bamix: Brilliantly simple. Simply brilliant.

Brilliantly simple.
Simply brilliant.

| bamix® . Brilliantly simple. Simply brilliant.
Foreword

60 years of the bamix ® – we are celebrating
Every day I am fascinated anew by how the bamix ® impresses
private cooks and professional chefs. It stands
out thanks to its inner values. Believe it or not, it has not
changed much in 60 years. The dazzling idea of the inventor
Roger Perrinjaquet sparks a fire in everyone who
has tried the bamix ® . Today, in a slightly modernised
casing and equipped with additional tools, the bamix ® is
the first hand-held food processor and, at the same
time, the smallest food processor in the world with an
impressively powerful motor.
Discover the history of the bamix ® ; we are continuing
to work on its future.
Erich Eigenmann
CEO ESGE AG
2 | 3

| Pureeing, mixing

amix ® – the strongest appliance
4 | 5

| Mincing

amix ® – the most radical appliance
6 | 7

| History
The invention in 1950

| History
First manufacture

Invention
1950
Foundation of ESGE AG
Patenting
1953
Acceptance of patent
1954
Hanover Trade Fair
1955
Benelux market entry
1957
Scandinavia market entry
1959
Mettlen, Thurgovia production
1960
Milestones
1950
Roger Perrinjaquet invents
the bamix ®
Redesign
1953
Werner Spingler and Josef
Gschwend found the company
ESGE AG, Germany
The bamix ® is patented
1961
1954
The bamix ® patent goes to the company
ESGE AG
1955
The bamix ® celebrates its first trade
fair appearance in Hanover
1957
Distribution for Benelux countries
at Walter Bodart
1959
Market entry in the Scandinavian
countries
1960
Establishment of the production
company ESGE AG in Mettlen, Thurgovia,
Switzerland
1961
Redesign by Acton Bjorn and
Count Sigvard Bernadotte
Daily production: 250 bamix ®
10 | 11

| History
First launch

Sale to
General Electric
1964
Sales record at
Brussels Trade Fair 100,000 bamix ® sold
1967
Takeover by
Walter Bodart
1971
1972
Recession in Europe
1975
Melbourne Trade Fair
Housewives and professionals discover
the bamix ®
1977
World record: 3,000
bamix ® sold at
Amsterdam Trade Fair
1978
Market entry in Singapore,
USA, Malta, Cyprus, Greece
and Indonesia
Milestones
1979
1964
Sale of ESGE AG to General Electric,
USA
1967
Sales record of 2,000 bamix ® at
Brussels Trade Fair
1971
General Electric sells the ESGE AG
to Walter Bodart
1972
Sale of more than 100,000 bamix ®
1975
Recession in Europe slows down
Growth
1977
Trade fair in Melbourne, quick success
thanks to Bamix Australia Ltd.
1978
World record of 3,000 bamix ® sold at
the trade fair in Amsterdam
1979
Singapore, USA, Malta, Cyprus,
Greece and Indonesia are the newly
opened up markets
12 | 13

| History
Company ESEG AG

First cooking
parties in Japan
New factory building construction
in Mettlen, Thurgovia
1980
Australia on a high
1983
Management
buyout
New bamix ®
The bamix
processor Foundation of Pro-Ver AG Swiss Fair in South Korea
® in TV show “Kochen
wie Gott in Deutschland”
(Cooking like God in Germany)
1986
The 1-product strategy proves itself
1987
1989
Milestones
1980
Sakurako Ide develops the Japanese
market with cooking parties
New factory building construction in
Mettlen, Thurgovia, Switzerland
1983
Australia market flourishes, production
per day 1,600 bamix ®
1986
Management buyout by Max
Rüttimann, Valentin Gunsch and
Werner Stahl, Walter Bodart
remains Chairman of the Board
Premiere of bamix ® processor
1987
Sales boom thanks to TV show
“Kochen wie Gott in Deutschland“
Foundation of Pro-Ver AG, sales
company for foreign brands
1989
Demand rises sharply in South Korea
thanks to Swiss Fair
14 | 15

| History
Mettlen site
bamix ® Gastro for
professional chefs
1991
Takeover of Menatec
SA and Menagros SA
1992
Direct sales in Japan
1993
Market entry in
Eastern Bloc countries
1994
Redesign
Twin switch
safety switch
1995
Sales record at Ideal
Home Show, London
1998
The bamix ® is one of
the 50 classic designs
of the 20th century
2001

