Oliveira (pictured) joins JDE Peet’s after nearly 10 years at US food and beverage giant Kraft Heinz | Photo credit: JDE Peet’s

JDE Peet’s has appointed Rafael Oliveira as its new CEO and stand-in Executive Director, effective 1 November 2024. 
 

Oliveira joins JDE Peet’s after nearly 10 years at US food and beverage giant Kraft Heinz where he held several senior leadership positions, including Managing Director UK & Ireland, President of Europe, Middle East and Africa and, most recently, President of International. 

“I am thrilled to welcome Rafa to JDE Peet’s. 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. The company is now entering a new and exciting phase. I am confident in Rafa’s ability to deliver against our strategic priorities and drive consistent performance across top-line, profitability and cash flow,” said Peter Harf, Chairman of the Board, JDE Peet’s. 
 

Amsterdam-based JDE Peet’s has been seeking a new CEO since Fabien Simon left the company in March 2024. Former Marks & Spencer CEO Luc Vandevelde assumed Interim CEO responsibilities on 1 April 2024 but unexpectedly stepped down from the role in August 2024. 

JDE Peet’s Chief Financial Officer Scott Gray has been leading the company over the last two months and will now work alongside Oliveira to ensure a seamless leadership transition.  
 

In July 2024, JDE Peet’s raised its full-year revenue and earnings forecasts after posting 5.6% year-on-year sales growth in the six months ending 30 June 2024 to reach €4.2bn ($4.5bn). Total gross profit increased 9% year-on-year to €1.7bn ($1.8bn). 
 

In a press release, JDE Peet’s reaffirmed that it is on track to achieve its respective 2024 outlooks of 5% and 10% sales and adjusted EBIT growth. 
 

Oliveira’s appointment comes as private equity firm JAB Holding Company agreed a deal to acquire Mondelez International’s minority stake in JDE Peet’s for €2.16bn ($2.3bn). The transaction will increase JAB’s stake in the coffee and tea group to 68%.  
 

JDE Peet’s manages a portfolio of over 50 coffee and tea brands including L’OR, Peet’s Coffee, Jacobs, Senseo, Tassimo, Douwe Egberts, OldTown, Super, Pickwick and Moccona.