Company
ABOUT VEETEE
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Company History
The driving force behind Veetee Rice, Moni Varma, founded the company in 1987 and from its humble origins as a producer to the ethnic market in London, Veetee Rice has developed as one of the UK's largest volume suppliers of rice to the UK grocery trade.
Although Veetee began with a modest single product line, Supreme Basmati, the portfolio has expanded to incorporate a multitude of rices which are sourced from the most fertile regions of the world to produce the highest quality products. The addition of Thai Fragrant Rice in 1996 has cemented the dedication of the company to source rice from every continent.
Veetee are unique amongst rice producers with factories in both India and Pakistan and are perfectly positioned to market Basmati to all communities under Veetee, Badshah and Ashoka brands.
Group Companies
Veetee continues to develop a rapidly expanding international market. Now exporting to over 50 countries worldwide, with commercial operations extending into almost every continent where rice is grown or consumed, Veetee is a truly global force.
Our dedication to constant innovation - from new product development and unique packaging initiatives to creating and maximising original marketing opportunities - has enabled us to achieve overwhelming success both at home and abroad.
Our International Veetee Group Companies include:
- Veetee Fine Foods Limited, India
- Veetee Fine Foods Limited, Pakistan
- Veetee Foods Limited, UK
- Veetee Rice Limited, UK
| Veetee Fine Foods Limited, India Corporate Office 5th Floor, B-Tower, Aggarwal Cyber Plaza, Netaji Subhash Place, Pitampura, New Delhi-110034 India Tel:+91 11 2735 2506 (6 Lines) Fax:+91-11-2735 5578m Regd. Office & Works VEETEE HOUSE, 56-57 Km., G.T. Karnal Road, V.P.O., Larsauli, Sonepat-131039 (Haryana) Tel:+91 130 247 4501 (9 Lines) Fax: +91 130 247 4513 |
Veetee Fine Foods (Pvt.) Limited, Pakistan Corporate Office 40-E, Model Town Lahore Pakistan Tel:+92 42 591 5012/5013 Fax:+92 42 591 5014 |
Veetee Expertise
In recent years consumption of rice in the UK has risen dramatically, with Basmati demonstrating aggressive annual growth.
Against this background Veetee has demonstrated consistent annual growth for the last decade, conclusive proof of our formidable presence in the UK rice market. Meanwhile, market trends such as an increase in healthy eating, widespread use of convenience products and more sophisticated consumer palates, indicate that we can anticipate even greater consumer demand in the future.
The strength of Veetee is based upon its success in acquiring a true understanding of the rice market. Extensive research, enables Veetee to focus on packaging innovation and new varieties.
Veetee is one of the UK's largest volume suppliers of rice to the grocery trade supplying Veetee branded and retailer Own Label products.
- Veetee was established in 1987 as an independent company
- Veetee export to over 50 countries world-wide
- Veetee UK has approximately 100 full time employees
- Veetee imports rice from India, US, Pakistan, Guyana, Italy, Spain, Surinam and Thailand
Veetee Rice: Commitment
Quality is an inherent part of our corporate culture, with rigorous quality procedures consistently adhered to across all our global facilities.
For example, Basmati is dually controlled through a wholly owned milling facility in New Delhi, India (Picric) and Lahore, Pakistan (Kawther) and a modern, fully integrated multi-million pound rice processing facility on the Medway Estuary in Kent, thus providing the consumer with a quality product.
From the very outset, when the company's buyers in India are selecting Basmati, they inspect each and every sack to guarantee consistency. Veetee even mills and cooks rice samples on the spot to ensure perfection.
On arrival at the mill our quality control staff carry out regular checks into every aspect of whitening, grading, cleaning, cooking and tasting. Only when these procedures have been rigidly applied and the rice meets the most stringent standards, is it approved for packaging and released for sale.
It is with confidence then, that we are able to ensure total quality all the way from paddy to plate and our involvement with partners such as Harrods is further evidence of our commitment to quality.
Our Brand
Our products are fully supported in the marketplace by a consolidated campaign of creative marketing support, which has enabled us to achieve an enviable reputation.
A successful "Rice of Life" TV campaign, in addition to consistent use of original press advertising in both trade and consumer titles, ensures that we maintain a distinctive brand personality, designed to appeal across all market sectors. This is supported by a complementary campaign of PR and promotional activity at both trade and consumer level
Our visibility at a variety of international trade exhibitions has added to our export success, while a series of sports sponsorship opportunities has meant that the Veetee name has received high profile coverage at prestigious events including the Ashes Series.
As we look to the future, we fully intend to maintain our industry presence to ensure that Veetee remains the name on everyone's lips.