Premium brand in a new guise

Magazine for Employees and Associates – Issue 1 / 2010 www.jura.com

Management Innovation is the way to success

Brand development Ten years of Spice Advertising

History How training at JURA has changed over the years

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 continu-

ously growing demand for high-class products persuade us to believe in a sustained upturn.

Emanuel Probst

ImprintPublished by: JURA Elektroapparate AG, CH-4626 Niederbuchsiten Editors: Meinrad Kofmel, Antonella Stu-der-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 Neder-land BV Photo graphy: 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: Ger man and English Adaptation: Copywrights Michael Johnson, Zurich Circulation: 50,000 Frequency: bi-annually since 2005, 9th edition

Editorial

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Editorial / Imprint

Contents

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4 News from around the world

Awards, key figures for 2009 and other news.

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

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

10 Product launchesWe present our latest products, look at launch techniques and pro-vide feedback.

13 Coffee recipeDelicious ‘Amore Mio’ is bound to appeal to mothers.

14 Ten years of Spice Advertising

Our in-house advertising agency celebrates its birthday.

24 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.

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

27 TrainingOur apprentices enjoyed a stimulating and eventful project week.

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

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

31 PeopleAnniversaries and obituaries.

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

18 On the trail of top-quality coffee

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

20 Premium brand in a new guise

The opening celebrations for Neder-land BV’s new premises and JURA Service Factory lasted a whole week.

22 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.

23 Belgian specialitiesIn Antwerp BVBA BODART & Co. opened its new Service Factory and company premises.

Index of Contents

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18 20

10 16

24

News from around the world

4

News

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 traditionOver the past 56 years, the iF Product Design Award has gained interna tio-nal 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.

iF Product Design Award goes to IMPRESSA Z7 and IMPRESSA J7

Criteria for an award included design quality, the level of innovation, en vironment-friendliness, functionality and choice of materials. The fact that JURA was singled out was further confirmation of the company’s in-novative 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 pro-ducts and turns them into focal elements in interior design. We were clearly spot on again with these two latest machines,’ JURA General Man-ager Emanuel Probst was pleased to report. Find out more about these two models and other new products on pages 10 and 11.

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 spon-taneously 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 in credible 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. Every one 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.

Every coffee counts

‘Absolutely incredible! I’ve never experienced anything like it,’ summed up division head Albert Kunz. ‘We were literally overrun.’ On the Satur-day 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. «

A ‘superbrand’ is one that enjoys high regard and prestige on the market because it offers consistent quality, reliability and customer-friendliness. 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 attitudeFor the umpteenth time, a jury of independent experts recognized JURA’s premium brand credentials for both consumers and the re-tail 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 or-ganization that operates worldwide and is headquartered in London. For over 14 years, it has been an active ar-biter of branding and now works in 85 different countries, selecting the very best products and companies. Its criteria included customer loy-alty, market dominance, goodwill and over all market acceptance. «

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News

JURA figures at a glance

2009 2008 Change

Sales (in CHF m)

JURA group sales 373.0 405.0 -7.9%

Swiss sales 50.9 51.2 -0.6%

In % 13.6% 12.6%

International sales 322.1 358.8 -9.0%

In % 86.4% 87.4%

Cash flow 22.3 25.0 -10.8%

JURA selected as ‘superbrand’

Leona Fritsch, JURA Germany, proudly displays the award

JURA links printed material with Internet

ENA Mobile Site

You don’t have a reader? Simply enter www.jura.com/tse01 in your mobile browser.

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 mobileTwo-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 5: Rave reviews in Australia Testers from the well-known Aus tralian 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 fabulous crema. 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’. «

Fantastically practical

d f b l

Additional costs for the mobile Internet connection and the data download will be charged depending on the network provider and call scheme.

