Wall Street Journal confuses Thermomix in USA issue

Thanks to a syndicated article in today’s Wall Street Journal, there’s renewed interest and confusion about the availability of Thermomix in USA.

Bimby in USA wall street journal headline

Most kitchen appliance companies would love the kind of publicity that comes from an unsolicited news article in the Wall Street Journal. But the syndicated article by Portugal’s Patricia Kowsmann on December 25, 2013 created mass confusion that caused this blog’s email box to burst at the seams on the day after Christmas.

Don’t get me wrong, I love it when Thermomix (known as Bimby in Portugal and Italy) is given free press and more people around the world become curious about our favorite kitchen machine. But sometimes things can spin out of control. Here’s what happened today…

Bimby Thermomix in USA Wall Street Journal

click above to read Wall Street Journal page

The good:
Wall Street Journal publishes article about Bimby/Thermomix
Yippee for a Boxing Day feature article about Thermomix! Yippee for the good news about how Thermomix helps people in Portugal to save money during an economic downturn. More hoorays for sharing stats and details of how Thermomix is such a helpful tool for cooks around the world. Kudos to the Wall Street Journal for showing a succinct video of how to prepare a full meal using all parts of Thermomix. Excellent work!

The article also contains from great quotes like:

“Last year the Portuguese bought more than 35,000 Bimbys (at $1327), compared with 22,000 iPads priced above $700.” 

and the following quote from Portuguese Thermomix consultant Mrs. Arimathea:

“You don’t buy a Bimby, you enter into a relationship with one,” 

The not-so-good:
the syndicated article at WallStreetJournal.com is from Lisbon and may unintentionally mislead/confuse those wanting Thermomix in USA!
Let’s not forget that Thermomix is not sold in USA. At time of this writing if you click through to the original article, you’ll read that “Bimby was introduced here in 2000 and is sold in about 60 countries.” For many readers in USA, the word “here” was misinterpreted… it came across sounding like Bimby/Thermomix has already been introduced in USA.

Strange as it seems, Thermomix is still not sold in USA.  And still, SuperKitchenMachine receives daily emails and inquiries from people wanting to buy Thermomix in USA. According to manufacturer Vorwerk (and despite conflicting rumours), there is no plan to introduce Thermomix in USA in the near future.

So it’s understandable that today’s Wall Street Journal article caused confusion as thousands of US readers swarmed onto Google and this blog seeking info and to buy Thermomix in USA. Hundreds of emails were sent and received, questions were asked, confusion abounded and consternation reigned.

The reality:
Everyone asks why Thermomix is not sold in USA. And each in turn is quickly dissatisfied and frustrated by the lack of clarity and unresponsive silence provided by the manufacturer. Such experiences are shared on a daily basis by individual Thermomix seekers in USA who follow this blog. Wish as we might for a better response, this blog has no affiliation with head office and no input where Thermomix marketing decisions are concerned. All it can do is help provide clarity when a publication such as the Wall Street Journal adds to the confusion.


See 5 comments from people who cook with Thermomix:

  1. A Canadian Foodie December 27, 2013 at 10:50 am #

    Why is the machine not sold in the US? Why is there not a US distributor? I would really like to know.

  2. louise December 27, 2013 at 11:29 am #

    You should read the story of how Thermomix came to be in Australia. It took one very tenacious lady whom bought her Thermie in Poland about 12 years ago. She decided to work on Vorwerk for distribution rights in Australia. After countless knock backs, she finally got it after a couple of years. Now Australian sales on Thermomix will rival many European countries!

  3. ThermomixBlogger Helene December 28, 2013 at 7:59 pm #

    Yes, Valerie… wish I knew too! I keep my fingers crossed that this confusing scenario will one day be resolved. I know Vorwerk reads these pages, and my hope is that some day they might submit an official comment for us all to enjoy and learn from.


  1. Smithsonian asks "Why is there is no Thermomix in USA?" - January 14, 2014

    […] recent piece about the Bimby phenomenon in Portugal generated a flood of interest from readers curious about Thermomix in USA. But because the […]

  2. Smithsonian asks "Why is there is no Thermomix in USA?" - October 6, 2015

    […] about Thermomix in USA.  Confusion ensued when the Portuguese article was syndicated by the US Wall Street Journal and US-based readers sought clarity about availability of the super kitchen […]

Leave a Reply