JURA Sees Global Coffee Market as a Huge Opportunity

JURA CEO Emanuel Probst has transformed his company from a Swiss business into a global one over the past three decades. Founded in Switzerland, JURA is now one of the world's leading brands of premium 'bean-to-cup' fully automatic coffee machines.

Probst says that the company's future is to continue to expand internationally, including in the US. The American market is currently the world's second-largest for fully-automatic coffee machines, yet it is only one-fifth the size of the German market for JURA.

In 2025, JURA achieved growth of more than 10% in the US market in local currency terms. However, once converted into Swiss francs, that growth was entirely wiped out by the depreciation of the dollar.