Mission Statement, Vision, & Core Values (2026) of JDE Peet's N.V.

Step into the world of JDE Peet's N.V., the world's leading pure-play coffee company operating in over 100 markets and serving roughly 4,400 cups of coffee per second, born from the merger of Jacobs Douwe Egberts and Peet's Coffee that unites nearly 300 years of coffee heritage; with total sales of €8.8 billion in 2024 and a global team of more than 21,000 employees, JDE Peet's pursues a mission to 'unleash the possibilities of coffee & tea to create a better future' and a vision of 'a coffee & tea for every cup,' backed by a diverse brand portfolio (Peet's, L'OR, Jacobs and nine local icons), a commitment to 100% responsibly sourced coffee and tea by 2025, and the July 2025-launch strategy 'Reignite the Amazing' that doubles down on brand-led growth and operational efficiency-read on to explore how its core values of Entrepreneurship, Solidarity, Simplicity, Discipline, Quality and Sustainability drive decisions across markets and cups.

JDE Peet's N.V. (JDEP.AS) - Intro

• Mission: To bring people together over the world's best coffee and tea, every day-through quality, accessibility and brand-led innovation.
• Vision: To be the most beloved coffee company globally, recognized for iconic brands, sustainable sourcing and superior consumer experiences.
• Core values:
  • Quality: Relentless focus on taste and consistency across formats.
  • Consumer-centricity: Data-driven insights and brand-led growth.
  • Sustainability: Responsible sourcing, reducing environmental footprint, and community impact.
  • Operational excellence: Efficiency, margin discipline and scalable capabilities.
  • Integrity: Ethical sourcing and transparent reporting.

• Sustainability commitments: sourcing targets, farmer partnerships, traceability and packaging reduction measures tied to measurable KPIs across the supply chain.
• Growth priorities under 'Reignite the Amazing': premiumization via Peet's and L'OR, margin recovery through cost transformation, and increased investment in digital and e-commerce capabilities.
• Investor relevance: scale in retail and out-of-home channels, predictable cash flows, and margin-accretive initiatives to support long-term value creation.

JDE Peet's N.V. (JDEP.AS) - Overview

• Core emphasis: using coffee & tea to connect people, enhance daily life, and open new consumer experiences across retail, out-of-home and e-commerce channels.
• Strategic orientation: rapid brand development, category expansion (ready-to-drink, specialty, single-serve), and acceleration in high-growth channels and markets.
• Sustainability focus: responsible sourcing, carbon and water footprint reduction, and farmer support programs to secure long-term supply and social license to operate.

• R&D & innovation: product pipeline and format diversification to meet changing consumption patterns (single-serve, capsules, RTD, specialty blends).
• Sustainability targets: commitments to traceability, certified sourcing, and reduction of emissions across scope 1-3.
• Community & farmer programs: financial and technical support initiatives to improve yields and livelihoods in origin countries.

• 'Reignite the Amazing': aligns brand revitalization, marketing intensity, and consumer innovation with mission-led growth.
• Channel-led growth: reallocating resources to faster-growing channels (e-commerce, out-of-home, RTD) to 'unleash possibilities' beyond traditional retail.
• Portfolio optimization: premiumization and premium-brand investment to capture higher-margin growth while preserving mass-market reach.

• Certified sourcing goals: expanding Rainforest Alliance/UTZ and similar certifications across key origin supply chains.
• Carbon & water management: targets to reduce greenhouse gas intensity and water use per ton of product; investments in energy efficiency across manufacturing sites.
• Farmer support: millions invested annually in agronomy training, resilience programs, and income-improvement initiatives for smallholder suppliers.

• People-first culture: employee development, health & safety standards, and diversity & inclusion initiatives intended to reflect the brand promise internally.
• Consumer-centricity: data-led marketing, loyalty and personalization to deepen engagement and create new daily moments of connection.
• Integrity & transparency: continuous reporting on progress toward sustainability goals and financial performance to stakeholders.

JDE Peet's N.V. (JDEP.AS) - Mission Statement

• The vision emphasizes inclusivity: products and formats for different cultures, occasions and price points.
• 'Every cup' signals both volume-driven distribution and a focus on reach - retail, out-of-home, and single-serve formats.
• Global brand architecture (Peet's, L'OR, Jacobs, Pickwick, Moccona, Douwe Egberts) supports the promise of choice and availability.
• Over recent years the vision has broadened to include sustainability targets (deforestation-free sourcing, farmer support, packaging circularity).

• Brand-driven execution: multi-brand strategy allows targeted offerings - premium (Peet's), single-serve and capsule innovation (L'OR), mainstream national brands (Jacobs, Douwe Egberts).
• Channel diversity: presence in retail, e-commerce, away-from-home (cafés, offices, foodservice) supports the 'every cup' promise across consumption occasions.
• Sustainability & traceability: farmer training, responsible sourcing programs and packaging initiatives are increasingly integral to fulfilling long-term vision goals.
• Innovation: product and format R&D (capsules, soluble coffee, tea blends) expand consumer choice and accessibility across price and convenience tiers.

JDE Peet's N.V. (JDEP.AS) - Vision Statement

• Global scale: distribution across 100+ markets with leading market positions in out-of-home and retail segments.
• Brand portfolio: premium and mainstream portfolios spanning roast & ground, single-serve, instant, and ready-to-drink categories.
• Sustainability by design: ambitious sourcing, packaging and emissions targets tied to 2025 and beyond.

• Entrepreneurship: Encouraging agility and innovation to seize new opportunities.
• Solidarity: Building trust and unity through collaboration and shared interests.
• Simplicity: Choosing straightforward paths to achieve desired outcomes.
• Discipline: Staying focused on what matters and executing tasks effectively.
• Quality: Committing to excellence in all products and services offered.
• Sustainability: Aiming for 100% responsibly sourced coffee and tea by 2025.

• Entrepreneurship - Accelerated NPD pipeline and flexible go-to-market pilots (single-serve formats, ready-to-drink launches).
• Solidarity - Global employee engagement programs and supplier partnerships to improve farmer incomes and traceability.
• Simplicity - SKU rationalization and route-to-market simplification to improve margins and reduce waste.
• Discipline - Cost and capital allocation framework that prioritizes high-return brand investments and deleveraging.
• Quality - Continuous sensory and quality control standards across roasting, blending and packaging sites.
• Sustainability - Direct farmer programs, certified sourcing and packaging innovation to hit the 2025 responsible sourcing target.