drink with the amaretto crumbs.

Brand development

‘We want to win customers, not prizes’ To develop new bean-to-cup machines you need a great deal of knowledge about coffee, lots of experience, dedication and attention to detail. To ensure that all the communications material issued in connection with JURA is created with the same level of passion, an in-house advertising agency was set up in 1999. On 9 September 2009, Spice Advertising celebrated its tenth birthday. Communications then...

A clear mission In the past, the approach of cooperating with external advertising agencies occasionally led to ‘creative differences’. That comes as no surprise. A conventional agency must, and indeed wants to, constantly put its creative potential to the test. However, precisely at a time of international growth and market expansion, it was crucial for JURA to put across its advertising message authentically and in its own words. This was the mission which led to the founding, on 9 September, 1999, of Spice Advertising, an internal advertising agency with

...and now

a clear focus: to create and produce communication measures for a single customer – JURA. And Spice’s aim is not to win advertising prizes for original advertising but to win customers for JURA. Hot stuff A name was soon found for the in-house agency. Right from the start, ‘Spice’ was intended to put some flavour into JURA’s advertising menu and pep up the brand image. Over the years, the agency‘s work has resulted in countless brochures, folders, books, enclo-

sures, packaging designs, logos, texts and campaigns. Only in the case of campaigns involving the brand’s ambassador, Roger Federer, does JURA work together with another agency. This makes absolute sense because Spice’s core competence lies in the products and their presentation. Spice Advertising has been just as intensely involved in the further development of the company’s visuals as it has been in Corporate Identity projects. While the employees in conventional advertising agencies have a strictly delimited scope of action, the tasks that need to be performed at Spice

Brand development

are varied and wide-ranging. Cooperation with other departments is crucial, networked thinking is required. This gives the job the savour it needs and makes working at Spice ‘hot stuff’. The products are the stars Thank to its proximity to the company management as well as the Development, Design and Marketing departments, Spice is able to give its communications media maximum authenticity. The advantages of JURA’s products are described using the company‘s own terminology. Spice understands its task as creating a

stage where the ‘stars’ can show off all their talents. The layout and typography are classical, somewhat restrained, without flourishes or ornamentation. They never compete with the real actors: the products. The motifs, colours and shapes of the materials should combine to capture and reflect the character of the appliances pictured. Even the choice of language and style support the desired positioning: sophisticated in the super-premium sector, purposeful and simple in the entry-level segment. It is an approach that has clearly borne fruit, since independent sources confirm that JURA

has enjoyed an above-average increase in brand value in recent years. Proud to be part of it The Spice team is proud to be able to make a contribution to JURA’s clearly defined market position and their hearts skip a beat when they see all sorts of different publications from every part of the world lying side by side and the JURA power brand is there amongst them, with a uniform, consistent presentation. Many other departments apart from Spice make their contribution to brand management and international communications. E-Business, for example, which has created a web platform that now boasts more than 50 pages and which claimed the Swiss Web Award 2007 for its user-friendly design. Or Technical Writing whose user guides proudly display the TÜVCert quality certificate and are praised even by the hard-to-please consumer organization ‘Lob’. These are the countless pieces of a mosaic which, like a computer image displayed at an ever-higher resolution, continuously give the brand a sharper, clearer contour. And that is why, on 9 September 2009, all these departments, which have been located in close proximity to one another for the last two years, got together to celebrate the first ten years of Spice Advertising. «

Ambassador

‘King Roger’ holds court

On 29 September, Roger Federer visited the JURAworld of Coffee where he was enthusiastically greeted by approximately 1,200 fans. To ensure that everyone got a view of the Number 1 in world tennis, the event was broadcast live to a public viewing arena in front of the building.

Following on from the resounding success of the employee meeting with Roger Federer in 2008, the Meet & Greet event was extended to the entire region last autumn. Even during the run-up to this late-September event, the visit of the charismatic superstar was setting hearts aflutter: More than 5,000 fans visited the JURA website in the hope of winning one of 250 VIP tickets. These entitled the fans to follow the event in the company of invited guests at the JURAworld of Coffee. To ensure that the many hundreds of guests outside the building did not go away empty-handed, the entire show was broadcast on a giant screen in front of the JURAworld of Coffee and live on the Internet.

