Magazine for Employees and Associates – Issue 1 / 201 1 www.jura.com

Management 20 years of premium products: the big management interview

Market developments ‘L’amour du café’ in Paris

Product launches Outstanding new JURA products

‘Back to the future’: Fireworks and innovations at the JURA Global Sales Conference

ImprintPublished by: JURA Elektroapparate AG, CH-4626 Niederbuchsiten Editors: Meinrad Kofmel, Antonella Studer-Mergola, E-mail antonella.studer@jura.com Design: spice advertising, the in-house Advertising Agency of JURA Elektroapparate AG Produced by Denon Allmedia AG, Rapperswil Cover photography: Kurt Pfister, Pfistercom Photo graphy: Kurt Pfister (pages 9, 10, 11, 20, 21, 22, 23, 24, 26), Jonas Spengler (pages 2, 6, 13, 14, 15), Olivier Placet (page 18) Printing: Vogt-Schild AG, Derendingen Languages: German and English Translation: Hill Johnson Associates GmbH, Zollikon Circulation: 52,000 Frequency: bi-annual since 2005, total 11th edition

Dear Colleagues, Partners and Friends of JURA

This year we have set all our sights on growth. JURA is about to launch a series of innovations

for which the foundations have been laid over the past two years. We’ve created two completely

new lines of machines that will open up new market segments and generate worldwide growth,

particularly in the euro zone and the new markets. JURA products are currently being sold

through 11,000 outlets worldwide and we’re planning to add another 700 in 2011. Last year we

sold 270,000 bean-to-cup speciality coffee machines worldwide, or 4.7 percent more than 2009,

and still managed to achieve our profit target despite the fact that sales were virtually static at

372.1 million francs. Cash flow, however, was up by a massive 20.2 percent to 26.8 million francs.

But the reason why consumers love JURA is about more than just state-of-the-art products. It’s

also to do with our premium services. The Glass Service Centre opened at our headquarters in

Niederbuchsiten in 2003 has served as an example for other service centres in Austria, the Nether-

lands and Belgium. From now on, our hospitality centres – see pages 16 and 17 – will be raising

the game of our premium brand around the world. Our Global Sales Conference at the beginning

of February was an opportunity to unveil a cascade of innovations – but you can read more about

that on pages 20 to 24.

This year – 2011 – marks a milestone in JURA’s history. And on the occasion of our 80th anniver-

sary, we’ll be taking the opportunity in this edition of ‘Coffee Break’ to look back. Our employees

will be telling us about their own personal experiences with JURA (see page 30). As for myself, I’ve

now been at the helm for 20 years and I team up on pages 8 to 11 with Edward Charnaud, Head

of Global Marketing, and Thomas Fournier, Head of Management Support, to give you an insight

into our successes and visions and our new global platform.

Eighty years of JURA means 80 years of standing for premium products and 80 years of untiring

hard work for innovation, precision and elegance. Many thanks for your trust and belief in us.

Together with all our customers, staff and distributors, I very much look forward to continuing

along the same road in the future.

Emanuel Probst

Editorial

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Editorial / Imprint

Contents

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Index of Contents

4 News from around the world New models for spring bring a breath of fresh air to key markets.

7 Customer service 24/7: a new service package from JURA.

8 ManagementLong-serving managerial staff Emanuel Probst, Edward Charnaud and Thomas Fournier talk about 20 successful years at JURA in our big management interview.

12 Customer-friendly productsKnowing what customers want has paved the way to success in China.

13 Outstanding productsA string of coveted prizes for JURA.

25 Successful relaunch JURA Spain has a smart new concept and plenty of ideas.

26 A day in the life of Silver RitsWe join Silver Rits, manager at JURA distributors Infomelton (responsible for sales in Estonia, Latvia and Lithua-nia) on an exciting day at work.

28 Upcoming eventsWhat’s on, where and when. A collec-tion of important dates for your diary.

30 JURA history 80 years of passion: JURA employees tell us about milestones for and with JURA.

31 PeopleAnniversaries of staff and obituaries.

14 A new kind of enjoymentMore first-class innovations from the House of JURA.

15 Coffee recipe

Strawberry dream – a perfect refresher for summer.

16 Market development A perfect base in the far North: JURA Sweden.

18 ‘L’amour du café’ The new JURA shop-in-shop with its own coffee bar in the City of Lights.

19 Enjoying coffee in CanadaThe family-owned FAEMA company opens an exclusive boutique in Toronto.

20 Global Sales Conference 2011‘Back to the future’: looking back on a cascade of innovations unveiled in early February at JURA.

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16 20

8 13

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News from around the world

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News

A flood of innovations puts us back on track

After a slight fall in 2009, JURA just about managed to maintain sales at the same level in 2010. With a total of 270,000 bean-to-cup coffee spe-ciality machines, JURA sold 4.7 percent more than the previous year and met its profit targets despite static consolidated sales of 372.1 million francs. Cash flow surged ahead by a massive 20.2 percent to 26.8 million francs.

And 2011 seems certain to bring more growth. In the months ahead, the company will unveil a raft of exciting innovations that have been in the pipeline for the past two years. Two completely new product lines will open up new market segments and generate worldwide growth, espe-cially in the euro zone and the emerging markets.

Today, JURA has around 11,000 outlets all over the world and another 700 are planned for this year. But state-of-the-art products are not enough in themselves: the company also plans to impress customers with a range of innovative premium services. The Glass Service Centre

JURA key figures at a glance

2010 2009 Change

Sales (CHF m)

Sales JURA Group 372.1 373.0 -0.2%

Sales Switzerland 51.1 50.9 +0.4%

In % 13.7% 13.6%

Sales international 321.0 322.1 -0.3%

In % 86.6% 86.4%

Cash flow 26.8 22.3 +20.2%

opened in Niederbuchsiten in 2003 has served as an example for similar centres in Austria, the Netherlands and Belgium. And from now on, our hospitality centres will be raising the game of our premium brand around the world. «

JURA Australia road show 2011

This year is a very special one for JURA Australia: the first big JURA road show hit the highways from 15 February to 15 March, taking in five states over a total distance of 5000 kilometres and involving over 500 people. The tour was organized to promote the latest collection of innova-tive JURA bean-to-cup machines and gave a wide-ranging audience of retailers and specialists an opportunity to discover the new products for themselves. Expectations were high, but were easily exceeded. All the new machines garnered praise and admiration from audiences. Partici-pants were particularly impressed by the IMPRESSA J9 One Touch TFT, which features an adjust-able cappuccino spout and delivers any kind of coffee at the touch of a button. Each of the road show evenings was brought to a close with a none-too-serious barista competition that gave visitors a hands-on opportunity to discover the new JURA product range for themselves. «

The road show tour dates: 15 February – Perth | 22 February – Adelaide | 2 March – Melbourne | 8 March – Brisbane | 15 March – Sydney

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News

‘Let’s do it!’: the motto that sees Reiner Hansen through life also applies to his job. The new Head of IT at JURA took up his duties on 1 December 2010 and is responsible for IT at JURA headquarters (apart from E-business), the IT team, the entire system, including further development, maintenance, opera-tions and budget. ‘My team and I ensure that the various needs of the individual departments at JURA are accommodated as efficiently as possible and covered to the best of our ability by our systems. We are service providers and do all we can to ensure that the entire infrastructure is available to all JURA employees at all times.’ JURA’s premium brand status was undoubtedly a major factor in persuading the Master of Ad-vanced Business Studies in Business Engineering Manage-ment to come to Niederbuchsiten. ‘A system architecture as diverse as this one is the ideal environment for me to put my IT and business engineering know-how to effective use.’

Reiner Hansen is a man who enjoys his coffee and drinks eight to ten cups a day, either coffee with cream or espresso, depen-ding on his mood. «

Reiner Hansen – our new Head of IT

Enjoying coffee on the Sugarloaf

JURA has a strong new partner in Brazil, a company which for many, many years has indulged a passion for coffee at its very finest and for first-class household appliances. M. Cassab is a family-owned firm with a long tradition and started out importing and exporting coffee, rice and cotton back at the start of the 20th century. Today, the concern is a global player in a number of sectors and has just under 30 specialist branches in Argentina, Brazil, China and the United Arab Emirates. Premium quality and innovations at the touch of a button have long been crucially important to M. Cassab and are reflected in all the company’s divisions, which act independently of each other. Apart from household appliances, other areas in which it has opera-tions include food, chemicals and toys.

