Veetee Foods, a family-owned rice products company based in the UK, is set to make a significant leap into the US market by establishing its first manufacturing plant in the country. This expansion is a testament to the company’s growth and ambition in the food and beverage industry.
To this end, Veetee Foods will invest $36 million in a new facility located in Selma, Johnson County, North Carolina. The company anticipates that this project will generate approximately 200 new jobs in the region, contributing to the local economy and answering the increasing demand for quality rice products in the US.
Founded in 1986 by Moni and Rajiv Varma, Veetee Foods has built a reputation for producing a range of rice varieties under its own brand. Their offerings include popular bagged options like basmati and jasmine rice, as well as convenient microwaveable rice pots. Recently, the company also introduced the NoodleHead line, featuring instant noodles, and expanded its convenience food options to include pasta, ramen, and macaroni and cheese under the HungryHeads brand.
A representative from Veetee Foods shared that the brand has experienced sustained growth in popularity with its Steam Filtered rice products, which have gained traction within the US grocery retail sector over the years. In the UK, where they operate as Veetee Food Group, these products are readily available at major supermarkets and through their official website.
The Varma family expressed their excitement over this expansion, stating, “We are delighted to see our ambitious expansion vision reach the USA and we see Johnston County as our perfect partner.” They continued, “We are humbled by this opportunity and are equally excited to unleash a wide range of delicious meals that families across the country will no doubt enjoy.”
Currently, Veetee Foods operates two manufacturing plants in the UK and has a factory in Sonipat, India, serving customers across the UK, US, Europe, the Middle East, and Australasia. The company employs around 1,000 people globally.
The state of North Carolina is supporting this project through a Job Development Investment Grant that spans a 12-year period, totaling nearly $1 million in funding. North Carolina Governor Roy Cooper highlighted the significance of this expansion, stating, “It’s great to see another international company like Veetee Foods decide that North Carolina is the perfect place to expand their presence in the United States.”
The spokesperson emphasized that the company has completed the planning phase and secured the site, expressing readiness to commence construction. They aim to have the state-of-the-art facility operational by the second half of 2025.
In conclusion, Veetee Foods’ strategic move into the US market indicates a promising future within the food and drink business landscape. With their commitment to quality and innovation, they are poised to capitalize on evolving consumer trends, making them a key player to watch in the food and beverage industry.
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