A ready wit and man of the people What the visitors in the JURAworld of Coffee and outside in the public viewing arena then experienced was pure theatre. Host Emanuel Probst welcomed the brand ambassador and presented the brand-new husband and father of twins with gifts to celebrate his marriage to Mirka Federer-Vavrinec and the birth of Myla Rose and Charlene Riva. Among these – encased in elegant white leather – was an ENA machine that had been specially manufactured for the greatest tennis player of all time. In an exciting and somewhat unconventional interview with Swiss TV news presenter Franz

Fischlin, ‘King Roger’ proved himself to be at the top his game and answered all the questions with charm, wit and composure. To round off the event, Roger Federer not only posed for a photo in the foyer of the JURAworld of Coffee but also took the opportunity to sign autographs for the fans who had been watching the proceedings outdoors on the 40-m2 large screen. As one overawed visitor put it: ‘That was Hollywood in Niederbuchsiten!’ «

Meet&Greet in the Big Apple From left to right: John Evans, David Shull, Roger Federer, Becky Sawicki and Richard Boynton

Americans are renowned for their superlatives. However, no one had suspected the level of enthusiasm that would be aroused by the first Meet & Greet with Roger Federer during the run-up to the US Open in New York. This unforgettable event was organized in the Hotel Carlyle by the JURA CAPRESSO management team, namely David Shull, Becky Sawicki and

Saundra Rich. The 45 invited guests included customers, retailers, employees as well as Eveline Fink, Emanuel Probst and Edward Charnaud who flew in from Switzerland to conduct a short interview with Roger Federer. After the group photos had been taken, the tennis star did not miss the opportunity to chat with visitors and sample a few of the delicious snacks

that were served. Did this interesting Meet & Greet inspire him later to the now famous winning shot between his legs against Novak Djokovic? Unfortunately, that wasn’t enough for ultimate triumph – Federer lost a hard-fought final against Juan Martín del Potro. «

Roger goes Down Under Our brand ambassador made an outstanding start to the 2010 season. After an interval of three years, Roger Federer won the Australian Open for the fourth time on 31 January. In the final, he defeated Andy Murray 6:3, 6:4, 7:6 (13:11) in 2 hours 41 minutes. Before contesting some exhilarating matches on the tennis courts of Melbourne, he met some 100 JURA Australia Espresso retailers, distributors, partners, customers and employees on 15 January for a pleasant Meet & Greet in the Hotel Crown Towers. With his relaxed attitude, the tennis star ensured an enjoyable atmosphere and made cer-

tain that everyone present will continue to talk about this unforgettable meeting for many years to come. Carmelia Pascoe of My Coffee Shop expressed the feelings of many when she said: ‘Seeing and meeting Roger was an absolute highlight. Thanks, JURA, for this marvelous opportunity.’ Or Ange Augello, Managing Director of Bean Alliance: ‘My wife and I feel very honoured to have been present at this special event.’ Equally enthusiastic was Les Gerdes, National Product Buyer at Clive Peeters: ‘I want to say thank you again most sincerely for the invitation to the Meet & Greet with Roger.’ For

From left to right: Emanuel Probst, George Liakatos, Mac Barracosa, Roger Federer and Eveline Fink

Heather Chowanetz of Harvey Norman, it was a very special moment: ‘Meeting Roger Federer in person is something that most people can only dream of. That is why it is such a privilege that JURA made it possible for me.’ «

JURAworld of Coffee

Changes to the range In order to better satisfy our customers’ taste preferences and meet their exacting demands for fresh products, we have recently made a number of changes to our coffee range. Our coffees are now only sold in 250 g packs. Smaller packing units mean that we can be even more certain that our coffee will be served fresh. Moreover, in the future, we shall focus on the coffees that are most popular with our customers. By concentrating on these coffee types, we can deliver an even fresher roast. The current range consists of the following coffees: Exclusive coffee blends World of Coffee Blend Impressa Blend Café Crème Blend Decaffeinato Blend Single-bean, high-quality coffees Fazenda da Lagoa, Brazil Malabar Monsooned, India For more information and to ordering direct via the Internet, go to: www.juraworld.com. At present, deliveries are only possible in Switzerland.

JURAworld of Coffee

On the trail of top-quality coffee Despite being a fervent advocate of the outstanding quality of JURA coffee for many years, Daniel Heiniger had never seen with his own eyes how coffee cherries are cultivated and harvested. In the company of Gloria Pedroza, Quality Manager at the coffee distributor Interamerican Coffee in Zug, he had the opportunity to rectify this omission in Guatemala on a memorable journey that left him with many new insights into coffee.

It all began in October 2003 with a few kilograms of freshly roasted coffee. Back then, Daniel Heiniger, seminar leader and a certified barista, thought it was a great pity if all he did was show the old roasting machines to participants at the popular Fit for Coffee seminars. Instead, he decided to roast a small quantity of fresh coffee before their very eyes. Since those days, a few kilograms has turned into several tonnes. A hobby has grown into a passion and, thanks to a rapid learning curve, the coffee expertise housed in Niederbuchsiten has continued to grow. The quality of the roasted coffee types has become better and better. Last year, some 90 tonnes of coffee were roasted in the new roasting plant. Heiniger’s command of his craft is borne out by the prizes he has won: third place in the Swiss barista championship in 2006. In 2007 and 2008, he was Swiss champion in the Latte Art category. During the same period, other baristas using JURA coffees also won the Best Espresso class: in 2006 and 2007 with the ‘World of Coffee Blend’ and in 2008 with ‘Fazenda da Lagoa, Brazil’. ‘Nowadays, I don’t take part any more myself. Instead, I am a member of the jury for the Ba-