Thanks largely to its many years of experience and a company-owned distribution channel known as ‘Spicy’, M. Cassab has everything needed to consolidate the JURA brand on the Brazilian market and to ensure ideal presentation. The ‘Spicy’ chain used to retail portion-based coffee systems but in the meantime has switched its focus to machines that freshly grind the coffee beans. Headquartered in São Paulo, the company controls 29 ‘Spicy’ outlets all over Brazil, where it retails premium household goods and appliances with such famous names as Villeroy & Boch, Brabantia, Cuisinart and EMSA.

In the commercial sector, JURA continues to work with its existing partner, Coffeemix, which has also made a major contribution to building up the retail sector. «

The Head of IT discusses current projects with his team. From left: Dominik Schweizer, Patricia Jaccaud, Rolf Flury and Reiner Hansen.

News from around the world

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News

Every year, the Board of JURA retirees at headquarters in Niederbuchsiten puts together a fascinating programme of events and excursions. It’s an ideal way for ex-employees to get together to maintain contact and exchange ideas with their former col leagues.

All JURA pensioners are cordially invited to take part. The passion of being part of JURA doesn’t stop with retirement but binds them together for life. «

On the road together

19 May Spring walk

16 August Picnic and barbecue

6 October Autumn excursion to Aegertsee / Morgarten

8 November Meet-up for long-serving employees

2 December End-of-year meeting with skittles and cards

Activities planned for 2011

JURA CAPRESSO on a roll

For the second time in succession, JURA CAPRESSO has won a prestigious reward. At the 2nd Annual Vendor Appreciation Dinner hosted by ‘Sur La Table’, JURA CAPRESSO took the ‘2010 Best Kitchen Electrics Vendor of the Year’ award. ‘Sur La Table’, the leading gourmet household goods retailer in the USA, has more than 80 outlets and leads the market in three different distribution channels: stores, catalogues and web-based. JURA CAPRESSO took the award for its outstanding commitment as a successful business part-ner. David Shull (Vice President Sales & Marketing JURA CAPRESSO) accepted the award in Seattle, Washington, in December in the name of the entire JURA CAPRESSO team and thanked all of them for their untiring efforts last year. ‘This award is a great honour for us,’ said David Shull. ‘We’ll be doing everything in our power to ensure that JURA CAPRESSO remains equally successful in the future. And the best thing we could imagine now is to win another award for 2011!’ «

Stars at the International Home & Housewares Show

The ENA 9 One Touch and the IMPRESSA J9 One Touch TFT were the stars at the Interna-tional Home & Housewares Show, the largest exhibition of its kind worldwide, which was held in Chicago from 6 to 8 March. Retailers and press representatives flocked to the JURA CAPRESSO stand to see the latest generation of coffee and espresso machines in action. The product launches were an overwhelming success, as reflected in JURA CAPRESSO’s bulging order books. As usual, the show was preceded by a sales training and motivational meeting for independent field service staff. «

Customer service

24/7 Service: a new customer-friendly package from JURA

Since mid-December 2010, JURA coffee ma-chine owners have enjoyed the benefits of our innovative 24/7 Service. This allows them to deposit the machines they bring in for servic-ing in one of five lockers at the entrance to the Service Centre.

Customers have been making active use of the new service from the start, and the trend is distinctly upwards. It is especially practical for people whose private or business commit-

We are here for you 24 hours a day, seven days a week

ments prevent them from delivering or picking up their machines during regular opening hours. 24/7 is theft-proof and under CCTV sur-veillance.

Roland Eggenschwiler, Head of Service Switzer-land, sums up results to date. ‘The reaction from our customers has been very positive. They can meet all their own business commit-ments without having to worry about service centre opening times. This flexibility is much appreciated. There’s been a noticeable increase in use of the service on Sunday afternoons – people are clearly combining a day out with a trip to JURA to deliver their machines. The ser-vice is simple and smooth, and customers love it. With this innovation, JURA has certainly set up another milestone in service standards’.

Detailed information about the 24/7 Service can be found at: www.jura.com/24-7 «

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8

Management

‘We are about to witness a new surge in growth’

How does your working day differ from that of 20 years ago?

Charnaud: When I compare what I do today with my early days at JURA, I’m much clearer now about who we are and where our journey is taking us. Twenty years ago, we faced a very uncertain future.

Probst: You feel the burden of stress and hard work much more when things are going against you. Unfortunately, that was the case back then. For me, the main thing that has changed is that I now lead a much simpler life.

Fournier: They were certainly difficult times, but they also shaped our future. Back then, we were forced to make a lot of decisions in a very short space of time and to do so without any long-term planning.

Probst: And we made mistakes, unquestion-ably. Nevertheless, I have no regrets because it is only through experience, however painful it might have been at times, that we’ve man-aged to get to where we want to be today. From that point of view, the mistakes were actually useful.

Charnaud: The truth is that 20 years ago we really had no clear vision of the future. Today, we know exactly where we want to go and are optimistic that we’ll be able to get there.

Probst: With the benefit of hindsight, though, there are advantages when things are still un-

certain. If we’d known back then what cata-strophic quality problems we’d be faced with, we probably would never have even built a ma-chine, let alone launch it on the market. How-ever, our openness and inexperience, coupled with our hard work and good intentions, proved important and, ultimately, helped us to move forward.

Charnaud: To achieve this success, we had to set ourselves and achieve a number of major targets. We probably took the most impor-tant step at our management seminar held at the famous Giessbach Falls back in 1994. The topic we were discussing was reinvention, or how we intended to reinvent JURA. We decided to aban don our ‘traditional’ role as a manu -fac turer of electrical household appliances and concentrate exclusively on the bean-to-cup automatic coffee machine segment. Another important step was our strategic alliance with Eugster Frismag. This allowed us to focus our resources on product development and mar-keting. And, of course, we shouldn’t forget the launch of the successful E line in 1998.

Fournier: I remember 1994 very well. At the seminar we agreed that restructuring was cru-cial but had almost no money to see it through. And although we knew full well that an inno-vation still had teething troubles, we had no choice but to launch it anyway.

Charnaud: That will go down as one of the nega tive chapters in JURA’s history. We were too early with the launch of the machine.

Fournier: But we had no other choice. It was simply the last possible moment. And the iro-nic thing is that if we hadn’t done it then, JURA wouldn’t exist today. However, it was only with the launch of the E line that we made our real breakthrough. And Emanuel, I clearly remem-ber the dream you told us about in Giessbach back then in 1994. You said you were dreaming of sales of half a billion Swiss francs. Who would have thought back then that today we’d be so close to making that dream come true...

Probst: In my opinion, we entered a crucial phase of our development with the first Global Sales Conference in 2000. It was then that we decided not to be merely an international but a global player. And the introduction of the IMPRESSA F90 the following year was very im-portant. To this very day, I think it was one of our most beautiful models. It was quite defi-nitely the machine that helped shape the look that defines us today.

Charnaud: And in 2004, we opened up a com-pletely new segment with the IMPRESSA Z5. That was the first bean-to-cup machine to in-corporate professional technology in an app li-ance intended for normal households. An other important milestone for JURA was undoubted ly the partnership we entered into with our mar-ket ambassador, Roger Federer.

Probst: Absolutely right. I think that our cur-rent success is based on three distinct factors. To start with, the opening of our first service centre here in Niederbuchsiten in 2003. That

For precisely 20 years now Emanuel Probst has been working closely with Edward Charnaud, Thomas Fournier and management to shape JURA’s future. ‘Coffee Break’ invited the three ‘musketeers’, who muster 60 years of experience between them, for a discussion and discovered that, far from dwelling in the past, the trio are fully focused on a successful future.

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10

Management

really set us apart from the competition and has continued to do so to this day. Then there was the launch of our cooperation with Roger Federer and the inauguration of the JURAworld of Coffee, both in 2006. The reactions of many of the visitors to the Global Sales Conference 2011 confirm my belief that these investments have paid off. When they come here, our global partners feel our strength and our commit-ment for themselves, and it gives them the re-assurance that they’ve made the right choice in deciding to work with JURA. What is more, with the IMPRESSA J9 One Touch TFT and two new, innovative ranges of products that will be launched in the autumn, we are once again on the threshold of a new and successful era. In the retail sector, we are focusing even more strongly on tailor-made solutions to deliver absolute premium machines. In doing so, we make a clear distinction between two core prod-uct offers: on the one hand, the luxury lines such as the J and Z machines and a new line which will outperform everything we have de-veloped in the past, and, on the other, the ultra-small bean-to-cup machines designed more with a mass market in mind. This is the foun-dation on which we will build our continued global growth.

Have you always agreed with one another when making such radical decisions about product focus?

