In a notable leadership transition, JDE Peet’s, the company behind renowned tea and coffee brands, has appointed Rafael Oliveira, a former executive at Kraft Heinz, as its new Chief Executive Officer.
Rafael Oliveira is set to commence his role at JDE Peet’s on the 1st of November, assuming the position after former CEO Fabien Simon was compelled to resign in March due to declining profits and sales. This appointment follows a period of interim leadership for the company, which had been endeavouring to stabilise its operations.
JDE Peet’s, which boasts a diverse portfolio including well-known grocery brands such as Kenco, L’Or, and Tassimo, expressed a desire to enter a ‘new and exciting phase’ with Oliveira’s leadership. His background at Kraft Heinz, where he held roles such as Executive Vice President and President of International Markets, is seen as a strong asset for steering the company forward.
Peter Harf, Chairman of JDE Peet’s, highlighted Oliveira’s understanding of global markets, strategic expertise, and innovation-driven mindset. ‘His deep understanding of global markets and consumers, strategic acumen, and proven performance in the consumer sector is complemented by a passion for innovation and team development,’ said Harf.
Rafael Oliveira himself expressed enthusiasm for his new role, acknowledging JDE Peet’s rich history of over 270 years and the potent potential of its brand portfolio. ‘It is truly my honour to take the helm of this storied company,’ Oliveira remarked, noting the company’s capacity to ‘unleash the possibilities of coffee and tea to drive long-term value for shareholders and stakeholders.’
Meanwhile, the leadership change coincides with significant shifts in company ownership structure. German conglomerate JAB has increased its stake in JDE Peet’s to 68% by buying out minority shares from Mondelez in a deal valued at £1.8 billion (€2.2 billion).
This strategic appointment of Rafael Oliveira as CEO is anticipated to herald a new era of growth and innovation for JDE Peet’s, aligning with its objective to enhance stakeholder value amidst an evolving corporate landscape.
