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JAB Holding Company is a privately held group focused on long term investments in companies with premium brands, attractive growth and strong cash flow dynamics.

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About JAB

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JAB Holding Company is a privately held global investment company focused on consumer goods and services.

In 2012, JAB Holding Company was formed as a partner led investment firm, with $9bn equity placed under one holding company.

JAB Holding Company and JAB Consumer Partners, including co-investors, are together referred to as "JAB" and are now responsible for managing total capital in excess of $50bn.

JAB is focused on long-term value creation by investing in companies with premium brands, attractive growth and strong cash flow, and has controlling and anchor stakes in companies across the following five Investment Platforms:

  • Coffee & Beverages
  • Fast-Casual Restaurants
  • Petcare
  • Beauty and Luxury
  • Indulgence

JAB has investment offices in Washington D.C., London, Amsterdam, São Paulo, Luxembourg and Mannheim. JAB employs approximately 50 professionals, including 11 partners, who have extensive industry and investment experience.


Our Heritage


The history of JAB dates back to the early 19th Century, when predecessors of the Reimann family established Benckiser, a chemical and industrial manufacturing company based in Germany.

During the early part of the 20th century, Benckiser was a small to medium sized business, primarily a supplier to the food industry, and its main products included processed cheese, salts for blood treatment, supplements for baby food, and chemicals to soften water.

In the 1980s the company expanded as it acquired and integrated its European and North American household products business and cosmetics companies, before spinning off cosmetics into Coty Inc. in 1996. In 1999, it merged Benckiser with Reckitt & Colman to form the consumer goods business Reckitt Benckiser.

In 2012, JAB Holding Company was formed as a partner-led investment firm, with the consolidation of all business assets, and its portfolio has expanded to the present day.

For more background on the history of Benckiser from the 1920s to the 1940s, please visit the ALFRED LANDECKER FOUNDATION website.

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Our Team

JAB is overseen by its three Managing Partners, Peter Harf as our Chairman, Olivier Goudet as our CEO and Joachim Creus as our Vice Chairman, together with nine other partners and senior partners, and our Chief Financial Officer.

Olivier Goudet

Managing Partner, CEO

Mr Goudet joined JAB as CEO and Managing Partner in 2012. Mr Goudet is the key architect of and leads JAB's Investment Platform strategy for all areas of the Group and has led $40bn+ increase in managed capital in the last nine years. He is currently the Chairman of Krispy Kreme, JDE Peet's, and Pret a Manger and is a member of the Board of Directors of several other portfolio companies including Keurig Dr Pepper, Coty, NVA and Panera. Previously, he spent 20 years at Mars, where he was EVP and CFO, and was also previously the Chairman of Anheuser-Busch InBev.

Peter Harf

Managing Partner, Chairman

Mr Harf joined JAB in 1981 and is the visionary and founder of the current JAB investment firm structure created in 2012. Over the past 40 years he has overseen JAB as managed capital has grown from $100 million to over $50 billion. Mr Harf has been CEO and Chairman of several of JAB's portfolio companies, and is currently the Chairman of Coty and a member of the Board of Directors of JDE Peet's and Keurig Dr Pepper. He is also the Founder of Delete Blood Cancer ('DKMS'), a global cancer fighting organization which has over 10m donors registered. Mr Harf has previously been Chairman of Anheuser-Busch InBev and a Board member of Burger King.

Joachim Creus

Managing Partner, Vice Chairman

Mr. Creus joined JAB in 2010 and has played a critical role in building it into a global investment firm. He has been at the center of JAB’s major investments and expansion intiatives, including all of its platform acquistions and the creation of JAB Consumer Partners. A lawyer by training, he has over 20 years of experience in M&A, complex cross border legal & tax matters, and equity and debt financing. Mr. Creus serves as a Director for many JAB companies, including JDE Peet’s and Coty. Prior to joining JAB, Joachim held senior legal & tax positions at Siemens, Rodl & Partner and at Tiberghien Lawyers.

David Bell

Senior Partner

Mr Bell is in his 10th year at JAB, having joined in 2012. Over the past nine years he has led all of JAB's major portfolio transactions. He has over 25 years of investment, oversight and business strategy experience, which includes spending four years at Mars driving Corporate Strategy and M&A, and eight years in the Consumer Investment Banking Group at Goldman Sachs.

