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JDE Peet’s to acquire Brazilian coffee and tea business Maratá

The JAB Holding-backed coffee and tea group says the move will complement its existing business in the South American country, which has ‘been building strong momentum’ in recent years 

JDE Peet’s is boosting its presence in the ‘attractive’ Brazilian retail packaged coffee market | Photo credit: JDE Peet’s 

JDE Peet’s has announced an agreement to acquire Maratá’s coffee & tea business in Brazil from JAV Group for an undisclosed sum. 

The transaction, which is expected to close in 2024, includes the Café Maratá and Chá Maratá retail packaged coffee and tea brands, as well as Maratá’s two manufacturing plants in northern Brazil. Maratá’s currently employs approximately 1,200 staff. 

Amsterdam-based JDE Peet’s said the acquisition will increase its scale and national coverage in Brazil, where it currently has production facilities in São Paulo, Minas Gerais and Bahia. The transaction will add to its current packaged retail coffee range in the South American country, where it distributes the Caboclo, Café do Ponto, Café Pelé, Damasco, Moka, Pilão and Seleto coffee brands. 

“Over the last three years, we have been focused on transforming JDE Peet’s into a faster growing, correctly invested, and more sustainable company. We are now ready to take the next step and continue our disciplined path of geographical expansion and diversification. I am therefore very pleased with the opportunity to buy Maratá’s well-run coffee and tea platform in Brazil, an attractive market we know well and where we have successfully made acquisitions in the past,” said Fabien Simon, CEO of JDE Peet’s. 

“Following completion, this acquisition will represent a highly complementary proposition to our existing business in Brazil, which has been building strong momentum in recent years, allowing us to serve more cups across a full range of price points and product offerings while expanding our regional presence in Brazil,” he added. 

JDE Peet’s was formed in 2019 after Luxembourg-based conglomerate JAB Holding merged its Jacobs Douwe Egberts (JDE) and Peet’s Coffee businesses, later launching a successful IPO in late 2020. 

The deal to acquire Maratá’s comes hot on the heels of Keurig Dr Pepper (KDP), which also sits within JAB’s coffee investment portfolio, taking a minority stake in US specialty coffee roaster and café group, La Colombe Coffee Roasters. 

JDE Peet’s also acquired Australian specialty coffee roaster Campos Coffee in 2021.  

Reporting on the 12 months ended 31 December 2022, JDE Peet’s achieved 16% sales growth to reach €8.2bn ($8.7bn)

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