JAB Holding Company
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Luxembourg-based investment firm controlling Panera Bread, Peet’s Coffee, Caribou Coffee, Krispy Kreme, and others; portfolio brands consistently run LGBTQ Pride campaigns; rated as ‘very-bad’ by Progressive Shopper.
Summary
JAB Holding Company is a European investment firm controlled by the Reimann family that owns a portfolio of consumer food and beverage brands including Panera Bread, Peet’s Coffee, Caribou Coffee, Einstein Bagels, Krispy Kreme, and others. JAB’s portfolio brands have consistently launched LGBTQ Pride campaigns and maintain formal DEI programs. Progressive Shopper rates JAB Holding as ‘very-bad.’
Claims & Sources
Claim 1: JAB Holding Company’s portfolio brands — including Peet’s Coffee, Krispy Kreme, and Panera Bread — have run LGBTQ Pride campaigns and maintain formal DEI programs.
Sources: WSJ — JAB Holding Company · Business Insider — JAB brands
Rating Logic
DEI activism: -2 (portfolio-wide LGBTQ campaigns, DEI programs)
COVID mandate: 0
Political donations: -1 (European progressive ownership)
Free-speech / censorship: 0
Final rating:2 / 9 — Not Aligned