News from around the world

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News

In September 2009, JURA’s German distribution company used the oc ca- sion 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 leaderWith 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 success-ful 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 progressJURA’s success is based on stringent brand management and a commit-ment to professional marketing. In 1998, with the IMPRESSA E line, JURA

From zero to one million in 14 years

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 ma-chines 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 dealersLike everywhere else, JURA insists on giving customers professional ad-vice by trained and qualified retailers. This is the reason why JURA’s bean-to-cup speciality coffee machines are to be found exclusively at more than 5200 authorized dealers. «

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 pur-poses. It’s a perfect way to approach their fans and enter into a dialogue with them. One example will demonstrate its effi-ciency: 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 face book as a platform where it can keep friends and

fans of the brand worldwide supplied with news and informa-tion 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 happen-ing: www.facebook.com/jurafans «

Become a JURA fan

The conscientious use of natural resources is one of the biggest is-sues facing us today. Energy efficiency is becoming increasingly im-portant 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. «

Ecology prize for ENA 5

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

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Update

Special treatment

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 ex amination 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. Every-one 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 perfec-tion will do.

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

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.

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 ap-prenticeship. 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 differ-ent materials, and parts that could not be dis-mantled 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 de-sign 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.

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

* 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.

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

Exam successBut now, hundreds of hours later, every single part fits perfectly with the rest. And Melanie Wild has every reason to be pleased with her-self because she has since found out that she passed with flying colours. ‘Perhaps it was be-cause the examiners got the chance of a cup of coffee when they were assessing my work,’ she says, jokingly. It was certainly a privilege, be-cause 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. «

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.’

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Management

»We want to drive the market ourselves and not be driven«

What strategies will JURA be following to en-sure 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-to-cup coffee machines. The second pillar is high-frequency innovation.Reyhanloo: The target here is quite clearly de-fined: technically speaking, we aim to stay at least one model generation ahead of the com-petition.

Charnaud: Our third pillar is having the best de-sign 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 world wide 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 pro-ducts 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 pro ducts, but then again, we have never as-pired to be a mass-market brand. Our target group is clearly defined by our premium strat-egy. And there’s something else that’s very im portant: 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 com-petition isn’t asleep. That’s the reason why the company works with only the best develop-ment 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 stimu lating the market is through inno vation. But customers don’t just want ‘new gadgets’: they want to be surprised and amazed by what-ever happens to be new. This way, we create con crete incentives that make the product in-teresting and desirable, as well as more distinct from the rest. Stealing ideas from the compe-ti tion is never going to help anyone aspiring to lead the way in innovation. The only way

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.

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.

Shahryar Reyhanloo on

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Management

of crea ting 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 technolo-gical 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 de-sign. 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 ma-chines: the ‘engine’, if you will, combined with the design and the workmanship, has to jus-tify the price.

So that means JURA will be committing even more heavily to the premium segment?Charnaud: Absolutely. But it’s still a fair ques-tion, 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 pre-mium 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 com-ponents above all. And quickly too, because it takes about two years before anything we de-velop 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 be-tween 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 gen- erates most of its sales with its high-end ma-chines, which is the reason why we will be inves-ting 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 in ventions 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 invent-ing 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.

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.

Edward Charnaud on

Who decides whether an idea has any mar-ket 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 part-ners, we also hold a big event on the topic of in novation 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 en viron-ment, 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.

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Product launches

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.

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

dressing. Our new products are aimed at a variety of target groups with differing needs.

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 de-sign and good coffee. It’s easy to use, makes fabulous coffee and is uniquely designed. And the IMPRESSA Z7 not only satisfies all the in-credibly high standards that are expected of

a machine in the super-premium segment – I’m thinking here of the wide range of special-ities it makes, the quality of the materials and the convenience – but exceeds them. Useful accessories like the cup warmer simply im-prove the quality of the coffee. They genu-inely increase the pleasure.

What ambitions does JURA have in the var-ious market segments?We take our role as leading innovators very seriously and aim to go on setting new stan-dards at the very top of the various mar ket segments. To be absolutely the best at what we do … the cream of the crema, so to speak.

