JURA Coffeebreak 2/2008 EN

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CO F F E E B R E A KMAGAZINE FOR EMPLOYEES AND ASSOCIATES 2 / 2008

Management Focus on premium market

IMPRESSA X9 Win The new generation

IMPRESSA Signature Line Exquisite works of art

Roger Federer visits JURA

2 Coffee Break Nr. 2 /2008

Dear Colleagues, Partners and Friends of JURA

after many, many years JUra has finally said goodbye to the iron. one of the reasons for our decision is that this area has lost much of its importance in the past few years. In 2007, sales of domestic irons accounted for just one half percent of our turnover. But we didn‘t let the event pass unacknowledged: in fact, we celebrated it with a fascinating special exhibi-

tion in the JUraworld of Coffee. free of charge, it has been a great success and will run through until 15 November. So be sure to use this final opportunity to discover more about the history of our irons.

In future, our focus worldwide will be on the premium market for bean-to-cup coffee machines. I think I can safely say we are on the right track because the world coffee market is booming, and this will enable us to grow steadily at inter-national level. The fact that our machines are produced exclusively in Switzerland means that the words “Swiss made” are and will remain an important part of our appeal. We will of course remain intensively innovative, because that is the only way we can go on surprising our customers and maintain our long-term competitiveness.

JUra has every reason to celebrate. In May, our two-millionth coffee machine rolled off the production line. It took us nine years to make the first million, and now, just four-and-a-half years later, we are celebrating the second. In 1994, there was a revolution in the market for fully automatic coffee and espresso machines. and leading the way was the first IMPreSSa from JUra. Until then, it had not been possible for users of domestic automatics to make coffee precisely to their liking. Now, our machines enable users to make the perfect cup of coffee every time, from any roast or blend. and with our new, handcrafted Signature Line, we have created a range of upgrade packages designed to meet the exacting demands of customers who want only the very best: machines that not only perform brilliantly but also look fabulous.

Emanuel Probst

3 NEWS News from around the world

5 MANAGEMENT Interview with emanuel Probst

6 IMPRESSA The new X9 Win

7 IMPRESSA The two-millionth machine

8 IMPRESSA focus on the Signature Line

10 AMBASSADOR roger federer visits Niederbuchsiten

11 JURAWORLDOFCOFFEE farewell to the Coffee Talks

12 JURAWORLDOFCOFFEE Mecca for classic car fans

14 JURAWORLDOFCOFFEE a tribute to the clothes iron

18 MARKETS england goes mad about coffee

19 PARTNERS our advertising photographer Jonas Spengler

20 JURABROSCHURE Second edition published

22 TRAINING Professional outlook

23 TRAINING fighting fire

24 PORTRAIT Leona fritsch loves making angels

26 PEOPLE Creating a living JUra archive

27 PEOPLE anniversaries, new faces and obituaries

Looking to the future with optimismContents

C O N T E N T S / EDITORIAL

IMPRESSUM

Published by: JUra elektroapparate aG, CH-4626 Niederbuchsiten, Switzerland. Editors: Meinrad kofmel and antonella Studer-Mergola – e-mail: [email protected] Produced by: Denon Publizistik aG, CH-8640 rapperswil, Switzerland. Cover photograph: roger federer Photo credits: Jonas Spengler (Cover, pages 6,7,8,9,10,19) Derek Li Wan Po (pages 2,5,7,20,21) JUra (pages 3,7,11,12,13,18 22,23,24,25,26,27), IBL (pages 14,15,16,17) Printing: gdz aG, Zurich, Switzerland Languages: German and english Translations: copywrights Michael Johnson, Zurich, Switzerland Circulation: 50,000 Frequency: bi-annually, since 2005, 7 issues in total

NEWS

3Coffee Break Nr. 2 /2008

Success at the Montreal fair

one of the highlights of spring in Cana-da is the Salon International du Design d‘Intérieur de Montréal, an exhibition that attracts scores of architects as well as industrial and interior designers. It seemed a pretty natural move for JUra to mark its presence with a stand at the fair, and it did so very successfully. apart from attracting a large number of visitors, we also featured in an in-depth article about the fair by the magazine Créativité Mon-tréal. Visitors were mainly taken in by the new eNa, which was likewise mentioned in the magazine. Christopher Charnaud, a regional manager with JUra, was de-

Coffee drinkers live longer

Since 1986, researcher esther Lopez-Garcia of the autonomous University of Madrid has surveyed over 80 000 nurses and 40 000 doctors about their coffee consumption. according to the Madrid study, coffee-drinking is good for health, particularly women‘s. This is thought to be due to the positive effect it has on the blood vessels. apart from this, cof-fee reduces the risk of alzheimer‘s and Parkinson‘s disease, helps against gall-stones, and cuts the probability of diabe-tes or cancer of the liver. The more coffee a person drinks (up to four to five cups daily) the less the likelihood of dying at a specific age. In the case of men, mortal-ity was down by about 20 percent and for women by 17 percent. Drinking too much coffee, however, can negatively affect sleep and pregnant women should show some moderation because it could bring on labour. Nevertheless: a few cups of coffee do no one any harm.

explosions, a real waterfall, trapeze artists and a huge, fire-breathing dragon on a gigantic ruined castle: all features of the new “Vampires alive” show in which world-famous Swiss star DJ BoBo goes well beyond his previous limits. audiences can look forward to a party featuring all DJ BoBo‘s biggest hits and his recently choreographed vampire songs. Three years after “Pirates of Dance” he presents a spectacle consisting of superlatives moving from one highlight to the next. Things are just as hot behind the stage because an IMPreSSa Xs one Touch is on hand to keep he entire crew supplied with perfect coffee at every stage of their tour through Germany and Switzerland.

Vampires kill for a cup of java

from left: Christopher Charnaud, Lisa Calhoun,

Livio Vega, rolande fournier, Laurent Chamber-

land and karine Deziel.

JUra IMPreSSa in movie

Superhero Tony Stark, played by robert Downey Jr., has a weakness for first-class coffee and ensured that the JUra IMPreSSa Z5 bean-to-cup machine (bottom right-hand corner in the photograph) played a solid supporting role in the movie Ironman.

lighted to report that, “We made over 200 contacts. The event has played a major role in helping JUra achieve higher brand awareness in the Québec area.” our sincere thanks to all members of staff who helped to make this event such a huge success.

