Maratá’s widely distributed portfolio of coffee and tea brands will add significant value to JDE Peet’s existing operations in Brazil
JDE Peet’s sees compelling prospects for both volume and value growth in Brazil | Photo credit: JDE Peet’s
JDE Peet’s has completed its acquisition of Brazilian coffee and tea business Maratá’s from José Augosto Viera (JAV) Group for an undisclosed sum.
Amsterdam-based JDE Peet’s said the transaction, first announced in July 2023, will increase its scale and national coverage in Brazil, where it sees compelling prospects for both volume and value growth alongside attractive revenue and cost synergies.
Maratá’s has a strong presence in northern Brazil through its widely distributed Café Maratá coffee and Chá Maratá tea retail brands and operates two manufacturing plants employing approximately 1,200 staff. Its retail packaged coffee and tea portfolio also includes the Café Puro and Chá Castellari brands.
“We are delighted to welcome Maratá’s coffee and tea organisation to JDE Peet’s. Maratá’s portfolio and geographical presence are highly complementary to our existing franchise in Brazil. Together, we will serve more cups across a full range of price points and product offerings while expanding our regional presence in Brazil, one of the world’s largest coffee markets,” said Fabien Simon, CEO, JDE Peet’s.
Alongside food and beverages, Brazilian conglomerate JAV Group also has interests in the agribusiness, packaging and exports industries. The group, managed by the Vieira Family for more than 50 years, will continue to operate its juice, soft drink, seasoning and condiment businesses.
JDE Peet’s was formed in 2019 after Luxembourg-based conglomerate JAB Holding Company merged its Jacobs Douwe Egberts (JDE) and Peet’s Coffee businesses, later launching a successful IPO in late 2020. The group manages a portfolio of more than 50 coffee and tea brands, including L’OR, Peet’s, Jacobs, Senseo, Tassimo and Douwe Egberts, and is currently present in over 100 markets.
In Brazil, JDE Peet’s distributes the Caboclo, Café do Ponto, Café Pelé, Damasco, Moka, Pilão and Seleto coffee brands and has production facilities in São Paulo, Minas Gerais and Bahia.