Owner of Pilão buys Maratá; Orfeu launches BRL 190 coffee – 07/24/2023 – Café na Prensa

JDE, a company that has brands such as Pilão and L’Or in its portfolio, announced this Monday (24) its intention to purchase the coffee and tea assets of the JAV group, which includes the Maratá coffee lines, with a strong presence especially in the northeastern market.

The values ​​were not disclosed, but the acquisition, which still depends on the approval of the regulatory authorities, is one of the largest in the sector and could make JDE the leader in the coffee market in Brazil.

According to data from Abic (Brazilian Coffee Industry Association), JDE is currently the second largest company, behind only 3 Corações. Melitta occupies the third place and Maratá is the fourth largest.

In addition to Maratá, the Sergipe group JAV 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 company specializing in coffee and tea based in the Netherlands. In Brazil, it owns brands such as Pilão, L’Or, Caboclo and Café Pelé, among others.

ORFEU LAUNCHES COFFEE IN POMPOUS PACKAGING FOR BRL 190

This month, Orfeu launched a microlot of coffee that was awarded in the Aroma contest by BSCA (Brazilian Specialty Coffee Association), an entity that represents the specialty coffee sector in Brazil.

The beans were grown on the company’s own farm, in the south of Minas Gerais, and have notes of citrus fruits, such as orange, lemon and tangerine, and sweet notes, such as rapadura and molasses.

The microlot hits the market with a pompous presentation. The 330 grams of coffee beans come in a glass bottle, sealed with a stopper and inside a fabric bottle holder with a leather handle.

According to the company, only 500 units will be sold, all numbered. The coffee costs R$190.00 and is only available at the brand’s own e-commerce or at Casa Santa Luzia, a supermarket located in the Jardins district, in São Paulo.

To understand what a special coffee is and how it differs from traditional coffee, check out the image gallery below.

STREET BOOKSTORE IN SP PROMOTES COFFEE WORKSHOPS

Livraria Ponta de Tecla, located in the neighborhood of Santa Cecília, in the central region of São Paulo, promotes a series of workshops on coffee with baristas Rebecca Nogueira, from Um Bom Café, and Natália Braga, from Fazenda Recanto.

In the first meeting, next Saturday (29), the specialists will teach four fundamental steps for a good cup in any method.

For those who want to go deeper into the subject, there will be a new class in August, in which the duo should offer more details on coffee parameters and teach how to achieve an ideal recipe.

The two workshops cost R$120 and R$140, respectively. They have already sold out, but new classes should open soon. More information at

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