Pure-play coffee company JDE Peet’s has released its future growth strategy, outlining its roadmap to drive performance growth and consolidate its long-term and sustainable future.
The company’s Reignite the Amazing strategy, announced on 1 July, focuses on sustainable value creation amid serving approximately 4,400 cups of coffee per second in more than 100 markets.
The new sustainable strategy highlights three Big Bets: Peet’s, L’OR and 10 local icons led by Jacobs. The brands were selected because of their ability to meet both current and emerging consumer needs, driving long-term growth, and market relevance.
“JDE Peet’s is a fantastic company with strong foundations,” says Rafa Oliveira, CEO of JDE Peet’s. “As the world’s largest pure-play coffee company, we are uniquely positioned to capture the long-term opportunities this resilient and vibrant coffee category offers.”
The new strategy is said to provide a clear framework to unlock sustainable, profitable growth and drive strong cash generation by combining the scale and expertise of an industry leader with agility, creativity and the innovative mindset of a startup.
“Led by our strong, iconic brands and backed by our challenger mindset, and enhanced capabilities, we will be laser-focused on executing with excellence, delivering sustained, long-term value for our stakeholders and generating shareholder returns that are top-tier among CPG companies,” says Oliveira.
As part of the strategy, the brand aims to save €500 million, with more than 50 per cent of savings to be achieved by the end of 2027. The savings will be split between reinvestments for growth and profit expansion.
JDE Peet’s portfolio of brands includes L’OR, Peet’s Coffee, Jacobs, Douwe Egberts, Kenco, Pilao, OldTown, Super, and Moccona. In 2024, it reported a total sales of €8.8 billion (US$10.35 million) and employed a global workforce of more than 21,000 employees.
To learn more, click here.