Charnaud: We respect each other, trust each other and are fighting to achieve the same things. Of course, we think differently about certain things. But I’ve always said that while conflicts between people are destructive, con-flicting ideas are constructive and provide an impetus for creativity.

Probst: Together, we have also learned from

our mistakes. For example, when we introduced our capsule machines.

Fournier: The decision made sense at the time because we believed the capsule systems would help us grow on an international stage.

Charnaud: For me, as well, it was a justifiable mis take because our partner was a large, in-ter nationally renowned company with vast re-sources.

Fournier: But I’m glad that we returned to our core business and our focus on bean-to-cup coffee machines. Those were tough times. I remember spending a holiday around then in Rhodes. It was there, in the beautiful town of

‘If you don’t take a risk on a new idea, that in itself becomes a risk.’Edward Charnaud, Head of Global Marketing

‘The ironic thing is that if we hadn’t

done it then, JURA wouldn’t

exist today.’Thomas Fournier,

Head of Management Support

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Management

Lindos, that I watched donkeys carrying tour-ists up to see the attractions. If they were lucky, they wouldn’t be beaten and after they had finished their work, they would get a little food. That’s the way things seemed to be at JURA. We were carrying the burden for the capsule manufacturer and, at the end of the day, there wasn’t much left over for us...

Probst: But let’s turn our attention from those less fortunate donkeys to the good fortune we’ve enjoyed at JURA. And let’s face it: we have every reason to feel fortunate. Apart from all the efforts we were making ourselves, cof-fee drinking was just beginning to develop in-to a mass global culture at the same time. Starbucks, for instance, was taking the idea of good coffee to every corner of the globe. It was becoming the ‘in thing’ to drink coffee, even in countries where ‘coffee culture’ had pre viously been non-existent. And the various capsule systems you can see everywhere have contributed a lot to the fact that people today appreciate a good cup of coffee much more than in the past.

Charnaud: We recognized this trend, ana-lyzed it and grasped the opportunity with both hands. Together with one or two competitors we developed a market for bean-to-cup ma-chines. Sometimes, we benefited from the fact that other suppliers had opened up the market, but were able to acquire customers because we had superior products and services. Of course, there were times when we risked a lot, but if you don’t take a risk on a new idea, that in itself becomes a risk.

Probst: Everyone wants to drink good coffee and everyone wants the lifestyle that goes with it. In addition, global purchasing power is increasing. If I combine the enormous number of people who can afford a JURA machine with the number of people who are going to recog-nize the value of a good espresso, cappuccino etc. in the future, the resulting market volume is staggering. We’ve developed the solutions and services required in order to satisfy these people’s needs. And that is why I expect to see substantial growth in the years ahead.

‘We stand at the beginning of a period of technological revolution.’Emanuel Probst, CEO

Fournier: However, thanks to our focus, we’ve been able to achieve sustained growth and our independence. Our approach has given us stability. And because we intend to be an in-dependent company ten years from now, we’ll fuel our growth using our own resources. I am convinced that in ten years we’ll be twice as big as we are now.

Probst (laughing): I hope that will be the case in just six years. At present, JURA can still grow as quickly as market circumstances permit. We

have the machines, the capacity, and the ser-vices. We have no financial restrictions. The on-ly factor that could dampen our future growth would be a lack of innovation. We intend to stay independent and have no plans to waste time or money on possible mergers, which means we can concentrate fully on our core business.

Fournier: At this very moment, the fact that we have all the resources we require is particularly important because I believe we’re entering a period of exceptional growth opportunity. An enormous amount is going to happen in the

next two or three years. We have prepared for this development and made sure that we are equipped for it both in terms of our organiza-tion and our product portfolio. The tide is run-ning in our direction all over the world. We must invest in our markets now. Because although I can look back on 20 years of JURA, what really interests me is the future.

Probst: We have indeed invested a lot in re-cent years in order to be prepared for the situ-ation today. We stand at the beginning of a

period of technological revolution. Never in the past twenty years have we been able to offer so many innovations. Whether it’s brewing units, grinders, heating systems or user inter-faces. Thanks to our short innovation cycle, we will, indeed we must, remain a step ahead of our competitors.

Fournier: We have excellent prospects and are convinced that our concept is right. We’re in good shape and so are our sales figures.

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Product launches

Anyone who thinks the Chinese only drink tea hasn’t taken the JURA factor into account. ‘Coffee’s very fashionable among the new, rap-idly growing class of high-earning Chinese,’ ex-plains Anton Auernigg who, as Area Manager Asia, is responsible for the Chinese market, among others. ‘The Chinese love meeting up in coffee shops for a quick cup of coffee. Cap-puccino and latte are very popular. The Chinese love showing off their success and affluence and are happy to buy a premium bean-to-cup coffee machine for home use. ‘For the Chinese upper class, they’re very cool status symbols,’

adds Anton Auernigg. ‘That’s why it comes as no surprise to me to hear that Asia cur-rently has the largest growth poten tial for JURA products. Right now, we’re seeing the beginning of long-term growth in the coffee market.’

Appealing to customersJURA has been very successful in China since it entered the market in 2000. ‘We sell just seven machines from the entire range,’ Auernigg con-tinues. The brand’s rapid growth in China is due

Understanding your custo-mers’ needs and knowing that they understand you are important prerequisites for doing business in foreign language areas and cultures like China. JURA knows ex-actly what product features appeal to the Chinese.

not least to an inspired piece of marketing. Anton Auernigg firmly believes that more and more Chinese are choosing JURA machines because JURA attaches such importance to user-friendliness. ‘We serve our Chinese cus-tomers in their mother tongue! Since 2007, we’ve even been able to offer the F50 with a display in Chinese. Sales statistics have shown us that customers have a clear preference for this model – in fact, it accounts for around a third of our total sales. So it’s logical that in future all new JURA products will come with a Chinese display.’

For all that, Chinese customers have an aver-sion to ‘Chinese’ products: in other words, prod-ucts that are manufactured specifically for the Chinese market. ‘They prefer top-quality Swiss

products,’ explains Auernigg. ‘Swiss made’ and ‘Swiss design’ are very much in demand.’

Heading the Chinese marketJURA is one of the trendsetting pioneers in China. ‘We entered the market with our bean-to-cup machines at a very early stage. We have a great partner in HJ Coffee in Shanghai, we have the right products and we profit from Switzerland’s fantastic reputation in China,’ explains Auernigg. ‘Our distributor also offers terrific after-sales service, which sets us apart from the competition. Another important fac-tor is our very well developed dealer network, which we plan to extend in the years ahead. That will give us a clear advantage over the competition.’ «

Understanding the customer

Anton Auernigg, Area Manager Asia

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Product launches

A series of coveted prizes

Judging from the reception given to two new products from JURA in 2010, the ENA 9 One Touch and the IMPRESSA J9 One Touch TFT, being able to make coffee specialities at the touch of a button with no need to move the cup is clearly all the rage. Packed with innova-

It’s not only consumers who find JURA bean-to-cup machines the tops: the same opinion is shared by the juries in many respected international competitions. In recent months, fully automatic machines from the House of JURA have won a whole string of prestigious awards.

tive technologies and easy to use, the two ma-chines were awarded a ‘new class benchmark’ ranking by the trade press at the IFA in Berlin. The design was another aspect of the ma-chines that provide a ‘wow’ factor. With the German iF Product Design Award and the

American GOOD DESIGN Award, JURA took two of the most coveted prizes on the interna-tional stage for outstanding design.

Smallest machine, major achievementsThis year, too, bean-to-cup machines from JURA have been making the running in a high-qual ity and extremely competitive interna-tional field. Once again, the ENA 9 One Touch from the ENA line was the machine that im-pressed the jury most and won the iF Product Design Award for 2011. The ENA line has already been awarded many prestigious international prizes: in 2008, there was the Red Dot Design Award, the GOOD DESIGN Award and the Ecol-ogy Prize for Outstanding Energy Efficiency; in 2010, it was rated a ‘modern classic’ and award-ed the quality ranking ‘GOOD’ by the German consumer magazine, ‘Stiftung Warentest’ for the categories ‘espresso and cappuccino’, ‘func-tion’ and ‘environmental properties’.

