JURA Coffeebreak 1/2012 EN

CoffeeBreak Magazine for Employees and Associates – Issue 1 / 2012

www.jura.com

PRODUCT INNOVATIONS A successor to the best-selling bean-to-cup machine MARKET DEVELOPMENT Enjoying coffee Down Under EVENTS Perfect coffee guaranteed: 3 million times over

A touch of Hollywood:

The new TV commercial with brand ambassador Roger Federer 1

EDITORIAL / IMPRINT

Editorial Dear Colleagues, Partners and Friends of JURA As you browse through this latest edition of CoffeeBreak, you will quickly sense the satisfaction at JURA about another successful half-year of key activities and major milestones. One example was the launch of the IMPRESSA F7, the successor to our best-selling fully automatic machine (pages 14 to 15). Another was the premiere of an entertaining TV commercial featuring our brand ambassador, Roger Federer. Last, but not least, we celebrated the awesome figure of 3 million bean-to-cup machines produced. It took us nine long years to reach our first million and fourand-a-half to reach our second. Now, just three-and-a-half years on, number 3,000,000 of our fully automatic range has rolled off the production line. Don’t miss our full coverage on pages 12 and 13. Our rising output is indeed striking evidence of our international growth and of the goodwill that exists towards our products and brand. Another sign of international growth is the recent opening of new headquarters and a Hospitality Center in Melbourne, Australia: for more, see pages 18 to 21. Further confirmation of the global presence and reach of our brand image can be found in our Flagship Stores, which carry our brand out into the wider world. Reto Peduzzi and Arash Riahi, who share responsibility for the Flagship Stores, brief us on these projects on pages 22 and 23. In short: JURA stays ahead of the game. The array of prestigious world design awards we have won further underlines the point. Crowning these moments of glory, the international brand seal of excellence, Superbrands, has again selected JURA as a Superbrand. Founded in London in 1995, Superbrands has become a benchmark for the rating and recognition of strong brands in more than 85 countries. The award seeks to promote and reward successful and sustainable brand management. Its evaluation criteria include market dominance, market acceptance, customer loyalty, goodwill and brand longevity. We are confident that the screening of our latest ad, en­ livened with the flair of our brand ambassador Roger Federer, will present our brand image in an even better light. On pages 24 and 25, individual employees give their feedback on the in-house premiere.

This market dominance and acceptance, the loyalty and goodwill of our customers and the longevity of our brand all derive from factors close to, and surrounding, our business. You are all part of this: colleagues, partners, customers and friends of JURA. My warmest thanks to you all.

Emanuel Probst

Imprint Published by: JURA Elektroapparate AG, CH-4626 Niederbuchsiten Editors: Meinrad Kofmel, Stefanie Langenstein, E-mail stefanie.langenstein@jura.com Design: spice advertising, the Inhouse Advertising Agency of JURA Elektroapparate AG Produced by: Denon Allmedia AG, Rapperswil Photo­graphy: Kurt Pfister, Pfister­com (pages 3, 11, 15, 16, 25, 28), Jonas Spengler (pages 5, 14, 16, 17), Eunji Song (pages 6, 7), Jodie Hutchinson Photography (pages 18, 19, 20) Printing: Vogt-Schild Druck AG, Derendingen Languages: German and English Translation: Hill Johnson Associates GmbH, Zollikon Circulation: 52.000 Frequency: bi-annual since 2005, total 13th edition

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INDEX OF CONTENTS

Contents

10

14

18

22

24

28

4 CoffeeBar

Key figures, 80 years of company history and several prestigious design awards.

12 Three million machines

for the ultimate in coffee perfection Join us at the party thrown in Arosa by Eugster/Frismag AG to celebrate the production of the three-millionth JURA bean-to-cup machine.

6 Life and Seoul: South Korean event a resounding success

Reporting back on an extra-special event organized by our HLI distributors in the Korean capital.

14

8 JURA: your travelling companion

John Heselmans, JURA Service Manager in Belgium, talks about his adventures around the globe, where he almost always manages to find a perfect cup of coffee.

10

Patents drive innovation In our talk with Dr Albert Müller we show you why patents and design protection are so important and how they act as a catalyst for research and devel­ opment.

24 Ambassador

A touch of Hollywood: the new commercial featuring brand ambassador Roger Federer is a huge hit with TV audiences.

26 Meet & Greet in Rotterdam

An entertaining verbal exchange in Rotterdam: our ambassador was not only unbeatable on the court but an outright winner when it came to conquering the hearts of everyone present.

I MPRESSA F7 – fast and flexible We present the successor to the bestselling JURA bean-to-cup machine of them all: the IMPRESSA F7.

16 Product innovations

Discover our latest products: an ultra compact single-cup automatic and the Cool Control Wireless.

18 Enjoying coffee Down Under

‘Party when you get the chance’: opening of Hospitality Center, inauguration of new headquarters and the presentation of the latest products in Australia.

28 A day in the life of Bruno Beeler

Join ‘CoffeeBreak’ to accompany Bruno Beeler of Gourmet Coffee Catering on an exciting and varied day at work.

30

People Our apprentice technicians, long-serving colleagues, new faces and obituaries.

21 Coffee recipe

A combination of sweet mint and latte macchiato: delicious refreshment for those hot summer days.

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COFFEEBAR

CoffeeBar Eight decades of JURA – part of Solothurn’s industrial history

Since last December, the interactive exhibition at the JURAworld of Coffee has boasted an exciting new attraction guaranteed to bring memories flooding back: engagingly designed to document one decade after another, JURA’s history is now presented as a new section in the exhibition.

Anyone wishing to find out more about the background of the traditional Swiss brand can be sure of coming across plenty of familiar old items. We start with the 1930s radio or post-war hot plates, and move on to continental Europe’s first steam iron and the classical mid-20th-century pretzel machine.

These are followed by the futuristically designed irons of the Cold War days and the top-quality beanto-cup coffee machines from the company’s most recent past. All in all, visitors will find no shortage of fabulous exhibits. The impact of the exhibition is underscored by the many photos from the different eras it covers. These impressively illustrate how JURA developed from a Solothurn-based production site focussing on the Swiss market to establish itself as the world’s most innovative manufacturer of bean-to-cup speciality coffee machines.

If you would like to delve deeper into JURA’s past and present, we recommend that you pick up a copy of our book, ‘JURA – Innovatoren seit 1931’ (JURA – Innovators since 1931), which is available at the JURAworld of Coffee shop. «

JURA increases unit sales and cash flow JURA Elektroapparate AG can look back on a successful year worldwide.

Thanks to the launch of two new product platforms, the company succeeded in boosting sales of bean-to-cup speciality coffee machines to 282,300 units last year. Cash flow grew by 3.7% to CHF 27.8 million.

In local currency terms, sales rose by 5.4%. However, owing to the strength of the Swiss franc, the consolidated result was down 5.3%, to CHF 352.2 million.

JURA’s aim is to reach the 300,000 mark with its bean-to-cup machines in 2012 and to achieve this the company will be launching innovative new products on its four core platforms during spring and autumn. To ensure brand familiarity with a wide audience, JURA will be making use of television advertising for the first time in many years. The campaign gets under way in April, with highly popular brand ambassador Roger Federer in the starring role. In future, JURA will be placing greater emphasis on the Professional sector, where it offers bean-to-cup machines for office, commercial and catering use.