We aim to be the cream of the cremaSandra Marti, Head of Product Management, on the new product launches

As Oscar Wilde once said, ‘The ordinary gives the world its existence; the extraordinary gives it its value.’ And it is precisely this extraordi nary 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 unmis tak able, seamlessly blending luxury and elegance. The front panel and the coffee spout are made from beautifully finished solid aluminium: a suit able

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

IMPRESSA Z7 – a style icon at the highest level

IMPRESSA Z7

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Product launches

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 oper-ation 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 high-light 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 J9 One Touch – a reflection of perfection

This high-quality bean-to-cup machine is a vir tuoso performer. The IMPRESSA J7 makes perfect coffee specialities to your taste, is fabu lous-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 sys-tem 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 al-ternatives and helps them make their choice. The coffee spout is infinitely adjustable, both in height and width, guaranteeing a perfect frothy crema every time. «

IMPRESSA J7 – elegance in black

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 tempera-ture of about 55 °C. To ensure that no precious energy is lost, switch-on/off times can be pro-grammed quickly and easily. «

Cup warmer – a red-hot feature

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 in-dividually using the three settings. The ENA is ideal for first-time bean-to-cup ma chine pur-chasers or for anyone planning to switch ma-chines or upgrade. And its clearly ar ranged keys and buttons combined with a multi colour clear text display make the preparation of a huge range of coffee specialities a snap. «

ENA 7 – slim shape, full flavour

IMPRESSA J9 One Touch IMPRESSA J7 ENA 7

12

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 BerlinFor the second time in succession, the IFA con-sumer 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 estab-lished itself as the new leading event – also for

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 spe-cialities to the flood of end-con sumers who were eager to find out more about trends in bean-to-cup espresso and coffee ma chines and were clearly fascinated by the new products. Our trade reception centre alone wel comed over 2,000 visitors during the show (14 percent up on 2008). A presentation of our new pro-ducts in the redesigned lounge, which is now more open, provided an outstanding centre-piece 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!

Austria: FUTURA in SalzburgFor JURA Austria, the FUTURA show brings to-gether consumer electronics and household ap pliance 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

17 to 20 September was ‘Generating emotions, selling lifestyle’. Workshops were organized on the subject, while a series of individual dis-plays 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 qual-ities. 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, to-gether 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 NiederbuchsitenIn Niederbuchsiten on 7 and 8 September 2009, the focus was all on innovation. Retailers from all over Switzerland were invited for a pres en-ta tion 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 sepa rate stations. Central sales arguments were given im pressively dramatized, with a distinctly emo- tional 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 pres-entation, guests gathered in the JURAworld of

Coffee mall, where they enjoyed a lavish din-ner 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 at-tracted enormous interest and were attended by around 200 specialist retailers.

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

13

Coffee recipe

Prepared with a lot of love

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

Whip milk into a foam in a bowl.

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

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

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

Garnish the drink with the amaretto crumbs.

Ingredients1 espresso

150 ml milk

40 ml amaretto (almond) syrup

Liquid chocolate sauce

Amaretto (almond-flavoured macaroon)

A scrumptious blend of flavours for Mother’s Day.Amore mio

14

Brand development

‘We want to win customers, not prizes’

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

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.

...and now

a clear focus: to create and produce communi-cation 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 stuffA name was soon found for the in-house agency. Right from the start, ‘Spice’ was in-tended to put some flavour into JURA’s ad-vertis ing menu and pep up the brand image. Over the years, the agency‘s work has resulted in countless brochures, folders, books, en clo-

sures, packaging designs, logos, texts and campaigns. Only in the case of campaigns in-volving the brand’s ambassador, Roger Fe-derer, 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 agen-cies have a strictly delimited scope of action, the tasks that need to be performed at Spice

Communications then...

Brand development

15

are varied and wide-ranging. Cooperation with other departments is crucial, networked think-ing is required. This gives the job the savour it needs and makes working at Spice ‘hot stuff’.

The products are the starsThank to its proximity to the company man age-ment as well as the Development, Design and Marketing departments, Spice is able to give its communications media maximum authen-ticity. The advantages of JURA’s products are described using the company‘s own terminol-ogy. Spice understands its task as creating a

stage where the ‘stars’ can show off all their talents. The layout and typography are classi-cal, 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 ap-pliances pictured. Even the choice of language and style support the desired positioning: so-phisticated in the super-premium sector, pur-poseful 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 itThe 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 TÜV-Cert quality certificate and are praised even by the hard-to-please consumer organization ‘Lob’. These are the countless pieces of a mo-saic 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 depart-ments, which have been located in close prox-imity to one another for the last two years, got together to celebrate the first ten years of Spice Advertising. «

16

Ambassador

‘King Roger’ holds court

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 a-flutter: 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.