‘JURA makes the best cappuccino’‘Stiftung Warentest’ also awarded JURA two straight ‘GOODS’ for its fully automatic IM-PRESSA C9 One Touch and the ENA 7. In the De-cember 2010 issue of ‘test’ magazine, the panel compared twelve bean-to-cup espresso ma-chines and came to the conclusion that ‘JURA makes the best cappuccino.’ The IMPRESSA C9 One Touch was awarded an overall mark of 1.9 (on a scale of 1 to 6) and a ‘test’ quality rating of ‘GOOD’, and also garnered special praise from the panel for the quality of its cappuccino. The compact ENA 7 attained an overall mark of 2.2 and a ‘GOOD’ rating – another very pleasing result. Apart from top marks for ‘function’ and ‘reliability’, both machines emerged from the test with thoroughly good results for all the individual criteria. «

IMPRESSA C9 One Touch

IMPRESSA J9 One Touch TFT

ENA 9 One Touch ENA 7

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Product launches

A new kind of enjoyment

Anyone who likes to enjoy foam-topped coffee specialities in real style will be delighted by the new latte glass. Manufactured from top-quality lead crystal, it is an impressive addition to the JURA porcelain collection. With its thick glass sides, it fits perfectly in the hand and guarantees the ultimate coffee experience. Measuring 13.5 cm in height with a capacity of about 300 ml, it is ideal for the IMPRESSA Z7 One Touch, IMPRESSA Z5, IMPRESSA J9 One Touch TFT, IMPRESSA J9 One Touch, IMPRESSA X9 Win, IMPRESSA X9 and the IMPRESSA X7-S.

The new latte macchiato glass from JURA is currently available only at the JURAworld of Coffee in Niederbuchsiten. www.juraworld.com «

Latte macchiato at its best

Effective cleaning, lasting protection

Cleans & Protects2 in 1

To ensure top-class quality coffee at all times, bean-to-cup machines call for regular mainten-ance and strict hygiene when handling milk, coffee and water. Every fully automatic JURA machine has a service-free brewing unit that cleans itself at the touch of a button.

Our laboratory team have also been working to improve the cleaning tablets that have shown themselves to be so effective. Thanks to their research, we have now been able to boost the cleaning and protective qualities of the tablets significantly. The new, dual-phase cleaning tab-let not only cleans the machine but also seals it at the same time, thus helping to delay the deposit of coffee oil on the machine. «

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Coffee recipe

Preparation Make espressos and chill.

Put the chilled espresso, cream and syrup in the cream dispenser.

Close the dispenser well, shake and insert cartridge. Shake vigorously eight to ten time and chill until ready to use.

Place a little of the strawberry pulp in a cocktail glass and dispense the espresso cream onto the top.

Garnish as preferred with a strawberry or coffee bean.

IngredientsWhip cream dispenser

350 ml cream

50 ml strong espresso

50 ml syrup (1/2 sugar, 1 /2 water)

Strawberry pulp

A perfect refresher for summerStrawberry Dream

Chill out when temperatures soar

16

Markets

A perfect base in the far North

Coffee is Sweden’s national drink. At the north-ern tip of Europe, where the winters are long, dark and bitterly cold, people like nothing more than to warm their bodies and spirits with a cup of hot coffee. ‘We sit together and revel in the “Fika” – the Swedish word for “coffee break”. Traditionally, this is accompanied by seven different types of pastry and a lot of excellent coffee,’ explains Mats Gustavsson, General Manager of JURA Sweden. ‘If you or-der the “Dagensrätt”, the set menu in a res-taurant, the coffee after your meal is usually included in the price.’ In the past, the Swedes

Hot coffee specialities from JURA bean-to-cup coffee machines are finding ever more admirers in Scandinavia. JURA Sweden is ensuring that this trend is catered for and that Sweden’s coffee fans and distribution partners benefit from first-class, truly local service.

have usually drunk their favourite beverage black, strong, and filtered. However, during recent years, bean-to-cup machines have be-come increasingly popular in the land of the midnight sun and the northern lights. ‘In Swe-den, we are always abreast of current trends and are very quality-conscious. For us, out-standing design is every bit as important as top quality. And because we enjoy living in stylish, modern surroundings, we also attach enormous importance to innovative house-hold appliances. There’s a huge potential for JURA bean-to-cup machines in Sweden, both

in private homes and in the commercial and catering sectors.’ Innovative quality countsIn Sweden, quality consciousness take prece-dence even over cost-consciousness – at least when the products in question come with out-standingly innovative and functional features like those that characterize JURA ma chines. Mats Gustavsson, of course, is delighted. ‘We have been having a lot of success with the IM-PRESSA J line, in particular the IMPRESSA J5 and now also with the brand-new IMPRESSA J9 One Touch.’

Nationwide presence in SwedenJURA’s outstanding success in ‘Sverige’ is not just down to chance. ‘We have consistently ex-panded and pushed the brand in Sweden using a wide range of marketing activities.’ Mats Gustavsson and his team ensure that JURA is omnipresent on the Swedish market: Through printed advertisements, product placements on the TV and in movies, participation in high-end events and attractive presentations at the JURA points of sale. ‘Our efforts have borne a lot of fruit,’ says Gustavsson, clearly pleased by his success. ‘It is now obvious that JURA has an excellent reputation in Sweden and that JURA products are increasingly sought after. More and more, our salespeople are finding that cus-tomers are insisting on having a JURA bean-to-cup machine because everyone is talking about their outstanding qualities. This is equally true

The team in Sweden (from left): Daniela Weig-mann, Mats Gustavsson, Svenja Meier, Tomas Lidvall, Gabriel Blomé and Alexander Chan

Mats Gustavsson

Mats Gustavsson’s passion for JURA bean-to-cup coffee machines started ten years ago. He first came into contact with JURA products in his former role as a sales representative for domestic appliances and has been in love with the premium brand ever since. But Gustavsson isn’t only driven by his love of coffee.

He also appreciates good wine, delicious food and classical music. At his home in Stock-holm, the General Manager of JURA Sweden particularly appreciates his closeness to the countryside and the sea. Gustavsson likes to spend his leisure time with his friends and family, at his summer residence in the country, skiing or enjoying fitness training.

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Markets

of customers in the major towns and cities and those in rural areas.’ For ten years, JURA has been working with a variety of distributors in every part of the country, from Malmö in the south of Sweden up to Luleå in Lapland. This type of broad base is particularly important if you really want to be able to reach all your customers in a country the size of Sweden – a country so large that people still measure distances in ‘Scandinavian miles’ instead of kilometres.

A new base in the capitalOne new development is that JURA has had its own headquarters in Stockholm since 1 Oc-tober 2010. The company moved into gener-ously sized two-storey premises with a total area of 600 square metres at the beginning of March. Apart from office space for employees, the headquarters in the Sweden capital also house an attractive hospitality centre for cus-tomers and retail partners. ‘Here we have found the perfect home! The new premises showcase the JURA brand in a first-class envi-ronment. My team and I are very happy here,’ stresses Mats Gustavsson who describes him-self as a nature, sports and pleasure-loving family man.

Premium quality for the futureOn a personal level, the Managing Director of the Swedish subsidiary appreciates one parti-cular JURA characteristic alongside all its other well-known premium attributes: ‘JURA is to-tally honest and doesn’t sell empty promises. In the kind of age we live in, I consider that to be a privilege. It’s a privilege too for me to be able to work with them.’ Gustavsson first be-came acquainted with JURA when he was still working as a household appliance represen-tative. It was during this time that he sold his first JURA IMPRESSA S95 and was immediately won over by the many benefits of what was becoming a strong brand. He now remains just as convinced by his vision of JURA’s future in Sweden: ‘We’re planning to crack the 10,000 bean-to-cup machines a year mark in the near future and gain a presence in more shop-in-shops. It would also be fantastic to open one or two JURA Concept Stores.’ «

JURAworld of Coffee

18

Markets

‘L’amour du café’in the City of Lights

Paris – synonymous with fashion and ele-gance, the city of lights and of love. And since 4 October 2010, it is also the city of coffee. The bustling French metropolis is home to a new JURA shop-in-shop, a veritable showcase com-bining a love of the good things in life with an elegant ambiance and ultra-modern products, all in one location. ‘We are delighted that we were able to open our new shop-in-shop in Paris in conjunction with the perfect partner, for whom quality and the value of tradition are just as important as they are for JURA,’ said Philippe Landemaine, Commercial Director for Bean-to-Cup. ‘The famous Le Printemps department store located in the heart of the city is the French equivalent of Harrods in Lon-don‚ La Rinascente in Milan or the Crocus City Mall in Moscow.’