Launch of SliceSy and
SwissLine
Takeover by Hans Jud and
Erich Eigenmann
2002
Relocation of registered domicile
of Menatec SA and Menagros SA
2004
Market entry in China
and Russia
2006
Construction of new warehouse
QA system ISO 9001
Ideal operating conditions in Mettlen,
Thurgovia
2009
Construction of
3 rd production line
Daily production of
up to 2,000 bamix ®
2010
Motivation Prize of the Thurgovia
Economy (Thurgauer Wirtschaft)
2011
Milestones
1991
Launch of 5 cm longer bamix ® Gastro
1992
Takeover of the sales companies
Mobur Metall Holding AG with
Menatec SA and Menagros SA
1993
Direct sales in Japan
1994
Opening up of the Eastern Bloc
countries
1995
Gentle redesign, twin switch safety
switch and accessory cassette
1998
Sales record at Ideal Home Show,
London
2001
Mention in the book “50 Klassiker,
Design des 20. Jahrhunderts“ (50
Classic Designs of the 20th Century)
2002
Thanks to the SliceSy ® , the bamix ®
cuts, shreds and grates
2004
Relocation of registered domicile of
the sales companies from Forel to
Mézières
2006
Market entry in China and Russia
2009
Construction of new warehouse
Introduction of QA system ISO:9001
2010
Start of operation of 3rd production
line – up to 2,000 bamix ® per day
2011
Motivation Prize of the Thurgovia
Economy (Thurgauer Wirtschaft)

| History
An idea conquers the world
The beginnings
Roger Perrinjaquet could never have imagined that his invention
would conquer the whole world. We know little about the inven -
tor, but it was clearly his obsession to construct a hand-held, electric
food processor. Perrinjaquet applied for a patent for his “Appareil
ménager portatif“ in Lausanne at 8 pm on 6 March 1950.
The Federal Office of Intellectual Property published the invention
patent three years later, on 16 May 1953. The technical specifications
are detailed meticulously in the document. For the user
the functions are important, however. Perrinjaquet described the
handling as very easy. All that is required is to connect the food
processor to the electricity supply, put it in the container with the
various ingredients and switch it on by pressing the button. In just
a few moments the result will be perfect. The inventor saw the
big advantage of his food processor as the fact that the device
can be used directly in the container with the ingredients which
need to be processed. It is not necessary to laboriously tip one
container into the other. With this machine, people can mix,
knead, emulsify beauty products and puree soups and other dishes.
According to the information of the inventor of the first
hand-held food processor in the world. He called it bamix ® , a combination
of “battre et mixer“, to beat and mix.

In Germany bamix ® becomes
ESGE Zauberstab ® (magic wand)
In 1954, Roger Perrinjaquet sold his patents to ESGE. This com -
pany, founded one year previously by Josef Gschwend and Werner
Spingler in Neuffen, Germany, produced bicycle stabilisers, saws
and small electric motors. It had just seven employees.
ESGE started production of the first bamix ® hand-held food
processors. The two entrepreneurs celebrated the first big appearance
of the bamix ® at the Hanover Industrial Fair on 24 April
1955. The public were very enthusiastic, the bamix ® became the
Zauberstab (magic wand) for the German market, ESGE already
had 74 employees and a turnover of 1.5 million Deutschmarks.
Great achievements of Walter Bodart
Thanks to contacts with the company Bodart BV, which sold kitchen
utensils at public fairs in the Benelux countries, in 1957 the
attempt was begun to offer the bamix ® in Valkenburg in the Neth -
erlands. The success was resounding, as was the realisation that
live presentation of the efficient and versatile food processor
was the most effective way to sell. After this, Walter Bodart was
entrusted with the distribution for Holland, Belgium and Luxembourg.
Today his two sons Peter and Johan Bodart continue to
operate the business.
In 1959 the bamix ® conquered Scandinavia. Taking the initiative,
employees from the company Bodart travelled with the bamix ®
to a consumer trade fair in Stockholm. With an incredible 834
units sold, the level of success exceeded all expectations. The
next destination was the flower trade fair in Oslo, and there were
also 1,332 happy bamix ® buyers there. Subsequently Walter
Bodart established distributors in all Scandinavian countries.
18 | 19

