JDE Peet’s announced Rafael 'Rafa' Oliveira as chief executive officer and stand-in executive director. His appointment is expected to take effect on November 1.
Rafa Oliveira brings extensive global leadership experience with fast-moving consumer goods to JDE Peet’s, most recently serving as executive vice president and president of international markets at Kraft Heinz Co., among other roles during his 10-year tenure. Before Kraft Heinz, Oliveira spent 10 years at Goldman Sachs Group in several senior leadership positions. Hebegan his career in Brazil in the Equity Research divisions at Banco Icatu and Banco BBA-Creditanstalt. He earned an international MBA from the University of Chicago and a bachelor’s degree in economics from Pontifícia Universidade Católica de São Paulo, Brazil.
“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 are 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.”
Rafa Oliveira will be based in Amsterdam. His 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 in June 2025.
“It is truly my honor to take the helm of this storied company,” added Rafa 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."