Ricardo Rittes

Senior Partner

Mr Rittes joined JAB in 2019. He brings 20+ years of financial risk management and capital markets experience and started his career as an investment banker in London, NY and Latin America. Subsequently, he spent 14 years as part of a small leadership team building AB InBev (NY, Brussels and Latin America). In that capacity, he has partnered with rating agencies and financial institutions across the world as the Finance VP responsible for cash flow integration, banking relationship and treasury where he, among others, executed $75+ billion financings. He also served as CFO of Ambev, a NYSE listed company, and led its successful expansion in Central America.

Trevor Ashley


Mr. Ashley joined JAB in 2016 and has been a leader in many of JAB’s important investments including in Petcare and Coffee & Beverages. He brings almost 20 years of M&A experience in the consumer sector, where he began his career in consumer investment banking at Piper Jaffray & Co. followed by ten years in consumer private equity at Rosewood Capital and Glenbrook Consumer Partners.

Patricia Capel


Ms Capel joined JAB in 2021 following 25 years at AB InBev and Ambev, where she most recently led the commercial operations in Chile, Bolivia and Paraguay. She has extensive global experience including in the United States, Russia, Latin America, Belgium and Canada, and held numerous roles including as VP of Global People, and was a member of the ABI Global Diversity & Inclusion Council. Ms Capel has also worked at PWC and Cargill Agricola.

Frank Engelen


Mr Engelen joined JAB in 2020. Previously, he was a partner at PwC for more than 15 years, of which five years were as a member of the Management Board of PwC Netherlands and two years as a member of the Executive Board of PwC Europe. He has almost 25 years of experience in international tax, business restructurings and M&A. After having obtained his PhD at the Erasmus University Rotterdam, he was appointed Professor of International Tax Law at Leiden University in 2005.

Luuk Hoogeveen

Chief Financial Officer

Mr Hoogeveen joined JAB in 2019 as a principal and was promoted to Chief Financial Officer in 2021. He brings 15+ years of finance expertise including in the area of finance transformations, capital market transactions, internal & external financial reporting, and risk management. Prior to JAB he held senior finance positions at JDE and PwC.

Konrad Meyer


Mr Meyer joined JAB in 2018 as principal and was promoted to partner in 2020. He brings 15+ years of industry and investment expertise and previously held a position as Investment Director at Waterland Private Equity and as interim CFO at Pret a Manger.

Lubomira Rochet


Ms Rochet joined JAB in 2021. She previously spent seven years as Chief Digital Officer and member of the Executive Committee at L'Oréal. There, she led the beauty giant's marketing and commercial pivot to a digital-first company. She is a recognized leader in digital business transformation, with extensive global experience across multiple industries. Ms Rochet has also held senior roles at Microsoft and Valtech, a digital marketing agency.

Jacek Szarzynski


Mr Szarzynski joined JAB in 2019. Prior to Joining JAB, Mr Szarzynski held various senior Finance, Demand and Supply positions in his 20+ years at Mars. During his career he consistently achieved above market growth while also delivering significant margin improvement and is currently translating this experience to the fast-casual restaurant investment platform. He has a strong passion for ESG and is an inspiring leader who engages teams to only deliver the best results.

Justine Tan


Ms Tan, CFA, joined JAB in 2020 as a partner. She has more than 20 years of international experience in investing, banking and operations, having lived in and covered key markets in North America, Europe and Asia across a range of transaction types and businesses including in the consumer retail, real estate, services and industrial sectors. Prior to JAB, she was a founding member of Temasek USA and an investment banker at Goldman Sachs.


Our Investments

We believe sustainable long-term value creation is built through partnerships and a clear focus on shared values and benefits. Our investment philosophy to achieve a long-term compounding return is based on the following three pillars:

investment philosophy

With our almost 200 years of heritage, JAB has centered its investment philosophy around building Investment Platforms recognizing it as a unique, distinctive and critical part of longterm success.

The unique Platform Investing approach has a solid foundation, based on the following three goals:


Investment Platforms

JAB is focused on long-term value creation by investing in companies with premium brands, attractive growth and strong cash flow dynamics, and has controlling and anchor stakes in companies across the following five categories within the consumer goods and services industry.

beverages icon

Coffee & Beverages

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restaurants icon

Fast-Casual Restaurants

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Beauty & Luxury

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indulgence icon


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Contact Details

JAB Holding Company S.à.r.l.
4, Rue Jean Monnet
L-2180 Luxembourg
Grand Duchy of Luxembourg

(Bond Issuer)
JAB Holdings B.V.
Piet Heinkade 55
1019 GM Amsterdam
The Netherlands

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