| History
An idea conquers the world
Mettlen, Thurgovia only production site
Turbulent years of expansion in the countries Great Britain, Finland,
Austria, Portugal and Ireland led to the foundation of ESGE
France, where, from 1960, all bamix ® for Belgium, Holland, Lux -
embourg and France are made. In November of the same year,
Gschwend and Spingler founded another production company,
ESGE AG. In Mettlen in the Canton of Thurgovia, a former textile
factory built in 1906 was purchased for this purpose. In this building,
250 bamix ® per day were already being produced in 1961.
Bodart started to visit English trade fairs from Holland. The public
were so impressed that England soon became the most important
market, and there were even delivery bottlenecks.
The relatively unwieldy housing of the bamix ® was given a subtle
ergonomic makeover by the designers Acton Bjorn from Denmark
and Count Sigvard Bernadotte from Sweden.
This led to the model M100 in 1961. Despite small differences
and technical improvements, this design still has the unmistakeable
silhouette of today’s bamix ® .

General Electric buys bamix ®
Before long, the number of sold bamix ® exceeded one million. Production
capacities were also expanded. Domestic appliances such
as hand-held vacuum cleaners, citrus juicers, toasters, food slicers
and hairdryers were starting to be produced and sold. Despite the
ESGE quality seal, these products never matched the figures of the
bamix ® . In 1963, sales of the bamix ® completely collapsed in Germany.
At the same time, costs rose for the now considerable ad -
ministration and sales activities. The founders Gschwend and Spingler
sold their company to General Electric. The Americans planned
to restructure the group, and closed all production sites except the
locations in Mettlen, Switzerland and Neuffen, Germany.
Partners from the outset
“Unipress AG has accompanied the
bamix ® since the very beginning as a
supplier of parts and components. At
first glance, the used parts still look
like they did when the product was
first launched on the market. There is
also continual progress in the develop -
ment work with the bamix ® . For example,
component geometries have
been constantly adapted to new findings
and the processes modified for
the latest production methods. This
means the devices, materials and production
comply with the constantly
increasing general conditions and
regu lations. The great challenge of
one hundred percent exchangeability
of the components, and therefore also
maximum customer benefit, was
always the requirement with every
change, however small. We very much
appreciate the intensive cooperation
with our customers and feel inte -
grated in the supply chain as a partner.”
Gerhard Maier, Unipress AG,
Brugg, Switzerland
20 | 21

| History
An idea conquers the world
Walter Bodart acquires bamix ®
From 1967, sales figures slowly rose once again. At the Foire de
Bruxelles 2,000 devices were sold, the highest number of sales at
a trade fair so far. General Electric was unable to enjoy the success
of the ESGE Group and decided to sell this off in 1971. As the
most important buyer of bamix ® food processors, Walter Bodart
purchased the production company in Switzerland with all rights
for the bamix ® and ESGE Zauberstab ® (magic wand). After this,
Mettlen, Thurgovia became the sole production site in the world
for the bamix ® .
Walter Bodart’s decisions and management style continue to
char acterise the company to this day. His strategy was based on
quality rather than quantity, and to clear commitment to a single
product. At the same time, he greatly reduced the volume of administration
work. He therefore restarted the success story of
the bamix ® and continues to influence this today.