On 29 September, Roger Federer visited the JURAworld of Coffee where he was enthusiastically greeted by approxi-mately 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.

A ready wit and man of the peopleWhat 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 – en-cased 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 ques-tions 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 auto-graphs 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!’ «

17

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 Austra lia Espresso retailers, distributors, partners, cus-tomers and employees on 15 January for a plea- s ant Meet & Greet in the Hotel Crown Towers. With his relaxed attitude, the tennis star en-sured an enjoyable atmosphere and made cer-

Meet&Greet in the Big Apple

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 un-for gettable event was organized in the Hotel Carlyle by the JURA CAPRESSO management team, namely David Shull, Becky Sawicki and

From left to right: John Evans, David Shull, Roger Federer, Becky Sawicki and Richard Boynton

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

Saundra Rich. The 45 invited guests included customers, retailers, employees as well as Eve-line Fink, Emanuel Probst and Edward Char-naud 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 visi-tors 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 be tween his legs against Novak Djokovic? Unfortunately, that wasn’t enough for ultimate triumph – Federer lost a hard-fought final against Juan Martín del Potro. «

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 abso-lute highlight. Thanks, JURA, for this marvel-ous op portunity.’ Or Ange Augello, Managing Director of Bean Alliance: ‘My wife and I feel very honoured to have been present at this spe- cial 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

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

18

Changes to the rangeIn order to better satisfy our customers’ taste preferences and meet their exacting demands for fresh products, we have re-cently 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 BlendImpressa BlendCafé Crème BlendDecaffeinato Blend

Single-bean, high-quality coffeesFazenda da Lagoa, BrazilMalabar 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.

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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 kilo-grams 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 partici-pants 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 ex-pertise housed in Niederbuchsiten has con-tinued to grow. The quality of the roasted cof-fee 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 cham-pionship in 2006. In 2007 and 2008, he was Swiss cham pion in the Latte Art category. Dur-ing 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, Inter-ameri can Coffee in Zug, invited me on a trip to see coffee in Guatemala,’ says Heiniger. In the company of Gloria Pedroza, who works as Qual ity Manager in Zug, he spent ten days trav el ling 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 in-credible 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 Gua-temala’s most important export commodity and is con sequently 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 sec-tion 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 al-most 60 years.

A job done by handWhat 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 Hei-ni ger who adds that the finca’s entire produc-tion amounts to approximately only two ex-port con tainers. ‘Most coffee farmers only roast beans for their own consumption which they aren’t able to sell because of their inferior qual-ity,’ 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 tasteBack 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 re-sult, I always receive beans with the same acid content; in other words, with an almost iden-tical 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’. «

‘We’ve been dying to make this move,’ says Leon Beusenberg, National Sales and Mar-keting Manager for JURA Nederland BV. ‘We now employ some forty people. Our sales fig-ures are extremely positive and we wanted to be able to welcome our guests – both cus-tomers and dealers – in an environment which did us jus tice.’ After a construction period of 15 months, the new premises in Zoetermeer near The Hague have now been successfully com-pleted and, with them, a striking, modern and smoothly functioning home for the JURA brand: ‘Our new headquarters radiate efficiency and transparency,’ states Beusenberg. ‘The build-ing tells visitors that we are an open, receptive com pany which offers first-class service and outstanding products.’ The generously propor-tioned ground floor accommodates the show-room, 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 styleAn outstanding building deserves an excep-tional 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, so-phisticated environment. Naturally, the guests and employees were then treated to an ex-cellent lunch.

JURA Fun Quiz‘To make the occasion especially enjoyable, there was also an exciting quiz featuring some very tricky questions about JURA,’ says Beu-senberg 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’ fa-vourite 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, Man-aging Director of JURA Nederland BV, officially inaugur ated 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 ac tivities culminated with a ‘family day’ on Saturday. ‘This allowed all our employees’ fam-ily members and friends to get to know our

company in its new surroundings. That day, we welcomed more than 200 visitors – a signifi-cant 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 glanceJoy and passion are also characteristic of Beu-senberg’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 be-comes more positive and you gain charisma.’ So was it just the coffee that drew Leon Beusen-berg 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.’ «

20

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.

