{"id":150484,"date":"2026-06-23T10:03:17","date_gmt":"2026-06-23T08:03:17","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=150484"},"modified":"2026-06-23T10:03:19","modified_gmt":"2026-06-23T08:03:19","slug":"koffieman-jde-peets-gaat-heineken-leiden","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/koffieman-jde-peets-gaat-heineken-leiden\/","title":{"rendered":"Koffieman JDE Peet&#8217;s gaat Heineken leiden"},"content":{"rendered":"\n<p><strong>Heineken <\/strong>draagt Rafael \u2018Rafa\u2019 Oliveira voor als CEO en voorzitter van de raad van bestuur. De nieuwe topman komt oer van koffie- en theereus <strong>JDE Peet&#8217;s<\/strong>, en markeert dus een breuk met de langlopende traditie om interne kandidaten te benoemen bij de brouwerijreus.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ervaring bij JDE Peet\u2019s en Kraft Heinz<\/h2>\n\n\n\n<p>Oliveira trad in november 2024 aan als CEO van JDE Peet\u2019s. Onder zijn leiding kwam de overnamedeal met <strong>Keurig Dr Pepper<\/strong> tot stand. Nu is het de bedoeling om alle koffieactiviteiten samen te voegen in een nieuw beursgenoteerd koffiebedrijf, waarvan <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/keurig-dr-pepper-rondt-overname-jde-peets-af-en-benoemt-ceo\/\">Oliveira oorspronkelijk aan het hoofd zou komen te staan<\/a>. Toch kiest hij nu voor Heineken. <\/p>\n\n\n\n<p>Voor zijn periode bij JDE Peet\u2019s werkte Oliveira tien jaar bij <strong>Kraft Heinz<\/strong>, waar hij opklom tot President International Markets. In die functie was hij verantwoordelijk voor een portefeuille van meer dan 7 miljard dollar in Europa, Afrika, Azi\u00eb-Pacific en Latijns-Amerika. Eerder werkte hij ook bij zakenbank <strong>Goldman Sachs<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"> Eerste niet-Europeaan<\/h2>\n\n\n\n<p>De Braziliaanse topman moet op 1 oktober 2026 aantreden, op voorwaarde dat de aandeelhouders zijn benoeming goedkeuren tijdens een buitengewone aandeelhoudersvergadering op 5 augustus 2026. Wellicht wordt dat geen probleem, want grote aandeelhouders <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/heineken-zoekt-frisse-blik-aandeelhouders-dringen-aan-op-externe-ceo\/\">vroegen al expliciet om een externe kandidaat<\/a> aan te stellen als nieuwe bestuursvoorzitter.<\/p>\n\n\n\n<p>Oliveira wordt bovendien de eerste niet-Europeaan aan het hoofd van Heineken in de 87-jarige beursgeschiedenis van het concern. Zijn voorganger Dolf van den Brink werkte al meer dan twintig jaar bij Heineken voordat hij in 2020 CEO werd. Zijn vertrek, aangekondigd in januari en effectief sinds eind mei, leidde tot een maandenlange zoektocht naar een opvolger.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&#8220;Vooruitziende leider&#8221;<\/h2>\n\n\n\n<p>Heineken benadrukt dat Oliveira\u2019s internationale ervaring in consumentengoederen, zijn kennis van kapitaalmarkten en zijn ervaring met complexe transformaties goed aansluiten bij de uitdagingen van de brouwer. President-commissaris Peter Wennink noemt hem \u201ceen dynamische, vooruitziende leider met een uitzonderlijk trackrecord\u201d en benadrukt zijn vermogen om strategie te vertalen naar duidelijke prioriteiten en gedisciplineerde uitvoering.<\/p>\n\n\n\n<p>Ook Charlene de Carvalho-Heineken, grootaandeelhouder en erfgename van de Heineken-familie, steunt de nominatie. Volgens haar beschikt Oliveira over de strategische visie, people leadership en uitvoeringskracht die nodig zijn voor de volgende fase van Heineken.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Heineken draagt Rafael \u2018Rafa\u2019 Oliveira voor als CEO en voorzitter van de raad van bestuur. De nieuwe topman komt oer van koffie- en theereus JDE Peet&#8217;s, en markeert dus een breuk met de langlopende traditie om interne kandidaten te benoemen bij de brouwerijreus.<\/p>\n","protected":false},"author":5,"featured_media":129224,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[130,747],"topic":[478],"region":[113],"class_list":["post-150484","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-heineken","company-jde-peets","topic-managementwissel","region-nederland"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Koffieman JDE Peet&#039;s gaat Heineken leiden - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Heineken draagt Rafael Oliveira voor als CEO en voorzitter van de raad van bestuur. 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