Worldwide growth is also the aim of the new facility in Niederbuchsiten, which houses the spare parts division as well as the company’s exhibitions and events. The interior shell of the new building is complete and

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the workshop operational. By the middle of the year, the façade and peripheral work will also be completed. The building will accommodate the world’s first ‘Professional Competence Center’, a kind of flagship store for the commercial sector. ‘Like the JURAworld of Coffee, the Professional Competence Center must also make a global impression and be seen as the benchmark for projects in our international markets,’ is how Emanuel Probst describes the symbolic character of the development. The newly constructed Global Support Center clearly underlines the company’s commitment to the Niederbuchsiten site. «

JURA: Key figures at a glance Automatic coffee machine (pieces) Sales (in millions of CHF)

2010

2011

Change

270,000

282,300

+4.6%

372.1

352.2

Sales (in local currencies) Share of sales in Switzerland

13.7%

13.4%

Share of sales international

86.3%

86.6%

26.8

27.8

Cashflow

–5.3% +5.4%

+3.7%

COFFEEBAR

The Oscars of home design

The ‘baby’ of the family makes a big impression

JURA triumphs again at the red dot award

At New York’s prestigious Housewares Design Awards, a JURA bean-to-cup speciality coffee machine won over the jury in the ‘Cooking & Beverages Appliances’ category with its functionality and originality. The Housewares Design Awards are the most important American awards in the household appliance field and are fittingly known as ‘The Oscars of home design’. For 2012, the Oscar goes to: the IMPRESSA J9 One Touch TFT…

With its elegant lines, the world’s smallest ever one-touch cappuccino bean-to-cup machine is definitely one of the ‘big boys’ when it comes to innovative product design. Such was the impact made by the ENA Micro 9 One Touch that it carried off the iF product design award for 2012: a tribute that is recognized interna­ tionally as a coveted endorsement of outstand­ ing aesthetics and design. The ENA Micro 9 One Touch satisfied the exacting demands of the jury and coffee lovers alike. This award is conferred in acknowledgment of product features such as the choice of materials, level of innovation, environmental sustainability and functionality.

Alongside the GIGA 5, one of our commercial units, the GIGA X9c Professional, has now won the red dot design award for outstanding design quality for the first time. The red dot is one of the world’s most prestigious design awards and is conferred by an expert jury con­sisting of 30 members. A total of 4515 different products were submitted. The ENA Micro 9 One Touch also scored a success at the awards where it received an ‘honourable mention’ as a particularly well-conceived solution for specialist markets. «

Product placement with a difference The IMPRESSA J9 One Touch TFT looks great anywhere. And it can also be admired on one of the most famous billboards in the world – right at the heart of New York’s Times Square. «

Events featuring JURA. Not to be missed!

BEA, Bern, Switzerland: 24.4.–06.5.2012 LUGA, Luzern, Switzerland: 24.4.–06.5.2012 Fromland, Herning, Denmark: 9.–12.8.2012 Maison & Object, Paris, France: 7.–11.9.2012 MONA Modern House, Klaipeda, Lithuania: 20.–23.9.2012 Triestespresso, Triest, Italy: 25.–27.10.2012 Hotelshow Coffema, Dubai, UAE: 15.–17.5.2012 SCAJ, Tokio, Japan: 26.–28.9.2012 FISPAL, São Paulo, Brazil: 25.–28.6.2012 CGTA Fall Show, Toronto, Canada: 12.–15.8.2012 Fine Food Australia, Melbourne, Australia: 10.–13.9.2012 For more event dates, go to: www.jura.com/de/events

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COFFEEBAR

The former ruler, King Sejong the Great – alias Edward Charnaud, Head of Global Marketing: royal assent for the coffee delivered by the latest GIGA X and IMPRESSA XJ bean-to-cup machines from JURA.

Area Manager Asia Anton Auernigg presents JURA’s new Professional product range to the distributors, bloggers and journalists at the event.

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Something to smile about: HLI Managing Director Wunjae Lee is clearly delighted with the success of the event.

COFFEEBAR

Life and Seoul:

South Korean event goes with a bang On 16 November 2011 the Grand Ballroom at the Millennium Hilton Hotel was the fitting venue for a JURA event at which our long-standing distributors, HLI, treated guests to an evening of fabulous music and food and a display of top-rate barista skills, culminating in a scintillating presentation of the latest bean-to-cup models.

‘For JURA, which is well-known in South Korea as a top premium brand, this was the only place worthy of consideration as a venue,’ said HLI’s Marketing Director Wunjae Lee. The high-class event drew 150 key account holders, together with the entire team from HLI, our distributors in South Korea. Representing JURA were Edward Charnaud, Head of Global Marketing, and Anton Auernigg, Area Manager Asia. There were also about 40 bloggers and members of the press in attendance. HLI’s baristas at the exclu­ sive ‘Café de JURA’ showed off their talents on the premium bean-to-coffee machines, demon­ strating great coffee- and latte-making skills.

Guests were also treated to a very fine five-

course meal. There were presentations from the stage by Edward Charnaud, who spoke about JURA’s philosophy, and from Anton Auernigg, who presented the most recent products. The dazzling highlight of the evening came with the official unveiling of the latest JURA beanto-cup coffee machines from the Professional GIGA X and IMPRESSA XJ ranges, unveiled to a fascinated audience with an impressive light show. At the after-dinner party guests were entertained with some catchy coffee-related numbers sung by the popular jazz vocal group Woongsan. Edward Charnaud also delighted the crowd with his impression of Korea’s former ruler, King Sejong.

Jazz and coffee: Korean band Woongsan wowed their audience at the after-show party with a set list of ‘coffee songs’.

HLI baristas dazzle guests with their coffeemaking skills at the exclusive Café de JURA.

Huge popularity, growing demand ‘We love coffee here in Korea. Lots of my compatriots drink five cups a day or more. People here really appreciate top coffee and latte specialities and that’s why JURA’s bean-to-cup machines are held in such high regard,’ ex­ plained Wunjae Lee. And, as Anton Auernigg followed up: ‘Our South Korean customers can find us in many prime locations: in two flagship stores called Café de JURA and in a number of boutiques in the country’s top department stores. South Korea is a growing market for bean-to-cup machines, and is therefore very important to us, especially for our Professional models.’ JURA’s popularity was also evident from the many reports about the successful event and the new JURA products in Korean newspapers and blogs, and demand from key account managers for the specialist bean-tocup coffee machines continued to grow after the event. Edward Charnaud, Anton Auernigg and Wunjae Lee all concur: ‘For us, though, there was one other highlight: the superb way everyone worked together on this. There is no doubt that this was one of the most impressive and enjoyable events any distributor has ever hosted with JURA.’ «

Distributors, bloggers and journalists all had a chance to try out the latest JURA bean-to-cup machines for themselves.

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JURA: your travelling companion John Heselmans isn’t a big fan of ‘normal’ holidays, so when the JURA Service Manager from Belgium puts on his hiking boots, adventure is never far away. But no matter whether he’s making his way by dog sled alone through the icy wilds of Norway or trekking to the peak of Kilimanjaro, the JURA brand is always with him.

While most holidaymakers appreciate a bit of peace and quiet and a chance to unwind when they go away, John Heselmans sets out in search of new adventures and challenges. ‘Nothing really crazy, just something to get the adren­ alin going a bit,’ explains the 30-year-old Service Manager with BVBA Bodart & Co, JURA’s Belgian sales partners. ‘It wasn’t always like that. It’s only two years ago that I started trying to explore the world on my own, or at least, small parts of it.’ It all began with a monthlong trip to America. After this fairly conven­ tional break, John has since extended his range: from the wilderness of Costa Rica, to the icy wilds of Norway (where he journeyed alone through the snow with only his sled dogs for company), and to the highest peak in Africa: Mount Kilimanjaro. In between, he somehow managed to squeeze in a visit to Poland, where

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his activities included disappearing deep underground on a visit to a former salt mine in Wieliczka.

JURA in the Serengeti As varied as his adventures are, they do share one thing in common. John explains: ‘It usually takes me quite by surprise, but I’m always very pleased when it happens: I’ve come across JURA bean-to-cup machines in the unlikeliest of places. Even 160 metres underground in a Polish salt mine there was an IMPRESSA Z5 serving up top-quality coffee to visitors.’ And in a ranger station in Monteverdi in the Costa Rican cloud forest, Heselmans was more than a little surprised to hear the familiar sound of coffee beans being machine-ground, before establishing that the source of the background noise was a well-used IMPRESSA X7. ‘After a

day in the non-stop rain and the mud I couldn’t have wished for anything better than a delicious cup of cappuccino. I’ll never forget that moment.’ As a huge fan of JURA he had his picture taken with the machine on both occasions, to give his ‘discovery’ some credibility when he got home. By now John has built up an impressive collection of pictures, for which there is, unfortunately, all too little space here.

