JDE Peet’s has appointed Rafael Oliveira from Kraft Heinz as its new CEO, signaling a new phase for the company.
- Oliveira will succeed Fabien Simon, who stepped down due to declining profit and sales.
- The company’s vision is to rejuvenate its operations with Oliveira’s extensive global market expertise.
- Peter Harf, JDE Peet’s chairman, believes Oliveira’s strategic and innovative capabilities will propel future success.
- JAB has increased its stake in JDE Peet’s to 68% following a buyout of Mondelez’s minority shares.
JDE Peet’s, known for its prominent tea and coffee brands, has selected Rafael Oliveira, a seasoned executive from Kraft Heinz, to lead the company from November 1st. This transition follows the departure of the former CEO, Fabien Simon, who resigned after experiencing a downturn in profit and sales.
Assigned to reinvigorate the company’s structure and strategic direction, Oliveira brings with him over a decade of experience at Kraft Heinz, serving in various capacities including executive vice president and president of international markets. His appointment is seen as a harbinger of innovation and market expansion as JDE Peet’s strives to harness its rich historical brand roots to drive growth.
Peter Harf, the chairman of JDE Peet’s, expressed confidence in Oliveira’s ability to guide the company through its ambitious strategic goals. Harf emphasized Oliveira’s profound understanding of global markets and the consumer sector, coupled with his dedication to team development, as essential assets for future growth.
Oliveira himself conveyed enthusiasm about joining JDE Peet’s, recognizing it as an honor to lead a company with over 270 years of heritage. He aims to unlock further potential in the company’s diverse brand portfolio to bolster long-term shareholder value and collaborative growth.
In conjunction with Oliveira’s installment, JAB has solidified its influence over JDE Peet’s by acquiring Mondelez’s minority shares for £1.8 billion, raising its overall stake to 68%. This move underlines JAB’s commitment to reinforcing its position within the beverage industry.
Rafael Oliveira’s leadership heralds a promising era for JDE Peet’s as it seeks renewed growth and innovation under strengthened ownership.