rista category and Head Judge in the categories Latte Art and Coffee in Good Spirits,’ explains Heiniger. Expanding the ‘coffee horizon’ Even though he has roasted many tonnes of fine beans imported from all around the world, one piece in his ‘coffee jigsaw puzzle’ was still missing: a visit to a plantation. ‘That’s why I was so happy when one of our suppliers, Interamerican Coffee in Zug, invited me on a trip to see coffee in Guatemala,’ says Heiniger. In the company of Gloria Pedroza, who works as Quality Manager in Zug, he spent ten days travelling through the country. ‘She was born in Guatemala, speaks Spanish, knows the country and its people and was therefore able to open many doors for us that would probably have remained closed to a ‘normal’ visitor,’ he recalls. Heiniger was fascinated by the incredible variety of different coffee beans: ‘We tasted more than 15 qualities and at least ten coffees from special regions. And all of them had a different taste profile...’ Coffee is Guatemala’s most important export commodity and is consequently planted, cultivated and

harvested with the utmost care. To maintain the high quality, new plants are constantly being cultivated. The plantation is subdivided into ‘sections’. Every year, the trees in one section are cut back. These plants then have five years in which to grow back and bear fruit. A coffee plant can continue to bear fruit for almost 60 years. A job done by hand What impressed him the most – alongside the vast extent of the security measures taken against theft – was the incredible amount of work required before a full sack was placed in the container in the harbour. ‘We were located 80 km from the capital in the Finca El Zapote in the Acatenango district. This is a relatively small family-run business where everything is done by hand. The labourers harvest only the ripe cherries on each bush. About 14 days later, the cherries that have ripened since are then picked from the same trees. This procedure is repeated six to eight times over a period of three months. This means that harvesting is an extremely time-consuming task,’ says Heiniger who adds that the finca’s entire production amounts to approximately only two export containers. ‘Most coffee farmers only roast beans for their own consumption which they aren’t able to sell because of their inferior quality,’ says Heiniger in surprise. What is more, the pickers do not receive a fixed income but are paid on the basis of the weight of the cherries they have harvested. Aroma profile guarantees a uniform taste Back in Switzerland, Heiniger uses his newly gained knowledge to help improve the quality of his own coffees: ‘In cooperation with our supplier, we now define aroma profiles. As a result, I always receive beans with the same acid content; in other words, with an almost identical flavour. And now that I have seen with my own eyes where people work the best, I can juggle my orders to ensure that we get an even better-tasting coffee. Apart from that, I can rest assured in the knowledge that the workers at the plantations I know are paid properly and that the farming methods comply with modern ecological principles’. «

Markets

Premium brand in a new guise After more than ten years in relatively cramped premises, the team at JURA Nederland BV finally took up residence in a new building, which also houses the Jura Service Factory. Reason enough for massive opening celebrations that went on an entire week.

‘We’ve been dying to make this move,’ says Leon Beusenberg, National Sales and Marketing Manager for JURA Nederland BV. ‘We now employ some forty people. Our sales figures are extremely positive and we wanted to be able to welcome our guests – both customers and dealers – in an environment which did us justice.’ After a construction period of 15 months, the new premises in Zoetermeer near The Hague have now been successfully completed and, with them, a striking, modern and smoothly functioning home for the JURA brand: ‘Our new headquarters radiate efficiency and transparency,’ states Beusenberg. ‘The building tells visitors that we are an open, receptive company which offers first-class service and outstanding products.’ The generously proportioned ground floor accommodates the showroom, storeroom, reception area and the JURA Glass Service Factory. The Help Desk, Training Centre and offices are housed in the spacious first floor. Celebrating in style An outstanding building deserves an exceptional inauguration: The opening of the new premises in Zoetermeer was celebrated for an entire week, from 31 August until 5 September. ‘During the first three days, from Monday to Wednesday, we invited all our dealers to form small groups for a guided tour of the company. During these visits, our managers explained their focal interests and activities directly at their workplaces,’ recounts Leon Beusenberg who has been working at JURA since 2004. Each tour ended with a presentation of the latest

