Veetee expands in the US with $36m factory

Already a fixture in US supermarket chains such as Wegman’s, Harris Teeter and Publix, Veetee described the new factory as the next logical step in the business’s expansion plans.

The Selma site will play a crucial role in producing Veetee's rice products as well as a range of its new convenience meal lines under the HungryHeads​ brand. The factory will create 200 jobs with an annual compensation of $60,000 (£44,878).

Commenting on its US expansion plans, Veetee founder and chairman Moni Varma said: “Our operations today now extend globally and we are excited to work with Johnston County officials on our newest production facility in the Town of Selma.​

‘Close proximity to consumers’

“North Carolina offers numerous business advantages and the location at Eastfield Crossing provides the ideal site, putting our growing company in close proximity to US consumers, a great workforce and supportive local leaders.”​

Commissioners, along with Selma Town Council, voted for a competitive schedule of performance-based financial incentives to support Veetee’s move to Eastfield Crossing. The company also will receive a $996,750 (£745,539) Jobs Development & Investment Grant (JDIG) from the NC Department of Commerce.

Rajiv Varma, managing director of Veetee Foods, said: "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."​

Selma mayor Byron McAllister added: “Given the extensive public and private investments that have been made in Selma in recent years, it’s no surprise that high-quality companies like Veetee are finding their way here.​

‘Impressive ROI’

“Great community partners and attractive business properties like Eastfield Crossing, along with the improvements we’ve made in water and wastewater services, are yielding an impressive return-on-investment in terms of job growth and corporate recruitment – we expect to see more success with this disciplined and focused team strategy.”​

Founded in 1987 by Moni Varma, Veetee Foods processes and packages Asian-style rice varieties such as Basmati and Pilau. By 2001, the company was Britain’s largest retail rice supplier. Its growth further surged in the mid-2000s after the company pioneered a line of microwaveable rice dishes.

Meanwhile, Nestlé Purina has invested £150m in upgrading its Wisbech factory in Cambridgeshire,​​ with works already underway.

The multi-million-pound works will see the Nestlé Purina Wisbech site undergo a facelift, with a re-vamp of its facilities, upgrades to machinery, and a series of ‘green’ initiatives to improve energy usage and carbon emissions.