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03/01/2018 - 07:00hs
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JDE Brasil in talks to break into Jordan, Lebanon

The company owns some of Brazil’s best-known coffee brands, like Pilão and Café do Ponto. Its Brazilian unit ships product to ten different countries and is about to start selling to the Arab market.



Press Release

Maurino is working to bring Brazilian coffee to Arab countries

São Paulo – JDE Brasil, which owns some of Brazil’s major coffee brands, is in talks to ship product to Jordan and Lebanon. Established in 1998, JDE Brasil is the Brazilian arm of the Netherlands’ Jacobs Douwe Egberts (JDE). This will be the first time any of JDE’s brands gets exported to Arab countries.

“The goal is to bring the quality of Brazilian coffee to other countries, with strong, traditional brands like Pilão, Caboclo and Café do Ponto,” JDE Brasil Sales director André Maurino told ANBA via email. The company made a one-off sale in 2010 to Iran, which is not an Arab country.

In the Arab market, the coffee will be sold to end consumers in the same packages as in Brazil. JDE owns Brazilian brands Pilão, Café do Ponto, Damasco, Caboclo and Café Pelé, in addition to locally distributing global brands such as L’OR and Senseo. The company’s catalog is comprehensive, including roast and ground coffee, pods, soluble, raw and cappuccino.

Maurino said the chance to sell to Arab countries came as Arabs visited Brazil and learned of JDE’s products. “They enjoyed the quality, flavor and aroma,” he says. The company operates via distributors and partners.

In 2017, JDE became a member of the Arab Brazilian Chamber of Commerce. “We got invited to join the Arab Chamber, which is in line with the company’s expectations, so we followed through with our partnership by becoming members,” he said. JDE Brasil expects to keep doing business in Arab countries throughout 2018, as well as to branch out into new markets, according to Maurino.

JDE Brasil accounts for much of roast and ground coffee exports from Brazil. In 2016, according to the Brazilian Coffee Exporters Council (Cecafé) 38% of all coffee shipped abroad from Brazil was JDE’s. According to the company, by November 2017, that rate had remained the same. JDE Brasil sells to over ten different countries, and its biggest buyers are the United States and Japan.

Parent company JDE sells coffee in 120-plus countries in Europe, Latin America and the Asia-Pacific, and it ranks first or second in 28 countries. Its global brands include Jacobs, Tassimo, Moccona, Senseo, L’OR, Douwe Egberts, Kenco, Pilão and Gevalia. Its slogan is “A coffee for every cup.”

Quick facts

JDE Brasil
Website: https://www.jacobsdouweegberts.com/
Phone: + 55 11 3957 7300

*Translated by Gabriel Pomerancblum

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