Key takeaways
- Rafael Oliveira was previously the CEO of JDE Peet’s: where he has served since November 2024
- Oliveira leads a new coffee entity with around $16bn in annual sales
- Oliveira’s experience spans senior roles from Kraft Heinz to Goldman Sachs
It’s official: Keurig Dr Pepper has completed its $18bn acquisition of JDE Peet’s. It creates the world’s largest pure-play coffee company: with around $16bn in annual sales.
The new coffee entity features leading billion dollar brands such as Keurig, Jacobs, L’OR and Peet’s.
For the moment, Keurig Dr Pepper’s soft drink business - containing brands such as Dr Pepper, Canada Dry, and 7UP - remains part of the business: but will be spun off into a separate company after a transition period.
From The Kraft Heinz Company to coffee
Rafael Oliveira has become the lead of the coffee business as of yesterday, April 1.
He moves into the role from his position as executive director and CEO of JDE Peet’s.
Prior to joining JDE Peet’s, Oliveira held various roles at The Kraft Heinz Company: including executive vice president and president of international markets such as EMEA, APAC and LATAM.
He spent 10 years at Goldman Sachs Group: with leadership roles including executive director in the securities division in the UK; and executive director in the emerging markets division in Hong Kong.
With an International MBA from the University of Chicago, Oliveira began his career with Banco Icatu and Banco BBA-Creditanstalt in Brazil.
Driving the company forward
Oliveira’s expertise should put the new coffee company in a strong position moving forward, say analysts.
Oliveira had already been in the process in executing a multi-year plan at JDE Peet’s: and will be able to continue with his plans to streamline operations and prioritize the key brand platforms of Peet’s, L’OR and Jacobs.
JDE Peet’s achieved strong results in 2025 with organic sales up 15% and profit up 1% despite record high coffee inflation.
“Oliveira is an accomplished global CPG leader with a good track record at both JDE Peet’s and Kraft Heinz,” say analysts at TD Cowen.
“Keeping him in place provides important continuity during JDE Peet’s multi-year turnaround plans while also integrating the US focused Keurig coffee business.”