Veetee USA has appointed Kevin Stitt as its US Executive, a move that signals the company's intensified push into the US ready rice market. Stitt, whose career spans senior roles at Flora Food Group, BodyArmor, Coca-Cola, and Jack Link's, will spearhead the company's retail expansion at Walmart and Publix. This appointment is a deliberate step in Veetee USA's CPG expansion strategy, which is anchored by a localized production facility in Selma, North Carolina, targeted for full operation by February 2028.
Stitt's background is marked by experience managing large-scale retail relationships and complex distribution networks. At Flora Food Group, the plant-based foods business backed by KKR that operates the Upfield portfolio, he navigated competitive categories and national retail accounts. His tenure at BodyArmor, Coca-Cola, and Jack Link's further honed his skills in growing shelf presence and engaging with buying teams at major retailers. This combination of experience positions him to directly address the supply chain and compliance requirements of Walmart and Publix, two of the largest grocery players in the US.
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, where product is sealed and heat-treated inside its final packaging, can affect texture and flavor. Veetee's approach, which cooks rice before packaging, preserves the grain's natural characteristics. The product is packaged in transparent clear trays ranging from 9.9oz to 10.6oz, allowing consumers to see the product before purchase. This visual transparency is a deliberate departure from opaque or foil-based packaging, designed to communicate quality at a glance in fast-paced retail environments like Walmart and Publix.
The Selma, NC manufacturing hub is being developed as the operational backbone of Veetee's US strategy. By producing domestically, Veetee aims to reduce reliance on imported inventory, gain control over lead times and logistics costs, and better respond to retailer replenishment demands. Selma's location in Johnston County, eastern North Carolina, offers proximity to major distribution infrastructure serving the Southeast and mid-Atlantic, regions where Publix has a dense store footprint and Walmart operates numerous supercenters. 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 managing national retail 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, a differentiated cooking process, and a unique packaging format as competitive levers.
