Veetee USA has appointed Kevin Stitt as its US Executive, a move that signals a strategic push to expand 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 lead the company's efforts to secure shelf space at Walmart and Publix. The appointment is a key component of Veetee's broader CPG expansion strategy, which is anchored by a planned manufacturing facility in Selma, North Carolina, targeted for full production by February 2028.
Stitt's background is marked by experience in navigating large-scale retail relationships and managing complex distribution networks. At Flora Food Group, a plant-based foods business backed by KKR, he honed skills in competitive categories; at BodyArmor and Coca-Cola, he dealt with the demands of national beverage distribution. This combination of experience is expected to be instrumental as Veetee engages with the buying teams and supply chain requirements of major retailers. "Veetee's product technology and manufacturing approach create a genuine point of difference on shelf," Stitt said. "The opportunity to build distribution at Walmart and Publix from a dedicated domestic production base is exactly the kind of platform I have spent my career preparing for."
At the heart of 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, where the product is sealed and heat-treated inside its final packaging, can alter texture and flavor; Veetee's approach cooks the rice first and then packages it, preserving the grain's natural characteristics. The product is also packaged 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 the opaque or foil-based packaging that dominates parts of the shelf, and is designed to communicate quality at a glance in fast-paced retail environments like Walmart and Publix.
The Selma, North Carolina, manufacturing hub is the operational backbone of Veetee's US strategy. By producing domestically, the company aims to reduce reliance on imported inventory, gain control over lead times and logistics costs, and better respond to retailer replenishment demands. Selma, located in Johnston County, is within reasonable proximity to major distribution infrastructure serving the Southeast and mid-Atlantic, regions where Publix has a dense store footprint and Walmart operates numerous supercenters. The site's location was a deliberate factor in the selection process.
Stitt's immediate focus is advancing conversations with Walmart and Publix buyers, a process that requires demonstrating product performance and supply chain readiness. His experience in organizations managing national retail distribution at volume, including logistics and compliance requirements, is central to his role. The Veetee USA CPG expansion represents the company's broader effort to establish a foothold in the US ready rice market, leveraging domestic manufacturing as a competitive advantage alongside its differentiated cooking process and packaging format.