Time for the family

Despite having such a tight schedule at Wimbledon, roger federer still took time out after his 62nd consecutive win on grass (he beat frenchman Marc Giquel in three sets) for a family photo shoot. He and his mother, Lynette, are seen here with part of the JUra delegation: emanu-el Probst with daughter kristina, Yoshiko Iwata and edward Charnaud. although roger lost the final to his archrival rafael Nadal, he and the Spanish player deli- vered the longest and what many con-sider to be the greatest final ever in the history of the world‘s oldest and most prestigious championships.

DJ BoBo and Patricia Pilet, JUra regional sales-

person, french-speaking Switzerland.


Promising new start-up

on 1 July 2008, JUra australia espresso Pty Ltd took over distribution of our coffee machines in australia, bringing to an end our agreement with Global Coffee Solutions. The team firmly believes that the new arrangement represents an important milestone for JUra‘s future growth. apart from the foundation of JUra australia espresso, we should also men-tion the fact that a service factory complying with JUra standards has been completed at Wollongong in New South Wales, about a hundred kilometres south of Sydney.

The Berg test

every month, German writer Sibylle Berg puts the latest technology through its paces for the magazine Park avenue. In June, it was the turn of the JUra IMPreSSa Z5 chrome, Generation II. and Berg was not stinting in her praise: “a coffee ma-chine with the same name as a space station. although it‘s as big as a small pram, once I‘d removed the elaborate packaging, the machine was arousing emotions in me: feelings of home, love and intimacy. on the train, I‘ve often rode past a beautiful 1930s building with the elegant JUra logo.” Sibylle Berg believes the decision to make coffee machines was a good one. and although she didn‘t manage to program the IMPreSSa Z5 or find the right button, she did single out the bean management feature. “forget the capsules: the machine still grinds your coffee. It also cleans up and asks for more water, which it then filters. In fact, it does everything.”

With well over 1000 exhibitors from 63 coun-tries and trade visitors from 126, this year‘s Ifa in Berlin from 29 august to 3 September was more international than ever. The media presence, too, was more international and representative than at any previous exhibi-tion: more than 6000 journalists from 67 countries came to discover all that‘s new in the exciting world of home electronics and, for the first time ever, household appliances. “The expansion of the fair to include electric appliances was the reason why we were able to have our first big stand here,” explains Leona fritsch, a distribution management assistant in Germany. The “big stand”, to be more specific, was 566 m2 in area, with around 360 of those reserved for the retail

Successful premiere at the Ifa Berlin

NEWS

trade. over 20 stewards were responsible for service and 40 JUra staff were always on hand. although the Ifa is regarded as a typical con-sumer fair, the state-of-the-art JUra stand was visited by over 1800 retailers during the six days of the exhibition. “We by far exceeded all our expectations,” says fritsch, summing up the success of the show. apart from the baris-ta demonstrations held several times daily, another highlight was the new Signature Line, which attracted many admiring glances. The media in particular were seriously impressed by the Signature Line and the JUra stand, and reported at length on TV and radio and in the press. a big thank you to the sales promo-tion and seminars team, who organized the whole thing and spared no effort to ensure

that JUra‘s premiere at this important show went so smoothly.


Demand for bean-to-cup machines continues to grow

Inthisinterview,JURACEOEmanuelProbstexplainsthecompany‘sstrategicdecisiontofocusfullyonthepremiummarketandwhytheopportunitiesforgrowthinthissegmentaresohigh.

JURA is finally saying goodbye to its irons (more on pp. 14 to 17) and from now on will be concentrating fully on the premium market for bean-to-cup coffee machines. Why?“our domestic iron operations, which were ultimately restricted to the Swiss market, have shrunk to insignificance in recent years. In 2007, we generated just one half percent of our entire sales with irons. Worldwide, the name JUra stands for top-quality bean-to-cup coffee machines and the fact that we have decided to bid farewell to our irons in Swit-zerland is nothing more than the logical con-sequence of our strategy. However, we aren‘t planning to pull out of the iron business with-out further ado; in fact, we‘re celebrating the event with an exciting exhibition.”

Isn‘t it rather dangerous to leave the company with just one leg to stand on?“In this case I would say definitely not. The coffee machine market is booming worldwide, and everyone is clamouring for bean-to-cup models. apart from Switzerland, the market is nowhere near being saturated. In many parts of the world, it‘s only just started. This fact alone will guarantee us strong, long-term growth in the international markets.”

What‘s the difference between your machines and those from other manufac-turers?“In technological terms, we aim to stay a gen-eration ahead of the competition at all times. We want to give customers the best cup of coffee, the most beautiful machines and the easiest operation. That way, we can position

ourselves as the leading innovative force in the premium segment.”

JURA is a successful Swiss brand. Are your machines still made in Switzerland?“all our bean-to-cup machines are made by our production partners, eugster / frismag, in Switzerland. Swiss made is an important part of our sales pitch.”

Why don‘t you make your automatic machines yourselves?“It‘s like carrying the olympic torch. No one can possibly run the entire distance alone and reach the goal. There are runners for every stage of the journey. and it‘s precisely the same with us. We concentrate on the devel-opment, and eugster/frismag take care of the production. after that, brand management, marketing, distribution and service are our business. That gives us the breathing space to do our stuff in record times.”

Where do the opportunities lie in the premium sector?“The demand for high-quality products con-tinues to grow. Whether it‘s watches, cars, furniture, home electronics – or us: plenty of customers are prepared to spend more money to get the best available.”

What are the risks?“The products have to remain relevant and give customers real benefits. Innovation for innovation‘s sake simply ignores develop-ments on the market. all the same, you need the courage to try out new things, because if you don‘t do that you can‘t hope to go on impressing your customers.”

The economic boom of recent years has gone into reverse. Has this made itself felt on sales yet? After all, most of your machines cost over CHF 1000.