First steps overseas
The oil crisis in 1973, and therefore the first major recession since
the Second World War, meant that business in Europe contracted.
The first contacts with distributors overseas followed. In South
Africa a distributor was found that was able to develop the local
market for the bamix ® and generate good turnover. One year
later, a committed new partner was found in the person of Hans
B. Rathke. He promoted distribution in Germany at consumer trade
fairs and greatly increased sales.
ESGE AG took part in a trade fair outside Europe for the first time
in 1977: Melbourne was the destination. Visitors were so impressed
that additional devices had to be flown in during the trade
fair. bamix ® soon became one of the best known kitchen appli -
ance brands.
bamix ® conquered other countries – Iceland, Singapore and the
USA, and then Malta, Cyprus, Greece, Malaysia and Indonesia followed.
The 3,000 food processors sold at the Amsterdam Trade
Fair in 1978 represent a remarkable figure – a record that has not
been reached again to date.
In Japan the bamix ® owes its resounding success to the Ide family.
The family bought the Swiss kitchen appliance at the start of the
1980s from the distributor at the time, and immediately fell in love
with this all-rounder. Ms Sakurako Ide showed the bamix ® to her
friends and started to organise cooking parties. With this, the
bamix ® conquered Japan with its demanding customers, and Sakurako
Ide was soon made the sole distributor. Since then, her persis -
tence and passion for the product have enjoyed huge success.
Expansion of production facilities in
Mettlen, Thurgovia
On account of the growth, in 1980 the decision was taken to expand
the factory in Mettlen and to double the production area.
The bamix ® headed to Kenya, Hong Kong and Brunei, and Sri Lanka,
Chile and Thailand followed. The distributor in Australia set a
record, with the highest bamix ® turnover per capita. By 1983 its
employees in Mettlen were producing 1,600 bamix ® per day.
22 | 23

| History
An idea conquers the world
The first TV appearances of the bamix ®
In 1986, Walter Bodart decided to agree to a management buyout
and sold ESGE AG to Max Rüttimann (technology), Valentin
Gunsch (finance) and Werner Stahl (marketing). He himself remained
Chairman of the Board of Directors. The same year saw
the premiere of the bamix ® processor. With this, dry and now also
wet foods can be chopped and ground very finely.
Television was in its heyday, and the first cooking programmes
appeared. It is not until pointed out by customers that ESGE AG
became aware of the programme “Kochen wie Gott in Deutschland“.
Most TV chefs worked with the “magic wand”. This explains
the phenomenal rise in the number of orders in Germany. A side
effect of this was temporary delivery problems.

Growth thanks to the company Unold
Another piece of luck arrived with the takeover of the German
distribution by the company Unold in 1990. Thanks to the tireless
work of Friedrich and Gisela Unold, and later their children Michael
and Yvonne, the “magic wand” again took up its well-deserved
place on the shelves of specialist retailers.
Professional chefs all over the world use the bamix ® and give the
company interesting suggestions. In 1991 this led to the appear -
ance of the bamix ® Gastro. The high level of approval in the
catering industry surprised and pleased those responsible.
In 1995 the bamix ® underwent a gentle facelift for the first time
since 1961, with a Swiss designer carrying out this work. These
changes included the “twin switch” safety switch and the new
design of the “cassette”.
Premiere of the SliceSy ®
At long last the bamix ® can also grate and cut. After three years
of development work, in 2002 the SliceSy ® was unveiled. It impressed
consumers with its ease of use and efficiency.
The three owners Gunsch, Rüttimann and Stahl looked for a solution
for the succession after 16 years. But they had clear requirements
for a buyer in terms of the continuity of the previous business
model, which is based first and foremost on quality. Erich Eigenmann
started on 1 October 2002 as the new CEO.
24 | 25

| Kneading yeast dough

amix ® – the nice little appliance
26 | 27

| Beating

amix ® – the fastest appliance
28 | 29

| Technology
Swiss through and through

| Technology
Manufacture

All round hand-made
In the factory building in Mettlen, Thurgovia, 40 employees
produce around 400,000 bamix ® a year. As well
as computer-controlled machines, manual work ensures
the quality and long life of the food processor.
32 | 33

| Technology
Precision

As precise as Swiss clockwork
The alternating current motor with an output of 120 to
350 watts is accorded particular care. Depending on the
model, it generates 12,000 to 22,000 revolutions per
minute.
34 | 35

| Technology
Motor as the centrepiece

The powerhouse
The armature winding machine winds the thin copper
wire in seconds. This is the centrepiece of the bamix ®
and, at the same time, also the guarantee of its performance.
36 | 37

