Parent Company: Jacobs Douwe Egberts B.V.
Brand Value: US$ 765 Mil.
Headquarter City: Amsterdam
Year formed: 1753
Douwe Egberts – also known as DE – is a Dutch coffee brand with a heritage tracing back to 1753. Today their range encompasses ground roasts, instant coffee, coffee pads, and more. They’ve adapted to modern tastes by offering drinks like cappuccino and espresso at home and at Douwe Egberts cafés. A strong theme in DE’s history is loyalty: In 1924, the company became one of the first consumer goods brands to introduce a rewards system. Almost a century later, DE’s is the oldest still active saving system in the Netherlands; almost 70 percent of all households have saved their Douwe Egberts coffee seals. DE is also created one of the most successful ongoing campaigns in Dutch history: “Neighbors’ Day,” which since 2006 has been celebrated as a time for neighbors to get to know each other. Douwe Egberts strives to minimizing its footprint by having 100 percent recyclable or compostable packaging available by 2025. DE is also addressing priority issues in the supply chain, working towards 100 percent responsibly sourced coffee by 2025. The brand’s biggest shareholders are the Germany’s family- owned JAB Holding Company and Nasdaq-listed Mondelez International Inc. From December 2019 onwards, JAB merged Peet’s Coffee and Jacobs Douwe Egberts to create Jacbos Douwe Egberts Peet’s. In May 2020 the company was introduced at Euronext in Amsterdam.
Responsibility index: 114