machines: the prestigious IMPRESSA Z7, J9 One Touch and J7 models were presented to large numbers of interested visitors in a new, sophisticated environment. Naturally, the guests and employees were then treated to an excellent lunch. JURA Fun Quiz ‘To make the occasion especially enjoyable, there was also an exciting quiz featuring some very tricky questions about JURA,’ says Beusenberg smiling. Anyone who completed their competition questionnaire correctly took part in a prize draw. ‘Two JURA specialist dealers were able to walk away with our top prize: a journey on the famous Glacier Express through JURA’s homeland, Switzerland.’ In March 2010, the two lucky winners will therefore have the chance to experience the home of ‘their’ favourite brand at first hand. Champers with rhythm Thursday was then the day of the ceremonial ‘Grand Opening’ at which CEO Emanuel Probst, in the company of Marco Mooijman, Managing Director of JURA Nederland BV, officially inaugurated the new business premises. ‘With Champagne and typical Dutch music,’ adds Leon Beusenberg. The popular bands ‘Johnny and The Gangsters of Love’ and ‘The Amazing Stroopwafels’ entertained visitors with their own particular brand of music. After a quiet ‘rest day’ on Friday, the week’s inauguration activities culminated with a ‘family day’ on Saturday. ‘This allowed all our employees’ family members and friends to get to know our

Managing Director Marco Mooijman uses a ‘golden key’ in a symbolic opening of the new building.

company in its new surroundings. That day, we welcomed more than 200 visitors – a significant number for a company of 40 employees,’ says Beusenberg who looks back with pride and enthusiasm at the outstanding success of the activities that he and his team prepared and put into practice with such gusto. Quality at first glance Joy and passion are also characteristic of Beusenberg’s relationship to coffee – a source of pleasure that he deals with every day at JURA. ‘I find that all I have to do is take a sip of really good coffee, and suddenly all my problems evaporate into thin air. If you are able to deal with life’s hassles like that, your attitude becomes more positive and you gain charisma.’ So was it just the coffee that drew Leon Beusenberg to JURA? ‘No,’ replies the dynamic National Sales und Marketing Manager laughing: ‘Even as a child, I always wanted to be the best in the class. Now, I’m working for an enterprise that is also a leader in its sector! Premium quality is very important to me. JURA’s unique premium quality is now evident at first glance when you visit us here in Zoetermeer.’ «

M채rkte

Markets

To Russia, with love Growth, even in crisis-stricken times: a perfect example was the opening of the new JURA shop in Moscow on 19 November 2009. The new premises were ceremoniously inaugurated at Crocus City Mall, one of Russia’s most luxurious shopping centres, after a construction period lasting just five months. General Manager Alexander Shtepa and JURA’s Russian partners BRK Engineering designed and completed the new shop in record time, and in the process created what is undoubtedly a jewel among the JURA boutiques. With its extravagant design, this unusual presentation and sales

outlet has a strikingly light and luxurious interior that sets off the entire JURA product range to its best advantage. The main focus is on the Signature Line, which clearly impressed visitors to the shop on the evening of the opening and attracted enormous interest and attention.

General Manager Alexander Shtepa and Emanuel Probst open the new store.

Clean, luxurious design: the interior of the JURA boutique in Moscow.

Premiere for a premium boutique The boutique has set a new standard for the JURA brand in Russia, one of the most impor-

tant growth markets worldwide. Apart from JURA, the Crocus City Mall also houses other premium brands such as Cartier, Rolex, Swarovski, Fendi and Armani, which have their own flagship stores, as well as an indoor swimming pool, where one of the regular events is synchronized swimming. Journalists from various Russian lifestyle and luxury magazines as well as numerous celebrities also attended the opening of the boutique. «

Fascination and enormous interest from visitors.

New Head of Distribution for JURA Germany Thomas Schwamm, 40, took over as Head of Distribution at JURA Elektrogeräte VertriebsGmbH in his hometown of Nuremberg on 1 January. A graduate in business administration, he joined the company in 1997 and has since held a number of positions at head office and out in the field. In 2006 he was appointed Head of Sales in charge of regional sales managers and consultants in the South/East territory, and from now will be keeping this job while handling his new duties. ‘Thomas has an enormous amount of experience and market expertise. His customers and staff know him to be reliable and punctual, with a very keenly developed sense of personal responsibility,’ says Rolf Diehl, General Manager of JURA Elektrogeräte Vertriebs-GmbH. The previous head of distribution, Stefan Scheurer, has left the company to take on a new professional challenge. «

Markets

Belgian specialities For ten years, BVBA BODART & Co. has been the JURA brand’s exclusive distributor in Belgium and Luxembourg. In 2009, the company opened new head offices complete with a Glass Service Factory in Antwerp-Berchem, where it offers its customers premium after-sales and repair services. ‘Even as kids, my brother and I were both just crazy about coffee. If there was no coffee or chocolate in our milk, we’d prefer not to drink it,’ says Johan Bodart, son of the company’s founder, Walter Bodart. Today, the two brothers, Johan and Peter, jointly run the family business, which was founded in 1945. Small wonder, then, that BVBA BODART & Co.’s product portfolio includes two brands, JURA bean-to-cup machines and Illy coffee, that are both dedicated to the ultimate coffee experience. The sales and after-sales team is now twelve-strong. With growth came an urgent need for more space, and the company’s new premises have seminar rooms and a service workshop. First-class infrastructure The big day came on 10 September 2009, when the company’s spacious new premises, including a Glass Service Factory, were ceremoniously inaugurated in Antwerp-Berchem. Johan and Peter Bodart are delighted with the result. ‘We finally have enough space for our staff, retailers, customers and partners. It’s conveniently located right next to the motorway with plenty of parking, and it’s bang in the middle of the city. The premises are ultramodern and a perfect reflection of the premium brands we represent.’ One of Belgium’s

