It'll be through demand pull. When they get close to a supply constraint they will, if economics marry up, be forced to pay higher to get additional supply online. The worst thing you can do is build a small capacity facility, clearly they don't see demand being an issue.
Also remember that they (JV) are free to sell the milk elsewhere if WHA cannot take it. Look at this way, they have gained control of an asset with a pretty solid counterparty (ODFA) with the lack of a take-or-pay agreement.
As I highlighted other smaller IF companies will be forced to sign take-or-pay agreements and any hiccup could cause some serious issues as has been seen with a major player in this space.
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