Exhibiting at International Food & Drink Event (IFE) 2025

Veetee Rice Limited is one of the United Kingdom's leading rice manufacturers and suppliers, based in Rochester, Kent. Established in 1987, Veetee has grown into a globally recognized food company, distributing its rice products across the UK, USA, Europe, and parts of Asia. The company is particularly known for its high-quality microwaveable rice and dry rice offerings, catering to both the retail and foodservice sectors.

With a focus on innovation, sustainability, and nutritional quality, Veetee has positioned itself as a pioneer in rice technology and a preferred brand among health-conscious and convenience-driven consumers.

Core Business and Product Offerings

Veetee specializes in the manufacturing and distribution of a wide variety of rice products. Its primary product lines include:

• Microwave Rice Pots:

  • Basmati
  • Wholegrain Brown
  • Long Grain
  • Thai Jasmine

• Microwave Rice Trays:

  • Basmati
  • Long Grain
  • Thai Jasmine
  • Wholegrain Brown

• Dry Rice:

  • Basmati
  • Long Grain
  • Thai Jasmine
  • Camargue Red

These products are designed for both retail supermarket shelves and the foodservice industry, balancing convenience with premium quality.

Specialisation and Unique Selling Proposition (USP)

Veetee’s unique strengths include:

• Patented steam-filter technology for microwaveable rice, ensuring freshness without preservatives
• UK-based state-of-the-art production facility that processes over 100,000 tons of rice annually
• Dual focus on ambient and microwaveable rice segments
• Global sourcing strategy that ensures the finest grains from India, Thailand, and other rice-producing nations
• Environmentally friendly packaging innovations, including reduced plastic use in trays and pots

Their slogan “We know rice” aptly captures their expertise and specialized focus in this single ingredient category.

Financials and Market Position

Veetee Rice Ltd is a private company but has disclosed key financial insights in business databases and public records:

• Annual revenue estimate: Over £100 million (source: Dun & Bradstreet)
• Employees: Approx. 300 globally
• Production capacity: Over 1 million microwave rice trays produced per week
• Distribution footprint: Over 30 countries including the UK, USA, France, Germany, and UAE

Veetee has a strong presence in major supermarket chains like Tesco, Sainsbury’s, Morrisons, and ASDA, and in the US through its Veetee Inc. subsidiary.

Shipment and Export Activity

Data from platforms such as Volza and ImportYeti indicate that Veetee exports substantial quantities of finished rice products to North America and Europe:

• Top Export Destinations: United States, France, Netherlands, Germany
• Average shipment size: 20 to 40-foot containers of microwave rice and bulk dry rice
• US Distribution Channels: Walmart, Sam’s Club, and regional wholesalers

Their dedicated export division ensures that the logistics and regulatory aspects of food exports are smoothly managed.

Target Market

Veetee targets a wide range of consumers and buyers, including:

• Retail grocery chains
• Health-conscious and time-sensitive consumers
• Ethnic food stores
• Foodservice providers
• Export distributors and wholesalers

Their rice products are marketed toward households seeking quick, healthy meals as well as chefs looking for consistent quality in bulk.

Capabilities

• BRC Grade A certified manufacturing plant in the UK
• R&D department for product innovation and flavor development
• Automated packaging and quality assurance systems
• Private label manufacturing for supermarket brands
• International logistics and compliance management

Veetee's Rochester facility is one of the largest and most advanced rice mills in Europe, enabling scalability and consistency.

Certifications and Compliance

Veetee meets international food safety and quality standards:

• BRC Global Standard for Food Safety
• ISO 9001 and ISO 22000 certified
• Sedex member for ethical supply chain compliance
• Halal and Kosher certification for specific product lines
• Environmentally responsible sourcing and energy management policies

Their supply chain partners undergo strict due diligence to ensure alignment with Veetee’s food safety and sustainability goals.

Customer Testimonials

"Veetee’s microwave rice is the best on the market—fresh, fluffy, and perfectly cooked every time."
— Category Manager, UK Supermarket Chain

"Their Basmati rice has become a staple in our kitchens. It's consistent, aromatic, and easy to prep."
— Head Chef, Casual Dining Restaurant Group

"Veetee is our go-to supplier for private label microwave rice. Reliable, innovative, and ethical."
— Product Developer, Food Retail Brand

Major Achievements

• First UK rice company to launch microwaveable rice with steam-filter packaging
• Expanded to the US with full operational subsidiary Veetee Inc.
• Listed by The Grocer as one of the UK’s fastest-growing ambient food companies
• Achieved 40% reduction in packaging plastic through sustainability initiatives
• Collaborated with major food retailers for exclusive product lines

Veetee continues to lead the transformation of the rice category by combining traditional quality with modern convenience, making it a trusted choice for both home cooks and commercial kitchens across the globe.