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Global beverage brand JDE Peet’s has appointed Rafael (Rafa) Oliveira as CEO and stand-in Executive Director.
Oliveira’s appointment follows a search process that the Board began in April 2024 and is expected to take effect on 1 November 2024. He brings extensive global FMCG leadership experience to JDE Peet’s, including 10 years at the Kraft Heinz Company, where he drove growth, innovation, and sustainability initiatives, and developed business leaders while serving in various executive roles.
“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,” says 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.”
As he will be based in Amsterdam, Oliveira’s appointment as CEO is subject to receipt of his work permit in the Netherlands, and his formal appointment as Executive Director is subject to shareholder approval at the company’s next Annual General Meeting of Shareholders on 19 June 2025.
“It is truly my honour to take the helm of this storied company,” says Oliveira.
“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.”
Harf and the Board also thanked Scott Gray for leading the company with excellence as interim CEO alongside his responsibilities as CFO, pending the appointment of a permanent CEO.
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