“My goal? For our customers to become fans of Thermomix.”
In this interview with the Süddeutsche Zeitung, head of German company Vorwerk, maker of the Thermomix, Thomas Stoffmehl defends his leading position in direct sales. This distribution method is proving successful for the family business, which generated €3.2 billion in revenue in 2024 and recorded 260,000 pre-orders for its latest high-end cooking robot, the TM7, released in April.
Thomas Stoffmehl, 54, has been working for the family business Vorwerk, which sells the Thermomix, since 2019. In 2024, the group, with 9,300 employees worldwide, generated €3.2 billion in sales, €1.7 billion of which came from the food processor. The latest model, called the “TM7,” was released [on April 7], still only for direct sales. To introduce the appliance to customers, freelance consultants and an increasing number of consultants are organizing demonstration workshops, at home or in cooking studios.
SÜDDEUTSCHE ZEITUNG: What is the most popular Thermomix dish in the world?
THOMAS STOFFMEHL: Rice, nalesniki, which are Polish pancakes, and eggs – yes, yes.
Really? At 1,549 euros [1,599 euros in France], that's expensive for eggs!
That surprised me too. But heavy users do much more than just cook eggs with their Thermomix. They start with breakfast eggs and use it several times a week.
And you, are you a heavy user?
Yes, even if I don't make my eggs in the Thermomix. The whole family uses it. My children to make rice pudding, me to try out new curry recipes. It's my wife who does.
Courrier International