“But it‘s all about a sensible investment that you can enjoy for years to come. If you look at the millionaire class globally, you‘ll see that only about 30% of them live in europe, the rest live in other parts of the world. However, we make 70% of our sales in europe. The potential for our machines is far from being exhausted.”

In which countries is growth strongest for you at the moment?“Germany remains the main growth driver for us, but we‘ve also pushed up sales substan-tially in our domestic market here in Switzer-land, which is very gratifying. our distribution companies in austria and the Netherlands are really pulling out all the stops and winning valuable market share. russia and australia are also doing really well.”

JURA recently set up a joint venture sub-sidiary in Australia. What markets are you targeting next?“after the Uk and australia this year, we plan to found joint venture subsidiaries in South africa and Singapore in 2009.”

Does the word ‚premium‘ mean the same all over the world, or will specific modifi-cations be needed in certain countries in future?“Coffee specialities are a global phenomenon that is spreading like wildfire, particularly in urban areas. The spectrum ranges everywhere from classic ristretto all the way through to milk-based drinks like latte. We make the same high quality demands of our products no matter where in the world they happen to be.”

What makes a premium appliance so special?“apart from the practical advantages, it is the

aura that surrounds a premium brand. That‘s what makes people covet it and long to own it.”

emanuel Probst: “Swiss made is an important part of the pitch.“

MANAGEMENT


IMPRESSA

IMPreSSa X9 Win: Cutting a fine figure

Thistop-of-the-linemodelismadeoffirst-classmaterials,hasascintillatingNordicdesignandsatisfiesthedemandsofeventhemostdiscerningcustomers,guestsandstaff.

apart from classics like ristretto, espresso or regular coffee, the IMPreSSa X9 Win turns out popular specialities such as cappuccinos and lattes at the touch of a button. The TfT display also supports adscreen promotions. Whether it‘s at the point of sale, where eight out of ten purchase decisions are made, or in seminars. Give your customers that decisive bit of en-couragement and motivate your target group to make additional purchases. The IMPreSSa X9 Win pays off wherever you put it to work.

The interactive user guidance system comes with sound and graphics and takes personnel through all the stages of operating and car-ing for the machine. This makes maintenance a snap and prevents mishaps. Whether it‘s filling the water tank or cleaning: all the steps are demonstrated with audiovisuals. Users are taken through the entire process from start to finish, which simplifies things and minimizes human error. This in turn eliminates unnecessary service costs or lost turnover due to machine downtime.

Committed to success

PhilippZwahlenhasbeenaproductmanagerwithJURAforalmosttwoyearsandiscurrentlyworkingonthelaunchofthenewIMPRESSAX9Win.

Just over a year ago you moved up from trainee to product group manager. What motivated you to take that step?“as a trainee I familiarized myself with the world of coffee, worked on several projects with the marketing department and helped promote the IMPreSSa X line. and once I‘d finished my training, I didn‘t hesitate for a second to apply for the vacant position of product manager with JUra.”

What does your job involve?“In my position, I‘m in charge of introducing and establishing JUra premium products in

the market. I‘m responsible for every aspect of marketing, from market analysis and posi-tioning through to the launch of my products. The close liaison I have with all the specialists in the company who help to create a new product is an enormous but enriching cha-llenge. It isn‘t always easy, sure, but I work best under pressure. In my job you need to be a master of persuasion and get people to see things your way.”

So what are your aims?“I‘d like to use my expertise to help ensure that JUra continues to grow as the leading innovator in the bean-to-cup market. one of the challenges I most relish is carrying out the market surveys that are all part and parcel of creating a future-oriented product.”

What fascinates you about your job?“Working with a product I can actually touch and feel, and not merely a service. That‘s a major plus. I also enjoy being responsible for a product: for defining targets precisely and then, of course, achieving them.”

Philipp Zwahlen: “I work best under pressure.“

IMPRESSA


Two milliontop-flight coffee machines

Celebrations inNiederbuchsiten

JUra employees also celebrated the jubi-lee in the more familiar surroundings of Niederbuchsiten. Mike Müller was invited once again, delivering a series of hilarious gags that had his audience rolling in the aisles. The highlight of his performance, however, was not the two-millionth IMPreSSa but the unveiling of the new Signature Line. following the ceremony, employees and their guests enjoyed a fabulous dinner in the specially deco-rated mall of the JUraworld of Coffee. Music provided by DJ Gordo ensured that the evening ended on a high note. and as a small thank you, all employees re-ceived a personal copy of the new image brochure (see page 20).

JURAhaseveryreasontocelebrate.On30May,tothetumultuousapplauseofaround120JURAandEugster/Frismagemployees,thetwo-millionthJURAbean-to-cupspecialitycoffeemachinerolledofftheproductionline.

It took nine years for the first million and just five years for the second: there can hardly be any more impressive proof of our internation-al growth . and to mark this joint achieve-ment, our producers eugster/frismag invited us along for a celebration. after a talk by ex-pert Hanspeter Burri (aka star comedian Mike Müller), machine numbers 1 999 999 and 2 000 000 left the factory. It was an emotional mo-ment, and one to which everyone raised their glasses at the ensuing reception Needless to say, it was also the main topic of conversation at dinner held at the restaurant Gebhardsberg in Bregenz.

CLOSETOTHEWINDNext day was all about sailing, and twelve yachts under the supervision of experienced skippers took part in two regatta categories, with fame, honour – and trophies – at stake. Being out on the water is one sure way of working up

an appetite and participants were treated to bratwurst and beer before the rankings were announced. at the end, the winning teams got the traditional dousing in champagne while the also-rans took a more conventional show-er. The fabulous event was organized to per-fection by Gabriela astarita-eugster and roger Bolliger of eugster/frismag, and will remain a fond memory for everyone involved.

Production line jubilee.

especially at the regatta on Lake Constance,

superbly organized by eugter/frismag.

The two million IMPreSSa bean-to-cup coffee

machines were celebrated in fitting fashion at

company headquarters.

a splendid time was had by all,

IMPRESSA

Top-quality rhodium for the front panel.

Columbian walnut gives the machine an even more exclusive allure.

Genuine Swarovski crystals for the rotary Switch.