| Technology
Precision, the key to long life

Soldered instead of clamped
Nimble hands solder on wires for the polarity. Soldering
is much more laborious than clamping by machine and
is an important quality feature.
38 | 39

| Technology
Complete quality assurance

Thoroughly checked
Before the bamix ® sets off on its journey to the big wide
world, the food processor is checked in test runs on all
levels for 5 to 10 minutes.
40 | 41

| Technology
Highest quality and repair service

A bamix ® for life
The factory in Mettlen can easily repair a 30-year-old
device. All replacement parts, including for the oldest
models, are still available.
42 | 43

| Technology
Facts and figures
Robust alternating current motor
The alternating current motor, which is made entirely in the factory
in Mettlen, Thurgovia, is extremely robust and durable. The
motor is contained in a sturdy polyamide casing from which the
wand protrudes with a flat protective cover made of chromeplated
stainless steel. The various bamix ® motors from 120 to
350 watts have 12,000 to 22,000 revolutions.

The bamix ® masters all functions with its robust motor. Depend -
ing on the attachment, it makes it possible to puree, beat, emulsify,
mince and knead. The processor and the SliceSy ® work by
being attached to the bamix ® and perform tasks such as grinding,
shredding, cutting, grating and kneading.
On the three production lines, up to 400,000 bamix ® are made
each year.
Proud Swiss suppliers
“W. Blanc AG has been working with
the company ESGE for many years
and is proud to be involved in this
quality Swiss product. The high quality
of the bamix ® products also corresponds
with the quality requirements
of W. Blanc AG. Again and again it
fills us with joy and pride when we
see a bamix ® product on television or
at trade fairs, for example, and know
that we too have been able to make
our contribution to this outstanding
product.”
Rolf Grütter, Managing Director,
W. Blanc AG, Selzach, Switzerland
Meeting Canadian requirements
“Today Canadian consumers want
power and long durability which justify
the price. This means the design
has to be great and the handling simple
and convenient. They want to buy
such a product once and know that,
thanks to its reliability and versatility,
it will give many, many years of good
service. bamix ® offers all that and
much more!”
Glenda and Harvey Klassen,
Ocean Sales Ltd., Calgary, Canada
44 | 45

| Frothing

amix ® – the foam whisk
46 | 47

| Binding

amix ® – the best at binding
48 | 49

Born in Switzerland,
at home all over the world

| Emulsifying

amix ® – the safest appliance
54 | 55

| Grinding

amix ® – the most fascinating appliance
56 | 57

| Around the world
The big attraction of Switzerland

| Around the world
Commitment to Switzerland as a location for industry and trade

The town of Mettlen in the Canton of Thurgovia
is the only manufacturing site for the ent -
ire bamix ® production and is the headquarters
of the company ESGE AG.
Mézières near Lausanne is the headquarters
of the trade fair company Bamix SA and the
distribution company Menagros SA.
A Swiss product from A to Z
All individual parts needed for a bamix ® come from
Switzerland. The suppliers have been partners for many
years and guarantee the high quality and precision. This
deliberately chosen luxury is in contrast to other kitchen
appliances which are produced mainly in Asia.
60 | 61

| Around the world
At home all over the world

The bamix ®
transport network
Central Europe
Austria, Belgium, France, Germany,
Holland, Luxembourg, Switzerland
Northern Europe
Denmark, Finland, Great Britain,
Iceland, Norway, Sweden
Southern Europe
Greece, Italy, Malta, Portugal, Spain
Eastern Europe
Bulgaria, Czech Republic, Hungary,
Latvia, Lithuania, Poland, Romania,
Russia, Slovenia, Ukraine
Middle East and Africa
Iran, Israel, Jordan, Lebanon, Qatar,
South Africa, Tunisia, United Arab
Emirates
Asia and Australia
Australia, China, Hong Kong, Indonesia,
Japan, Korea, New Zealand, Singapore,
Sri Lanka, Taiwan, Thailand, Vietnam
America
Canada, Dutch Antilles, Mexico, Peru,
USA
62 | 63

| Around the world
The top ten countries
Germany China
Japan
Switzerland
France
Australia

