BRAZIL – JDE Peet’s, an American-Dutch company that owns beverage brands, mostly of coffee, tea and hot chocolate, has successfully finalized the acquisition of Maratá, a Brazilian coffee and tea business, from JAV Group.
The undisclosed cash transaction, first revealed on July 24, 2023, marks a strategic move for JDE Peet’s to strengthen its position in the Brazilian market.
Maratá, with its widely distributed Café Maratá coffee and Chá Maratá tea retail brands, has a robust presence in northern Brazil. Maratá’s operates two manufacturing plants and employs around 1,200 staff, with its retail portfolio also including the Café Puro and Chá Castellari brands.
JDE Peet’s sees the acquisition as an opportunity to enhance its scale and national coverage in Brazil. The company anticipates significant growth in both volume and value, along with appealing revenue and cost synergies.
Fabien Simon, CEO of JDE, expressed enthusiasm, stating, “Maratá’s portfolio and geographical presence are highly complementary to our existing franchise in Brazil.”
The integration aims to serve a broader customer base with a diverse range of price points and product offerings. Simon highlighted the expansion of the regional presence in Brazil, emphasizing its significance as one of the world’s largest coffee markets.
JAV Group, the Brazilian conglomerate divesting Maratá, will maintain interests in agribusiness, packaging, and exports. The group, managed by the Vieira Family for over 50 years, will continue its operations in juice, soft drinks, seasoning, and condiments.
José Augusto Vieira, founder of JAV Group, expressed pride in the coffee and tea platform built over the years. He voiced satisfaction with the decision to join forces with JDE Peet’s, securing the long-term development and success of the business.
Vieira stated, “By joining JDE Peet’s, the world’s leading pure-play coffee & tea company, we have secured the long-term development and success of this great business.”
With a presence in over 100 markets, JDE Peet’s boasts a portfolio of more than 50 brands, including L’OR, Peet’s, Jacobs, Senseo, and Douwe Egberts.
In 2022, the company generated total sales of EUR 8.2 billion, employing a global workforce exceeding 20,000 employees.
Meanwhile, the American-Dutch company through its business in the UK is set to roll out paper refill packs for its instant brands in the UK.
According to the Coffee giant, the packs were made from more than 85 percent paper and could be put in home recycling bins.
JDE Peet’s also added that the packs had been specially designed to keep coffee fresh for 15 months, claiming the packs had 97 percent less packaging than a standard 200g glass jar.
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