Clearly defined forms, first-class materials and outstanding workmanship: these are the qualities that set JUra coffee machines apart. Yet despite our close attention to detail, some types of surface finishing cannot be achieved industrially. In the handcrafted Signature line,

RHODIUMANDCRySTALThe front panel of the IMPreSSa Z5 Signature Line has an inimitable gleam all its own. It owes its almost mystical appearance to the precious metal rhodium. an electroplating process is used to coat the solid aluminium panel. rho-dium belongs to the platinum group of metals and helps protect the panel against scratches and wear-and-tear. Its price on the world mar-kets is twelve times that of gold.

COLUMBIANWALNUTThe uplands of Columbia are home to a rare variety of walnut, which is known particularly for its even growth and the structure of whose wood is very similar to that of the domestic birch. This is the reason why botanists often refer to the Columbian walnut as the night birch. In order to create the wood‘s familiar black coloration, the Columbian walnut veneer is specially prepared. To achieve the desired effect, our specialists use natural sunlight and expose the wood to controlled doses of UV radiation. only then can the wood be used to beautify the front panel of the coffee machine. The last stage in the process is the hand-poli-shing of the 15 coats of high-gloss lacquer.

JUra uses rare natural materials that give every single machine a character of its own, machines that look every bit as good as the coffee they produce.

The rotary Switch is encircled by a triple row of sparkling Swarovski crystals, which create an unusual refraction of the light and cast a fabulous array of colour onto the machine and its surroundings. The crystals, which are cut to absolute perception using a closely guarded production technique, transform this machine of the super-premium class into a gem that will delight the eyes of the art and design connoisseur.

JURA‘sbean-to-cupspecialitycoffeemachinesarenowevenmoreexclusive:sur-faceswithunusualtop-qualityfinishingaddatouchofunprecedentedluxury.

Signature Line: a new benchmark for excellence

IMPRESSA


LEATHEReven our forefathers clothed themselves in leather when they still lived in caves. often described as a “second skin“, the material still has the feel of something extra special. The side panels of the eNa are finished exclusively with unblemished, high-quality cowhide. We also go to great lengths to ensure that trimming and dyeing are environment-friendly. This is the reason why we use only conta-minant-free materials and water-based dying agents. The organic structure gives each eNa an individual face of its own.

NORTHERNBIRCHThe Northern birch is an absolute rarity, whose occurrence and use are very limited. It grows – and thrives – in the cold, barren region around the Yenisei, a 4000-metre-long river in Siberia that flows to the arctic coast and empties into the kara Sea. Because it grows in an environment that is cold all year round, the northern birch grows more slowly. Trees suitable for processing are few and far between, and the Northern birch is therefore used for surface finishing only on extremely rare occasions.The process employed to prevent distortion of the precious veneer and apply it to the front of the case is extremely complex. a pigmentation-based method is used to fix the white colour permanently and to prevent it from yellowing as a result of UV radiation. as a final touch, the surface is sealed with 15 coats of high-gloss lacquer and polished by hand to a mirror finish. Incomparably elegant: the front panel features the rare wood of the Northern birch.

The sides of the eNa models: more elegant than ever.

The new, luxurious Signature Line from JUra… … making every single machine unique.… is meticulously finished by hand …

AMBASSADOR


roger federer Up close and personal

fore thanking the assembled employees for their warm welcome and opening up the floor for questions. Some of them were easy to answer: when someone asked him about a typical day‘s training, the megastar jokingly replied, “There‘s a lot of tennis!” with a smile. He was less forthcoming however when the topic of wedding bells came up, but still gave the audience a hint as to his intentions, saying “we‘re talking about it more and more often these days” with a wink.

federer then patiently signed dozens of autographs before posing for a photo with the assembled employees, after taking a brief tour around the JUra service factory.

CONTRACTEXTENDEDUNTIL2016emanuel Probst thanked the affable sports star for his work with JUra over the past two years, and then took the opportunity to announce that the partnership had been extended by a further eight years, making roger federer the JUra brand ambassador until 2016. To sym-bolize the close cooperation and the bright future ahead for both sides, he also presented federer with a golden key signed by all the JUra employees. There is every chance, there-fore, that we will be fortunate enough to have our world famous ambassador paying us a per-sonal visit again over the coming years.

“He‘s coming!” The whisper spread like wild-fire through the waiting throng. and then in a blaze of flashlights and surrounded by a horde of impatient journalists, roger federer strolled across the JUra service factory car park, wel-comed by tumultuous applause from the em-ployees and their families. although he was slightly late arriving, no one in Niederbuch-siten was going to hold it against him. “The main thing is, he‘s here with us,” said one fe-male employee, with a smile from ear to ear.

TALKOFCOFFEEANDWEDDINGBELLSas befitting for a JUra brand ambassador, roger sat down to enjoy a cup of coffee be-

RogerFederercametovisittheJURAfactoryinNiederbuchsitenon15September,givingemployeestheuniqueopportunitytoseetheinternationaltennisstaratclosequarters.

roger federer surrounded by his fans at the JUraworld of Coffee.

JURAWORLD OF COFFEE


OnthefirstSundayofeverymonth,personalitiesfromtheworldsofpolitics,entertainment,financeandculturewouldmeetattheJURAworldofCoffeeforthepopularradiopro-grammeCoffeeTalk.Thefinalshowon7SeptemberfeaturedKurtAesch-bacherasguest.

regional channel radio 32 had been broad-casting the programme from the JUraworld of Coffee for the past year on the first Sunday of every month, with the hosts interviewing prominent guests in front of a live audience. Those who took part include former Mister Switzerland Tim Wieland, DJ BoBo, TV pre-senter rainer Maria Salzgeber and former governmental price controller rudolf Strahm. The studio was invariably full and the audi-ence never failed to show its appreciation with warm applause for the entertaining and exciting discussions that they witnessed. Tele-vision presenter kurt aeschbacher was the guest for the final show which was broadcast on 7 September, and JUra would like to take this opportunity to thank all of the famous people who took part for their open and entertaining contributions.