Russia
Denmark
England
USA
Partners familiar with their location are
worth their weight in gold
Long-standing partnerships with national distributors
make it possible to develop strong markets. The passion
for the bamix ® is something shared by the entrepreneurs
in the top ten countries. The share of exports
amounts to 90 percent.
64 | 65

| Around the world
The 1-product strategy as a success factor

Premium product as solitaire
Thanks to many changes in detail and clever attachments,
the bamix ® is still able to increase its fan base.
Just as 60 years ago, today it impresses with its multifunctionality
and strength. Its form remains, while the
colours change from country to country.
66 | 67

| Around the world
Market success with trade fairs

Good things can still be found
The bamix ® is a reliable object whose advantages and
magic power can still be best shown at trade fairs today.
Other sales channels are retail and the catering industry.
20%
20% catering
20% trade fairs and home parties
60% retail
20%
60%
68 | 69

| Around the world
bamix ® in the world

Passionate bamix ® ambassadors
As well as trade fair appearances, probably the strongest
and most handy kitchen appliance in the world is
appearing increasingly in TV cookery programmes. The
diversity, speed and guaranteed success of the bamix ®
call for presentations – in addition to the explanatory
films of the manufacturer, there are now also many vid -
eos on YouTube.
70 | 71

| Around the world
Endurance of a long-distance runner

It is still running after 40 years
The modular system of the bamix ® really does mean
that devices from the 1960s can still be repaired.
Owners of a bamix ® can therefore assume that even
their grandchildren will be able to inherit their beloved
food processor.
72 | 73

| Around the world
Everyone loves the bamix ®

From bamix ® with love
As we know, the way to a man’s heart is through his
stom ach. And anyone who wants to serve up something
fine for their loved ones is given excellent service for
nearly all cooking and baking requirements with the
reliable bamix ® . The proof of this is the many hobby
chefs, countrywomen, househusbands, young people
from the age of twelve, singles and professional chefs
all over the world.
74 | 75

| Around the world
bamix ® friends have their say
bamix ® , the travel companion
“Over the past year I have used the
bamix ® every day. I was given it as a
present for the birth of our son.
We are impressed by how versatile
and fast it is. I would never want to
give it away. It also comes with us
when we go on our camping holidays,
the bamix ® is always there.”
Tatjana Stäheli with Lenn,
mother and housewife, Fischingen,
Switzerland

Cooking parties in the living room
“My encounter with the bamix ® 30
years ago was a kind of lucky coincidence.
I was fascinated by this ‘good
friend’ and tried to convince everyone
in Japan about its charm and abilities.
The first office of Cherry Terrace was
my kitchen. Here I welcomed countless
guests to the bamix ® demonstrations.
While I used the bamix ® , I served
lunch or tea in the dining and living
room. To my great fortune, many
other people became as enthusiastic
about the bamix ® as I am. Our marketing
efforts were concentrated on
warehouses, direct sales and TV sales
companies. We still work in these
channels and are grateful to our
partners that they let us expand the
market in Japan. In the future we also
hope to continue to sell the bamix ® as
the best food processor in the world.
To market the bamix ® with its quality,
its functions and its design fills us
with pride.”
Sakurako Ide, Cherry Terrace Co.
Ltd., Tokyo, Japan
Revolution in the kitchen
“The invention of the bamix ® has
revo lutionised work in the kitchen!
Hardly any kitchen appliance com -
bines as many functions as the bamix ® .
With ideal performance, speed, flexibility,
handling, cleaning and always
ready for use – the bamix ® will never
let you down. All age groups enjoy the
finely seasoned dishes prepared with
the unique bamix ® .”
Donato Sabia, Sales Manager,
ESGE AG, Mettlen, Thurgovia,
Switzerland
76 | 77

| Around the world
bamix ® friends have their say

The long-running
ESGE Zauberstab ® (magic wand)
“The successful Swiss appliance is sold
in Germany as the ESGE Zauberstab ® .
Its reputation is legendary. Quality
made in Switzerland – that’s something
Germans are happy to have.”
Michael Grabaum, Yvonne Unold,
Michael Unold (from left to right),
Unold AG, Hockenheim, Germany
Product for different generations
“Australia loves the bamix ® because
the bamix ® simply always works in
the kitchen when it is needed. The
original and reliable bamix ® is today
part of Australian culture as every
gen eration inherits it from their
parents or receives it as a gift for
their wedding. Australians know that
they have to invest in a quality
product if they want something that
will last for the rest of time. For
kitchen appliances the only option is
called bamix ® .”
Sean Caulfield, Cambur Industries
Pty. Ltd., Melbourne, Australia
78 | 79