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

Märkte

21

22

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 Novem ber 2009.

The new premises were ceremoniously inaugu-rated at Crocus City Mall, one of Russia’s most luxurious shopping centres, after a construc-tion period lasting just five months. General Manager Alexander Shtepa and JURA’s Russian partners BRK Engineering designed and com-pleted the new shop in record time, and in the process created what is undoubtedly a jewel among the JURA boutiques. With its extrava-gant design, this unusual presentation and sales

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

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

New Head of Distribution for JURA GermanyThomas Schwamm, 40, took over as Head of Distribution at JURA Elektrogeräte Vertriebs-GmbH 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 ex-pertise. 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 Elek-trogeräte Vertriebs-GmbH. The previous head of distribution, Stefan Scheurer, has left the company to take on a new professional challenge. «

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

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

Fascination and enormous interest from visitors.

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

23

Markets

Belgianspecialities

For ten years, BVBA BODART & Co. has been the JURA brand’s exclusive distributor in Belgium and Luxem bourg. In 2009, the company opened new head offices complete with a Glass Service Factory in Antwerp-Berchem, where it offers its customers pre-mium 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 brot-hers, Johan and Peter, jointly run the family business, which was founded in 1945. Small wonder, then, that BVBA BODART & Co.’s pro-duct portfolio includes two brands, JURA bean-to-cup machines and Illy coffee, that are both dedicated to the ultimate coffee ex-perience. The sales and after-sales team is now twelve-strong. With growth came an ur-gent need for more space, and the company’s new premises have seminar rooms and a ser-vice workshop.

First-class infrastructureThe big day came on 10 September 2009, when the company’s spacious new premises, including a Glass Service Factory, were cere-moniously 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 con veniently located right next to the motor-way with plenty of parking, and it’s bang in the middle of the city. The premises are ultra-modern and a perfect reflection of the pre-mium brands we represent.’ One of Belgium’s

most respected architects, Jo Crepain, de-signed 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 en-tire 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.

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. Em-ployees 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.’

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

Overrun with visitorsThe opening was attended by over 100 visi-tors 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 com-pany representatives who came to the open-ing 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.’ «

24

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.

25

A day in the life of David Shull

A life for JURA CAPRESSO

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 exper-ience, 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 AtlantaOne thing we should get straight from the start is that every day in my job is very differ-ent 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 some-thing I do with a passion. You’ll see it for your-self today when you come with me on my visit to the well-known AmericasMart (www.ameri-casmart.com) in Atlanta. The focus during all these visits is almost exclusively on sales pro-motion and on building up and consolidating my relationship with our resellers.

7.30 am A lot of Americans still think of a cup of gen-uine, freshly brewed coffee as something spe-cial. Whenever we do a demonstration, we want to make our public more aware of the drink it-self and, naturally, of our products. At the mo-ment 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 ma chine. The demonstration is designed to inspire participating salespeople and retailers and show them how they can market our pro-ducts and sell more effectively.

10 amAlthough America leads the way in many areas of business and lifestyle, when it comes to cof-fee 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 hav-ing a meeting in a few minutes with Saundra Rich, National Training & Demonstration Co-ordinator at JURA CAPRESSO. One of the issues we’ll be covering is the planning of a bean-to-cup event. The main aim behind these is to en-courage a transfer of know-how that will make our partners feel confident when they’re mak-ing a sales pitch and give correct, professional answers to all the customer’s questions.

1 pmWhen I’m on the road, regular lunch breaks are pretty rare. One-on-ones with our partners

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 dis-cuss possibilities and approaches to solutions with Richard Boynton, General Manager of JURA CAPRESSO, who has just arrived.

2 pmAnother of the meetings in my packed sched-ule 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 mar-keting activities at her latest store, which covers about 5500 square feet, in the popular Anslay Mall. Giving a perfect presentation of our pro-ducts to our sales partners is vitally important to our success. As a result, our retailers enjoy top priority and absolutely personal treatment.

