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Neuhaus Neotec’s International Endeavours

From the January 2012 issue.

Neuhaus Neotec’s Managing Director Gustav Lührs tells GCR of the vital role of market adaptation, and his vision of the future of coffee.

Neuhaus Neotec Managing Director Gustav LührsFor Neuhaus Neotec, entering the United States was an exercise in understanding that one business approach does not fit all.

The German-based company specialises in setting up full production lines for the coffee industry, all out of one hand. With an already established reputation for quality and reliability in Europe, Managing Director, Gustav Lührs, says that Neuhaus Neotec was keen to establish the same following in the United States.

Maintaining their standards in this new market, they quickly learned, would require a change in their approach. This is because, dissimilar to the European work week, Americans believe in running their factories seven days a week – an important detail for a company responsible for the full setup, operation and service of a location.

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