Acquiring a tasteThe sales and presentation area, which stretch-es over 20 square metres, has also had an ex-

Sipping delicious speciality coffees made from freshly ground beans surrounded by friends is one of life’s simple pleasures – and one which JURA customers can now enjoy in Paris at the newly-opened JURA shop-in-shop with its own coffee bar.

tra string to its bow since mid-March. ‘Cus-tomers and passers-by can enjoy delicious spe ciality coffees made from freshly ground beans with their friends at our coffee bar. For the opening, we even hired a barista to guar-antee perfect service,’ explained Landemaine. The coffee bar is JURA’s way of demonstrating its own good taste and distinguishes the brand from the competition with a certain panache. ‘The quality isn’t just something you see and feel: you can actually taste it! And the more customers acquire a taste for coffee, the more clearly they will remember the JURA brand.’ The interior design and lighting con-cepts were carefully designed in conjunction with Le Printemps to match the aesthetics of the JURA brand. Clearly defined lines and quality mat erials combine to create a location which is warm and inviting, and at the same time the ideal place to get to know all about JURA bean-to-cup machines whilst having the time to enjoy a perfect ristretto, cappuc-

cino or coffee with family, friends or business partners.

Café societyThe Open Bar event, held back in December, proved to be the icing on cake, or perhaps the ‘creamy topping on the cappuccino’ would be more apt. ‘We invited our retailers in advance to come and test our various bean-to-cup cof-fee machines and speciality coffees made from freshly ground beans all week long at our open bar, which ensured that JURA was soon the word on everyone’s lips!’ smiled Christian Saggini, JURA Area Manager, whose responsibilities in-clude the French market.

Setting coffee trendsThe JURA shop-in-shop with its coffee bar also boasts a larger display area for products and stylish guided tours for visitors as part of its unique experience. ‘What better place could there be than a café to experience all the pleas-ures coffee has to offer?’ asks Saggini. ‘This is the best environment to get the closest and most intensive experience of what our products have to offer.’ ‘Everyone knows that Paris is famous for setting trends,’ adds Landemaine, ‘which is why we’re in precisely the right place for both our modern premium machines and our innovative coffee bar.’ «

Enjoying a delicious cup of coffee at the bar: Christian Saggini, Manuel Fernandes (Regional Sales Manager, Bean to Cup) and Philippe Lan-demaine.

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Markets

Authentic JURA experience in Canada

Pioneering the espresso experience in Canada since 1958, FAEMA Canada is a family-run busi-ness offering automatic coffee machines for do-mestic and commercial use. FAEMA Cana da has offered JURA products since 1998, and in 2004 became the official importer and distributor for the brand in Canada. FAEMA Canada offers products directly to the consumer through five corporate-owned locations, as well as through a network or retailers, dealers and sub-distribu-tors. To expand its retail offering, FAEMA Cana-

da launched the ‘FAEMA Caffe Boutique’ retail concept in 2006; the boutique experience fea-tures a European-style cafe and retail show-room, exhibiting the JURA products available for purchase.

On 8 December 2010, FAEMA Canada opened an impressive 700-square-metre boutique at its head office facility in Toronto. The upscale showroom features the entire JURA line, com-plete with product demonstration area, service

depot and lounge. It is bright, fresh and ele-gantly designed to reflect the brand and to provide the customer with the ultimate shop-ping experience. This year, FAEMA Canada will embark on another milestone project by mov-ing its distribution centre to a newly acquired 4,000-square-metre property in Mississauga, Ontario. The space will be designed to replicate the true JURA experience and will house a new JURA office, showroom, coffee academy, ser-vice centre and warehouse. «

FAEMA: JURA’s new ‘home’ in Canada. Checking out the vast range of models… …in the generously sized Toronto showroom.

JURA has found its ideal partner in Canada in a family-owned company by the name of FAEMA. Since December, consumers in Toronto have been able to enjoy the premium coffee experience in a smart show-room with a JURA service centre and the FAEMA Caffe Boutique.

The fourth Global Sales Conference, held in early February, provided the ideal platform to kick off a year that promises to be full of innovation and new ideas. The 325 participants from all around the world were given an impressive insight into how JURA is now definitively ready to take things to the next level. With a successful future built on the prospect of ongoing growth, the GSC 2011 had a correspondingly positive motto: ‘Back to the future’.

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Events

Global Sales Conference 2011 –Fireworks and innovations

‘What a great conference.’ ‘Fantastically well or-ganized.’ ‘Really exciting innovations.’ ‘A unique experience.’ The list of superlatives heard over breakfast at the Ramada Hotel on the Saturday morning after the Global Sales Conference (GSC) 2011 could have been extended indefin-itely. Despite the fact that plenty of the par-ticipants were still feeling the effects of the wonderful gala evening in the Solothurn con-cert hall the night before, there was nothing but positive feedback from the three-day event. The entire conference ran seamlessly, thanks to the expertise of organizer Xavier Hadorn and the hospitality team headed by Andrea Stettler, who had been afforded a standing ovation on stage the night before.

One highlight after anotherBut let us begin at the beginning. For the 250 participants who had come from abroad, the GSC 2011 got under way on Wednesday, 2 Feb-ruary, with a number of pre-sessions on the subjects of finance and services. By Thursday morning, all 325 guests had arrived and were enjoying a coffee on arrival at Niederbuchsiten. They were about to be treated to what can only be described as a colourful conference, with more than a hint of a ski holiday about it. This was confirmed by the programme, with ‘Winter Games in Engelberg’ on the agenda from 2 – 5 pm. Before then, however, Emanuel Probst officially opened the GSC 2011, which was under the motto ‘Back to the future’. He

was followed by Edward Charnaud, Head of Global Marketing, Roland Eggenschwiler, Head of Service Switzerland, George Liakatos, Na-tional Retail Manager JURA Australia Espresso, Elena Matveeva, Brand Manager from Russia and David Shull, Vice President Sales and Mar-keting JURA CAPRESSO, who all gave presen-tations. Shortly before the first break and the transfer to Engelberg, entertainer Peter Rösti, in a blue ski outfit and ably assisted by Nina Vögeli, ramped up the atmosphere and the excitement among the audience. Apparently the images of the forthcoming Winter Olym-pic Games set pulses racing among a number of the participants, and for many of the visi-tors, particularly those from Asia, this would

A speech from General Manager Emanuel Probst marked the official opening of the Global Sales Conference 2011.

Competitors were given their race numbers

at the top of the Titlisbahn mountain railway.

Fun was high on the agenda for those taking part.

Wunjae Lee, CEO of HLI Company Limited

in South Korea (right), and his team enjoy the

fabulous view.

The bobsleigh race had its fair share of

ups and downs...

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Märkte

21

Events

be their first experience of snow and Alpine winter conditions. Fun in the AlpsAfter catching their breath and enjoying cof-fee, mineral water and croissants, the partici-pants set off in a convoy of six buses to the winter wonderland of Engelberg where a pic-ture-perfect Swiss landscape awaited them: blue skies, snow-capped peaks, breathtaking views and white slopes, with some igloos even thrown in for good measure. A cable-car took them up to Trübsee, 1800 metres above sea level at the heart of a panoramic mountain landscape. The Winter Games turned out to be a healthy mixture of sport, fun and entertain-

ment, which enabled all the participants to keep snug and warm despite the clouds which were drawing in. There were plenty of activi-ties to choose from, including snow golf, snow-biking, bobsleighing, a cross-country skiing re-lay and a snow-shoe biathlon. And at the end of the day, taking part was far more important than winning.

A Swiss-style eveningAfter the afternoon’s exertions, the day came to a fitting close with a delicious and typically Swiss dinner at the elegantly appointed Kursaal in Engelberg. In between courses, the winners of the afternoon Olympics were presented with their prizes by the unbelievable Peter Rösti,

who rounded off his award ceremony with a genuine firework display. With the last sparks still hanging in the air, it was over to brothers Chris & Mike, a pair of keyboard virtuosos who soon had the participants tapping their feet and in the mood for dancing. And yes, there was plenty of that to round off the evening, despite some tired legs among the party. The trip home from Engelberg to the various hotels in Solothurn and Egerkingen then followed, though not a peep was to be heard from the travellers at the end of a long day.

David Shull, Vice President Sales and

Marketing at JURA CAPRESSO Inc.,

outlines the way to shape the future.

All presentations were displayed live on giant monitors.

Ramping up the excitement as the groups are named: Peter Rösti and assistant Nina Vögeli.

Keyboard virtuosos Chris & Mike rounded off

the day with an impressive performance.

21Peter Rösti provided some real fireworks when it came to the prize-giving ceremony.

The bobsleigh race had its fair share of

ups and downs...

After a short practice run, the bikers were off, racing across the fresh powder.