4 pmAs I said earlier, our sales partners are very much at the centre of all I do. That’s the rea-son 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. «

David practises for the upcoming coffee de-monstration.

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

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

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JURAworld of Coffee

Rolling along Roaring Twenties-style

Like the rally itself, which is conducted accord-ing to a roadbook and part of the run-up to the RAID SUISSE-PARIS, this year’s Concours d’Elé-gance was conducted entirely in the style of ‘The Great Gatsby’, with the same cars and re-flecting the same debonair lifestyle. The il lus -tri ous hero of F. Scott Fitzgerald’s novel, set in the Roaring Twenties and Thirties, was the in-spiration behind the jury’s decision to award a special prize named after him. Willi Sägesser’s 1932 Buick 55 Sport Phaeton was the most con- vinc ing 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 en joyed the tasteful combination of historic ve-hi cles and delicious coffee special ities. The win-ner of the JURA Concours d’Elé gance was Peter Bähler with his stylish 1946 Lancia Aprilia.

Stylish and elegantThe setting could not have been more perfect as the 70 vintage and classic car owners steered their vehicles – each one polished to a mirror-finish – through the rolling hills typical of the Jura massif between Niederbuchsiten and Ba-sel, 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 designThe bean-to-cup speciality coffee machine pre-sented 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

On 25 August, the JURA Concours d’Elé-gance will enter into a new and exciting phase. Drivers of all marques and models up to and including 1975 are cordially in-vited 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 cat-egory for all Alfa models produced in any year up to and including 1960. The spe-cial ‘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

JURA RAID Prologue 2010On 19 August 2009, the JURA factory grounds in Nieder-buchsiten 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.

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. «

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.

27

Training

A job well done

Thirty-one budding automation specialists, po ly technicians, mechanics, mediamatics spe-cialists, logisticians, commercial assistants and paper technologists under the expert guid ance of Roman Kämpfer (JURA), Adrian Imbach (BLV), Rita Frutiger (BLV) and Pius Betschart (UAK) took part in what proved to be an exciting and in-struc tive project week on the Rigi from 27 Sep-tember to 2 October 2009. Rita Frutiger and Anouk Ruch (BLV), who were in charge of the

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.

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 vocatio n-al training association,’ said Carmen Baumann, a trainee commercial assistant in her first year.

Plenty of fun and hard workDuring their project week, the trainees put in

We’re pleased to present our new trainees: from left, Carmen Baumann (com-mercial assistant, M type), Ilijana Knezovic (commercial assistant, E type), Daniel Stump (mediamatics specialist), Leandro Meister (automation special-ist, EFZ), Mathias Zeltner (automation specialist, EFZ), Vlatko Stjepanovic (mechanics specialist, EBA) and Jan Büttiker (automation specialist, EFZ).

Our new apprentices

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

Successfully completed

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, car ried 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, lei sure-time ac-tivities 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 moun-tain slopes,’ grins Carmen Baumann. ‘The week was a total success. Having such a varied pro-gramme with new tasks and experiences was really enriching for all of us.’ «

Lots to do and laugh about at the apprentice project week on the Rigi.Breathtaking view of the Lake of Lucerne.

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Upcoming events

Dates for your diary

Estonia

Interior 2010Tallinn23–25 April

Mexico

AbasturCentro de Feris BanamexMexico City3–5 August

ExpocaféWorld Trade CenterMexico City2–4 September

France

Maison & ObjetParis3–7 September

Germany

HighEventProductTour, throughout Germany19 April–6 May

IFAConsumer Elec-tronics UnlimitedBerlin3–8 September

USA

International Home & Housewares ShowChicago14–16 March

Canada

Salon d’HabitationMontréal19–28 March

CGTA Fall 2010Toronto Congress CenterToronto8–12 August

Switzerland

BEABern30 April–9 May

Ironman SwitzerlandZurich31 July–1 August

JURA RAID PrologueJURAworld of CoffeeNiederbuchsiten25 August

Austria

Futura – Trade show for consumer elec-tronics, household technology and telecommunications Salzburg16–19 September

