It's been 50 years since Mr Larsen started working for Coca-Cola and he has no plans to give it up anytime soon.

Mr Larsen was employed by the company in October 1969, but he's association with the soft drink brand goes back to when he was a child.

Dubbo was the first country town in Australia to have its own Coca-Cola bottling plant. The plant was opened in 1953 by Albert Orbell. When Mr Larsen was 12-years-old, his family moved to Dubbo so his dad could join Mr Orbell as a business partner.

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Mr Larsen lived next door to the bottling plant on Brisbane Street. The house was the factory office and his bedroom was two feet away from the laneway where trucks would be arriving and leaving at all hours of the night.

He occasionally worked in the factory during school holidays from going out with the drivers on deliveries to stoking the wooden furnace.

After secondary school, Mr Larsen did a three year cadetship with the company in Adelaide.

"I spent three years down there learning the general ropes of how a soft drink manufacturing plant works from administration to sales to throwing cases off the truck to the laboratory. It was interesting times," he said.

Officially he started with the company in 1969, selling drinks in far west NSW and southern Queensland. A few years later he became a cold drink equipment technician.

His role was to service different equipment such as vending machines and glass door refrigerators.

"I'm still basically doing that today, expect we don't have 43 people in the company, we have thousands," Mr Larsen said.

The biggest change in that time has been the technology.

"There's always a different piece of equipment. And there are so many pieces in that piece of equipment. Every issue has to be diagnosed these days. Once upon a time you'd drive into a place say 'hey Harry, how are you doing?' and to fix the machine you'd pull the thermostat out, put a new thermostat into it and walk away," Mr Larsen said.

Now, there are lots of components of each machine and every issue has to be diagnosed before it can be fixed.

But that variety is one of the things Mr Larsen loves about his job. The other is the people he's met.

"People are very important and I think they appreciate you turning up and doing the repair work on their gear," he said.

After all this time, Mr Larsen said he said in the job because of the security it provided.

"I wanted to be able to educate my kids. And I enjoyed the job," he said.

Coca-Cola Amatil Group managing director Alison Watkins said Mr Larsen had "Coca-Cola in his veins".

"As well as a half-century in Coca-Cola sales and equipment service, Bill actually lived in Dubbo's Coca-Cola bottling plant as a child. There's few others who can claim so long an association with Coca-Cola and even fewer who can match his record of commitment to customers and his team.

"His contribution to our industry has been incredible. On behalf of all at Coca-Cola Amatil, congratulations to Bill on reaching his fifty-year milestone."