Veetee USA has named Kevin Stitt as its US Executive, a move that signals the company's intent to scale its presence in the American ready-to-eat rice market. Stitt, whose career includes senior roles at Flora Food Group, BodyArmor, Coca-Cola, and Jack Link's, will focus on securing distribution with Walmart and Publix, two of the nation's largest grocery retailers. The appointment is a cornerstone of Veetee's broader CPG expansion strategy, which includes a commitment to localized production at its Selma, North Carolina facility, targeted for full operation by February 2028.
Stitt's resume is built on navigating complex retail relationships and managing distribution at scale, skills that are directly applicable to the challenges of breaking into the competitive rice category. In his own words, "Veetee's product technology and manufacturing approach create a genuine point of difference on shelf. 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." His experience at Flora Food Group, a KKR-backed plant-based foods company, and at beverage giants like Coca-Cola and BodyArmor, provides a deep understanding of what it takes to succeed in high-volume retail environments.
At the heart of Veetee's retail pitch is its 10-Stage Steam Filtration process, which employs 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. In contrast, Veetee's method cooks the rice before packaging, preserving the grain's natural characteristics. The product is presented in transparent clear trays ranging from 9.9oz to 10.6oz, allowing shoppers to see the rice before purchase—a deliberate move away from opaque or foil-based packaging that dominates much of the shelf. This visual transparency is designed to communicate quality instantly, a key advantage in fast-paced retail settings like Walmart and Publix where decisions are made by sight.
The timing of Stitt's appointment is closely tied to the development of the Selma, NC manufacturing hub. This facility is the operational backbone of Veetee's US strategy, enabling domestic supply and greater control over lead times, logistics costs, and 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. The geographic positioning was a deliberate factor in the site selection process.
Stitt's immediate focus is advancing conversations with Walmart and Publix buyers, a process that demands not only product performance but also supply chain readiness. His background in managing national retail distribution at volume, including the logistics and compliance requirements set by large-format grocery and mass merchant retailers, is central to his role. As Veetee USA pushes forward with its CPG expansion, the combination of a differentiated cooking process, distinctive packaging, and a domestic manufacturing base positions the company to carve out a foothold in the US ready rice market. For more information about Veetee USA and its products, visit Veetee USA.
