JDE Peet’s appoints Rafael Oliveira as new chief executive

Leading pure-play coffee and tea company JDE Peet’s on Monday announced the appointment of Rafael (Rafa) Oliveira as chief executive and stand-in executive director.

Oliveira, a Brazilian national who has also worked and lived in the UK, Australia, and Hong Kong, brings extensive global FMCG leadership experience to JDE Peet’s. He joins from The Kraft Heinz Company, where he served in various executive roles, most recently as EVP and president, International Markets (EMEA, APAC, and LATAM).

“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 board of JDE Peet’s.

“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.”

During his 10 years at Kraft Heinz, Oliveira also served as EVP and president, UK, Europe, Middle East, Russia, and Africa, and previously, managing director for Australia, New Zealand and Papua New Guinea.

Prior to Kraft Heinz, he spent 10 years at Goldman Sachs Group, holding a variety of senior leadership positions, including as an executive director in the securities division in the UK and the emerging markets division in Hong Kong.

“It is truly my honour to take the helm of this storied company,” Oliveira said. “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. I am excited to collaborate with the talented team and people at JDE Peet’s, who have built a remarkable company poised for profitable growth.”

Oliveira’s appointment is expected to take effect on 1 November. he will be based in Amsterdam, and his formal appointment as executive director is subject to shareholder approval at the company’s next annual general meeting on 19 June 2025.

JDE Peet’s reaffirmed that, considering its performance in the first nine months, the company is on track to achieve its 2024 outlook.