JDE Peet’s hires ex-Kraft Heinz exec to lead coffee group

Dutch tea and coffee major JDE Peet’s has picked former Kraft Heinz executive Rafael Oliveira as its new CEO.

Oliveira, who will also become “stand-in executive director”, will lead the Amsterdam-based company from 1 November, a statement said today (21 October).

Joining the company is contingent on Oliveira receiving a work permit for the Netherlands, while “his formal appointment as executive director” is dependent on shareholder approval being granted at the group’s next AGM in June.

Oliveira’s experience includes a decade at Kraft Heinz in several executive positions, including president of international markets.

“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,” said Peter Harf, chairman of the JDE Peet’s board.

“With Rafa’s appointment, 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 whilst creating value for all stakeholders.”

In the statement, the Kenco instant coffee maker added it was “on track” to hit its 2024 growth targets.

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