farewell to Coffee Talk

a taste of Switzerland

for some time now, JUra Germany and aus-tria have been organizing trips to the com-pany‘s head office in Niederbuchsiten for dealers in their home markets. This autumn alone has seen around ten such visits. a tour of the JUraworld of Coffee is an enjoyable and exciting way to reinforce brand loyalty. “It provides an unusual setting for us to

(left to right): Michael Lipburger

(Ceo JUra austria), franz-Josef

Moser, florian falkner, klaus

Jansenberger (area Manager

West), adi Gfall, Markus Haim,

Gerhard farbmacher, andreas

Schmid, Werner Moser, axel

fröhlich, Walter Sieberer, eduard

kalischnig, annette Burtscher

(Head of Marketing), Heinz

Stebegg, Manuela Müller and

Bernard ecklin (Head of the

JUraworld of Coffee).

show our retailers that JUra is about more than ‘just’ bean-to-cup coffee machines,“ is one of the reasons mentioned for the trips. The programme include the in-house roasting facility, the innovation centre and the modern, glass-fronted service factory. It is also worth noting that seminars tailored to individual groups are organized during the visits, and these provide an enormous amount of information. The events are invariably a success, as indicated by the positive feedback from participants.

Daniel kandlbauer Gardi Hutter

rainer Maria Salzgeber rené rindlisbacher rudolf Strahm

Tim Wielandt Walter andreas Müller

DJ BoBo

franz fischlin

kurt aeschbacher


rare birds with four wheels

The second hosting of the JUra prologue stage for the Switzerland-Paris rally in 2008 certainly captured the imagination, with attendances a third up on last year‘s successful first ever staging of the event, which runs from Nieder-buchsiten to Basle.

The highlight of this classic car meet on the main car park in front of the JUra site was the best car competition. The jury certainly had a tough task on their hands, picking out the finest and most attractive vehicles from the gleaming array of classic cars. after much care-

Morethan90classiccaraficionadosandahostofenthusiasticspectatorsgatheredattheJURAworldofCoffeesiteinNiederbuchsitenon20AugustforthesecondJURArallyprologue.

Lotti Sommer in her 1959 MGa won the Prologue Prize and, with it, a Jura bean-to-cup coffee machine.

Some of the participants even sported the clothes to go with their vehicles. The 1963 Morris Minor Traveller was the winner of the Woodies competition.

fifty years ago, there were no electronics on the dashboard.

JURAworld of Coffee


ful deliberation taking all the relevant criteria into account, the Concours d’elégance 2008 was won by the 1954 Maserati a6GCS belon- ging to Jürg Weber. In the Woodies category for cars whose bodywork is primarily made up of either real or imitation wood, Martin Stauffer‘s 1963 Morris Minor Traveller came out on top, winning the first-ever award for the best Woodie in Switzerland.

“Moving and inspiring”emanuel Probst was delighted with the in-crease in the number of participants and the great deal of interest shown by the public, as he indicated in his speech. “Classic cars are like a good cup of coffee, which is what we do best here at JUra,” he said, “Both cars and coffee are a real pleasure, a pleasure that is moving and inspiring.” What he omitted to mention is

that getting one of the latest JUra bean-to-cup coffee machines to work is a far easier task than handling the non-synchromesh gears of a classic car. after lunch, seven drivers set off on the pro-logue stage to Basle. They each had road-books with a pre-ordained route to follow, with map-reading, skilled road-handling and keeping to the speed limit being the criteria for the pro-logue judges. In the end, it was Lotti Sommer in her 1959 MaG 600 who rose to the occasion and finished first in the prologue, earning her-self a stylish JUra bean-to-cup coffee machine. The Switzerland-Paris rally then officially got under way in Basel the following day.

a jury of expert judges chose the winning vehicles:

from left, Hans Peter Wehrli, adrian kiefer, ronald

Büttler, Jennifer ann Gerber and emanuel Probst.

Jürg Weber‘s 1954 Maserati a6GCS won the 2008 Concours d’elégance 2008. The host and the driving force behind the rally: emanuel Probst (right) and H.a. Bichsel.

JURAworld of Coffee

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JURAworld of Coffee

The history of the JUra clothes iron: an exhibition

1. Ironing in the 1950s



4. oswald Müller opened the exhibition,

introduced by kurt aeschbacher

5. The gala opening


from the time of its foundation, JUra sold around 18 million clothes irons in Switzerland, putting down the roots of its future success. It is to mark this that we are putting on a tem-porary exhibition at the JUraworld of Coffee, running from 23 September to 15 November 2008. Visitors will embark on an exciting jour-ney back through time and be given glimpses of the lifestyles, designs and advertising from way back when. at the heart of the exhibition is a gigantic ironing board featuring original clothes irons and – to establish the link with art – an original and innovative installation by renowned local artist, reto emch.

AsannouncedinJuly,JURAisleavingtheclothesironsegmentafternighon80years,toenabletheSwisshomemarkettofocustotallyonitscorebusiness,namelybean-to-cupspecialitycoffeemachines.

The exhibition

Dates:23 September – 15 November 2008

Location:JUraworld of Coffee, kaffeeweltstrasse 1, 4626 Niederbuchsiten. www.jura.com

opening times: Monday – friday 9 am – 6.30 pm,Saturday 9 am – 7 pm

entry: free

BIDDINGFAREWELLTOTHEIRONINGSEGMENTUntil the 1980s, JUra was the best-known clothes iron brand in Switzerland. The radical strategic realignment of the 1990s transformed the company from a manufacturer of small household appliances into the premium brand for bean-to-cup speciality coffee machines, bringing JUra worldwide success and turning it from a traditionally Swiss business into a genuine global player. as a tribute to some of the best-loved JUra classics, a line comprising three household appliances with cult status will remain on sale in Switzerland: the pretzel iron, the retro-style front-opening toaster and the best-selling iron – the komfort Plus – of which no fewer than 1.25 million have been sold since its launch in 1984.

JURAworld of Coffee


Coffee on the rise in the Uk

Followingonfromthefoundingofajointventure,JURAProductsLtd.,JURAwillbefocusingitseffortsintheBritishmarketincreasinglyonthehouseholdsector.BrandawarenessisalreadyupnoticeablyandsuccessfulnegotiationswithdistributionpartnersshowthatourventureovertheChannelhaspaidoff.

although around 70% of the British population still use instant coffee, the number of ‘real’ coffee fans is rising steadily. a study made by allegra Strategies in May 2008 confirmed the trend: the coffee house market has been growing annu-ally by 15% for the past eight years and currently generates around 1.3 billion pounds a year.