If no JURA machines happen to be available as a subject for his photos, the Service Manager simply whips out the JURA flag he never trav­ els without these days, and he can snap away happily. This is what happened during his safa­ ri in the Serengeti, for example. His only regret: ‘I haven’t got any JURA pictures from the Kilimanjaro climb. At the top, I was so overcome by emotion that I forgot I had the flag in my jacket.’ We can only hope this won’t happen to him this summer when he plans to make it to another of the world’s ‘top destinations’. He hasn’t made his mind up yet, but it’s a choice between Mount McKinley, at 6,194 metres the highest mountain in North America, or Mount Elbrus, which is the highest mountain in the Caucasus in Russia, with a height of 5,642 metres. «

COFFEEBAR

A treat for coffee lovers

Albert Birbaumer (RICMAS President and JURA representative for South-East Asia) and Raymond Tan (General Manager of RICMAS Services Malaysia) celebrate the opening of the new premises in Kuala Lumpur.

The world famous Petronas Twin Towers in Kuala Lumpur (or KL, as it’s affectionately known) have been joined by another attraction: the new espresso boutique owned by RICMAS, JURA’s sales partners for South East Asia. The comparison to what was once the world’s tallest building may seem a little flawed in the opinion of some tourists and locals, but not from the perspec­ tive of the growing numbers of coffee lovers in Malaysia. It’s a modern oasis in KL’s fashionable Rivercity district, with a floorspace of 60 square metres. It is filled with irresistible coffee aromas, cutting-edge accessories, freshly roasted beans and of course a wide selection of JURA machines, including the outstanding current models from the IMPRESSA range, the ENA Micro 9 One Touch and the GIGA 5. Albert Birbaumer is President of RICMAS and JURA’s South East Asia representative, and he explains the concept of the espresso boutique: ‘It provides a comprehen­ sive coffee service, everything from a selection of the latest bean-to-cup machines to the best accessories for making the perfect cup of coffee. Trained professional staff area available to help customers choose the right equipment to meet their needs and to explain how the differ­ ent functions work.’ The boutique also houses a small service workshop, separated only by a glass wall so that customers can observe all the stages of a service. Whether they would wish to do so is something Birbaumer queries: ‘I think they’d much rather wait and chat with other coffee lovers in the comfortable lounge area over a freshly made espresso, latte macchiato or cappuccino.’ «

Canada – the success story goes on The opening of the first JURA hospitality centre in Toronto last August was followed by a second coup towards the end of the year – the offi­ cial opening of a centre in Montreal. Responsible for running it is EDIKA, a company established in 1989 by two brothers and espresso fans, Patrick and Georges Mamelonet. It is now JURA’s partner in the upand-coming Quebec region, ensuring that standards for the quality of coffee remain high. The new hospitality centre not only has modern office space but also benefits from a large showroom and a superbly equipped service area where machines come in for repair and maintenance. The lively opening ceremony was attended by the region’s media representatives, selected customers and local personalities.

Christopher Charnaud, JURA Area Manager for Canada and Latin America, got the event under way with a short introduction to the JURA philosophy. Afterwards, he summed up his satisfaction with the way the evening had gone: ‘A successful event with plenty of positive feedback from our guests.’ Invitees were treated to a guided tour of the premises, followed by a game of tennis with – or rather against – Roger Federer. Not on a real court of course, but on a specially set up Wii console. It was still worth having a try, though, as the winner

Enjoying the opening event to the full. From left to right: Joe Didonato (General Manager of FAEMA Canada, general importers of JURA machines for Canada), Christopher Charnaud (JURA Area Manager Canada and Latin America) and Patrick Mamelonet (General Manager of EDIKA).

stood to walk away with a Roger Federer Limited Edition ENA 9 One Touch – one of only 300 in the world. And to make sure everyone got home safely after their coffee cocktails, champagne or wine, EDIKA had laid on a personal limousine service. «

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MANAGEMENT

‘Always

a generation ahead’ As a leading innovator in fully automatic speciality coffee machines, JURA always like to ensure that its products are just ahead of the competition, preferably by one generation.

In this interview Dr Albert Müller, Chief Patent Counsel at JURA, explains why patent cover is so important in this field, and how it serves to protect intellectual property.

Dr Müller, why does JURA patent its technological innovations?

In Patent Affairs we concentrate on two core fields: the patenting of technological innovations and the protection of designs. Expressed in simple terms, patents protect the innovative technology that goes into our machines against imitators. Design protection, on the other hand, enables us to take action against imitators who copy the outside, the language of form.

What do you aim to achieve by this?

Our aim is to secure the competitive lead that

we gain through our development work. We also want to prevent imitators from making products that mislead consumers and harm our reputation. Finally, our clients should be able to rest assured that, if its says JURA on the outside, it must be JURA on the inside.

What do the duties of a patent attorney involve?

Part of the job is to write and file patent spe­ cifications. There’s a general need to engage closely with the subject matter and always keep one step ahead of the game. Searches of the

patent literature can save time-consuming and costly duplicate developments. They also avoid the risk of infringing the intellectual property rights of third parties. Patent Affairs therefore liaises very closely with Product Development.

What happens during the actual patenting process?

It starts with an intensive preparatory phase, when we write a patent specification that com­ plies with the requirements of the patents office. After submission of the file, there is an official examination stage. Finally, some time later, the patent is granted.

Once the patent is granted, can you assert the rights worldwide? (laughs) Unfortunately it’s not that easy. Other countries have their own patent offices. However, a patent application specific to one country can be extended to others. So we have relations both with the Swiss Federal Institute of Intellectual Property in Bern, the European Patent Office in Munich, and the World Intellectual Property Organization in Geneva.

Original (left) and counterfeit (right): Patent and design protection made it possible to confiscate illegal copies and prohibit them from entering the shops.

The maxim is always ‘if it says JURA on the outside, it must be JURA on the inside.’

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MANAGEMENT

What happens if another company or somebody else applies to patent the same technology, before a patent has been granted?

In such a case, the date of the first application is decisive.

How long does patent cover last?

Twenty years. However, patents require con­ stant monitoring over this period. Patenting is a continuous, complex process in which me­ tic­ulous attention to detail and deadlines are hugely important. To quote one example: an annual fee is payable in each country at the ap­ propriate time. If the deadline is missed through inattention, the protective rights lapse. So the patent application only marks the start of the administrative work …

Do you have a personal favourite patent?

Oh, I have several of those. One of them is certainly the Zero-Energy Switch, which underlines our commitment to sustainability. We filed our application to patent this intelligent electricity saving technology with zero standby energy long before energy saving became a media trend.

Why does JURA also register its designs?

A strong brand such as JURA is always recogniz­ able ‘from its looks.’ All our bean-to-cup lines have unmistakable design features, typical of JURA. Unlike a fashion trend, our design language does not change from season to sea­ son, but is in constant evolution. Design patents, or registered designs, ensure that the JURA brand remains clearly recognizable at a glance, and protect the contours of our fully automated machines from imitation through­ out the product life cycle.

of our IMPRESSA F50. Because its inner works infringed patents and its design infringed registered designs, we were able to have the pirated goods confiscated in various countries, and keep them off the shelves.

Can patent and design protection really be enforced in practice?

Yes, indeed: patents and registered designs are extremely effective means of protection. One good example of this is a copy that was made

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PRODUCT LAUNCHES

Off the production line:

3,000,000th fully automatic JURA coffee machine

Last January, the three-millionth JURA bean-to-cup machine was supplied to JURA by Eugster/Frismag AG. Reason enough for our strategic production partners to mark the event with a fitting celebration in the Swiss ski and health resort of Arosa.