Left image: Emanuel Probst, Eveline Fink and Thomas Fournier from JURA headquarters congratulate company managers Johan (pictured left) and Peter Bodart.

most respected architects, Jo Crepain, designed the building. ‘JURA showed us all the advantages of the Glass Service Factory in Switzerland, so the concept is now an integral part of the entire building and reflected in our own philosophy. The design of all the rooms is clean and uncluttered, with oceans of glass. None of our competitors are able to offer a luxurious infrastructure like ours,’ says Johan Bodart, emphatically. The JURA Glass Service Factory now has space for four specialists, who are qualified to test, service and repair the entire range of JURA coffee machines. ‘Having first-class after-sales service is as important a part of our philosophy as a professional sales team,’ explain the Bodart brothers.

Overrun with visitors The opening was attended by over 100 visitors from about 80 different companies, who had come to get a personal impression of the company’s new head offices. The evening was a great success and guests enjoyed a delicious range of Belgian specialities. ‘The event really was a big hit – people were really impressed by our new premises and especially by the JURA Glass Service Factory. A lot of the company representatives who came to the opening have told their employees they should pay a visit,’ smiles Johan Bodart. ‘And in the past few months, a lot of them have actually dropped in to see and experience it all for themselves.’ «

BVBA BODART & Co. ... ... is the sole importer of premium brands like JURA, Bamix Dualit and Illy, and distributes its products through an exclusive network of retailers in Belgium and Luxembourg. Employees receive basic and advanced training from BVBA BODART & Co. ‘In 2009, we were working with 110 authorized retailers in the Benelux countries and our short-term target is to increase that to 200,’ explain Johan and Peter Bodart, the sons of the company founder who now run the business. ‘Bean-to-cup coffee machines are still relatively unknown in Belgium and Luxembourg and not many people own one. We aim to change that as quickly as possible.’

Ein Tag im Leben von David Shull

David Shull ... ...started working for JURA CAPRESSO 13 years ago, first as National Sales Manager and today in his position as Vice President of Sales & Marketing. All in all, David can look back on over 20 years’ experience in the household goods business, a number of those as a buyer for a leading department store. Aside from this, he is a member of the board of the International Housewares Association (IHA) Gourmet Trade Development Council and of the Gourmet Catalog Vendor Advisory Board. To ensure he still cuts a fine figure – despite his commitment to the gourmet lifestyle – he does active sports up to four times a week and sharpens up his reactions with kickboxing. In his remaining leisure time, he enjoys listening to good music, watching thrillers or going to the theatre. His favourite JURA bean-to-cup machine, incidentally, is the IMPRESSA C9 One Touch. ‘I love the looks as well as the fantastic features and compactness,’ he explains.

A day in the life of David Shull

A life for JURA CAPRESSO

David practises for the upcoming coffee demonstration.

Saundra Rich and David get together to plan the next ‘bean-to-cup’ event.

David Shull, Vice President, Sales & Marketing at JURA CAPRESSO, has been working in the American household goods business for many years. And despite all his experience, he is never short of passion or motivation. On the contrary: he finds it incredibly exciting to launch a brand like JURA in America and take it to another level. 7 am – Arrival in Atlanta One thing we should get straight from the start is that every day in my job is very different and I spend an awful lot of time on the road. It requires a lot of flexibility from me and of course I have to be prepared to travel. But I still enjoy both challenges after all my years with JURA CAPRESSO, so my job is still something I do with a passion. You’ll see it for yourself today when you come with me on my visit to the well-known AmericasMart (www.americasmart.com) in Atlanta. The focus during all these visits is almost exclusively on sales promotion and on building up and consolidating my relationship with our resellers. 7.30 am A lot of Americans still think of a cup of genuine, freshly brewed coffee as something special. Whenever we do a demonstration, we want to make our public more aware of the drink itself and, naturally, of our products. At the moment I’m practising for a demo we’ll be giving later. That’s when I show everyone how easy it is to make a great cup of fresh regular coffee.

