JURA Sees Global Coffee Boom, Targets US Market

JURA's CEO Emanuel Probst says coffee consumption has become a global phenomenon, and his company is poised to take advantage of this trend.

Under Probst's leadership, JURA has transformed from a debt-ridden Swiss business into a global brand with operations in 50 countries. The company's sales have increased by more than tenfold over the past three decades.

JURA's expansion is not limited to Europe; the US market presents significant opportunities for growth. Probst believes that the American market can be doubled or even quadrupled, making it a crucial target for the company.

The strong Swiss franc poses challenges for JURA, as many costs are incurred in Switzerland and must be converted into other currencies. However, Probst sees this as an opportunity to focus on research and innovation in Switzerland.