V-ZUG and brand ambassador Eckart Witzigmann open GourmetAcademy in Grünwald near Munich
The grand opening of the new GourmetAcademy in Grünwald near Munich took place on 23 September. V-ZUG has set up kitchen showrooms and demonstration kitchens right in the centre of town at the shopping mall at Schlossstraße 14b in 82031 Grünwald, to present the merits of their cooking appliances to customers as well as specialist retailers.
By selecting the Grünwald location, V-ZUG has chosen one of Germany’s most desirable residential areas, yet one that nevertheless offers excellent transport connections between Starnberg and Munich. This puts it within easy reach of prospective customers and interested parties.
Over 50 guests from the specialist trade, media and industry responded to the invitation to attend the opening of the V-ZUG GourmetAcademy. Dr. Jürg Werner, CEO of V-ZUG, seized the opportunity to welcome the guests personally and familiarise them with the most important distinguishing features of V-ZUG.
The market leader in household appliances in Switzerland, V-ZUG is due to celebrate its centenary in 2013. About three years ago the decision was made by the company, which today employs some 1300 staff and currently generates about 95 percent of sales on the domestic market of Switzerland, to pursue the internationalisation of the V-ZUG brand.
“Our goal is to position the V-ZUG brand strategically and lastingly at the top end of the market by emphasising ‘Premium Swiss Quality’ and ‘Swiss Made’,” Dr. Werner explained.
He was followed by export director René Fankhauser, who presented V-ZUG activities on an international level. Roman Grädel, as export manager also responsible for the presence on the German market, offered insights into the achievements of the last two years.
For instance, in cooperation with the distribution partner FB Vertriebs GmbH, V-ZUG has managed to win 75 highly qualified specialist kitchen retailers in Germany to date, said Grädel. In the long term V-ZUG aims to establish collaborations with 200 to 300 partners. And now with the V-ZUG GourmetAcademy, gourmet pleasure and cooking enjoyment are being promoted further. Visitors to Grünwald are able to experience firsthand just how easy V-ZUG makes good, healthy cooking.
To convince potential customers of the advantages of the patented functions such as the Soft-Roasting programme, Automatic Soft Roasting or GourmetSteaming, an exclusive V-ZUG Gourmet network is taking shape at other locations. Today, besides the GoumetAcademy, there are already V-ZUG Partner Cooking Schools in Stuttgart, Sasbachwalden, Frankfurt, Düsseldorf, Bielefeld and Berlin. Others are to follow very soon in Cologne and Hamburg.
Eckart Witzigmann is the brand ambassador for V-ZUG in Germany
It can be seen a sign of very special mutual appreciation that Eckart Witzigmann, the evening’s guest of honour, was introduced as the new brand ambassador of V-ZUG.
Eckart Witzigmann, known as Professor de la Cuisine, is considered as one of the world’s best chefs. He was the first German-speaking chef to be awarded three Michelin stars and was declared “Chef of the Century” by Gault Millau. He is the author of numerous publications and is the patron of Restaurant Ikarus at Hangar-7 near Salzburg.
“The mother of all chefs”, as he is respectfully called by his students, has become one of the most successful cookery book authors of the last twenty years and launched an unprecedented career as a consultant around the globe.
As far as the brand promise and the values are concerned, Eckart Witzigmann and V-ZUG have much in common: both aspire to deliver absolute top quality – the constant quest for perfection. Nothing reaches the customer without rigorous quality control. The customer is paid the highest level of attention and deserves the best service. Disciplined thinking and acting characterise V-ZUG and Witzigmann; both pay attention to the detail that makes the difference. For they know that to be successful, you have to know how to keep on surprising your audience. Innovative power and creativity is what drives them on.
Today cooking is en vogue and enjoys a high status in our society – it has even advanced to where it is the expression of personal lifestyle. Cooking is a way of expressing an attitude, just as with one’s choice of clothing, car brand or watch. With “Lifestyle by ZUG”, the company has caught the spirit of the age.
Among the topics discussed by Daniela Hotz, Head of Public Relations, in an interview with Eckart Witzigmann, were the sensory aspects of cooking. With “Lifestyle by ZUG”, the brand is turned into an experience. The brand spectrum is expanded from look and touch to smell and taste! V-ZUG has teamed up with the top chefs to spread the message of healthy and light steamer cuisine, at the same time conveying a touch of culture and gourmet pleasure. “Lifestyle by ZUG” is an important part of the brand communication and supports the brand positioning in the high-end segment. In addition, the inputs from the cuisine of the pros flow directly into the ongoing development of V-ZUG products. This also brings together top-level culinary skill with top-level cooking appliances. For with the Combi-Steam SL/XSL, V-ZUG has succeeded in developing a sophisticated high-tech appliance for the home that nevertheless has all the technological precision of a professional appliance.
Two of Witzigmann’s former students, Hans Jörg Bachmeier from the “Blauer Bock” restaurant in Munich and Thomas Forster, his former head chef, also set to work with the Combi-Steamer during the evening. Assisted by the team around Uli Wüllenweber, who heads up the GourmetAcademy, they pampered the guests with exquisite culinary treats that rounded off the event in a relaxed atmosphere.
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