Of course, I do it using a JURA bean-to-cup machine. The demonstration is designed to inspire participating salespeople and retailers and show them how they can market our products and sell more effectively. 10 am Although America leads the way in many areas of business and lifestyle, when it comes to coffee culture we’ve got a lot of catching-up to do. That’s the rationale behind the ‘bean-to-cup events’ we put on for our retailers. I’ll be having a meeting in a few minutes with Saundra Rich, National Training & Demonstration Coordinator at JURA CAPRESSO. One of the issues we’ll be covering is the planning of a bean-tocup event. The main aim behind these is to encourage a transfer of know-how that will make our partners feel confident when they’re making a sales pitch and give correct, professional answers to all the customer’s questions. 1 pm When I’m on the road, regular lunch breaks are pretty rare. One-on-ones with our partners

David uses his break to pay a visit to Sur La Table.

have to take priority. Or maybe I’ll help out in the store. This isn’t just something I enjoy; it also opens my eyes to specific problems at the points of sale and allows me to feel the pulse of the market for myself. How can we further improve the marketing of our machines? It’s a question I ask myself all day long. I often discuss possibilities and approaches to solutions with Richard Boynton, General Manager of JURA CAPRESSO, who has just arrived. 2 pm Another of the meetings in my packed schedule is with one of the outstanding personalities in the household business here: Mary Moore. Mary is the charismatic founder and proprietor of Cook’s Warehouse (www.cookswarehouse. com). Today we’ll be discussing sales and marketing activities at her latest store, which covers about 5500 square feet, in the popular Anslay Mall. Giving a perfect presentation of our products to our sales partners is vitally important to our success. As a result, our retailers enjoy top priority and absolutely personal treatment. 4 pm As I said earlier, our sales partners are very much at the centre of all I do. That’s the reason I’m using this opportunity to pay a short visit to Sur La Table (www.surlatable.com), one of the leading kitchen accessories retailers in the United States. At meetings like this, pure business matters are not always at the top of the agenda. Often, we spend far more time talking about the passion we have in common – coffee – and the JURA brand, of course. «

JURAworld of Coffee

Rolling along Roaring Twenties-style

Willi Sägesser and his 1932 Buick 55 Sport Phaeton won the special ‘Great Gatsby’ prize.

Winners of the JURA Concours d’Elégance 2009: Peter Bähler and companion in their 1946 Lancia Aprilia.

On 19 August 2009, the JURA factory grounds in Niederbuchsiten was once again the scene for a very special event: the third JURA RAID Prologue attracted the owners of over 80 vintage and classic cars in pristine condition to the JURAworld of Coffee, where hundreds of interested spectators awaited them. Like the rally itself, which is conducted according to a roadbook and part of the run-up to the RAID SUISSE-PARIS, this year’s Concours d’Elégance was conducted entirely in the style of ‘The Great Gatsby’, with the same cars and reflecting the same debonair lifestyle. The illustrious hero of F. Scott Fitzgerald’s novel, set in the Roaring Twenties and Thirties, was the inspiration behind the jury’s decision to award a special prize named after him. Willi Sägesser’s 1932 Buick 55 Sport Phaeton was the most convincing representative of the Great Gatsby era and took the much-coveted accolade. With a special Great Gatsby exhibition running in the JURAworld of Coffee at the same time, the rare opportunity to see so many fabulous cars in one place attracted plenty of visitors, who clearly enjoyed the tasteful combination of historic vehicles and delicious coffee specialities. The winner of the JURA Concours d’Elégance was Peter Bähler with his stylish 1946 Lancia Aprilia.

Stylish and elegant The setting could not have been more perfect as the 70 vintage and classic car owners steered their vehicles – each one polished to a mirrorfinish – through the rolling hills typical of the Jura massif between Niederbuchsiten and Basel, with a break for coffee and a first special test in the baroque city of Solothurn. Other challenges the teams had to surmount on the road to Basel included navigation and ‘tube’ tests, each of which counted towards the final rankings at their destination. Technology and design The bean-to-cup speciality coffee machine presented to the winner of the JURA RAID Prologue 2009, Michael Fischer in his 1968 Shelby Cobra, was a customized edition. This unusual version of the IMPRESSA J5 with its Northern birch wood finish – the ‘Great Gatsby Edition’ as it is known – is decorated with a 1920s-style Art

JURA RAID Prologue 2010 On 25 August, the JURA Concours d’Elégance will enter into a new and exciting phase. Drivers of all marques and models up to and including 1975 are cordially invited to present their vehicles against an impressive backdrop. For Alfa Romeo drivers, taking part this year should be of particular interest: to mark the 100th anniversary of one of the world’s most legendary vehicles, there is a special category for all Alfa models produced in any year up to and including 1960. The special ‘Bella Italia’ prize is reserved for Italian cars and customized coachwork made between 1925 and 1960. After all, like the JURA RAID Prologue, Italy stands for cars – and coffee – at their inspiring best. Information and registration: www.raid.ch

Deco relief. ‘Practically nothing else documents the combination of modern technology with outstanding design more eloquently than the cars of the 1920s. This is why we have created a machine for the winner that forges a link between the time of the Great Gatsby and the present,’ explained the satisfied host. «

Training

A job well done

Breathtaking view of the Lake of Lucerne.