Peter Rösti discussing the ‘Winter Olympics’ programme with Xavier Hadorn.

21

One of the participants films the

conference highlights for the benefit of

those ‘back home’.

Martin Wullschleger deep in conver-

sation with the new IMPRESSA Z7 Voice.

Friday morning’s proceedings were in

the capable hands of Kurt Aeschbacher,

Switzerland’s best-known TV presenter.

Make way for the new IMPRESSA Z7 VoiceTop Swiss television presenter Kurt Aeschba-cher – a well-known face at JURA – compèred proceedings on Friday morning. His first guest, JURA Product Manager Martin Wullschleger, unveiled the first surprise, the new IMPRESSA Z7 Voice, in a haze of smoke and lights. To the astonishment of all present he then proceeded to use voice commands to operate the machine from some 30 metres away. After the smoke had cleared from ‘Wulli’s’ show, our compère handed over to Johan Bodart, a director on the board of BVBA Bodart & Co., who explained the importance of a premium service factory. The participants were all looking forward to hearing David Naylor, and the Com mercial Ma nager of JURA Products Ltd. followed on from Bodart with a presentation detailing his two years of experience in online shops in the premium sector – a topic that provided fuel for plenty of lively discussion during the en-suing coffee break.

Gigantic innovationStaying true to the conference motto of ‘Back to the future’, Kurt Aeschbacher then used moving images to illustrate the various sta-tions that coffee has gone through during its successful lifespan to date. What the future holds in store for coffee, nobody knows, but Dr David Bosshart tried to come up with some answers in his discussion with Aeschbacher. Bosshart is CEO of the Gottlieb Duttweiler In-stitute in Rüschlikon near Zurich and, as the author of numerous international publications, is very much in demand for interviews. The same also applies to the next guest on the stage – Shahryar Reyhanloo, who is head of technology at JURA and responsible for the innovations that JURA needs to set itself apart from the competition.

But neither he nor Emanuel Probst, the final member of the discussion panel, were willing to give anything away about the ‘gigantic

innovation’ which was mentioned in the pro-gramme and had, apparently, been set up amid the strictest security precautions in the room next door while the discussion was going on. What they did reveal was that it would ‘create a completely new market segment and have a long-term effect on the market. It will open up new horizons.’ The secrecy surrounding this new innovation in the super-premium seg-ment was only partially lifted, as serious-look-ing security staff moved swiftly to prevent any photographs being taken of the new appliance. A quick glance had to suffice, but it was pro-mised that this innovation would be present-ed in detail before the year is out.

When being small is a sign of greatnessAfter lunch, vocal genius Martin O. delivered a lively performance that ensured no one wilt-ed after what had been a very intensive mor n-ing’s activities. Martin O. hails from the east of Switzerland and has perfected the art of

22

Events

Kurt Aeschbacher talks to Dr David Bosshart,

CEO of the Gottlieb Duttweiler Institute.

Martin O. and Lea Berger share the stage to present

the new global machine range. The last presentation was a joint one featuring Thomas Schwamm (left) and Leon Busenberg.

One of the participants films the

conference highlights for the benefit of

those ‘back home’.

singing in canon alone, making it sound as if a whole choir and an orchestra is on stage all at once. His imitation of a noisy, old and slightly recalcitrant coffee machine was a real treat and had his audience in stitches, getting them in the mood for the presentation of a new glo-bal machine range. The imaginative interview with Lea Berger from E-Business, who has de-finite talents as an actress, brought the main advantages of the new platform to the fore – namely that it is small and simple.

From then on, it was one thing after another: Michael Lipburger, JURA Head of International Business, explained the push-and-pull strate-gies for launching new products in Austria. Daniel Heiniger, from the JURA Commercial Business Unit, took to the stage dressed as a gangster – another innovation, this time in

terms of costume – to talk about what is slated for launch in the office and catering sectors. He handed the microphone over to Frank Göring, General Manager of the German JURA Gastro Vertriebs-GmbH, who explained the launch stra tegies used for the new IMPRESSA XJ range in Germany. Speaking of the IMPRESSA XJ and the global machine range, the subsequent cof -fee break saw conference participants queuing up not just to take a look at the new machines but to actually use them. Their enthusiasm was infectious, with everyone taking notes and photos – this time with full permission – and of course trying out the coffee.

Rounding things offThus fortified, the participants then took their places again for the conclusion of the confe-rence. Meinrad Kofmel, JURA Head of Com-

mu nications and PR, spoke about the uniform brand image, which was followed by what’s new on the Internet courtesy of E-Business Ma-nager Marc Maurer. Leon Beusenberg, Mar ket-ing and Sales Manager for JURA Nederland BV, and Thomas Schwamm, Sales Manager at JURA Elektrogeräte Vertriebs GmbH, then outlined the measures used to launch innovations in the super-premium segment in the Netherlands and Germany. Emanuel Probst then took to the stage with a few words to bring the confe-rence – or at least the formal part of it – to a close. But there was still the hotly anticipated gala night with the LEO Awards ceremony to come, which meant there was barely enough time for the 325 guests to take in and digest everything they’d learned and experienced before they had to leave and change into full regalia for the evening’s entertainment.

23

Events

Xavier Hadorn and the Hospitality Team, headed by Andrea Stettler, were responsible for the seamless organization of the GSC 2011. Sui-tably dressed for the occasion, they took to the stage of the So-lothurn concert hall at the behest of Emanuel Probst and Edward Charnaud, where they were given rapturous applause (left to right): Emanuel Probst, Mario Rüeger (E-Business), Fabio Padula (Spice Advertising), Esther Scheidegger (Trade Fairs and Events), Tatjana Scherer (JURAworld of Coffee), Corinne Hörnlimann (Product Marketing), Elke Feigl (Inter-national Business Department), Andrea Zehnder (Product Marketing), Xavier Hadorn, Andrea Stettler (HQ-Events/Coffee Academy) and Edward Charnaud.

of Emanuel Probst and Edward Charnaud, where they

The Hospitality Team

Kurt Aeschbacher talks to Dr David Bosshart,

CEO of the Gottlieb Duttweiler Institute.

‘Gangster’ Daniel Heiniger, Commercial Business Unit, looks ahead to future launches.

The ‘living pictures’ team took their chance of a turn on stage.

The ‘living pictures’ team took their chance of a turn on stage.

Participants waiting eagerly for security

staff to give them the ‘all clear’ to see the

gigantic innovation.When the subject is innovation, the man to talk to is

Shahryar Reyhanloo.

Coloro got the evening off to a flying start.

24

Events

BEST OVERALL PERFORMANCE 2010

Shanghai HJ Coffee Co., Ltd. (China)

BEST OVERALL PERFORMANCE 2010

HLI Co., Ltd. (South Korea)

MOST CONSISTENT GROWTH OVER 4 YEARS

JURA Australia Espresso Pty Ltd (Australia)

MOST CONSISTENT GROWTH OVER 4 YEARS

BEAN TO CUP (France)

GREATEST IMPROVEMENT LAST 12 MONTHS

Tierre s.r.l. (Italy)

GREATEST IMPROVEMENT LAST 12 MONTHS

OOO BRK Engineering (Russia)

CARE PRODUCTS HIGHEST SHARE

JURA Elektroapparate VertriebsgesmbH (Austria)

CARE PRODUCTS HIGHEST SHARE

Guhmann Industrievertretungen (Germany)

CARE PRODUCTS BIGGEST INCREASE

LAST 12 MONTHS

BVBA Bodart & Co. (Belgium)

CARE PRODUCTS BIGGEST INCREASE

OVER 4 YEARS

JURA CAPRESSO Inc. (USA)

BEST SALESPERSON HOUSEHOLD

SWITZERLAND

Jens Bamert

BEST SALESPERSON HOUSEHOLD GERMANY

Christof Engelmann

BEST SALESPERSON HOUSEHOLD AUSTRIA

Klaus Jansenberger

BEST SALESPERSON COMMERCIAL

SWITZERLAND

Michael Kunz

BEST SALESPERSON COMMERCIAL GERMANY

Günter Bauerfeind

BEST SALESPERSON COMMERCIAL AUSTRIA

Thomas Kiernbauer

BEST SALESPERSON THE NETHERLANDS

Marco de Jong

BEST SALESPERSON USA

Marketing U

SPECIAL AWARD EVENT MARKETING

Albert Kunz

The LEO Awards

A fitting locationThis was something all the conference partici-pants were more than happy to do – after all, ladies – and indeed gentlemen – have all too few opportunities to get their ball gowns and dinner jackets out of the closet. A fitting loca-tion was chosen for the conclusion of the GSC 2011, namely the Solothurn concert hall, which was decked out in all its finery. The participants were treated to an exquisite dinner as well as various acts providing the on-stage entertain-ment. Coloro kept the audience enthralled with a fascinating and colourful multi-media show, while Phil Dankner and his orchestra provided top-class musical entertainment. Speaking of which, there was a surprise performance by George Liakatos, National Retail Manager JURA Australia Espresso, who unveiled his talents as

an opera singer. And of course, there were the famous LEO Awards, to honour all those who have been at the forefront of JURA’s success. These included a Special Award For Event Mar-ke ting, presented to Albert Kunz, Head of Trade Fairs and Events, in recognition of his work throughout his career. Once the awards had been handed out, it was time for the parti-cipants to let their hair down and dance the night away. The Global Sales Conference 2011 was a total success in every aspect and will no doubt live long in the memories of all who at-tended, thanks not only to the wonderful enter-tainment but more importantly to the various innovations that are due for their market laun-ches over the months ahead. As mentioned already, we can all look forward to a successful future packed with innovation and growth. «

The fabulous gala evening will remain a fond memory for participants for many years to come.

