No Friction

Rice Oil

Following discussions with Rice Oil’s top customers, Caler&Company discovered that every customer shared a similar perception that Rice Oil, “made business easy.” The high level of service always found the means for customers to reduce paperwork, gain economies, identify and alleviate problems and make customers’ businesses run smoother. No Friction delivers both a product and service promise. It ensures top quality lubricants, while also conveying Rice Oil’s dedication to making business easy through consultative and responsive service.