The British, then, are slowly but surely discovering a liking for coffee. “We‘ve been watching the situa- tion closely for some years now and at the begin-ning of 2007 we decided to step up our efforts massively in the Uk domestic market,” explains Yoshiko Iwata, JUra area Manager. as a result of this, and following a year preparing for the move, JUra opened JUra Products Ltd. as a joint ven-ture with roger Heap at the start of 2008. Heap knows the business inside out: he started dealing in coffee machines in the 1980s and is also Mana-ging Director of Style Café Ltd., JUra‘s distribution partner for the commercial sector.

SERVICEGUARANTEEDapart from roger Heap, JUra Products Ltd. con-sists of David Naylor (Commercial Manager), Scott

roger Heap, pictured in the JUra showroom, believes

there is massive growth potential in the Uk market.

Green and alison Hill (both area Managers), and roger Shuttleworth (Marketing). Smooth, hassle-free service of JUra‘s bean-to-cup machines is guaranteed by a service centre, fully equipped with JUra tools and located at the joint venture‘s head offices in Lancashire. The new company is already beginning to bear fruit and distribution contracts have been finalized with various depart-ment stores. at the moment, there is a total of ap-proximately 80 points of sale. The team‘s greatest achievement to date, though, was undisputedly the opening of the new flagship store at Harrods. elegant and extremely stylish, the outlet is located on the second floor of the store and carries all the products in the IMPreSSa lines as well as the entire eNa range. Product and promotional films run continuously on a variety of plasma screens, including one about Swiss tennis star roger fe-derer, who has already visited the store and was delighted by what he saw.

OUTSTANDINGPROSPECTSIf the Christmas season goes according to fore-casts, Iwata is looking at a 20 percent increase in sales this year over 2007. She is also confident about the year ahead. “2008 was all about market analyses and preparations. Now we can get on with the job of expansion and that will have a very positive effect on figures next year.” The showcase store at Harrods will probably continue to set the pace (view picture above at right) because, as roger Heap explains, “Working with the world‘s most famous department store is inevitably go-ing to create some fantastic synergies. after a few short weeks, the store has already proved to be the best point of sale in the Uk.”

The service centre in Lancashire is equipped with state-of-the-art equipment and tools from JUra.

MARkETS


JUra in its best light

Photographing a coffee cup so that merely by looking at the image you can feel the shape and almost smell the coffee. To the layman it seems like simplicity itself, but it is certainly a case of “easier said than done”. Jonas Spen-gler has been an advertising photographer ever since he embarked on a career behind the lens, and he knows how demanding jobs like this can be. Speed is definitely of the es-sence, as he explains. “from the moment the cup has been filled, you have only about ten seconds in which to take the perfect photo. That‘s a lot less time than with a fashion shoot, for example.”

Perfection is one of the watchwords of Spen-gler‘s work, which is why he has set up a kitchen in his studio, for the purposes of food photography, that many a chef would be jealous of. as JUra‘s official lensman, he has had a major say in the style of shots to illustrate the ap-pliances. His priority is to produce clear shots which look natural and highlight the beauty and elegance of the products. Digital photography means that certain things can be improved on afterwards in the studio, for example adding in extra lighting effects to give the subject a special kind of atmosphere. after all, a product is not just an inanimate object – it gives off its own charisma. HONESTSHOTSBut digital technology should not mean that the photographer takes less care over his shots, and Spengler is certainly not one to take short cuts when it comes to his job. for the photo-graphs of the Signature Line panels made of Northern birch (see pages 8 and 9), he tra-velled all the way to eastern europe to observe

authentic production sites. “even if photos can be altered digitally, customers expect honest shots,” maintains Spengler. He does admit to having used a few smart tricks earlier on in his career – to get the foam topping on a cappuc-cino looking even creamier, for example – but since then has so perfected his technique that his work for JUra has come to be associated with beauty and authenticity.

CLOSELINKSWITHJURA

How did you first start working with JURA? “My father had already been a photogra-pher for the company back in the 1970s, and I ‘inherited’ this interesting and varied client from him when I took over his photo studio. I‘m constantly in close contact with JUra since we run the photo archive together, in parallel as it were.”

What exactly does your job entail? “I‘m responsible both for standard shoots and object photography. I was recently on the road with andreas Studer (a well-known TV chef in Switzerland, ed.) who was trying out a coffee recipe for JUra. I particularly enjoy the fact that I can have an influence on the character of the pictures. The biggest challenge is always getting the right blend between tech-nique and creativity.”

How is JURA different from your other clients? “The advantage is that I am involved in the in planning at a very early stage, which means we work out exactly what is required together. This means I can bring in my own ideas about the loca-tions or special effects. This isn‘t always the case elsewhere as the guidelines are often set down in advance.”

Jonas Spengler: “Blending technique with creativity.“

Foralmost20years,advertisingphotographerJonasSpenglerhasbeencreatingperfectshotsJURA‘sproductsandtheirvarioususes.Exploitingthefullpotentialofdigitaltechnology,hehasguaranteedtheconsistencyoftheJURAimage.

for the past 20 years, Jonas Spengler has been

showing JUra appliances in their best light.

PARTNERS

HISTORY HOW OTHERS SEE US STRATEGY DISTRIBUTION: A MAJOR STRENGTH BRAND MANAGEMENT JURAWORLD OF COFFEE ROASTING F AC TORY

The result of close cooperation between JURA‘s own in-house Spice Advertising agency and photographer Derek Li Wan Po, JURA‘s new image brochure

was published to coincide with the production of the two-millionth IMPRESSA. Apart from fascinating articles on company strategy as well as the various

markets and departments, this brochure comes with its own specific type of imagery, developed specially by Li Wan Po. Simply e-mail [email protected] to

order your copy in English or German.

