Veetee Foods, one of the UK’s leading rice and ambient meal solution companies, is making a major move into the United States with the establishment of its first US production facility in Selma, North Carolina. The £29 million ($36 million) investment will create 200 new jobs in the region and support the company’s expansion into North America’s rapidly growing convenience food market.
Founded in 1986 by Moni Varma, Veetee Foods has grown from a small UK business into a global leader in rice and ambient food production, with facilities in the UK, India, and now the US. The Selma site will play a crucial role in producing Veetee’s renowned rice products as well as an exciting range of its new convenience meal lines under the HungryHeads brand.
Rajiv Varma, managing director of Veetee Foods, commented: “We are thrilled to bring Veetee’s high-quality meals to the US market, and Johnston County in North Carolina is the perfect location for our first production plant outside the UK. This expansion is not only a testament to our continued growth, but also to our commitment to providing consumers with delicious, convenient meals made from the finest ingredients. We’re excited to introduce our innovative new products to families across America.”
The Selma facility will be equipped to produce Veetee’s core rice products, along with its expanding range of ambient meals, including NoodleHead, PastaHead, and MacNcheeseHead, set to make their US debut. The site will use cutting-edge technology developed over two decades in Veetee’s UK factories, ensuring the company’s signature blend of taste, quality, and convenience.
Moni Varma, chairman of Veetee Foods, added: “This is a significant milestone in our journey as a company. The US is an incredibly important market for us, and this investment allows us to meet the increasing demand for our products. We’re excited to see our innovative, delicious meals become a staple in households across the US.”
Veetee Foods is best known for its microwaveable steam-filtered rice trays, which have been available in US stores for several years. The company’s wider portfolio, including new lines from the HungryHeads brand, will now benefit from increased local production, bringing even greater convenience to American consumers.
The North Carolina project has received significant backing from local and state officials, with Governor Roy Cooper welcoming Veetee’s decision to invest in the state’s growing food production sector. The state has supported the project with a Job Development Investment Grant over 12 years, contributing to the plant’s long-term success.
