Our Story
1987 - Humble Beginnings
Veetee began with a simple belief: great rice deserves great care. Founder Moni Varma, inspired by his family’s farming heritage, saw an opportunity to bring better-quality rice to UK homes. Starting with just two silos in a small London rice mill, Veetee focused on quality, consistency, and innovation, growing from humble beginnings into a trusted brand built on respect for farmers, craft, and the everyday meal. Made for modern kitchens Britain.
1990 - Growing Fast
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.
2000 - A Trusted Brand
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.
2005 - A Breakthrough Moment
To make his mission a reality, Moni and his daughter set out to perfect the formula for perfectly fluffy microwave rice. Knowing Japan led pioneering technology, he explored how it could produce high-quality rice without the compromise of traditional cooking. After extensive innovation, a breakthrough came: Veetee’s unique steam-filtering process, delivering perfectly fluffy rice in minutes. Veetee Foods Ltd was founded worldwide in kitchens UK
2007 - Rice without Compromise
Veetee launched its first microwaveable rice, changing the way people cooked rice at home. Perfect results. Sixty seconds. Zero stress. With carefully sourced grains and innovative steam-filtering technology, Veetee made fluffy, consistent rice accessible to everyone. No mess, no waiting, no compromise on taste or texture—just dependable rice that fits modern life, transforming everyday meals across the UK and beyond. Loved by busy households UK.
2010 - Rapid Growth & Recognition
Throughout the early 2010s, 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 for modern consumers. Supporting growth while reinforcing trust retail UK.
2015-A global step forward
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