Owner of Pilão and L’Or buys Maratá, 4th largest in the sector – 01/05/2024 – Café na Prensa
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JDE, a company that has brands such as Pilão and L’Or in its portfolio, announced this Friday (5) that it has completed the acquisition of the coffee and tea assets of the JAV group, which includes the Maratá coffee lines, with a strong presence especially in the North and Northeast of Brazil.
The purchase intention had been announced on July 24 last year, but was pending approval by Cade (Administrative Council for Economic Defense).
The acquisition gives strength to JDE, vice-leader in the sector, in competition with the 3corações group — owner of the 3 Corações label and more than 30 smaller brands —, which continues to be the largest company in the Brazilian market.
Maratá is the fourth largest in the sector, according to Abic (Brazilian Coffee Industry Association), also behind Melitta.
The purchase, whose values were not disclosed, should boost the Dutch company in the Northeast of Brazil, where Maratá has a significant share of a market dominated by Santa Clara, a label from the 3corações group.
In a statement, JDE, which already has a large presence in the South and Southeast, says that the acquisition increases “the company’s scale and coverage in the national territory”.
In addition to Maratá, the JAV group from Sergipe has in its portfolio of coffees and teas the brands Café Puro, Chá Maratá and Chá Castellari. The company will maintain its presence in the other food segments in which it operates, such as juices and chocolate drinks.
JDE (Jacobs Douwe Egberts) is a subsidiary of JDE Peet’s, a multinational specialized in coffee and tea based in the Netherlands. In Brazil, it owns brands such as Pilão, L’Or, Caboclo and Café Pelé, among others.
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