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There can hardly be any more convincing evidence of JURA’s growth and success, and Gen­ eral Manager Emanuel Probst is delighted: ‘It took just under ten years to reach the first million, then in July 2008, just four and a half years later we were celebrating the second, and now at the start of 2012 the three millionth JURA bean-to-cup machine has just come off the production line at our partners Eugster/ Fris­mag.’ It provides the perfect opportunity for Arthur Eugster, Chief Executive of Eugster/ Frismag, to bring the employees of both companies together to celebrate the occasion in

Arosa. Around 80 employees from a variety of departments, including technology, marketing, production, quality assurance, development and project management, took up the invitation to the resort, which lies at an altitude of 1800 metres and is renowned for its healthy climate.

Snow, snow everywhere Arosa is a favourite holiday destination both in summer and winter, and it lived up to its reputation as a ski resort with guaranteed snow: anyone who didn’t manage to get their vehicle

into the Sunstar Hotel’s underground car park after they arrived on Thursday was faced with the task of clearing almost 50 centimetres of snow off it two days later – that’s if they could even find it among all the other mounds of snow! At first, the event organizer Gabriela Buschor was pleased with the blanket of white that had transformed the town into a winter wonderland. However, by Friday afternoon the sheer volume of snow forced her to revise the programme, following cancellation of the sche­d­uled fun ski race due to the dangerous conditions on the slopes. No matter: most of

Strategic partner and a generous host, promoting staff unity: Arthur Eugster opens the gala evening

Providing the perfect musical background to the gala dinner: the Rudi Keller Trio from Austria.

Laughter warms the heart: comedy from the ‘Harul’s’ troupe helped guests forget the wintry weather.

those present simply decided to turn the occa­ sion into an extended lunch at the well-known Tschuggenhütte and leave ski racing for another time. It was a chance to have a chat and get to know each other better. Well, not quite everyone: there were a few die-hards who donned helmets, scarves and goggles, and strapped on their skis and snowboards in defiance of the elements, before disappearing into the flurries of snow.

Top-class entertainment The informal exchanges continued in the festive atmosphere at the hotel that evening over aperitifs and during dinner. The occasion would not have been complete without sincere votes of thanks from satisfied management teams, followed by an enjoyable programme of enter­ tainment. Arthur Eugster expressed his gratitude on behalf of the hosts, while Thomas Fournier, Head of Management Support, reciprocated for JURA. Musical entertainment was provided by the Rudi Keller Trio and there was a hilarious performance by the comedy crew

Here’s to the next million: the illustrious circle of guests toast the three-millionth beanto-cup machine and drink to the future.

from Harul’s, who had the audience in stitches with their interlude on the alphorn and their sublime com­pilation of interviews filmed in the Tschuggen­hütte. The opening credits to the report were professionally announced by Swiss TV news presenter, Daniela Lager. Afterwards there was a competition (after all, there had to be some sort of substitute for the ski race) which resulted in Reto Rippstein, JURA’s Technical Project Manager, suffering a torn shirt as a reward for his whole-hearted sprint to the tap in a race to be first to fill the water tank of a GIGA 5. The fact that he only came second did not take the shine off his evening, as Gabriela Buschor had come up with a very original memento of the three millionth JURA bean-to-cup machine to be given to all those present.

Before the evening came to an end, either at the hotel bar or elsewhere in Arosa, another musical highlight was provided by Tanja Dankner and her band. The little lady with the big Swiss soul voice entertained the audience with songs from her latest CD, ‘Somewhere’, a signed

Speaking for everybody, Thomas Fournier thanks the organizer, Gabriela Buschor, for a wonderful event.

copy of which was waiting on the pillow of each guest when they retired to their rooms.

‘White’ surprise Next morning, after a relatively short night, a number of sleepy guests rubbed their eyes in disbelief as they looked out on the endless expanse of white that greeted them. They then had to set about locating and digging out their cars, now buried under 50 centimetres of snow. A group from Eugster/Frismag, who had travelled up together, were particularly unlucky.

After an hour’s shovelling to free their car it stubbornly refused to start. The freezing blanket of snow and the icy temperatures had left them with a dead battery, but fortunately, help in the form of jump leads was soon forthcoming.

Snow chains were also fitted and before long the last guests were safely on their way home from this memorable occasion, their thoughts no doubt already turning towards the party to celebrate the next million. «

Finest soul music, made in Switzerland: an exclusive private concert from Tanja Dankner and her band.

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PRODUCT LAUNCHES

Fast and flexible In the new IMPRESSA F7, JURA’s best-selling bean-to-cup machine, the IMPRESSA F50, has found a more-thanworthy successor. The best F class of all time combines classical design with state-of-the-art technologies in a single machine and is the ideal choice for anyone with a penchant for a good cup of espresso, coffee or ristretto but has no objection to a perfectly prepared cappuccino.

The launch of the revolutionary IMPRESSA F line in 2001 was an important milestone in JURA’s history. The popular bean-to-cup machine rapidly found a place for itself in European homes, before setting out to win over the hearts and minds of coffee lovers all over the world. Since then, the IMPRESSA F50 has gone on to become the best-selling fully automatic machine from JURA of all time. ‘But as anyone who knows us will confirm, we never rest on

IMPRESSA F7 features New Aroma+ grinder for a wide range of coffee types, from ristretto, espresso and straight coffee to cappuccino Simple operating concept with centrally positioned knobs and switches Energy-efficient and ready to operate in seconds Height-adjustable coffee and milk spouts (65–111 mm) with integrated cup illumination in amber and white

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our laurels,’ points out Corinne Hörnlimann, JURA Product Manager, as she proudly presents the F50’s worthy successor, the new IMPRESSA F7. She continues: ‘Development took almost three years. During that time we completely overhauled the design and built our most advanced innovations and technology into the guts of the machine.’ The beautifully revamped exterior, incidentally, was the work of Iseli Design and Partners in Bern, a long-time JURA

associate whose creative team were re­spon­ sible for the design of the very first IMPRESSA almost 20 years ago.

Perfect coffee in next to no time One of the most noticeable improvements in the new IMPRESSA F7, according to Corinne Hörnlimann, is the combination of technical perfection and speed. ‘When you switch the machine on, it’s like having a turbocharger.

The machine accelerates from zero to the delivery of a perfect cup of coffee in next to no time. This is possible thanks mainly to the tried-and-tested Thermoblock 2010.’ The Product Manager is equally enthusiastic about the ultrafast, high-performance Aroma+ grinder, which gently processes the desired amount of coffee beans in half the time of conventional machines while preserving their aroma. But the IMPRESSA F7 sets new standards not only in terms of speed. Hörnlimann: ‘Apart from the best fine frothing technology available, it also features the largest bean hopper with an aroma preservation cover. It holds up to 310 grams of freshly roasted beans, which is more than a standard 250-gram retail pack.’ Apart from the many new features and innovations, the company’s engineers also integrated com­ ponents that had proved their worth in the highly successful IMPRESSA F50. In addition to the functional improvements and enhanced fla­vour features, it has also made certain aspects of service and maintenance more effi­ cient. ‘Overall,’ says Corinne Hörnlimann, ‘it’s a worthy successor to the IMPRESSA F50.’

Suitable for any size of cup Under optimum brewing conditions, the pat­ ented variable brewing unit in the new machine extracts a maximum of flavour from 5 to 16 grams of coffee. There is also a powder chute for pre-ground coffee, which makes it easy to use another variety, such as decaffeinated.

Need­less to say, the IMPRESSA F7 is equipped to make a single cup or two cups at the same time, as required. A hot water nozzle for tea and a steam function to make hot milk automatically are likewise among the machine’s fea­tures. Corinne Hörnlimann is quick to point out the accessories compartment, which is prob­ably unique for a machine in this price cat­ egory, together with the integration of a Con­ nector System© in the spout. ‘This innovative solution makes it much simpler to make a cap­ puccino, because you don’t need to move the cup. Simply turn the switch and a fabulous fine milky froth flows into the cup. This is followed by fresh coffee and makes a perfect cappuccino or serves as the basis for a hot chocolate. The fact that the height of the spout is infinitely adjustable means you can make all these specialities in your favourite cup, no matter what the size.

The Product Manager had the chance to try out the new IMPRESSA F7 for a few weeks at home and gave the bean-to-cup fully automatic top marks. ‘It’s the ideal choice for a flat-

‘We completely reworked the design and integrated our most advanced innovations and technology in the machine itself.’

