How Rafa Oliveira Turned Around JDE Peet’s

Heineken appointed a new CEO. It is Rafael Oliveira’s and this episode examines JDE Peet’s turnaround under his leadership as a case study in modern FMCG revenue management. Facing severe coffee inflation, Oliveira shifted the business away from promotional dependency, range proliferation and volume chasing, toward disciplined pricing, portfolio pruning, stronger brands and local price-pack architecture. The headline profit improvement looked modest, but the source of business P&L shows a spectacular clean-up of subsidisation, stockpiling and cannibalisation. The lesson for FMCG leaders is clear: value comes from defending profitable baseline demand and investing only in truly incremental growth, not merely protecting reported sales volumes during inflationary pressure and channel volatility.FMCG Weekly - News and trends curated by Accuris, the leading independent consultancy for revenue growth management