Phil Dankner and his combo provided

the atmosphere.

Albert Kunz receiving the Special

LEO Award from Emanuel Probst and

Meinrad Kofmel.

The Solothurn concert hall decked out in all its finery

before the guests arrived.

The audience gave George Liakatos an enormous round of applause for his beautiful aria.

25

Markets

Successful relaunch

‘Drinking coffee is simply part and parcel of the Spanish way of life,’ says Miguel Arias, Na-tional Sales Manager of JURA SLU Spain. ‘We Spaniards drink coffee at any time of the day, with friends or business partners, at work or during our leisure time. But drinking coffee in Spain hasn’t always necessarily been associat-ed with fabulous flavour. That’s changed enor-mously in recent years, and bean-to-cup ma-chines are becoming increasingly popular.’ The passion Miguel Arias shows when talking about coffee is matched only by the commit-ment of JURA Spain’s new National Sales Man-ager to ensuring the success of JURA bean-to-cup machines in his country. After taking on responsibility for sales in Montmeló at the end of 2010, he has brought a breath of fresh air to the JURA headquarters located just 30 kilo-metres north of Barcelona.

A breath of fresh air‘We’re in the process of restructuring and have already achieved a number of the aims we set ourselves. JURA “conquered” the Spanish and Portuguese markets in 2006 and for the first five years worked closely with a local distribu-

JURA Spain’s relaunch has been completed success-fully – thanks to a smart new concept and the energy and imagination of the new National Sales Manager Miguel Arias and his team.

tion partner. Since November, we have been marketing our products ourselves,’ explains Miguel Arias. In the spacious 900-square-metre premises in Montmeló there is ample office space for JURA’s employees as well as plenty of room for sales and service facilities: it is an ideal environment for JURA’s products and for the small but extremely effective team. ‘The JURA brand is renowned for premium quality all down the line. And by that, I mean premium quality in every area: In marketing, design, pro-duction and innovation as well as service and sales. Naturally, we only want to give our cus-tomers the very best and our new concept focuses primarily on customer satisfaction. We decided to revitalize our sales structures and work together more closely with our dealers,’ explains Arias. ‘In the next twelve months, we’ll be opening 50 new outlets and the aim is to launch 150 new points of sale over the next three years.’

A strong teamBased in Barcelona, Miguel Arias is a family man who loves nothing more than a challenge, and refuses to be worried by economic crises

or competitors’ products. ‘I am pretty sure that with models like the IMPRESSA J9 One Touch TFT, ENA 9 One Touch and the ENA 7 in particular, we’ll be heading the sales ranking come the end of the year.’ Miguel Arias also know full well that a successful sales manager needs a strong team: ‘With three people work-ing in-house and ten field staff, we are a very open, easy-going group. That simplifies our working processes and decision-making, and allows us to put our ideas into practice with a minimum of delay.’ The ease with which the National Sales Manager and the JURA Espresso team have handled the restart provides ample proof of this. «

Miguel Arias (National Sales Manager), Cristina Barambones (trainee), Sonia Paez (administration) and Xavier Gatius (Finance and Administration Manager) enjoy the space and comfort at JURA Spain’s headquarters.

Miguel Arias:‘The JURA Spain team

spared no effort to en-sure that restructuring

was implemented as quickly and efficiently

as possible.’

26

Catching up with Silver Rits

How did you first get involved in the coffee business?Quite simply my job at Infomelton, where I will be cele-brating my ninth anniversary this April. I only got into the coffee business by chance, and I never actually used to drink coffee, even though I’ve come to love it now. From 2006 – 2008 I was coordinator for Estonian chapter of Specialty Coffee Association of Europe, with the aim of promoting coffee culture in Estonia.

What do you like best about your job?The challenges and the variety – even though the latter can sometimes mean uncertainty and make life less pleasant. What I do believe though is that if change is well planned and well thought-out, it can basically make for a better future.

What does JURA mean to you?In Estonia, we associate Switzerland with cheese, watches and banks, and at the same time therefore with good taste experience, precision and security. This is exactly what JURA means to me.

Which is your personal favourite among the many JURA bean-to-cup machines?That's a tough question – it’s almost like asking some-one which is their favourite child. All the machines are fantastic, but there is a special moment or specific envi-ronment in which each model fits just perfectly.

Good answer. But you must have a favourite type of coffee…I like a good decaffeinated espresso. Small but perfectly prepared…

27

A day in the life of Silver Rits

If only aeroplanes were as reliable as JURA machines

PrologueEarly in the morning, we set off from Tallinn on our road trip to Riga, the capital of Latvia. By ‘we’ I mean myself, Andres Allikas and Tõnu Antipov, co-owners and members of the Info-melton board. After a brief visit to see Andris Pimanovs at Eugesta Latvia we have lunch with Maris Pilacis, CEO of Crema SIA, which is Infomelton’s JURA distribution partner in Lat-via. It’s a brief visit, but we set off suitably for-tified on the road to Vilnius, the Lithuanian capital.

How the day unfolded9 am – Nerijus Gudaitis, who manages the lo-cal branch of our Lithuanian distribution part-ner Pretendentas, comes and picks us up at the hotel and takes us to the JURA showroom. We barely have time to take a look around before we are joined by Andrius Bondarevas (CEO) and Dainius Gataveckas (marketing manager) from Pretendentas head office in Alytus. To get our meeting off on the right footing, we all have a fine espresso beforehand…

10 am – After the customary words of wel-come, we get down to the nitty gritty of the various statistics and tables, with a particular focus on the JURA sales figures generated by Pretendentas the previous year and the rele-vant growth prospects and factors for the fu-ture. The bottom line is that Pretendentas seems to be well positioned for a successful 2011.

‘Juhataja’ – it may sound to the Western ear like a shout of triumph, but in Estonian it simply means manager. And Silver Rits is the ‘juhataja’ of the Tallinn-based Infomelton company, which is the JURA distributor for the three Baltic nations of Estonia, Lithuania and Latvia. Silver and two co-owners of the company recently visited local JURA distribution partners in Latvia (Crema SIA) and Lithuania (Pretendentas). ‘Coffee Break’ went along for the ride.

11 am – Based on the preliminary talks and the encouraging results, we agree on an ambi tious growth strategy and draw up a correspond ing plan. This serves as the basis for us to develop the necessary marketing measures, which we will have approved by Elke Feigl, our area man-ager in Niederbuchsiten.

1 pm – The meeting comes to an end. Andres Allikas and Tõnu Antipov head off to Kaunas for other appointments. I stay in Vilnius and join my Pretendentas colleagues Andrius and Danius for a visit to the enormous ‘Akropolis’ shopping centre, which recently became home to a new JURA outlet – another one to add to the global list.

2 pm – Time for lunch. I don’t want to detain my colleagues any longer so I start heading for home.

3 pm – En route for Vilnius airport, I make a quick stop at the Pretendentas warehouse and immediately feel at home. Everywhere I look I’m surrounded by the wonderful packaging designs for JURA bean-to-cup machines fea-turing our brand ambassador, Roger Federer.

4 pm – Before I actually get back to Tallinn, I have a couple of hours to kill at the airport. During my tour, various matters popped up that will require my full attention. After I have been through my most important mails, I get down to work on our growth strategy and

work out marketing measures. I have a cup of tea while I work because my reserves of local currency do not extend to anything more.

7 pm – I get so engrossed in my work that I think that I could easily have missed my flight. Fortunately, I see from the board that it has been delayed.