Corinne Hörnlimann, JURA Product Manager shar­ing community or multi-person house­ hold where you have people making coffee on a regular basis. The main advantages are that the machine is easy to use and produces topquality coffee with an impressive range of spe­ cialities. The clean, simple design, which leans heavily on traditional automatic coffee ma­ chines, is a genuine eye-catcher in any kitchen.

It also features an excellent energy management system and saves a lot of electricity. It makes an active contribution to cost-cutting and is a further demonstration of our commitment as a company to the conscientious and responsible use of valuable resources,’ she con­ cludes. «

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PRODUCT LAUNCHES

Cool Control Wireless

Cool Control Wireless features Wireless communication Continuous wireless communication between the Cool Control and the automatic coffee machine Bayonet-type connector Stainless steel container is easy to connect and clean

Milk is an important factor in the world of coffee. Specialities like cappuccino and latte macchiato are as popular as ever. Light, foamy milk froth or hot milk for favourite coffee specialities can be prepared to perfection if the milk is kept fresh at the optimum temperature of 4 °C before being heated or frothed.

Active cooling Milk temperature remains at a steady 4 °C

The new Cool Control Wireless not only keeps milk cool – guaranteeing a perfect coffee – but also features state-of-the-art technology. As Junior Product Manager Lukas Fasnacht is happy to explain: ‘Wireless communi­ cation today is part of our lives in so many areas, from the car industry through to telecommunications. And from now on, it’s also an integral part of bean-to-cup speciality coffee machines.’

The Cool Control Wireless communicates uninterruptedly, and without any need for wires or cables, with the coffee machine. The milk cooler has a display that shows when it no longer contains enough milk for the next cappuccino or latte. When the milk falls below a specific level tracked by a sensor, the words ‘Fill milk’ appear in the display. This prevents messy splashing and is yet another convenience factor. ‘Another advantage,’ as Lukas Fasnacht points out, ‘is the fact that the Cool Control is on a slant, which means it can continue dispensing milk even when the level is very low.’ « Wireless functionality is supported by these bean-to-cup machines: GIGA 5 IMPRESSA Z7 One Touch Voice IMPRESSA Z7 One Touch IMPRESSA J9 One Touch TFT IMPRESSA J9 One Touch (Metallic) IMPRESSA F7

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Lukas Fasnacht, Junior Product Manager

PRODUCT LAUNCHES

ENA Micro 1

Simply Espresso The ultra compact one-cup fully automatic machine has been reduced to a bare minimum and makes a perfect espresso. The ENA Micro 1 is the ideal choice for any espresso lover and comes with three programmable cup sizes – small, medium or large – each with two different aroma levels. A gentle touch on the control panel takes you directly to the desired result. The aroma preservation cover keeps coffee beans fresh, they are gently ground by the Aroma+ grinder, and the micro brewing unit ensures flavour extraction under ideal conditions. Thanks to the intelligent pre-heating system, each espresso reaches the cup piping hot and is crowned by a wonderfully delicate crema. The Energy Save Mode©, the auto-off function and the Zero-Energy Switch (for zero standby energy) guarantee the machine’s energy efficiency. «

ENA Micro 1 features A roma+ grinder and micro brewing unit guarantee the ultimate espresso Touch panel makes operation a snap Space-saving thanks to compact design H igh energy efficiency helps to save precious resources

17

MARKETS

New milestones in Melbourne

For three days in a row in January, Melbourne was home to three truly exciting events marking the ‘relaunch’ of the JURA Hospitality Center, the inauguration of JURA Australia’s new headquarters and a presentation of the company’s latest products.

‘For JURA, Australia’s an important and inter­est­ ing growth market. It’s a country with a highly developed taste for coffee,’ explains Eve­line Fink, JURA Export Manager, ‘and there’s a huge potential for our premium products. In the past, we were only represented by a joint venture company here, but since mid-2011 JURA Aus­ tralia Espresso Pty Ltd has been a fully owned JURA subsidiary. So now we have our own team to look after the market Down Under.’ Of course, it also meant that the company’s employees in Australia needed their own head office. ‘Our search for suitable headquarters took us to Melbourne,’ explains Fink. In the strategically important coffee region of Melbourne, where JURA’s bean-to-cup machines are extremely popular, JURA will be able to build on its longstanding collaboration with its trusted and re­

Enjoying coffee Down Under

A brief insight from JURA Export Manager Eveline Fink

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spected distribution partner for the business sector: ‘My Coffee Shop’ managed by Carmelina and Marc Pascoe.

Moving in style The decision to transfer JURA Australia from the coastal town of Wollongong in New South Wales to Melbourne was taken in November 2011, which makes it all the more remarkable that the team was able to move into the new office space, only 50 metres away from the JURA Hospitality Center, as early as the start of January 2012. ‘Even in December, we realized that the timing and our planning were a stroke of luck. As a result, we were able to maintain our service and customer support for domes­tic pro­ ducts throughout Australia despite the move!’ says Fink. The entire reorganization, of course,

What are the most popular coffee speci­ alities in Australia?

Australians like lots of milk in their coffee, so specialities like cappuccino or latte are extremely popular. Most people will ask for a ‘flat white’, which is a bit like a standard white coffee but is often elaborately deco­ rated on top.

How advanced is Australia’s coffee culture?

Very. There are plenty of expert baristas, and the choice of coffees available virtually everywhere is enormous. What’s more, the

George Liakatos knows exactly which beanto-cup machines appeal most to Australian customers.

was not completed in the space of just a few days. It took some time to find and lease the ‘My Coffee Shop’ building and transform it in­ to a JURA Hospitality Center that reflected the JURA CI. ‘Preliminary discussions between Gen­ eral Manager Emanuel Probst and National Sales Manager Australia George Liakatos took place back in 2009, and we started look­ing for a suitable location in mid-2010. The team, headed by Peter von Rohr, was able to start comple­ ting the interior in March 2011 (see CoffeeBreak 2/2011), and the installations were finalized in December,’ summarizes Eveline Fink.

Great commitment ‘The move and the reorganization that came with it placed great demands on everyone involved, and I would like to thank them most

cafés, bars and restaurants usually go to a lot of trouble to serve it in an attractive form.

Australia tends to be a lot warmer then Europe. Do you prefer a different type of coffee there to what you would normally drink in Switzerland?

Unfortunately, January was very cool in Australia this year. Although I keep trying various types of coffee with milk, I’m a dyed-in-the-wool espresso drinker. On hot days, I’ll happily drink a Red Cool, which is a big favourite in Australia.

Working together: Marc Pascoe and JURA General Manager Emanuel Probst cut the ceremonial ribbon before visitors are admitted to take a look inside the new headquarters. Carmelina (left) and Marc Pascoe, JURA’s long-standing distribution partners for the business sector and owners of ‘My Coffee Shop’, also run the new Australian headquarters.

19

MARKETS

Raring to go: the JURA Australia sales team pictured with Eveline Fink, JURA Export Manager, and George Liakatos, National Sales Manager JURA Australia.

Peter von Rohr, Project Manager for the JURA Hospitality Center, and George Liakatos are delighted not only by the new office space in Melbourne but also by the three outstanding inaugural events.

sincerely on JURA’s behalf,’ says Fink. ‘Special thanks must go to Carmelina and Marc Pascoe, the owners of “My Coffee Shop” – with their expert knowledge, their support and their gen­ erosity, they provided JURA Australia with an enormous amount of help during that period and made things a lot easier for us. They were able to satisfy all JURA’s wishes in every area.

They even arranged for special taps to be fitted that comply with the JURA CI!’ All the deco­ rations and fittings of the Hospitality Center, which extends over 400 square metres, fully em­body JURA’s design and quality ideals. The location is also attractive to customers because of its excellent transport connections and the

A special treat during dinner: an appear­ance

by Australian singer Vanessa Amorosi.

many parking spaces available directly in front of the building.

