Veetee USA has appointed Kevin Stitt as its US Executive, a move that signals the company's intent to scale its presence in the American ready rice market. Stitt brings a career spanning major CPG brands including Flora Food Group, BodyArmor, Coca-Cola, and Jack Link's, and will focus on securing distribution at Walmart and Publix as the company prepares to launch full production at its North Carolina facility by February 2028.
The appointment comes as Veetee USA positions itself as a challenger in the ready rice category, which has long been dominated by retort-pouch processing. The company's proprietary 10-Stage Steam Filtration method uses open steam cooking instead, a process that preserves the texture and flavor of the rice. Unlike retort methods, which cook the product inside its final packaging, Veetee cooks the rice first and then packages it, yielding a product that more closely resembles freshly cooked rice. This differentiation is a key selling point for retail buyers, as it addresses common consumer complaints about the mushy or overly processed texture of conventional ready rice.
In addition to the cooking process, Veetee's packaging is designed to stand out on shelf. The rice comes in transparent clear trays ranging from 9.9oz to 10.6oz, allowing shoppers to see the product before purchase. This visual transparency is a deliberate contrast to the opaque or foil-based packaging used by many competitors, and it is expected to appeal to consumers who prioritize quality and natural appearance. At high-traffic retailers like Walmart and Publix, where quick purchase decisions are common, the clear packaging is intended to communicate quality without relying on graphics alone.
Stitt's immediate priority is advancing conversations with Walmart and Publix buyers, a process that requires not only demonstrating product quality but also proving supply chain readiness. His background in managing national distribution at volume, including the logistics and compliance requirements of large-format retailers, is central to his role. Veetee's investment in the Selma, NC manufacturing hub is a critical part of this strategy. The facility, located in Johnston County, is within proximity to major distribution infrastructure serving the Southeast and mid-Atlantic, regions where Publix and Walmart have significant footprints. Full production at the site is targeted for February 2028, which will give Veetee greater control over lead times, logistics costs, and the ability to respond to retailer replenishment demands.
The Selma facility is more than just a production plant; it is the operational backbone of Veetee's US expansion. By manufacturing domestically, the company can reduce dependence on imported inventory and offer retailers a more reliable and responsive supply chain. This is particularly important in the competitive ready rice market, where out-of-stocks can lead to lost sales and shelf space. The company's geographic positioning was a deliberate factor in site selection, as it enables efficient distribution to key markets.
Stitt's appointment is a direct response to the challenges of scaling in the US market. His experience at companies like Flora Food Group, where he navigated plant-based product launches, and at BodyArmor and Coca-Cola, where he managed large-scale retail relationships, equips him to handle the complexities of working with major chains. As Veetee USA moves toward full production, Stitt will be instrumental in building the credibility and trust needed to secure prime shelf space at Walmart and Publix.
The company's broader strategy is to establish a foothold in the US ready rice market by leveraging its differentiated cooking process, transparent packaging, and domestic manufacturing. With Stitt at the helm of its US commercial efforts, Veetee USA is poised to make significant inroads into a category that has seen steady growth as consumers seek convenient, high-quality meal solutions.
