The Challenge

Veetee, the ‘Masters of Rice’, wanted to increase label application efficiency coupled with applying a completely new look for its one and two compartment rice packs.

Veetee challenged us to provide a linerless solution capable of applying clear labels at speeds averaging 100ppm in full wrap and c wrap formats. The rice producer also wanted to apply vital information such as use-by dates, nutritional information and batch codes to the base of the packs.  By adding the ‘need to know’ information to the base means that the top of the pack is largely clear, allowing the freshness of the product to shine through. Transparent food packaging is one of the latest food packaging trends. Research has shown that consumers are finding it increasingly important to see the actual product they’re buying.

About Veetee

The award-winning Veetee brand was founded in 1987 by founder, Moni Varma. Moni was heavily influenced by family-run rice farms in his homeland of India which led him to set up Veetee Rice in North London. From humble beginnings, VeeTee’s first rice mill, in Perivale, included just 2 silos. Fast forward to present day and Veetee’s milling capacity now stands at 50,000 tonnes per annum. Due to the continued success of the business, the company has since moved to a purpose-built riverside facility in Rochester, Kent. Business operations have also expanded with a factory now established in India, in order to gain a presence in the country where it all began and where much of the harvested rice is grown. 

The Solution

A Nobac 500 was built for applying linerless labels in the necessary formats and we also set about designing a totally bespoke self adhesive base labelling system that could handle small volumes for applying labels to their one and two compartment rice packs.

Key Features: Nobac 500

Key Features: Veetee Base Labeller

Paul Beamish, Founder of Ravenwood said: “Moni wanted to find a new way to label small volumes, giving a new look to the existing top seal on his rice packs, so allowing consumers to see the freshness of the product. Since it’s installation, we’ve received great feedback with regards to the machine’s performance and functionality. Moni was great to work with and we would welcome the opportunity of working with Veetee again on future projects.”.

Moni Varma, Founder of Veetee Rice commented: “Ravenwood provided us with a solution to our needs, which is easy to operate and maintain. The equipment is at its heart, user friendly, from an operator’s perspective, this coupled with the support Ravenwood has provided as we started using the equipment was excellent. This included telephone support during our learning phase, and on request, an engineer was always made available, the equipment is a great asset to our operations.”

For further information, contact Natalie Bell, Marketing & Events Manager on +44(0)1284 749144. Visit the Veetee Rice website.

Nobac 500 linerless applicator

Veetee Rice Labelling Machine

Veetee Rice pack with clear film and Ravenwood clear linerless label

Veetee Rice two compartment rice pack showing the base label applied by the Veetee machine


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