Three milestones, three events ‘On Saturday 14 January, the JURA Hospitality Center in Melbourne opened its doors to the public for the first time. The very next day, we held our National Sales Conference at our new headquarters and then on 16 January we held our Household Product Launch,’ recalls Fink.

Three eagerly anticipated events representing three more milestones in JURA’s worldwide suc­ cess story on a single weekend – each of them of great significance for JURA’s future.’ «

An update on the JURA Hospitality Centers CoffeeBreak talked to Emanuel Probst, JURA General Manager, Peter von Rohr, JURA Hospitality Center Project Manager and Eveline Fink, JURA Export Manager

prototype for our Hospitality Centers. This means we aren’t constantly having to re-invent the wheel: instead, we can reproduce a successful concept and employ it worldwide.

Where are the JURA Hospitality Centers located at present?

Peter von Rohr: At the moment we have Hospitality Centers in Belgium, the Netherlands, Austria, Norway, Dubai, Russia, Sweden and two in Canada, in Montreal and Toronto.

France is next on our list.

So far, what are your own and your cus­tom­ers’ experiences of the JURA Hospita­lity Centers?

Eveline Fink: After taking their first tour of the Hospitality Center, many of the visitors to the Key Customer Event in Australia were speechless. Then we started to hear comments like “totally brilliant”, “a complete small-scale JURA headquarters” or “what a wonderfully clean, transparent service department!” Our customers were fascinated by our “high-speed” service and cost transparency. Let’s face it: you can’t expect to find the fast, first-class and affordable services

What is the philosophy behind the JURA Hospitality Centers?

Emanuel Probst: Service is an important part of our brand philosophy, and we set the benchmark pretty high with our Glass Service Center in Niederbuchsiten. This provided the

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that we offer. They simply aren’t that wide­ spread. That’s why our Hospitality Centers are helping to establish JURA as a premium brand in these markets.

Peter von Rohr: The service department at the JURA Hospitality Center in Australia is well-organized, clean, and extremely efficient; all the facilities are perfectly adapted to the location. This means it looks just the way we wanted it. And there’s an extra benefit for our customers: provided they follow all the instructions, the work time per unit can be reduced by as much as 30 minutes! That’s the reason we are pulling out all the stops to get a concept that’s proven its value in so many places established in all our operations worldwide.

COFFEE RECIPE

Sweet mint coffee A perfect refresher for hot summer days

Ingredients

Preparation

60 ml mint syrup

Blend mint syrup, ice cubes and latte macchiato until creamy

4 ice cubes

Pour into Martini glass and garnish with mint leaf

1 latte macchiato

Serving suggestion Can also be served ice cold

21

MARKETS

Exclusive space

for a strong brand identity Where do JURA Flagship Stores go from here?

Our Flagship Stores concept has already proved successful at various sites in Europe and, of course, we shall continue to roll it out. However, we’re now sharp­ ening our focus on exclusive coffee houses on other continents. Our next step is to take our Flagship Stores to customers out­ side Europe and consolidate the brand’s presence in the premium range.

Arash Riahi, Area Manager Inter­ national Flagship Stores (left), and Reto Peduzzi, JURA Manager Exhibitions & Points of Sale

Shoppers all over the world can now enjoy the pleasures of innovative, premium-qual­ ity shopping: in the new JURA Flagship Stores. Positioned in the most exclusive locations, these attractive stores offer a JURA brand experience that appeals to all the senses.

CoffeeBreak talks to Reto Peduzzi, Manager Exhibitions & Points of Sale and Arash Riahi, Area Manager International Flagship Stores, who explain.

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Why did JURA decide to launch its own Flagship Stores?

Reto Peduzzi: Our Flagship Stores offer a total JURA brand experience that appeals to all the senses. When customers walk in, they not on­ ly see the JURA product range but can enjoy discovering it for themselves and, if they wish, ob­tain comprehensive advice. Our Flagship Stores contribute to the effectiveness and permanence of our brand positioning. In terms of visual impact and quality, they set us apart from our competitors. In fact they create an ideal space for a strong brand identity.

What role does location play?

Reto Peduzzi: The location of our Flagship Stores is very important to us. Ultimately the venue determines the context in which we are perceived. Exclusive shopfitting is another of our key features. Our use of top-quality mater­ ials and the finest craftsmanship underscores

and reflects JURA’s premium quality aspirations.

When and where did the first branch open its doors?

Arash Riahi: The JURAworld of Coffee opened in Niederbuchsiten in 2006 and can rightly be regarded as the ‘mother’ of all our Flagship Stores. The JURAworld of Coffee is the benchmark for every one of our new-look stores. As with the JURA Hospitality Centers, our aim was to establish a scalable prototype at headquarters, which would then serve a multiplier function. This means we don’t have to start from scratch when we’re planning a new, topclass international coffee house. At the same time, this approach fosters brand recognition among customers.

Which locations now offer customers the plea­sures of JURA Flagship Store shopping?

‘Harrods’, London

‘Printemps’, Paris

Arash Riahi: We are now present in many countries with ‘brand islands’ or shop-in-shop solutions. Sizes vary, but our new-look Flagship Stores draw on the image of the JURAworld of Coffee in Switzerland. They are located at Europe’s premier addresses, for example Harrods in London, Printemps in Paris and NK in Stockholm. A smaller version of the store has also been installed at Stockmann in Helsinki.

Do the JURA Flagship Stores differ from country to country?

Reto Peduzzi: The range will vary from country to country, but we do seek to present a uniform image. A JURA Flagship Store has to have a certain prestige value, so we start from a minimum 20 square metres of floor space. Of course there are local building circumstances to bear in mind in the set-up, and we have to follow the department stores’ guide­ lines on corporate identity and corporate design.

‘Stockmann’, Helsinki

What do customers most appreciate at JURA Flagship Stores?

Arash Riahi: Customers visiting our stores can enjoy a presentation and explanation of our full range in attractive surroundings appropriate to the product. One decisive advantage is the service they receive from trained and well-qualified sales personnel, who provide professional, on-the-spot advice and have enormous expertise and knowledge of the products. Discover, experience, find out more and enjoy: JURA Flagship Stores offer customers a first-class shopping experience with all the qual­ ity you expect from JURA.

23

AMBASSADOR

Swiss precision wows TV viewers Is the ENA Micro 9 One Touch destined for TV stardom?

The answer is a resounding ‘yes’, as the machine plays a convincing role in tennis ‘doubles’ with Roger Federer.

This is the new JURA commercial, marking the brand’s comeback to TV advertising after a long absence. The ads are appearing on screens right now.

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As Hollywood has shown repeatedly, the recipe for a successful movie consists of a winning blend of credible script, talented actors, professional film studio and creative editing. The same formula holds good when you want to make television advertising that stands head and shoulders above the rest. And, as the people in charge of JURA’s advertising promised at the end of last year, the company’s new ad was going to do just that.

Exceeding all expectations Expectations were running high after we presented ‘making-of’ images in our last issue. But the end-product comfortably exceeds them. It’s a taut storyline: Roger demonstrates his flair and incredible precision on what must surely be the unlikeliest tennis court of all time. Riveting images are deployed in a unique way, making the most of digital processing – another hint of Hollywood. And taking centre-stage is our very own ENA Micro 9 One Touch. «

Enjoy JURA’s new ad straight from the Internet: at www.rogerfederer.jura.com

AMBASSADOR

10 8

9

5 6

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Successful preview Selected JURA employees enjoyed an exclusive preview, ahead of the first television broad­cast. The venue was JURAworld of Coffee, where we recorded their reactions.

1 Andrea Roth, Human Resources

specialist: A really refreshing film. This kind of advertis­ ing makes me long for a nice cup of coffee. As ever, Roger comes across as a mega-likeable sort of guy. That, of course, goes for his voice, too, which is instantly recognizable.

2 Martina Rickenbacher, Seminars and

Events; JURAworld of Coffee: The film makes the perfect backdrop for the interplay between our brand ambassador, Roger Federer, and the ENA Micro 9 One Touch. I’m sure this advertising message will be very well received by the public at large.

