Curated News
By: NewsRamp Editorial Staff
August 07, 2026
Kevin Stitt Joins Veetee USA to Drive CPG Expansion from Selma, NC
TLDR
- Veetee USA gains a competitive edge with Kevin Stitt's retail expertise, targeting Walmart and Publix to boost shelf presence and market share.
- Veetee USA's 10-Stage Steam Filtration open steam cooking preserves rice texture, and the Selma, NC plant, operational by 2028, enables domestic supply chain control.
- Veetee USA's transparent packaging and steam cooking offer consumers a clearer, better-tasting ready-rice option, enhancing everyday meal quality and trust.
- Kevin Stitt, former BodyArmor and Coca-Cola exec, joins Veetee USA to expand its ready-rice, which uses a unique steam process and clear trays for visual appeal.
Impact - Why it Matters
This news matters because it signals a significant shift in the ready rice market, where domestic production and innovative processing could change consumer expectations. For shoppers at Walmart and Publix, Veetee's transparent packaging and steam-cooked rice offer a visible alternative to traditional retort-processed products, potentially raising the bar for quality and transparency in the category. For the industry, the move highlights the growing importance of localized manufacturing and supply chain agility, as companies seek to reduce reliance on imports and respond faster to retailer demands. The appointment of a seasoned executive like Kevin Stitt underscores the competitive intensity in the CPG space, where success hinges on both product differentiation and retail execution.
Summary
Veetee USA has named Kevin Stitt as its new US Executive to spearhead its consumer packaged goods (CPG) expansion, with a primary focus on securing retail distribution at major chains like Walmart and Publix. Stitt brings extensive experience from previous roles at Flora Food Group (backed by KKR), BodyArmor, Coca-Cola, and Jack Link's, which positions him well to navigate the complexities of large-scale retail relationships. The appointment is a strategic move tied to Veetee's ambitious plan to establish a domestic manufacturing hub in Selma, North Carolina, with full production expected by February 2028.
Central to Veetee's retail proposition is its proprietary 10-Stage Steam Filtration cooking process, which uses open steam cooking instead of the retort pouch method common in the ready rice category. This method helps preserve the rice's natural texture and flavor, setting it apart from competitors. Additionally, the product is packaged 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 appeal to shoppers at Walmart and Publix, where quick, sight-based decisions are common.
The Selma facility is strategically located in Johnston County, North Carolina, providing proximity to distribution networks serving the Southeast and mid-Atlantic regions, where Publix and Walmart have a strong presence. Stitt's immediate focus will be on advancing conversations with buyers at these retailers, demonstrating not only product quality but also supply chain readiness. His experience managing national distribution at volume is seen as crucial to meeting retailer requirements. The Veetee USA CPG expansion represents the company's broader effort to gain a foothold in the US ready rice market by leveraging domestic manufacturing, a differentiated cooking process, and an innovative packaging format. Learn more at Veetee USA.
Source Statement
This curated news summary relied on content disributed by Press Services. Read the original source here, Kevin Stitt Joins Veetee USA to Drive CPG Expansion from Selma, NC