29

Upcoming events

South Korea

Food 2010Kintex12–15 May

Finland

Stockmanns Coffee ArgosHelsinki5–21 March Poland

EurogastroWarsaw24–26 March

China

HotelexNew Intern. Expo CentreShanghai29 March–1 April

Singapore

FHA – Food & Hotel AsiaSingapore20–23 April

Dubai

The Hotel ShowDubai World Trade CentreDubai18–20 May

Moon & StarsLocarno8–18 July

Greenfield FestivalInterlaken Matten11–13 June

Openair St. Gallen25–27 June

Openair Frauenfeld9–11 July

GurtenfestivalBern-Wabern15–18 July

Openair Gampel19–22 August

Freestyle Zurich24–26 September

Openairs with JURA Gourmet Coffee Catering

Comptoir SuisseLausanne17–26 September

HESO Solothurn24 September–3 October

OLMA St. Gallen7–17 October

30

History

Way back when

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. Inciden-tally, 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.

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, Flo-rian Eggenberger.

Florian Eggenberger: I’m very happy that my training today is so clearly structured and di-vided into individual blocks. That way I get to see all the different departments and learn a lot of different things. The instructors do a ter-rific 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 fan-tastic, 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 work-bench 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 mod est, 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 ad-ditional per formance-linked bonus.

Hans Niklaus: In those days we didn’t really get a wage. It was more like pocket money. To day, 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 assum-ing they can find an apprenticeship. Every-body’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 be-fore I returned to JURA. Later on, between 1972 and 1985, Hugo Pagano and I were jointly re-sponsible 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 comfort-able 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! «

31

People

Anniversaries

Silvia InauenService, irons

Franca FerrariCustomer adviser

Bruno BeelerFairs & Events

Margrit BucherCustomer adviser

Long LimhunService, irons

Giuseppe Di DomenicoSpare parts

Meinrad KofmelHead of Communication

30 years35 years 25 years 20 years 15 years

Roland HürlimannService, coffee

Prena GegajService, coffee

Angela TannerCustomer adviser

Anita AerniCustomer services, iron

Adrian KühneHead of Swiss market

Charlotte CaoCustomer services

Jeannette ProbstCustomer services

15 years 10 years

Martin EmchHead of Service, coffee

Roland EggenschwilerHead of service in Switzerland

Yoshiko IwataDistribution, international

Sonja JakobAssistant, after-sales service

Martina FluriCustomer services

Faton BekaService, coffee

Daniel HeinigerBusiness Unit Commercial

10 years

Peter NyffeneggerLogistics services

Elisabeth MüllerLogistics services

Agnes SpallutoCustomer services

Daniel MohlerControlling

Fabian SpielmannSpare parts

10 years

Walter Schwaller

16 April 1923 – 25 July 2009

43 years of service

Toolmaking

Bertha Dietschi

26 December 1919 –

24 December 2009

11 years of service

Logistics

Obituaries

Stefan GöringGeneral ManagerJURA Grainau

Rolf DiehlGeneral Manager, JURA Nuremberg

Hans-Georg Hänsch20 yearsHead of customer services, JURA Nuremberg

Brigida Filo-Aksoy10 yearsCustomer services, JURA Nuremberg

Germany

10 years15 yearsInternational

Claudia Lipp10 yearsCommunication cen-ter, JURA Nuremberg

Oliver Schiller10 yearsHead of service, JURA Grainau

Roger FedererWorld’s no. 1 ranked tennis player,16-time Grand Slam winner,greatest tennis champion of all time

The new IMPRESSA Z7 – cappuccino and latte macchiato at the touch of a button

Opt for Roger Federer’s choice of automatic speciality coffee machine made by JURA. For example, the new top-of-the-line IMPRESSA Z7 model comes with a cappuccino spout that is height-adjustable to a full 153 mm.

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

nis player,ner,n of all time

7 – cappuccino and e touch of a button

choice of automatic ne made by JURA. For-the-line IMPRESSA Z7 puccino spout that is

ull 153 mm.

G, Kaffeeweltstrasse 10, j