How SEB Professional Beverage is building a truly sustainable coffee culture

Coffee culture is rapidly evolving, driven by fast-moving global trends, rising expectations on accessibility, social responsibility and the imperative to reduce environmental impact. In today’s hospitality industry, coffee machines must be intuitive, inclusive, reliable and efficient for every user. It’s a challenge that SEB Professional Beverage has turned into a guiding principle to put people and planet first

As a global leader in beverage preparation solutions, Groupe SEB is not only developing advanced coffee machines with barrier-free technologies but also anchoring its sustainability and inclusion agenda firmly in its ESG (Environmental, Social, Governance) strategy.

The mission: to make everyday coffee experiences simpler, more enjoyable and more inclusive, whether in hotels, offices, hospitals or convenience environments.

ESG regulatory frameworks make climate actions, social standards and responsible governance measurable. Additionally, SEB Professional Beverage defines responsibility much more broadly. As part of Groupe SEB, the business unit is closely aligned with the group’s overarching 2024-2030 ESG Ambition “Act for better living”– embedding inclusion under the ‘Act for All’ pillar while simultaneously advancing climate actions, circular economy principles, high-quality, durable product design and responsible business practices.

“People are at the heart of everything we do”
Ayca Ozol, Sustainability Manager, SEB Professional Beverage

The ambition goes far beyond compliance; it is about enabling equal access to quality coffee experiences and creating sustainable value for operators, communities and end users alike.

“People are at the heart of everything we do,” says Ayca Ozol, Sustainability Manager at SEB Professional Beverage. “Our ESG roadmap positions us not only as a machine manufacturer, but as a solutions provider that makes coffee culture more accessible, more intuitive and more inclusive. We invest in high-performance machines and barrier-free self-service concepts that transform the entire hospitality sector.”

This human-centric perspective is also a business advantage. Operators unlock previously underserved customer segments, such as people with mobility limitations, older consumers, or those who prefer intuitive, error-resistant interfaces. The result is new revenue potential, broader market penetration and offerings designed for real everyday situations.

A standout example is Schaerer’s Easy Access concept. Designed to maximise wheelchair accessibility in self-service contexts, it equips the drip tray area of the Schaerer Coffee Soul with dedicated control buttons. The ergonomic arrow-key navigation echoes a computer keyboard, ensuring that wheelchair users can operate the machine comfortably and independently. This makes Easy Access ideal not only for office settings but also for public spaces, medical practices, hospitals and institutional catering.

Another practical benefit: A service technician can retrofit Easy Access to existing machines within minutes. While Easy Access enhances physical accessibility, the ‘WMF Barrier-free’ software feature drives digital inclusion. A new, easily reachable icon on the machine’s touchscreen displays a full-screen QR code. Once scanned, a remote-control interface opens on the user’s smartphone, featuring large, high contrast images and a voice-over function. Users can select beverages, adjust brew strength, choose milk or plant-based alternatives and place their order seamlessly and intuitively from their own device.

“We champion an inclusive coffee culture where tradition and automation coexist”
Tharyn Estevez, Global Marketing Senior Director, SEB Professional Beverage

Innovation behind the counter: empowering staff and baristas

Accessibility doesn’t stop with self-service. The work environment of service teams and baristas is gaining attention as well. Increasing automation, especially in today’s advanced portafilter technologies, reduces complex manual steps, lightens physical strain and ensures consistent in-cup quality.

For operators, this means more efficient workflows, fewer errors and more flexible staffing. Guests benefit from reliable, high-quality coffee every time. Dominique Lasseur, Director – Coffee Programs at SEB Professional Beverage, describes this evolution: “Modern coffee concepts merge craftsmanship and automation in entirely new ways. Technology ensures reliability and speed while still allowing space for human creativity and storytelling.”

A prime example is the semi automatic WMF espresso NEXT. It preserves the artistry and sensory experience of barista craftsmanship while reducing errors and operational effort. Lasseur emphasises that automation at SEB Professional Beverage is purpose-driven: it expands access to great coffee for more people – both on the consumer side and within the daily work of staff.

Tharyn Estevez, Global Marketing Senior Director at SEB Professional Beverage, adds: “We champion an inclusive coffee culture where tradition and automation coexist. With solutions like Schaerer Easy Access and WMF Barrier-free, our machines bring connection, comfort and coffee enjoyment to places that were previously out of reach.”

In today’s high-cost hospitality markets, SEB Professional Beverage works on technologies to optimise energy use and ingredient consumption to deliver greater efficiency and sustainability benefits for operators. This positively impacts costs and operating expenses for customers, ensuring that environmental benefits align directly with operational efficiency.

Groupe SEB’s ESG roadmap: clear targets, real impact

SEB Professional Beverage’s inclusive solutions are anchored in Groupe SEB’s 2024-2030 ESG Roadmap: Act for Better Living. Structured around three pillars: Act for Nature; Act as a Leader in the Circular Economy; and Act for All with one fundamental commitment: Act responsibly and ethically in everything it does.

With its people-first ethos, the social dimension is paramount. Under ‘Act for All’, Groupe SEB aims to be a company that is inclusive for all, cares for and develops its employees, and is responsible along its value chain. Climate is also a clear priority and “Act for Nature” reflects the group’s commitment to climate and biodiversity.

Beyond climate, the circular economy is Groupe SEB’s strongest business lever because it combines impact reduction with value creation. This is how it builds resilience, competitiveness, and long-term value.

Its ambition, roadmap and achievements are recognised by major international ESG standards and rating agencies. These achievements reaffirm that sustainability and responsible business conduct are deeply rooted in Groupe SEB’s strategy and confirm the credibility of its ambition.