JDE Peet's says it is in 'ongoing dialogue' with Everest over coffee prices

JDE Peets NV

03/07/2025 12:40

By Anna Peverieri and Jakob Van Calster

July 3 (Reuters) - JDE Peet's JDEP.AS is in "ongoing dialogue" with Everest, a supermarket purchasing group, it said on Thursday, after De Telegraaf reported that Dutch supermarkets Jumbo and Picnic had stopped ordering its Douwe Egberts coffee brand.

The De Telegraaf report said that Douwe Egberts would become more than 30% to 40% more expensive compared to a year earlier if it agreed to price increases that JDE Peet's was advising its customers to implement.

In response to the report, JDE Peet's said, "The prices at which we sell our products to our customers are fair and reasonable given current conditions, reflecting high green coffee prices."

A spokesperson of online supermarket Picnic said in an emailed statement that the company had already raised prices earlier this year citing high bean costs, which have since declined.

Everest, a purchasing alliance that helps retailers negotiate supply deals with companies such as JDE Peet's, did not immediately respond to Reuters' request for comment.

"We do not comment on the content of discussions with our suppliers," Jumbo said in an emailed statement.

Kepler Chevreux analyst Jon Cox said he was "not surprised" by the reaction from retailers, noting that he might expect "the push back (to be) more aggressive than would normally be expected" given the combination of hefty past increases and falling coffee futures.

Alexander Sterk, CEO of commodity bureau Vesper, also pointed to falling coffee futures and said the risk of a future price spike was "very, very minimal", as a strong 2026 harvest seems increasingly likely with favourable weather conditions in key regions in Central America and Brasil.

 (Reporting by Jakob Van Calster and Anna Peverieri in Gdansk, editing by Matt Scuffham and Milla Nissi-Prussak)

 ((jakob.vancalster@thomsonreuters.com;
Anna.peverieri@thomsonreuters.com))