7-Year Tea-Coffee Wedding in Istanbul Comes to an End
By Serkan Oral
Istanbul – August 6, 2025 (Qahwa World) – A symbolic chapter in Türkiye’s beverage industry has officially closed as Dutch coffee titan Jacobs Douwe Egberts (JDE) finalized the sale of its controlling stake in Ofçay to the Turkish conglomerate Efor Holding. This marks the end of a unique seven-year alliance between global coffee heritage and local tea tradition — a partnership once seen as a bold bridge between two beloved hot beverages.
The agreement was announced at a press conference held in Istanbul, where Efor Holding executives confirmed the full acquisition of Ofçay and its planned merger with Efor Çay, the group’s existing tea brand. The financial terms of the deal remain undisclosed due to a confidentiality agreement, but the implications are clear: JDE has now fully exited Türkiye’s tea market.
From a €75 Million Venture to a Strategic Exit
The so-called “tea-coffee wedding” began in 2018, when JDE — the global maker of brands like Jacobs, L’OR, Tassimo, and Douwe Egberts — acquired a 75% stake in Ofçay for €75 million ($86.8 million). Over the years, JDE invested an additional €70 million to modernize production, upgrade facilities, and expand Ofçay’s operational footprint.
The partnership aimed to blend JDE’s 265-year coffee expertise with Ofçay’s deep roots in Türkiye’s tea tradition. Yet, despite initial optimism and investment, JDE has now opted to realign its global portfolio, turning its focus away from tea to consolidate its core coffee operations.
Efor Holding Steps In: A National Brand with Global Ambitions
Ibrahim Akkuş, Chairman of Efor Holding, described the acquisition as a strategic milestone: “We are proud to represent Türkiye’s production power as a locally owned and nationally recognized brand. This move strengthens our position both at home and abroad.”
With the acquisition, Efor Holding plans to double production capacity and expand its tea processing area by 85%, positioning the merged Efor Çay-Ofçay operation as Türkiye’s third-largest tea producer by volume.
The group also has an eye on export markets. Efor Çay, currently shipping products to six countries including the Balkans, Russia, and Saudi Arabia, is set to scale its international presence with a broader product portfolio and upgraded distribution channels.
End of a Chapter for JDE Peet’s in Türkiye
For JDE, the sale is part of a larger streamlining strategy amid rising commodity costs and shifting priorities. The company is also considering further price hikes across its packaged coffee lines to mitigate the financial impact of green coffee prices, which have surged 28% year-over-year.
At its Capital Markets Day in July 2025, JDE Peet’s unveiled its “Reignite the Amazing” roadmap — targeting €500 million in savings by 2027 and focusing on three main brand pillars: Peet’s, L’OR, and Jacobs.
Conclusion: A Toast to the Past, and a Brew for the Future
The end of the tea-coffee partnership may symbolize a broader transformation in the global beverage landscape — one where companies are forced to sharpen focus amid economic headwinds and operational complexities.
Yet while Jacobs Douwe Egberts steps back, Efor Holding steps forward with a renewed commitment to Turkish tea. The “wedding” may be over, but the legacy it leaves behind is a rare fusion of international expertise and local pride — and its story will continue to steep in Türkiye’s evolving tea sector.
