JDE Peet’s, a global powerhouse in the coffee and tea industry, has cemented its dominance in Brazil with the successful acquisition of Maratá’s coffee and tea business from JAV Group. This strategic move, initially announced in July 2023, solidifies JDE Peet’s position as the world’s leading pure-play coffee and tea company by revenue.
Maratá, renowned for its iconic brands Café Maratá and Chá Maratá, has a strong foothold in the northern region of Brazil. This acquisition complements JDE Peet’s existing portfolio, which has been predominantly focused on the southern regions of the country. By integrating Maratá’s brands into its repertoire, JDE Peet’s aims to expand its national coverage and scale in Brazil, a market ripe with opportunities for both volume and value growth.
Fabien Simon, CEO of JDE Peet’s, expressed his enthusiasm about the acquisition, stating, “We are delighted to welcome Maratá’s coffee & tea organization 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.”
The acquisition is not only a testament to JDE Peet’s ambitious growth strategy but also highlights the company’s focus on long-term value creation through synergies in revenue and costs. With this strategic move, JDE Peet’s aims to capitalize on the immense potential of the Brazilian market and further solidify its position as a key player in the global coffee and tea industry.
José Augusto Vieira, founder of JAV Group, expressed his pride in the successful development of Maratá’s coffee and tea platform. He added, “I am very pleased that 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.”
The acquisition of Maratá’s business marks a significant milestone for JDE Peet’s, propelling the company into a new era of growth and expansion in the vibrant Brazilian market. With its strengthened portfolio and increased national coverage, JDE Peet’s is poised to continue its legacy of delivering exceptional coffee and tea experiences to consumers worldwide.
(Source: Fast Casual | Vending Market Watch | Global Coffee Report | FoodBev Media)