| Around the world
Tailor-made packaging

| Grating

amix ® – the dutiful appliance
82 | 83

| Cutting slices

amix ® – the universal appliance
84 | 85

| Future
Conquering the world

| Future
At home all over the world as a niche player

Commitment of CEO Erich Eigenmann
It is both amazing and pleasing that, even after 60 years, the
bamix ® still impresses everyone as soon as they hold it in their
hand. Its incredible efficiency, speed and diversity amaze even us
again and again. So why change something which works so well?
We are sticking to this one product. We do not stand out with a
fancy design or short-term gimmicks, instead we look after our
production where precise manual work is required as well as
state-of-the-art machines. Even if the comparison with a Swiss
clock is an ambitious claim, our standard of quality for the bamix ®
is comparable with clockwork. Every detail has to be right so that
we can guarantee the long life of the food processor. With this
strategy we have the role of a niche player, can secure jobs in
Switzerland and stand out clearly from our competitors.
The challenge in the coming years will be to open up new markets
profitably. It is not our goal to grow at all costs, however. Instead
we want to exceed the expectations of our customers and, in the
future, also be able to respond with flexibility to the desires of
the people in the individual countries.
88 | 89

| Future
bamix ® manufacture in Switzerland

Remaining independent as an SME
ESGE AG with its only product bamix ® is one of the many
gems among Swiss SMEs. The secrets of the success of
the owner-managed company include keeping to the
production site in Switzerland and financial independence
for investments.
90 | 91

| Future
Employer of social institutions
Win-win situation for everyone involved
The two social workshops located in the region, Herdern Castle
and opdi-werk of the foundation “Stiftung Zukunft Thurgau“
(Future of Thurgovia), carry out valuable work on every bamix ® .
This includes soldering the circuit boards to various cables,
assembling and packing individual parts and grinding the chopper
for the processor. ESGE AG also wants to maintain this cooperation
in the future.

Valuable cooperation
“Cooking and baking are not hard
when you use the bamix ® . Honesty,
trust, flexibility and quality are char -
acteristics of the ‘kitchen help’ and
also the cooperation.
It makes us particularly proud that,
with our work, we are making a contribution
to the production of a high
quality product. For us the coopera -
tion is very valuable, we know however
that we have a capable and qualityconscious
partner at our side.“
Hugo Weyermann, head of department
at opdi-werk, foundation
“Stiftung Zukunft Thurgau“,
Kreuzlingen, Switzerland
Working for a successful product
“You can rely on bamix ® – not only in
the kitchen but also as an employer.
The inhabitants of Herdern Castle are
grateful that they can work on this
successful product! We extend our sincere
thanks for the appreciated
work.”
Peter Siegenthaler, head of workshops,
Herdern Castle, Herdern,
Switzerland
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| Future
Leading role among food processors

amix ® – the little all-rounder
It has all the important functions of a large food processor.
Its simple exterior and sophisticated accessories
also call for intensive communication with customers in
the future. As well as conventional marketing, online
channels are being increasingly used.
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| Future
Continuing to impress the cooking world

Awakening bamix ® passion
In the same way Chinese want to fulfil their wish of trav -
elling to Switzerland, Swiss products are also close to
their hearts. The countries of China and Russia are already
in the top ten in terms of sales. The potential is
far from being fully tapped in both markets.
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| Future
Thanks to the employees

