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Groupe SEB participates in the first digital edition of the Internorga trade fair

It was a first in the world of gastronomy trade fairs: Internorga, usually held in Hamburg, took place this year under the name “International Digital Food Services Expo 2021 – powered by Internorga” in a fully digital format. 


In a very short period of time, the colleagues from WMF, Schaerer, Curtis, and HEPP organized themselves to develop high-quality program content for the trade fair and create innovative ways to engage with customers. Videos on new products and services were created in record time and shown in the live stream of the digital trade fair booths. For the main stage, panel discussions on future-oriented topics were organized involving high-caliber speakers. 

The product innovations at a glance

Among the product innovations presented this year in the coffee machines sector were the new WMF 1300 S fully automatic coffee machine from WMF and the WMF AutoClean feature – the first fully automatic cleaning solution in the industry. Both the coffee system and milk system are cleaned without external intervention. 

For Schaerer, the focus was on the new Coffee Soul 10 & 12 with the new “Select” concept, which offers almost unlimited freedom to configure the machine according to individual needs – in keeping with the slogan We love it your way.

Curtis also presented its range of high-quality filter coffee machines and hot water dispensers from the USA on the Schaerer’s digital stand. Top favorites included the G3 Airpot, G4 Thermo ProX and G4 GemX series. The Curtis machines are distributed in Germany and Austria by Schaerer. 

In the hotel sector, WMF Professional launched the first porcelain series – SYNERGY & STYLELIGHTS. In addition, the New Easy cutlery collections were showcased. At HEPP, the focus was on the new Lenista cutlery collection. Furthermore, the Hotel division’s special service for refurbishing older hotel goods was presented.