Veetee USA has named Kevin Stitt as its US Executive, a strategic appointment aimed at accelerating the company's retail expansion into Walmart and Publix. Stitt brings extensive experience from major CPG brands, including Flora Food Group, BodyArmor, Coca-Cola, and Jack Link's, positioning him to navigate complex retail relationships and supply chain demands.
The company's competitive edge lies in its 10-Stage Steam Filtration cooking process, which uses open steam cooking rather than the retort pouch method common in the ready rice category. This approach preserves the rice's natural texture and flavor, offering a distinct advantage on shelf. Veetee's products are packaged in transparent clear trays, allowing consumers to visually assess quality before purchase—a deliberate departure from opaque packaging that dominates the category.
Stitt's immediate focus is advancing discussions with Walmart and Publix buyers, requiring demonstrations of both product performance and supply chain readiness. His experience managing national retail distribution at volume is considered central to his role. The appointment is directly tied to Veetee's domestic production investment in Selma, North Carolina, where full production is targeted for February 2028. This facility will enable Veetee to supply retail customers domestically, improving control over lead times and logistics costs.
Selma's location in Johnston County provides proximity to major distribution infrastructure serving the Southeast and mid-Atlantic, regions with dense Publix and Walmart footprints. The geographic positioning was a key factor in site selection, supporting efficient replenishment and scalability.
Veetee's strategy leverages its differentiated cooking process, transparent packaging, and domestic manufacturing to establish a foothold in the US ready rice market. With Stitt's leadership, the company aims to grow its presence at major retailers, capitalizing on its unique product attributes and operational readiness.