8 pm – More delays, which is a pity as it means that I won’t be able to put my three-year-old daughter Paula to bed. At last the flight is finally called and I head over to the security check, only to be ushered back to check-in post haste since my shampoo is considered a danger.

9–11 pm – The rest of the evening is spent waiting at the gate, boarding, disembarking again, hearing that the technical problems with the aircraft cannot be solved and that the flight has been cancelled, booking another one and heading back to the hotel to spend another night in Vilnius. I finally fall into a deep sleep around midnight, dreaming of aircraft that could somehow be as reliable as JURA bean-to-cup coffee machines...

EpilogueHome at last. And little Paula is delighted with the Lithuanian chocolate I have brought back for her. And the message is clear: it doesn’t matter how late I get back as long as I bring chocolate with me. «

Tallinn

Riga

KaunasVilnius

FINLAND

SWEDEN

RUSSIA

RUSSIA

POLAND BELARUS

ESTONIA

LATVIA

LITHUANIA

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Upcoming events

Events featuring JURA:not to be missed!

Italy

HOSTMilan21 – 25 October

France

Maison & ObjetParis9– 13 September

Mexico

ExpocaféMexico City1 – 3 September

Denmark

Formland AutumnHerning18 – 21 August

IFABerlin2– 7 September

Germany

Slovakia

ModdomBratislava19 – 23 October

JURA Gourmet Coffee Catering:

Ice hockey World Championship29 April – 15 May

Switzerland

BEABerne29 April – 8 May

HESO Solothurn23 September – 2 October

Belgium

CulinariaBrussels5 – 8 May

Salon d’AlimentationBrussels8– 23 October

Horeca-expoGent20 – 24 November

On the road with JURA Gourmet Coffee Catering

Open Air St. Gallen30 June –3 July

Open Air Frauenfeld8 –10 July

Swiss Economic ForumInterlaken19–20 May

IRONMAN Rapperswil5 June

Greenfield FestivalInterlaken9 –11 June

Open Air Hoch-Ybrig17–19 June

Trucker & Country Festival Interlaken24 – 26 June

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Upcoming events

Slovenia

MOSCelje7 – 14 September

Australia

HIA Home Ideas ShowMelbourne28 April – 1 May

Good Food & Wine ShowSydney1 – 3 July

Herald Sun Home ShowMelbourne18 – 21 August

Grand Designs LiveSydney21 – 23 October

Austria

FuturaSalzburg15 – 18 September

Alles für den Gast trade fairSalzburg5 – 9 November

JURA Gourmet Coffee Catering:

Icelandic Horses World ChampionshipsSt. Radegund1 – 7 August

Lindau Nobel Laureate Meeting26 June – 1 July and23 – 27 August

Night of the Stars on the Wörthersee9 July

Hungary

HoventaBudapest1 1 – 14 October

Comptoir SuisseLausanne16 – 25 September

OLMA St. Gallen13 – 23 October

IGEHOBasel19 – 23 November

Moon & StarsLocarno8 – 17 July

IRONMAN Zurich9 – 10 July

GurtenfestivalBerne-Wabern14 – 17 July

Guinness Irish FestivalSion5 – 7 August

Heitere Open AirZofingen12 – 14 August

Open Air Gampel18 – 21 August

Summer Days ArbonArbon26 – 28 August

Lucerne MarathonLucerne30 October

Olten Book Fair3– 6 November

Starnacht Interlaken26 November

Freestyle Zurich24.–25. September

Czech Republic

TendencePrague15 – 18 September

‘Push the button, watch, enjoy –

it’s just like game, set and match.’

The IMPRESSA Z7 One Touch Chrome delights discerning coffee lovers like Roger Federer even before they’ve tasted their first coffee. Made with precision from top quality materials, its sturdy form radiates luxury, elegance and design awareness. The fully height-adjustable coffee spout serves you eleven different coffee specialities at the touch of a button – with a quality that is in no way inferior to its brilliant good looks. And to cap it all, there’s the intuitive operation with the rotary switch and graphic display. JURA IMPRESSA – if you love coffee.

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

The 80th anniversary of JURA is certainly a good reason to celebrate. It’s also precisely the right time to look back and reflect on some of the more exceptional things that have happened in the life of the company. We asked employees to tell us about their ‘milestones’ – both for JURA and for themselves within the company.

1. What’s the thing that comes to mind when you look back at your first day with JURA?2. What’s the fondest memory you have of all the time you have spent working for JURA?

Hanspeter Rubert, General Manager, JURA CEE:1. ‘JURA is a Swiss company steeped in tradition but driven by a curiosity for all things new combined with a shared

sense of challenge and vision. And that is what it has all been about ever since I joined them. Over 15 years have passed since my first day and yet there are still times when I feel like I am starting afresh.’

2. ‘The celebrations that accompanied the sale of the one millionth IMPRESSA in 2003 are among my strongest and most emotional memories. They were also a clear message to the rest of the world – namely that JURA has premium products, a passion for coffee and knows exactly what today’s consumer wants.’

Marco Mooijman, General Manager, JURA Netherlands:1. ‘What really sticks in my memory from my first day at JURA was the thought that from now on, I would be able to

enjoy delicious coffee, espressos and cappuccinos every day!’2. ‘When we first started out in the Netherlands 13 years ago, filter coffee and tea were a lot more popular than

espresso and the like, but that’s all changed rapidly. We made the right decisions at the right time and reckoned that freshly ground coffee was the way to go. Moving to our new head office with its brand new glass-fronted JURA service centre in Zoetermeer in 2009 was also an unforgettable milestone.’

30

History

An 80-year passion for coffee

Claudia Carriero, Head of seminars and events, JURAworld of Coffee:1. ‘When I joined JURA in April 2006, I was very impressed by the JURAworld of Coffee, which was still under con-

struction at the time. The building was ceremoniously inaugurated in September 2006.’2. ‘I’ve had countless wonderful experiences at JURA that I will always be able to look back on. One example is the

“repeater events”, which we organize for guests who come back to visit us every year.’

Rolf Diehl, General Manager, JURA Germany:1. ‘My first day at work was at the height of summer. And it was hot. Not just because of the weather but also because

of all the exciting impressions it left me with. It certainly gave me a warm feeling.’2. ‘I’ll never forget the 17th of December 2005. It was the day when the entire JURA team in Germany got together for

what was quite literally a summit meeting: it was held on the Zugspitze, which is the country’s highest mountain, to celebrate breaking the 100 million euro barrier in terms of sales for JURA Germany in 2005. The figure “100,000,000” written in flame-red letters in the snow some 2962 metres above sea level remains etched in my memory.’

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People

Anniversaries

Ruedi von ArxTop Tronic

German JäggiService, coffee

Marcel HürzelerProduct procurement

Dragica ZivanicService, irons

Fidan DavulcuReconditioning

Rita HugLogistics services

Gazi DavulcuService, coffee

25 years30 years 20 years

Margrit LooseCustomer adviser

Muhamet AhmetiService, coffee

Rosa AeschlimannCustomer adviser

Jusuf GoromaniSpare parts store

Erika HutmacherCustomer adviser

Doris JuckerCustomer adviser

Thomas HollensteinTop Tronic

15 years 10 years

Stephan ProbstLaboratory

Roman MüllerQuality assurance

Peter ReberMaterial planning

10 years

Gunar LangerField sales force, JURA Nuremberg

Andreas ReutterField sales force, JURA Nuremberg

Elke BaumannAdministrative assis-tant, Central services Singen

Verina KleinCustomer communi-cations centre, JURA Nuremberg

Wenke LückCustomer communi-cations centre, JURA Nuremberg

Birgit MeierAccounting and invoicing department, JURA Nuremberg

Marion SchornbaumAccounting and invoicing department, JURA Nuremberg

Rainer StirzelHead of central services, Singen

Germany

10 yearsInternational

Frank GöringSales management,JURA Grainau

Ursula van HoegenPersonnel management

Björn HefnerKey Account Opera-tions, JURA Grainau

Germany

15 years 10 yearsInternational

Cécile Bader11 June 1923 – 6 October 201044 years of serviceHead of Exports

Obituaries Moritz Kissling4 September 1918 – 13 November 20104 years of serviceElectroplating

Cecilie Moll-Wyss10 March 1932 – 23 January 201125 years of serviceDispatch

Silvia Nützi-Inauen20 July 1960 – 14 March 201131 years of serviceService, irons

Tina Spiegel-Feldmann19 January 1925 – 12 November 201025 years of serviceCharlady