Riverina Oils has celebrated a milestone this year and realised that they need to position themselves better in order to remain competitive in the market.
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In March, the Bomen plant crushed its one millionth tonne from when they first opened in February 2012.
The plant was built with a 165,000 tonne-a-year capacity, which meant they reached their target ahead of time.
CEO Scott Whiteman said the past six months have been "hectic" as the company has tried to engage with their consumers and stakeholders more closely.
"It was an amazing achievement to get to that speed ... but, we haven't marketed it and we haven't really worked hard enough in getting feedback or working with the customer," he said.
"We've brought out a new product ... where we handle the oil very delicately through the plant ... then we sent it out to people who par fry it.
"We can play the price game but that's not delivering value to the customer, that's why we went to the par fryers and said we'll deliver an oil that lasts 30 per cent longer at a higher quality."
The company is working more closely with stakeholders, including its farmers, engineers and transport teams.
Mr Whiteman said the Riverina Intermodal Freight and Logistics Hub and the Bomen Special Activation Precinct will elevate their access to export markets.
"We're working hard to expand our export, we export a lot of oil to the US ... also China and Taiwan," he said.
"We are extremely excited by [RiFL Hub and Bomen SAP] and the access to export markets.
"Together with oil going straight into a container at the rail hub down to port of Melbourne - straight from rail to boat - to the US it's a really efficient supply chain, which will make us super competitive globally ... and pays attention to consumer needs."
Riverina Oils has purchased some additional land within the precinct for other business ventures related to canola.
The team celebrated their milestone with community partners in a canola paddock on Thursday evening.