Veetee USA has appointed Kevin Stitt as its US Executive, a move that underscores the company's ambition to secure shelf space at Walmart and Publix. Stitt brings a career spanning major CPG brands, including Flora Food Group, BodyArmor, Coca-Cola, and Jack Link's, equipping him with the expertise to navigate complex retail relationships and supply chain demands. This appointment is a cornerstone of Veetee's strategy to expand its presence in the US ready rice market, with a fully operational manufacturing facility in Selma, North Carolina, targeted for February 2028.
Stitt's experience in managing large-scale retail distribution and growing brands in competitive categories is expected to be instrumental in advancing conversations with Walmart and Publix buyers. His background includes roles at Flora Food Group, a KKR-backed plant-based foods business operating the Upfield portfolio, as well as time at BodyArmor and Coca-Cola, where he honed skills in distribution complexity and shelf presence. "Veetee's product technology and manufacturing approach create a genuine point of difference on shelf," said Stitt. "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."
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 in its final packaging, can affect texture and flavor, whereas Veetee's approach 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 formats, 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. Located in Johnston County, the facility sits within proximity to major distribution infrastructure serving the Southeast and mid-Atlantic, regions where Publix has a dense store footprint and Walmart operates numerous supercenters. Full production at the facility is targeted for February 2028, which would give Veetee greater control over lead times, logistics costs, and the ability to meet retailer replenishment demands at scale. This domestic production capability is a key competitive lever, allowing Veetee to supply retail customers from a US location rather than relying entirely on imported inventory.
Stitt's immediate focus is on advancing partnerships with Walmart and Publix, demonstrating not only product performance but also supply chain readiness. His experience with national retail distribution and compliance requirements is 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, differentiated cooking technology, and packaging innovation to compete effectively.