Clever minds and nimble hands
The greatest asset is the loyal employees who have
been here for many years and work hard every day to
ensure there is a quality product. Whether in manufacture,
sales, marketing, at trade fairs or in administration,
the 60-year-old success story of the bamix ® makes their
hearts beat faster. This commitment deserves a big
thank you.
98 | 99

| Future
bamix ® ambassadors have their say
International pressure is
an incentive
“For me as an employee of the company
ESGE AG who is allowed to work
on this ‘icon bamix ® ’, it is a new joy
every day to face up to the intern -
ational competition and be able to
help improve the product, and license
it and sell it worldwide. We at bamix ®
also feel the international pressure of
the markets, and this is even more incentive
for us to give our best for our
product every day. Only the best lasts
– we will work on this in the future
too.”
Leo Hungerbühler,
Technical Director, ESGE AG,
Mettlen, Thurgovia, Switzerland

A bamix ® for every kitchen in
Denmark
“First of all it is necessary to understand
the bamix ® . Understand that
the bamix ® is a unique and excep -
tional food processor which no other
device can beat. If you have understood
this, you can also let others
experience it and convince them that
every kitchen and also every holiday
home needs a bamix ® .”
Kenneth Hou Jensen, ExperiSense
A/S, Hellerup, Denmark
Switzerland has a good reputation
in Russia
“The current trend for kitchen appliances
in Russia has led to increasing
demand for European products. The
bamix ® completely combines the five
most important desires of Russian
consumers: design, Swiss origin, simple
handling, safety and durability.
Russians associate the high price
cate gory of Swiss products with the
highest quality.”
Svetlana Sushentsova, Marketing
Director, Alex Trade LLC, Moscow,
Russia
Two loyal companions
“I cannot help writing to you to sing
the praises of the bamix ® . I am also
celebrating an anniversary. I have had
two loyal companions for 50 years:
my fantastic husband and the indispensable
bamix ® in the kitchen.
The bamix ® needs little space, is always
at hand, is flexible, easy to use
and very effective.
I still own the M 133,140W model.
Even though I need the bamix ® nearly
every day, it has never broken in all
these years. For my 50th wedding anniversary
I will treat myself to the
even more powerful bamix ® 250W,
however. Finally, here is my honest
tip: the bamix ® is a real hit, without it
the kitchen is in no fit shape!”
Béatrice Schmid, housewife,
St.Gallen, Switzerland
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| Future
bamix ® ambassadors have their say
A must-have for the kitchen to
prepare soups and sauces
“I have been using the bamix ® for 28
years now, which means I started
using it even before I began my career
as a chef. Back then the bamix ® was
presented at a private sales party. The
model I bought at the time still works
perfectly today. Today I use this and
also a new, even more powerful
model to quickly prepare soups and
sauces.“
Yoko Arimoto, chef and cookery
book author, Tokyo, Japan

The best in its class
“The magic wand ESGE Zauberstab ®
has accompanied me since the beginning
of my professional career. I am
still using it today and can say with a
clear conscience that, in my opinion,
it is the best of the many different
models in this range of products. In
my business, only the ESGE Zauberstab
® will continue to have a permanent
place.“
Alfons Schuhbeck, chef and cookery
book author, Schuhbecks am
Platzl GmbH, Munich, Germany
Unbeatable
“My mother had a bamix ® , and I love
my bamix ® .“
Adrian Richardson, chef and
cookery book author, Brunswick,
Melbourne, Australia
102 | 103

| Grating

amix ® – the sophisticated appliance
104 | 105

| Making shortcrust pastry

amix ® – the most amazing appliance
106 | 107

| Contents

Contents
Foreword 2 | 3
History 8 | 9
Technology 30 | 31
Born in Switzerland 50 | 51
Around the world 58 | 59
Future 86 | 87
108 | 109

| Imprint

Imprint
© ESGE AG, 2013
Publisher: ESGE AG, 9517 Mettlen, Thurgovia, www.bamix.com
Idea, concept and editing: Home Food Media GmbH,
Nürensdorf; a.b.e.r. relations, Stäfa
Design, typesetting, litho: gull zünd & funke ag, Frauenfeld
Photographs: Nora dal Cero, Zurich ; Tobias Hauser, Teufen
Translation, proofreading: STP Language Services GmbH, Stäfa
Printed by: benecom GmbH, Steckborn
bamix ® , ESGE Zauberstab ® , SliceSy ® and Zauberette ® are
registered trademarks of ESGE AG, Mettlen, Thurgovia.
110 | 111