Veetee USA has named Kevin Stitt as its US Executive, a move that signals the company's intent to accelerate its consumer packaged goods (CPG) expansion into major retail chains. Stitt, whose career includes roles at Flora Food Group, BodyArmor, Coca-Cola, and Jack Link's, will focus on advancing distribution at Walmart and Publix, two of the largest grocery retailers in the United States. The appointment is part of a broader strategy that includes the development of a domestic manufacturing facility in Selma, North Carolina, with full production targeted for February 2028.
Stitt's background spans multiple facets of the consumer goods industry, from plant-based foods at Flora Food Group to sports beverages at BodyArmor. His experience in managing large-scale retail relationships and navigating complex distribution networks is expected to be instrumental in convincing Walmart and Publix buyers of Veetee's product and supply chain readiness. "Veetee's product technology and manufacturing approach create a genuine point of difference on shelf," Stitt said. "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, which involves sealing and heat-treating the product inside its final packaging, can affect texture and flavor. Veetee's approach cooks the rice before packaging, preserving the grain's natural characteristics. The product is shipped 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 that dominates the shelf, designed to communicate quality at a glance in fast-paced retail environments.
The Selma, NC manufacturing hub is being developed as the operational backbone of Veetee's US strategy. By producing domestically, the company aims to gain greater control over lead times, logistics costs, and the ability to respond to retailer replenishment demands at scale. Selma, located in Johnston County in eastern North Carolina, sits within proximity to major distribution infrastructure serving the Southeast and mid-Atlantic, regions where Publix has a dense store footprint and Walmart operates many supercenters. The geographic positioning was a key factor in site selection.
Stitt's immediate focus will be advancing conversations with Walmart and Publix buyers. This requires demonstrating not only product performance but also supply chain readiness. His experience within organizations that manage national retail distribution at volume, including logistics and compliance requirements, is considered central to his role. The Veetee USA CPG expansion represents the company's broader effort to establish a foothold in the US ready rice market, using domestic manufacturing as a competitive lever alongside its differentiated cooking process and packaging format.