Image brochure

ROASTING F AC TORY CO FFEE AC ADEMY PRODUC TS DESIGN SERVICE JURA AROUND THE GLOBE PRODUC T L INESTECHNOLOGY AND INNOVATION


TRAINING

Passed with flying colours

In the summer of 2008, five boys and one girl began apprenticeships at JUra: (left to right) Michel Lüscher (automation engineer), florian eggenberger (automation engineer), rafael Ingold (automation engineer), Simone aregger (commercial department), kevin Meister (small equipment assembly fitter) and Lukas Hauri (commercial department).

Starting out on their career

Nineteen-year-oldJérômeFischercompletedhisfour-yearapprenticeshipasanautomationengineeratJURAwithanaveragegradeof5.4outof6.

Congratulations on obtaining the second-highest results in the exams. How did you manage to get such incredible marks?“I did my apprenticeship with JUra and they looked after me very well throughout the four years that it took. I was given the opportu-nity to work in a number of different depart-ments, which means I got experience of lots of areas. Being ambitious obviously helped me as well.”

You also had to write a dissertation as part of your final exams. What did that involve? “The fourth year of an apprenticeship like mine

sights into the latest technology and I get to work with my hands every day.”

How did you end up coming to JURA? “I did a taster period here and then got an apprenticeship. I am staying with the company until my military service starts, and then I am looking at studying electrical engineering. I would like to come back to JUra at some point as I always felt very much at home with the company and it also helped me acquire a very well-rounded skill set.”

always includes a practical project involves a planning phase and the presentation of the end product. I got a lot of support for this both at school and at the company where I trained.”

What was your project about? “It involved building new pipe attachments for a fatigue test. We tried to discover whether it was possible to fill the water-tanks in JUra coffee machines automatically over a 24-hour period. There is no concrete implementation planned for this yet, but what we really wanted to do was to get an overview of the costs and how it would function. Now we need to eva- luate the pros and cons.”

What do you like especially about your job? “as an automation engineer, I get regular in-

How to obtain an apprenticeship

JUra offers a variety of training options. These include a four-year apprenticeship for automation engineers, a three-year apprenticeship for mechanical technicians and a two-year training course for fitters. auto-mation engineers work in the open-loop control systems, electrical engineering or chemical engineering departments. Mecha- nical technicians work primarily in the machine shop and maintenance department, where they produce metal components or process sheet metal. To train as an auto-mation engineer, candidates require good grades at high school or equivalent. The specialist knowledge for technical vocational training is based on wide-ranging basic trai-ning. JUra works in close cooperation with schools and informs them of vacant training slots. Potential trainees can do a three-day taster. for more details contact Mr roland eggenschwiler at: JUra elektroapparate aG, kaffeeweltstrasse 10, 4626 Niederbuchsiten. Direct line: 062 389 83 18.


TRAINING

What to do in theevent of fire

“What should you do until the fire brigade arrives?” This was the main theme of the fire prevention course held at the JUra complex in Niederbuchsiten. It was organized by Urs Scheidegger, member of the JUra safety com-mittee, who heads a fire-fighting group. forty employees from various departments took part in the intensive training session on fire prevention which featured both theory and practical exercises.

RAPIDINTERVENTIONCANPREVENTSERIOUSCONSEQUENCESParticipants learned how fires can be caused, where the dangers lie and how to act in the first crucial minutes. all of them had the chance to

JUra employees find out how to handle minor fires themselves.

put out various fires – created with a simulator – using different extinguishers. What happens when you try to put out an oil-based fire with water was a particularly spectacular example.

“The participants on last april‘s course were very committed and enthusiastic,” says Urs, who was pleased with results. When danger arises, it is important that employees know the correct way to act, keep calm, understand what is happening and avoid creating unnecessary damage. Since the opening of the JUraworld of Coffee, many people who are unfamiliar with the surroundings have begun to visit the area, making this course all the more important.

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PORTRAIT

LeonaFritschhasbeenadistributionmanagementassistantatJURAinNurem-bergforthepasteightyears.Recentlymarried,shespendsherfreetimecreatingangelsmadeofpasta.Hereshetellsusallaboutthisveryspecialhobby.

How did you get the idea to start making angels out of pasta?“I prefer making things to being a couch pota-to. one day, I had the idea of making an angel. I ended up showing it to my family and they encouraged me to carry on with it. My mother showed the angel around the company she works for and that‘s how the first orders came in. Since then, I have registered my angels with the German patent office, so if anyone decides to copy my idea, I can ask for royalties.”

Why did you choose to use pasta?“I must have seen it somewhere at some point. I buy lots of dif-ferent types of pasta, usually from specialist Italian stores.”

You have gone on to expand your range and even created the world‘s first ever pasta music band called ‘The Angels’.“Yes, the band members had exclusive trai-ning with the Choir Invisible and since then have been taking the charts by storm. They all play different instruments – some play the flute, others the guitar. Believe me, producing all these angels takes a lot of discipline and skill.”

And patience, no doubt.“That‘s right. If I decide to put lots of little stars on an angel‘s head, it can take ages.”

How do you do something like that?“I use a special strong adhesive and a good set of tweezers. The angels are glued, dried

and mounted on little bars. Then I dip them in gold paint and let them dry out again in the attic. finally, I attach another wire and place the angels in a cardboard box.”

Which is your favourite angel?“Probably the little curly-haired one – I have a lot of curls myself.”

Are there similarities between your job and your hobby?“I think both of them require perseverance and precision.”

Are you thinking of expanding your range further? “My head‘s already full of new ideas. I would like to make other instruments such as a harp, which after all is what you would expect angels to play. I‘m also planning a new range with

“The little curly-haired one is probably my favourite because

I have a lot of curls myself”

I believe in angels

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43


PORTRAIT

various professions, such as a dentist-angel and a gardener-angel.”

What do your colleagues think of your angelic creations? “I always seem to get positive feedback and many of them buy my angel sets. The girls at work would like the JUra Christmas tree in the foyer to be decorated with my angels this year, but it will no doubt be a big one and I don‘t know whether I would have enough time to make all the angels that it would require.”

The angel business seems to be booming.“Yes, you could say that. There‘s even a family in Ireland that has taken a liking to my cre-ations. Maybe I‘ll get around to setting up my own website.”

