Veetee USA has appointed Kevin Stitt as its US Executive, a move that underscores the company's commitment to expanding its presence in the American ready rice market. Stitt, whose career includes senior roles at Flora Food Group, BodyArmor, Coca-Cola, and Jack Link's, will spearhead retail initiatives targeting Walmart and Publix. This appointment is a deliberate step in Veetee USA's CPG expansion strategy, which is anchored by the development of a manufacturing facility in Selma, North Carolina, with full production expected by February 2028.
Stitt's background is marked by navigating complex retail relationships and managing distribution at scale. His experience at Flora Food Group, a plant-based foods company backed by KKR that operates the Upfield portfolio, involved growing shelf presence in competitive categories. At BodyArmor and Coca-Cola, he honed skills in large-format retail logistics, while his time at Jack Link's provided insights into the meat snack aisle. This combination of experiences positions him to engage effectively with Walmart and Publix buying teams, addressing their supply chain and compliance requirements.
Central to Veetee's retail pitch is its 10-Stage Steam Filtration cooking process, which uses open steam cooking rather than the retort pouch method common in the ready rice category. Retort processing, which seals and heat-treats product inside its final packaging, can affect texture and flavor, whereas Veetee's approach cooks rice separately before packaging, preserving the grain's natural characteristics. The product is offered in transparent clear trays ranging from 9.9oz to 10.6oz, allowing consumers to see the rice before purchase. This visual transparency is a deliberate contrast to opaque or foil-based packaging, designed to communicate quality at a glance in fast-paced retail environments.
The Selma, NC manufacturing hub is the operational backbone of Veetee's US strategy. By producing domestically, the company aims to reduce reliance on imported inventory, giving it greater control over lead times, logistics costs, and retailer replenishment demands. Selma's location in Johnston County, eastern North Carolina, provides proximity to distribution infrastructure serving the Southeast and mid-Atlantic, regions where Publix and Walmart have significant footprints. This geographic advantage was a key factor in site selection.
Stitt's immediate focus is advancing conversations with Walmart and Publix buyers, demonstrating not only product performance but also supply chain readiness. His experience with organizations that manage national distribution at volume is considered central to his role. The Veetee USA CPG expansion represents a broader effort to establish a foothold in the US ready rice market, leveraging domestic manufacturing as a competitive lever alongside its differentiated cooking process and packaging format.
Veetee USA is a consumer packaged goods company producing ready-to-eat rice products using a 10-Stage Steam Filtration open steam cooking process. The company is developing a manufacturing facility in Selma, North Carolina, with full production targeted for February 2028, and is focused on growing retail distribution with Walmart and Publix as key account targets. For more information, visit Veetee USA.
