Veetee USA Highlights Steam Filtered Rice Technology During National Rice Week at Walmart and Publix
Selma, United States - September 12, 2026 / Veetee USA /
Veetee USA is marking National Rice Week by addressing long-held consumer assumptions about microwave meals. Convenient ready-to-heat foods have historically been linked to artificial additives and reduced nutritional value, but Veetee USA is working to shift that perception through its proprietary 10-Stage Steam-Filtered process, now available at major retailers including Walmart and Publix.
A Different Approach to Convenience Rice
The ready-to-heat rice category has long been shaped by products processed through retort methods, which apply extreme heat and pressure to sealed pouches and frequently depend on artificial additives to maintain shelf stability. Veetee USA's 10-Stage Steam-Filtered process takes a distinct approach, using steam as the primary cooking mechanism to protect grain integrity throughout production. The result is rice that heats in 2 minutes and produces a fluffy, restaurant-style texture while remaining 100% natural, with no artificial ingredients or preservatives.
Gentle pasteurization with careful preservation avoids prolonged exposure to extreme heat, protecting nutritional content without the use of artificial additives or chemicals. Where conventional retort processing can leave grains soft or texturally uniform, Veetee USA's steam filtered rice is designed to maintain individual grain separation, authentic aroma, and a clean taste profile for shoppers who prioritize whole, minimally processed foods.
Product Lineup & Wholesome Varieties
Veetee USA offers a range of varieties designed to suit diverse culinary traditions and dietary preferences:
- Long Grain Rice - Classic, versatile, fluffy grains suited to everyday family meals and side dishes.
- Basmati Rice - Aromatic, slender grains with authentic fragrance, well-suited to curries, pilafs, and global cuisine.
- Thai Jasmine Rice - Soft, delicately scented grains that bring Southeast Asian character to home kitchens.
- Sticky Rice - Tender, sweet-scented grains prepared for sushi rolls, Asian dishes, or desserts.
Packaging Designed with Health and Sustainability in Mind
The product line is packaged in Veetee USA's CORE TRAY format, which is both BPA-free and recyclable. The packaging reflects a broader shift in the packaged food sector toward materials that address consumer concerns about chemical exposure and environmental impact at the same time. BPA-free construction removes a compound that has faced regulatory scrutiny, while recyclability aligns the product with standard household sustainability practices without requiring specialty disposal.
From a nutritional standpoint, the steam filtered rice is low in sodium, naturally low in fat, and non-GMO. These attributes place it within the criteria many health-oriented shoppers apply when selecting pantry staples and quick-meal components.
National Rice Week and Nationwide Retail Reach
Timing the announcement to National Rice Week positions Veetee USA to connect with consumers at a moment when rice is already a focal point of food conversations, recipes, and retail promotions. The occasion provides a platform for informing shoppers about what distinguishes steam filtered rice from the pre-cooked alternatives that occupy adjacent shelf space.
"Backed by our state-of-the-art warehouse in Selma, North Carolina, we are setting a new standard for convenient, wholesome eating in American households," said Kevin Stitt of Veetee USA. "Our facility was purpose-built to deliver steam-filtered rice at scale, ensuring consumers across the country have access to nutritious, restaurant-quality rice during National Rice Week and beyond."
The Selma, North Carolina warehouse serves as the operational center for the brand's U.S. distribution, supporting the volume required to maintain placement at large-format national retailers. Availability at Walmart and Publix puts Veetee USA within reach of a broad consumer base, from regular meal planners to shoppers exploring natural convenience options for the first time.
About Veetee USA
Veetee USA produces steam-filtered rice using a proprietary 10-Stage process supported by its warehouse facility in Selma, North Carolina. The product line features 100% natural formulations with no artificial ingredients or preservatives, packaged in BPA-free, recyclable CORE TRAY containers. Veetee USA rice is available nationally at Walmart, Publix, and other major grocery retailers.
Headquarters: 101 E Providence Blvd, Selma, NC 27576, USA
Website: https://veetee.com
Contact Information:
Veetee USA
101 E Providence Blvd
Selma, NC 27576
United States
Kevin Stitt
+1 (631) 761-9445
https://veetee.com
