Peet’s Coffee appoints Stuart Heflin as new President  

USA – Peet’s Coffee has appointed Stuart Heflin as its newPresident, marking a significant leadership transition for the California-based specialty coffee company. 

Heflin takes over from Eric Lauterbach, who stepped down after serving three-and-a-half years as President and CEO. 

During his time at Peet’s, Lauterbach played a key role in guiding the company through major structural shifts, including its move from private to public ownership during its acquisition by JAB and its subsequent return to public markets with the establishment of JDE Peet’s.  

Reflecting on his tenure, he said he was grateful for the opportunity to help build the brand into a US$1 billion company and looked forward to new personal and professional pursuits. 

Heflin joins Peet’s from Colorado-based food manufacturer Simply Good, where he served as General Manager of the Quest Nutrition division.  

In his new role, Heflin will oversee Peet’s global operations, including 250 company-owned stores in the United States and another 250 licensed locations across China, the UAE and Saudi Arabia.  

He will also manage the specialty coffee brands Stumptown Coffee and Intelligentsia Coffee, which were acquired by Peet’s in 2015. 

Lauterbach expressed confidence in his successor, noting Heflin’s experience leading purpose-driven brands and his ability to balance vision with operational focus. 

The leadership transition comes as Peet’s shifts toward a franchise-led growth model in the US. While most of the company’s domestic stores are currently company-owned and concentrated in California, Peet’s is now seeking franchise partners to expand across the eastern states.  

At the same time, the company is increasing its investment in consumer packaged goods, including ready-to-drink coffees, concentrates and instant products, as part of its broader retail strategy. 

These initiatives are aligned with JDE Peet’s “Reignite the Amazing” strategy, introduced in July 2025, which prioritizes growth in three areas: Peet’s, the French coffee brand L’OR and a group of heritage brands led by Jacobs.  

The strategy has taken on added importance as JDE Peet’s prepares for acquisition by Texas-based Keurig Dr Pepper in an US$18.2 billion deal. The combined entity is expected to significantly expand its focus on premium and high-margin coffee categories. 

Founded in 1966 in Berkeley, California, Peet’s Coffee continues to build on its legacy as a pioneer of US specialty coffee, now positioning itself for wider national and international expansion under Heflin’s leadership. 

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