Veetee USA has appointed Kevin Stitt as its US Executive, a move that underscores the company's commitment to expanding its presence in the U.S. ready rice market. Stitt, whose career spans roles at Flora Food Group, BodyArmor, Coca-Cola, and Jack Link's, will spearhead retail expansion efforts, with a primary focus on securing shelf space at Walmart and Publix. This appointment is a deliberate step in Veetee's strategy to grow its U.S. operations, with full localized production at its Selma, North Carolina facility targeted for February 2028.
Stitt's background is marked by navigating complex retail relationships and managing distribution at scale, skills that are directly applicable to Veetee's goals. At Flora Food Group, he worked within the Upfield portfolio, a plant-based foods business backed by KKR, where he gained experience in competitive categories. His tenure at BodyArmor and Coca-Cola further honed his ability to grow shelf presence in the beverage sector, while Jack Link's provided insights into the snacking industry. This diverse experience positions Stitt to engage effectively with buying teams and supply chain requirements at major retailers.
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 compromise texture and flavor. Veetee's method cooks the rice before packaging, preserving the grain's natural characteristics. Additionally, 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 timing of Stitt's appointment is closely tied to the development of Veetee's Selma, NC manufacturing hub. This facility is being built to serve as the operational backbone of the company's U.S. strategy, enabling domestic supply to retail customers rather than relying on imports. Full production is targeted for February 2028, which would give Veetee greater control over lead times, logistics costs, and the ability to 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 and Walmart have significant footprints.
Stitt's immediate focus will be advancing conversations with Walmart and Publix buyers, a process that requires demonstrating not only product performance but also supply chain readiness. His experience in managing national retail distribution at volume, including logistics and compliance requirements, is considered essential to this role. The Veetee USA CPG expansion represents a broader effort to establish a foothold in the U.S. ready rice market, leveraging domestic manufacturing as a competitive advantage alongside its differentiated cooking process and packaging format.