Lots to do and laugh about at the apprentice project week on the Rigi.

The fabulous natural surroundings on the Rigi in the central Swiss Alps and the Rimona vacation home in Rigi-Klösterli provided a perfect setting for an eventful apprentice project week that ensured participants wide-ranging experience of work in the fresh air, perfect teamwork and lots of new friends. Thirty-one budding automation specialists, polytechnicians, mechanics, mediamatics specialists, logisticians, commercial assistants and paper technologists under the expert guidance of Roman Kämpfer (JURA), Adrian Imbach (BLV), Rita Frutiger (BLV) and Pius Betschart (UAK) took part in what proved to be an exciting and instructive project week on the Rigi from 27 September to 2 October 2009. Rita Frutiger and Anouk Ruch (BLV), who were in charge of the

catering arrangements, served up a menu of tasty meals throughout the week. ‘Apart from the apprentices from the first and fourth years at JURA Elektroapparate AG, there were also trainees from the Thal-Gäu-Bipperamt vocational training association,’ said Carmen Baumann, a trainee commercial assistant in her first year. Plenty of fun and hard work During their project week, the trainees put in

work in the forest and out in the fields for the UAK Arth, Rigi mountain railways and the Rigi Tourist Office. Working with foresters and the group leaders, they gathered dead branches, carried out maintenance work on the hiking trails, cleared stones, shrubs and debris from the railway tracks, cleaned out drains and removed an old bridge to replace it with a new one. Apart from all the work in the fresh air, leisure-time activities such as football, ping-pong and table football ensured that no one got bored and that the young people had a chance to socialize and get to know one another. ‘The highlights were definitely the delicious fondue we had with ‘our’ foresters and group leaders on the last evening. Oh, yes, and haring up the really steep mountain slopes,’ grins Carmen Baumann. ‘The week was a total success. Having such a varied programme with new tasks and experiences was really enriching for all of us.’ «

Our new apprentices We’re pleased to present our new trainees: from left, Carmen Baumann (commercial assistant, M type), Ilijana Knezovi´c (commercial assistant, E type), Daniel Stump (mediamatics specialist), Leandro Meister (automation specialist, EFZ), Mathias Zeltner (automation specialist, EFZ), Vlatko Stjepanovi´c (mechanics specialist, EBA) and Jan Büttiker (automation specialist, EFZ).

Successfully completed Andrea Roth: certified HR specialist, Patrick Rüfenacht: certified technician HF, Gilbert Studer: quality assistant

Upcoming events

Dates for your diary Canada

France

Salon d’Habitation Montréal 19–28 March

CGTA Fall 2010 Toronto Congress Center Toronto 8–12 August

Estonia Interior 2010 Tallinn 23–25 April

Maison & Objet Paris 3–7 September

USA Germany

International Home & Housewares Show Chicago 14–16 March

HighEventProductTour, throughout Germany 19 April–6 May IFA Consumer Electronics Unlimited Berlin 3–8 September

Mexico Abastur Centro de Feris Banamex Mexico City 3–5 August

Switzerland BEA Bern 30 April–9 May

Ironman Switzerland Zurich 31 July–1 August

Expocafé World Trade Center Mexico City 2–4 September

JURA RAID Prologue JURAworld of Coffee Niederbuchsiten 25 August

Upcoming events

China Finland Stockmanns Coffee Argos Helsinki 5–21 March

Hotelex New Intern. Expo Centre Shanghai 29 March–1 April

Poland Eurogastro Warsaw 24–26 March

South Korea

Austria Futura – Trade show for consumer electronics, household technology and telecommunications Salzburg 16– 19 September

Dubai

The Hotel Show Dubai World Trade Centre Dubai 18–20 May

Openairs with JURA Gourmet Coffee Catering Comptoir Suisse Lausanne 17– 26 September

Greenfield Festival Interlaken Matten 11–13 June

Gurtenfestival Bern-Wabern 15–18 July

HESO Solothurn 24 September– 3 October

Openair St. Gallen 25–27 June

Openair Gampel 19–22 August

Openair Frauenfeld 9–11 July

Freestyle Zurich 24–26 September

OLMA St. Gallen 7–17 October

Food 2010 Kintex 12–15 May

Singapore FHA – Food & Hotel Asia Singapore 20–23 April

Moon & Stars Locarno 8–18 July

History

Way back when

This year, JURA’s first-ever apprentice celebrates his 90th birthday. So, how has training at JURA changed over the years? Time for a chat between veteran Hans Niklaus and one of our youngest apprentices, Florian Eggenberger. Hans Niklaus: In summer 1937, I was helping my father hand-paint the JURA logo on the freshly renovated façade of the head offices in Niederbuchsiten. When we’d finished, I asked Leo Probst on the spur of the moment if they had room for a trainee. I started at JURA the following Monday, the very first apprentice they’d ever had. Florian Eggenberger: Things didn’t happen quite so fast in my case, although JURA was also my first choice as an employer. One of my friends was telling me how happy he was with his apprenticeship at JURA, so I decided to apply for a taster. After that, my decision was clear: I wanted to train as an automation specialist with the company. I’m now in my second year of a four-year course. Hans Niklaus: My training lasted four years, too. I was exactly 17¾ years old when I started at JURA and I qualified when I was 22. Incidentally, the classic double-flap toaster I used to make during my apprenticeship is still being sold today. Unfortunately, I couldn’t finish my training in one stretch because I had to break off for my basic military training. Actually, it’s a bit misleading to talk about ‘training’ in my case because I didn’t have a supervisor or a real timetable.