3 Beat Scheidegger, Distribution Control

Assistant, Switzerland: The professional production of this film makes it a delight to watch. Images and sound effects

2

7

3

4

are in excellent harmony. Compared with other advertising footage starring Roger Federer, our own JURA ad gets my highest rating.

Images speak louder than words, and I’m proud to be part of this project as a JURA employee.

4 Doris Emmenegger, Service Coffee: A gripping plot: you could never predict it. I think it’s fantastic, because it shows Roger in his usual environment, on the tennis court.

8 Stefanie Langenstein, Coordinator Cor porate News & PR: If you see how much detailed work, planning and manpower underlie a project like this, and then you watch the finished ad, you realize how great it is. The advert is appropriate to JURA and highlights the supreme skill of Roger Federer once more.

5 Patrick Zurkirch, Deputy,

Exhibition Erection: I’m thrilled. You do sense that a lot of digital processing went into the shots, which have been edited. Still, overall, it comes across as plausible and, above all, highly professional.

6 Bernadetta Lovat, Customer Service: Roger’s humanity shines through this ad. He makes a very agreeable impression. At the same time, on this rather special tennis court, you see the various coffee specialities that an ENA Micro can prepare. Full marks all round.

7 Daniel Barrer, Mechanical Workshop:

The film’s atmosphere and imagery appealed to me from the start. As for the sound track, Roger ends up speaking himself: no reading aloud by a voice off. This lends more polish to the whole thing. A pity it couldn’t be done in the English version. My feelings in a nutshell?

9 Jana Barmettler, International Business

Administration: The images are captivating and aptly illustrate how the two protagonists pursue their respec­ tive crafts to perfection. For Roger, it’s the flair of his game and the precision of his serve. For JURA, it’s the preparation of the finest coffee in various forms.

10 Lukas Fasnacht, Junior Product Manager: I think it was definitely the right decision for JURA to resume its media presence in the form of this TV ad. The ENA Micro 9 One Touch ad­ dresses a broad target group, who are also probably also the most likely to respond to TV advertising or online marketing.

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An off-court rally in Rotterdam: JURA Head of Global Marketing Edward Charnaud and tennis champion/JURA brand ambassador Roger Federer gave a demonstration of their engaging verbal repartee.

Game, set and match in Rotterdam Rotterdam was the setting for yet another major success for Roger Federer: at the 39th ABN AMRO World Tennis Tournament, he won the 71st title of his career. And at a JURA Meet & Greet on 14 February, he took the hearts of everyone present by storm.

Impressions of the Meet & Greet in Rotterdam

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AMBASSADOR

A ‘Meet & Greet’ featuring the most successful tennis stars from the Netherlands and Switzerland: Richard Krajicek and Roger Federer.

Up close with an international star: Roger Federer talks with Edward Charnaud and Carelien Grosmann of the LONCC advertising agency.

Roger Federer and his fans share their enjoyment at the JURA Meet & Greet, with plenty of photo opportunities.

Ever patient, media star Roger Federer was only too happy to answer questions from various Dutch TV channels.

‘For me, the ABN AMRO World Tennis Tournament in Rotterdam is one of the most special events on the ATP World Tour,’ explained Roger before his victory in the final against the Argen­ tinean Juan Martin Del Potro in Rotterdam.

Federer also took the title the last time he was present at this prestigious event seven years ago. Before his triumph, Switzerland’s champion tennis player first met up with the Neth­ erlands’ most successful tennis star, Richard Krajicek, at the five-star Manhattan in the centre of the Dutch port city.

Photo opportunities all round On this occasion, however, the encounter was not a sporting tussle on Centre Court but a friendly Meet & Greet. Krajicek, the 1996 Wimbledon champion, was delighted to receive a ENA 9 One Touch ‘Roger Federer Edition’, which is available in a limited series of just 300 machines worldwide. The two international ten­­nis stars were warmly received by the 160 guests,

who included 35 press representatives and 20 members of JURA’s international community.

Dutch television was also there and covered the event in a number of differ­ent transmissions.

The evening had been superbly organized by Leon Beusenberg, National Sales and Market­ ing Manager of JURA Nederland BV, and his team, liaising with the media agency that handles the company’s account. As friendly and charming as ever, Roger was perfectly happy to have his photograph taken and chat with the many guests well beyond the 25-min­ ute press conference and his interview with Edward Charnaud. As usual, our brand ambassador took plenty of time for an autograph session and to mingle with guests, shaking hands and chatting both to the media and his fans, before they moved on to enjoy a highly successful after-show party in the hotel foyer.

The five-star hotel’s excellent staff also demon­ strated their skill and professionalism through­ out the entire event.

Applause and amusement all round In his interview with Edward Charnaud, ‘King Roger’ also spoke about the day in Basel when he and his wife Mirka bought their first JURA bean-to-cup coffee machine – just three months before he was asked to be JURA’s official brand ambassador. ‘Couldn’t you have got in touch with me earlier?" grinned Federer mischievous­ ly to Charnaud, who laughingly retorted: ‘No, come on, you put it a bit differently. You said: I want my money back’, an exchange that was greeted with roars of laughter from the audi­ ence and rapturous rounds of applause. Charming, attentive, humorous and completely in control of the situation: with his easy-going, engaging character, it was not only on Centre Court that Roger was a winner in Rotterdam in February. «

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28

Chatting to Bruno Beeler

standing partners: we know and understand one another well.

What the most fascinating aspect of your job?

There’s never a dull moment. Every day brings something different, something new. There may be some repetition with certain procedures, but the job requires me to be very flexible, and that suits my personality very well. Apart from that, I’m more than just a service provider: I’m a consultant, a salesman, a helper and an expert. Over the years many of the customers have become long-

You’re constantly confronted with new situ­ ations: how do you handle that?

I’m an inquisitive person – I always have been and always will be. So I approach every situation with an open mind and without prejudice and make the best I can out of it.

Obviously, having so much experience is a great help.

How do you prefer your coffee?

The first coffee of the day is always with milk,

but after that each one is as black as night.

Ristretto or espresso as it comes, without sugar. I like the pure coffee flavour. I often compare it to tasting a good red wine.

Your top JURA machine?

That would be our IMPRESSA Xs95 One Touch.

It always cuts a fine figure in shops and of­ fices, as it does in our catering and events sec­ tion too. It’s easy to use and can make twelve differ­ent speciality coffees at the touch of a button. Its one downside is that it’s a bit big to use at home, so in my kitchen I have the smaller version, the IMPRESSA S95.

A DAY IN THE LIFE OF BRUNO BEELER

70,000 kilometres a year for fine coffee

‘Making coffee mobile’ – from the time the idea of JURA Gourmet Coffee Catering (GKC) became a reality in 1994, Bruno Beeling has been a force to reckon with in the company. High time, then, to take a look at his exciting working day.

7 am, Lucerne I have a meeting with our retailer at the Stalder coffee machine centre. He hands me some paper­work for our Trade Fair division, which is going to put up his stall at the LUGA, the big Central Switzerland Show in Lucerne.

8 am, Lungern My next customer, Karlheinz Ming, is already expecting me in Lungern. He has rented three IMPRESSA Xs95 One Touch machines for about a month from JURA GKC. This IMPRESSA is our standard model and we have 600 of them. It’s quite common for them to all be rented out and in use at the same time.

9.30 am, Niederbuchsiten At headquarters I bring the three rental machines to Simone Spiegel, my colleague from the Infrastructure team, who starts by reading off the number of coffees dispensed. This is vital because our invoice to the customer is based on the number of coffees made by each machine.

10 am The next deliveries today aren’t due until the afternoon, which leaves me enough time to get my Outlook calendar up to date and enter my newly assigned appointments. Every year I make an average of 750 customer visits. As well as delivering, collecting and preparing the machines, another major part of our work is installing them on-site and giving customers full instructions on how to use them.

11 am Once the calendar is up to date I spend some time on another important task I’m responsible for. I have to make sure our team of experts in the field always have the materials they need in good time for their presentations in department stores and so on. I just have time before lunch to organize the infrastructure needed for the next few days.

