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Veetee began with a simple belief: great rice deserves great care. Inspired by his family’s farming heritage, founder Moni Varma set out to bring better-quality rice to UK homes. Starting with just two silos in a small London mill, Veetee grew from humble beginnings into a trusted brand built on quality, consistency, and respect for craft.
As demand grew, so did Veetee. The business moved to Rochester, Kent, expanding milling capacity and building close relationships with UK retailers. At the same time, Veetee invested in sourcing and production in India, connecting directly with Indian farmers. From early on, Veetee was shaped by its global vision, balancing local expertise with international partnerships to ensure quality, traceability, and long-term sustainability across every stage.
By the turn of the millennium, Veetee had become one of the UK’s leading rice suppliers, trusted by major supermarkets and foodservice partners. Yet Moni knew supplying rice was only the beginning. Driven by his belief that everyone deserves good rice, he began to innovate, guided by a clear vision: to create heat-and-eat rice made as close to home cooking as possible, without compromise on taste, texture, or quality.
To bring his vision to life, Moni set out to perfect microwave rice. Inspired by pioneering technology in Japan, he explored how to achieve high-quality results without compromise. After years of innovation, Veetee’s unique steam-filtering process was born—delivering perfectly fluffy rice in minutes.
Veetee launched its first microwaveable rice tray, using carefully sourced grains and innovative steam-filtering, it delivered perfectly fluffy rice in 60 seconds. Veetee's consistent high quality and convenient pre-portioned tray ensured rice could be enjoyed, by everyone, without compromise.
Throughout the early 2010s, Veetee became one of the UK’s fastest-growing private businesses. Investment in manufacturing, innovation and product development drove expansion, while strong retail partnerships ensured growth remained rooted in quality, convenience and consistently great-tasting rice.
Veetee was recognised among the UK's fastest growing private businesses, driven by continued investment, manufacturing excellence and new product development. By expanding capacity, embracing innovation and strengthening partnerships, the company scaled responsibly while staying true to its commitment to quality, convenience and great-tasting rice
In 2024, Veetee launched Hungry Heads—a bold new brand born from the mission to set the standard of flavour-forward convenience. With many first-to-market products, the range reflects Veetee’s drive to set the pace of innovation in the fast-moving food landscape.
In 2025, Veetee took a major step in its global growth with the development of a new factory in the United States. This investment strengthens international capability, bringing production closer to key markets and supporting continued innovation, efficiency, and long-term expansion.
Today, Veetee is a global food brand, supplying households, retailers, and foodservice partners around the world. Yet at its heart, it remains a family story—driven by the same belief that started it all in 1987: that high quality food should be without compromise.