Florian Eggenberger: I’m very happy that my training today is so clearly structured and divided into individual blocks. That way I get to see all the different departments and learn a lot of different things. The instructors do a terrific job and are very supportive towards all of us, not just professionally but on a human level, too. Working with the other trainees is also fantastic, which is particularly obvious when we go away on our project weeks – like last autumn, on the Rigi. Hans Niklaus: When I was here, there was no such thing as ‘special treatment’ for trainees, or intensive training. I was at the same workbench every single day. And on Saturdays, I often had to go in to sweep out and tidy up the entire workshop. In those days, the other workers thought of an apprentice as a kind of drudge who would do all the work they didn’t want to. We didn’t get more than two weeks’ holiday a year, either. My wage was pretty modest, too. In my first year I earned 25 Rappen an hour, which went up to 45 in my fourth year. Florian Eggenberger: I really can’t compare that with today. I started out in my first year with a monthly wage of 525 francs. And at JURA, after the second half-year when we’ve

got the necessary qualification, we get an additional performance-linked bonus. Hans Niklaus: In those days we didn’t really get a wage. It was more like pocket money. Today, a lot of apprentices drive to work in their own cars! But I know that life isn’t a bed of roses for young people today – even assuming they can find an apprenticeship. Everybody’s talking about crisis these days, but life was pretty tough back in the Thirties too, when I was growing up. After my apprenticeship, I trained at the technical school in Burgdorf before I returned to JURA. Later on, between 1972 and 1985, Hugo Pagano and I were jointly responsible for looking after our commercial apprentices. Florian Eggenberger: I’m glad to say that the human element pays a very important role in my training here at JURA. I feel very comfortable here. I can imagine going on to further education after I finish my apprenticeship. But it will be really interesting to see where life takes me in the next sixty or seventy years! «

People

Anniversaries 35 years

Giuseppe Di Domenico Spare parts

30 years

Franca Ferrari Customer adviser

25 years

Silvia Inauen Service, irons

Long Limhun Service, irons

Meinrad Kofmel Head of Communication

20 years

Bruno Beeler Fairs & Events

15 years

Margrit Bucher Customer adviser

15 years

Charlotte Cao Customer services

10 years

Prena Gegaj Service, coffee

Roland Hürlimann Service, coffee

Adrian Kühne Head of Swiss market

Jeannette Probst Customer services

Angela Tanner Customer adviser

Anita Aerni Customer services, iron

Roland Eggenschwiler Head of service in Switzerland

Martin Emch Head of Service, coffee

Martina Fluri Customer services

Daniel Heiniger Business Unit Commercial

Yoshiko Iwata Distribution, international

Sonja Jakob Assistant, after-sales service

10 years

Faton Beka Service, coffee

10 years

Obituaries Walter Schwaller 16 April 1923 – 25 July 2009 Daniel Mohler Controlling

Elisabeth Müller Logistics services

Peter Nyffenegger Logistics services

Agnes Spalluto Customer services

Fabian Spielmann Spare parts

43 years of service Toolmaking

International

15 years

10 years

Bertha Dietschi Hans-Georg Hänsch 20 years Head of customer services, JURA Nuremberg

Germany Rolf Diehl General Manager, JURA Nuremberg

Stefan Göring General Manager JURA Grainau

Brigida Filo-Aksoy 10 years Customer services, JURA Nuremberg

Claudia Lipp 10 years Communication center, JURA Nuremberg Oliver Schiller 10 years Head of service, JURA Grainau

26 December 1919 – 24 December 2009 11 years of service Logistics

Roger Federer World’s no. 1 ranked tennis nis player, ner, 16-time Grand Slam winner, n of all time greatest tennis champion

The new IMPRESSA Z77 – cappuccino and latte macchiato at thee touch of a button Opt for Roger Federer’s choice of automatic ne made by JURA. For speciality coffee machine example, the new top-of-the-line -the-line IMPRESSA Z7 model comes with a cappuccino puccino spout that is ull 153 mm. height-adjustable to a full JURA Elektroapparate AG, G, Kaffeeweltstrasse 10, 4626 Niederbuchsiten, www.jura.com j