Veetee USA has named Kevin Stitt as its US Executive, a move that places a seasoned consumer packaged goods (CPG) leader at the helm of its retail expansion efforts targeting Walmart and Publix. The appointment is part of a broader strategy to establish a strong foothold in the US ready rice market, with full localized production at the company’s Selma, North Carolina facility slated for February 2028.
Stitt brings a wealth of experience from prominent CPG brands, including Flora Food Group, the plant-based foods business backed by KKR that operates the Upfield portfolio, as well as stints at BodyArmor, Coca-Cola, and Jack Link’s. His background in navigating large-scale retail relationships and managing distribution complexity across competitive categories positions him well to engage with buyers at major retailers. “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.”
The company’s retail pitch centers on its [10-Stage Steam Filtration](https://veetee.com) 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 affect texture and flavor, whereas Veetee’s approach preserves the grain’s natural characteristics by cooking the rice before packaging. Additionally, the product ships in transparent clear trays ranging from 9.9oz to 10.6oz, allowing consumers to see the product before purchase—a deliberate contrast to opaque packaging that dominates the shelf. This visual transparency is designed to communicate quality quickly to shoppers at Walmart and Publix, where quick decisions are made by sight.
The timing of Stitt’s appointment is closely tied to the development of the [Selma NC manufacturing hub](https://veetee.com), which is being built as the operational backbone of Veetee USA’s US strategy. The facility will enable the company to supply retail customers domestically, reducing reliance on imported inventory and providing greater control over lead times, logistics costs, and replenishment demands. Selma, located in Johnston County, eastern North Carolina, offers proximity to 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 key factor in site selection.
Stitt’s immediate focus will be advancing conversations with Walmart and Publix buyers, a process that requires demonstrating product performance and supply chain readiness. His experience with organizations managing 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 leverage domestic manufacturing as a competitive advantage alongside its differentiated cooking process and packaging format. With production set to begin in February 2028, Veetee USA is positioning itself to meet the demands of major retailers and carve out a niche in the growing ready rice market.