Did you always know that you had creative flair? “Yes, even as a child I always enjoyed making things, sewing and knitting. I actually always dreamt of becoming a picture-restorer or a goldsmith. and thanks to my angels, I can get to use my creativity. I‘ve always believed hand-made objects are more valuable than some-thing bought in a shop. at my wedding, we served the champagne in flutes I had engraved myself.”

LEONAFRITSCH

Age: 34Working with JURA since November 2000 Position: Sales management assistant. Leona also handles special projects such as IMPreSSaworld.Contact/orders: 8-piece angel set, ¤[email protected]

“My head‘s already full of new ideas”

Leona fritsch‘s works of art call for a

delicate touch

Pasta of all shapes and sizes are Leona‘s

raw materials

The figurines are like delicate pieces of

jewellery with lots of intricate details

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Treasured memories

Tworetiredemployees–OswaldMüllerandJosefvonRohr–haveputtheirheartandsoulintocollectingremind-ersofthepasttocompiletheJURAcompanyarchive.

What made you decide to establish the company‘s historic archive? oswald Müller: “The management realize that a lot of what happened in the past can only be kept alive with the help of former employ-ees. Needless to say, we were happy to make our know-how available to the company. It‘s not about glorifying the past. all JUra wants to do is have the files that document the de-velopment of the company and its operation newly catalogued and stored in a professional archive. It means that all the political, economic and social developments that took place over the years can now easily be referred to.”

Can you give us an example? oM: “The war tax Leo Henzirohs had to pay as a sole proprietor in 1942 played an important role. every company that made a profit during the war had to pay this tax to the federal go-vernment. This came to CHf 5988.40 for JUra – a hefty sum in those days. another example is the tax for keeping cockchafer beetles at bay. In 1966, JUra‘s factory in Niederbuchsiten had to contribute CHf 10.80.”

What did your archiving activities actually involve? oM: “We built up the archive using a list we were given by a historian. all the important historical documentation had been archived from 1953 onward, in other words after the fire which destroyed everything. Prior to this, the only documents saved were the ones which Leo Henzirohs himself had personally kept. The main sections of the company archive include finances, sales, personnel and the executive bodies. The hardest part for us was archiving

documents from the electronic age. Some of the files from the accounting department are unreadable now because the required equip-ment is no longer available, and we can‘t pos-sibly foresee how things will develop in the future.”

How did it feel to be back working for JURA? oM: “It meant going through the company‘s history all over again. Don‘t forget, we lived through some very tough times, including the Second World War, the fire that destroyed everything and the restructuring of the com-pany. There came a time when the production departments had to be closed down. Nowa-days, the JUra academy training sessions are held in what was once the electroplating shop, which is a strange feeling because this used to be one of the dirtiest parts of the factory. right next to it, in a small courtyard, there is now a wonderful patio which is open to employees.” Josef von rohr: “Yes, and the courtyard is precisely where the most dangerous galvanic baths used to be. only the skilled labourers were allowed in there.”

So JURA is still very much part of your lives? Jvr: “We are always being asked for help when people need to know about former products or contact addresses for old suppliers. and we always take part in the excursions for retired JUra employees, help out with the organi-zing and send out announcements when one of our colleagues passes away. That‘s the age our generation has reached.”

How do you spend the rest of your free time?oM & Jvr: “We are both active members of various clubs and will no doubt be called upon to help out the company again in the future.”

Josef von rohr: “That‘s part and parcel of our

generation.”

a big thank-you

oswald Müller: “a lot of what happened in the past

can only survive with the help of former employees.”

JUra‘s management team would like to take this opportunity to thank oswald Müller and Josef von rohr once again for their tireless commitment to the com-pany.

PEOPLE


PEOPLE

anniversaries

NEWFACES

Anton Berrocalanton Berrocal has been Head of Human resources since July 2008. a graduate in Business administration, he was previously Head of Personnel at Wernli, one of Switzerland‘s oldest and best-known biscuit manu-facturers. He also gained in-valuable experience working

for Bahlsen, a German biscuit manufacturer. The new head of Hr has many new challenges to face as he works to “get JUra to the next level.” anton is committed to having an organization which functions well and further developing team spirit, saying: “There is no such thing as a successful company without successful emplo-yees.” anton, who was born in Spain, is pleased to see that JUra is widely held to be an attractive employer. “We have received 1200 job applications since January,” he notes, and hopes to be able to take on and nurture talented potential candidates. He spends his spare time with his wife and family, and keeps fit playing tennis and cycling.

Richard BoyntonIn early 2008, richard Boyn-ton took over as President of JUra Capresso. He joined the company in april 2007 as Se-nior Vice-President / General Manager, a role that made him responsible for supervi-sion of all departments. Previ-ously, richard had spent five years working for LeCreuset

in North america, starting out as Vice-President Sales america and soon rising to become Vice-President, Sales/Marketing and eventu-ally President. He brings with him a comprehensive knowledge of the markets, particularly the premium household goods sector and of the industry in general, acquired from his time working in USa, Mexico and Canada.

35yEARS 20yEARS

Bruno MunzDelivery receptiondepartment

Therese HutterHead of Personnel

Erich von ArxHead of Service

Heinz BieliMaterial planning

Paulo SantosService kaffee

Elisabeth LocherConsultant

15yEARS

10yEARS

Gilbert StuderQuality management

OBITUARIES

Dora Gabi-Christen 25.08.1927 – 28.12.2007

24 years service, Specialist custom-built machinery department

Martin Tschopp-Woldt 02.02.1923 – 11.05.2008

34 years service, quality control

Louis Fürst 18.09.1929 – 02.02.2008

35 years service, head of electroplating department

Edward Born 02.05.1931 – 31.06.2008

33 years service, cost accountant

Roger Federer,JURA Brand Ambassador since 2006

Tennis champion Roger Federer is used to everything being tailor-made – including the coffee brewed by his JURA IMPRESSA. At the touch of a button, he enjoys his freshly ground coffee brewed to perfection – be it espresso, latte macchiato, cappuccino or ristretto – made easily and natur ally, with his JURA IMPRESSA.

www.jura.com

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