1.30 pm For our deliveries this afternoon I load up sev­ en bean-to-cup machines plus consumables. I meet up with both customers in Bern, which is good as it saves both on mileage and time. As far as mileage is concerned: I clock up an aver­ age of 70,000 kilometres a year. On my trips I deliver to birthday parties, weddings, open-air festivals, cultural and sporting events, and so on. Or I’m driving round trying to find some cabin in the woods where my next customer is organizing a school trip.

2.45 pm, Bern Right on schedule I meet Hansjörg Lingg, Field Services Manager at Honda Suisse AG, who will be running a stand for Honda outboard motors at the upcoming ‘Fishing, Hunting, Shooting’ trade fair. We’ve worked together on a lot of shows before and so it doesn’t take long to install the machine.

3.30 pm At the same exhibition centre I find the en­ trance to BERNEXPO Musical Theatre, where

JURA Gourmet Coffee Catering ‘The perfect coffee as an experience to savour – for anyone, anytime, anywhere.’ This was the vision of Albert Kunz, now Head of Trade Fairs and Events, back in 1994 when he began setting up a new business area with his team from Sales Promotion: Gour­met Coffee Catering (GKC). Today the com­pany has an impressive infrastructure, ranging from its 600 or so IMPRESSA Xs95 One Touch machines to a variety of mobile vending outlets like the Coffee Bike and the Coffee Fire Engine, through to fullyequipped mobile coffee and event trailers.

GKC brings the taste of freshly ground and freshly brewed coffee to around 2000 different functions and events a year – everything from birthday parties and village fêtes to sports meetings and cultural events, and even huge open-air concerts.

With well over a million coffees sold at the 2000 events in Switzerland, GKC and its ten employees have made a name for themselves as providers of fine coffees for any occasion. www.gk-catering.com

the musical ‘Alperose’ is set to wow audiences in a few days’ time. Raymond Johne, Catering Services Manager for Migros, is expecting a total of six machines here. The rental period will be around two months. Along with his col­ league, Markus Hurschler, Events Manager for Migros (Aare region) we carry two bean-to-cup machines plus consumables to the bar, and four machines to the exclusive VIP lounge upstairs, where the catering services will treat their guests to special culinary highlights. As both will be working with the IMPRESSA Xs95 One Touch for the first time, I take plenty of time to give them a thorough introduction.

5.45 pm, Niederbuchsiten As I’m not bringing any machines back, I go straight to the office, catch up with my emails, finish off any pressing admin tasks, have a last espresso, turn off the computer and head for home. «

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Riverside Business Park – an investment in the future More than a thousand successful apprenticeships at JURA: the figure speaks for itself. Training and trainees have always been very important at JURA. The present number of train­ ees is further proof that apprentice training has always been a core concern of our business. Of the 270 full-time positions at Niederbuchsiten, 24 are held by trainees in a very wide variety of vocational subjects: machinists and fitters, mediamatics specialists or commercial employees. Around half are automation technicians training for the Swiss Federal Certificate of Aptitude.

Technical trainees soon have the opportunity to demonstrate their skills at our Niederbuchsiten site, where the Workshop/Maintenance and Electrical Departments are open to them.

In the third and fourth year of their apprentice­ ships, they can also practise in Goods Inwards Quality Control or in Coffee Service. But, be­fore all this can happen, they must spend around eight months at our Zuch­wil Training Centre.

This ensures basic familiariz­ation with their chosen occupation – learning the tools of the trade, so to speak. This does not mean train­ ees are set unreal tasks. Mostly, they are allocated ‘genuine’ assignments with a practical flavour, originating from local indus­try. As a modern training centre for trainees in indus­

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trial and commercial trades, the Thal-Gäu-Bip­ peramt Training Centre seeks to offer young career starters the most practical vocational training possible, with attractive prospects.

The Training Centre was founded by the ThalGäu-Bipperamt Vocational Training Associa­ tion, of which JURA is a member. The Association set it­self the objective of increasing the limited num­ber of apprenticeships available, to meet the short­age of well-trained special­ ists. It sought to achieve this through varied vocational train­ing, broad financial support and the offer of attractive prospects. Working with more than 20 member-companies, the Association still offers a training concept that

can be tailored to every individual need. Last year the Vocational Training Association moved from the disused Borregaard site to the Riverside Business Park (the site of the former Sulzer complex) in Zuch­wil. Over 50 training positions in eight trades are now offered at Zuchwil.

Trainees do it themselves The Association had just 78 days left to prepare for the transfer to the Riverside Business Park and to complete the actual move. The partners of the Vocational Training Association therefore mobilized their trainees, who provided 2200 man-hours of practical help to fit out the new premises. They can be proud of their contribution.

The new location has enhanced the Training Centre’s professionalism and quality. Eighthun­dred square metres ensure ample room for infrastructure. The rooms are bright and spacious. The automation technicians benefit from a specially equipped room of their own.

Small wonder that the Riverside Business Park has had such a rapturous reception from all con­ cerned. The partnership with the Vocational Training Association, coupled with the training organization at the Riverside Business Park it­ self, creates ideal conditions for the trainees. It is an ideal approach and paves the way for a successful start to their professional lives. «

PEOPLE

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Anniversaries 35 years

Philippe Landemain, Chief Executive of JURA France from 1 January 2012

30 years

JURA France established as of 1 January 2012 Nelly Inauen Service, irons

Heinz Kuhn Reconditioning

30 years

25 years

Erich Ullmann Construction

Andrea Tiemann Human resources

15 years

Sandra Bee Service, logistics

International

Esther Ramseier Service, coffee

Beatrice Buser Customer service and consultancy

20 years

Doris Emmenegger Service, coffee

Manee Studer Service, irons

15 years

Reinhard Studer Laboratory

Colette Aeberli Consultant

10 years

Ruth von Arx Trade Fairs & Events

15 years

Jürg Gehrig Toptronic

Markus Strähl Quality assurance

Patrik Studer ASS International

Günter Bauerfeind Area field sales manager

Susanne Holstein Management assistant Central service, Singen

10 years

Germany Jürgen Schlegel Sales manager South

Thomas Auerochs Service centre back-up

10 years

Ursula Junker Finance and accounts Marion Reinfelder Finance and accounts Stefanie Kriebel Field sales service consultant

Silke Mayer Secretariat Customer service management

Damaris Ronsdorf Case handler Central service, Singen

Hans-Jörg Weichseldorfer Logistics management, JURA Gastro

‘Around 90 per cent of the adult pop­ u­lation in France drink coffee every day. Coffee is the second most consumed drink in France, after water,’ said Philippe Landemain in a recent interview with CoffeeBreak. There aren’t that many bean-to-cup machines in French homes yet, but the French are a nation of gourmets who know how to enjoy life, and their ‘joie de vivre’ is now also beginning to in­clude more and more specialist coffees, served at the push of a button. In fact, there has been a definite trend recently in favour of bean-tocup machines for making coffee spe­ cialities.

From 1 January 2012, our long-stand­ ing and experienced exclusive distri­ butors in France made the transition from Bean to Cup to JURA France. Its Chief Executive, Philippe Landemain, has a wealth of experience and expertise and was previously the Di­ rec­teur Commercial of Bean to Cup. Now everything is in place to ensure a successful future for JURA France in Paris. With a getting-to-know-you event this spring and the opening of a JURA Hospitality Center we can cer­ tainly look forward to hearing a lot more good things from our neighbours in the west.

Obituaries Pius Nünlist-Flück 5. May 1921 – 10. December 2011 13 years of service, carpenter’s shop

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“With service this fast, I can only return my compliments.”

The new IMPRESSA F7 wins the admiration of even the most discerning coffee lovers. Roger Federer loves the way it combines technical perfection with speed. From standby mode it is ready for use in a flash, and the new grinder is impressively fast. As always, it’s easy and intuitive to use no matter which beverage you choose. Bringing together quality, performance and elegance, it also offers unrivalled energy efficiency. JURA – If you love coffee.

JURA Elektroapparate AG, Kaffeeweltstrasse 10, 4626 Niederbuchsiten – www.jura.com

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