In a strategic move aimed at revitalising its operations, JDE Peet’s, the owner of renowned coffee brands such as Kenco, L’Or, and Tassimo, has appointed Rafael Oliveira, a veteran executive from Kraft Heinz, as its new Chief Executive Officer.
Oliveira is set to commence his role on 1 November, succeeding Fabien Simon, who exited the company in March after a notable decline in financial performance. Over the interim period, the company has been led by two temporary CEOs, awaiting a more permanent strategic direction.
Under Oliveira’s leadership, JDE Peet’s aims to enter ‘a new and exciting phase’, as articulated by its chairman, Peter Harf. Harf highlighted Oliveira’s extensive experience in global markets and consumer understanding, coupled with a passion for innovation and team development, as key attributes that are expected to drive the company forward.
Oliveira brings with him a decade of experience at Kraft Heinz, where he fulfilled roles including Executive Vice President and President of International Markets. His appointment is anticipated to strengthen JDE Peet’s capability to boost top-line growth, profitability, and cash flow, while enhancing overall stakeholder value.
In his statement, Oliveira expressed, ‘It is truly my honour to take the helm of this storied company. With more than 270 years of history, JDE Peet’s is an innovative company with an unmatched portfolio of iconic brands and products, allowing us to unleash the possibilities of coffee and tea to drive long-term value for shareholders and other stakeholders.’
The company, along with this leadership change, witnessed a significant ownership shift as German conglomerate JAB increased its shares in JDE Peet’s to 68% by acquiring Mondelez’s minority stakes in a deal valued at £1.8 billion (€2.2 billion). This acquisition further consolidates JAB’s influence in the coffee and beverage sector.
JDE Peet’s looks towards a future filled with potential growth and strategic realignment, under the adept guidance of Rafael Oliveira, backed by substantial investment from its majority stakeholder, JAB.
