Veetee USA has named Kevin Stitt as its US Executive, a move that aligns with the company's strategy to expand its consumer packaged goods (CPG) presence at Walmart and Publix. Stitt brings experience from Flora Food Group, BodyArmor, Coca-Cola, and Jack Link's, which positions him to navigate the complex requirements of large-scale retail partnerships.
The appointment underscores Veetee's commitment to scaling its U.S. operations from its Selma, North Carolina manufacturing hub, with full production targeted for February 2028. The facility is central to the company's ability to supply retailers domestically, reducing reliance on imports and improving supply chain responsiveness.
Veetee's ready-rice products feature a 10-Stage Steam Filtration process that uses open steam cooking, a departure from the retort pouch method common in the category. This technique preserves grain texture and flavor, offering a point of difference on shelf. Additionally, the products are packaged in transparent clear trays ranging from 9.9oz to 10.6oz, allowing consumers to see the product before purchase—a deliberate contrast to opaque packaging that dominates the market.
Stitt's immediate focus will be advancing conversations with Walmart and Publix buyers, demonstrating both product quality and supply chain readiness. His history of managing national distribution at volume is essential for meeting the demands of large-format retailers.
The Selma facility's location in Johnston County, North Carolina, provides proximity to major distribution infrastructure serving the Southeast and mid-Atlantic, regions where Publix and Walmart have significant footprints. This geographic advantage was a factor in site selection, enabling efficient logistics and replenishment.
Veetee's broader expansion strategy leverages domestic manufacturing as a competitive lever alongside its differentiated cooking process and packaging. By establishing a dedicated production base, the company aims to gain greater control over lead times and costs, positioning itself for sustained growth in the U.S. ready-rice market.
For more information, visit Veetee USA.
