• Shop now

    Click the photo below to visit our online store.

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  • Our Story

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    What we are...

    New Morning Coffee Roasters is a mid-sized coffee roaster located in Appleton, Wisconsin specializing in custom roasted private label coffee, blend matches, and specialty coffees.






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    Who we are...

    Paul Wisneski has matched coffees for the largest coffee wholesalers in the country. He has visited coffee farms searching for the best coffees in the world, even judging the 2011 Utz National Coffee Competition in Honduras. Paul has 20+ years of coffee experience.


    Dan Jansen has 20+ years of coffee roasting and production experience. He is an expert coffee roaster and cupper, and has many years of experience in industrial grinding, packaging, and order fulfillment.


    Greg Van Zeeland, responsible for finance and procurement, has nearly 25 years of experience in finance, the last 15 of them in the coffee industry learning the trends of the coffee futures market and buying coffee contracts.

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    Why we began...

    After many years of working at a large coffee roaster, Dan, Greg, and Paul noticed a troubling trend in the industry: Coffee roasters throughout the country were continuing to merge and grow so large that they no longer valued the customers that got them there. The three decided to leave and pursue their own dream of providing astonishing coffees and great service for customers of all sizes. This business plan has not only proven to be extremely successful, but it's also been very rewarding for the three owners to form great personal relationships with their customers.

  • Private Label

    Your Brand is Our Brand


    The flavor inherent in each coffee bean changes depending on a variety of factors including the country of origin, soil conditions, elevation of growth, and processing methods. Pick from one of our countless current blends, allow us to use our extensive knowledge to create your amazing blends, or have us custom match your favorite flavor profiles.


    New Morning Coffee Roasters offers full private label packaging capabilities in a wide variety of pack sizes. Packaging options include filter packs, ground fractional packs of any size, retail bags, and bulk coffees. Private label corrugate is also available in any size.


    Our private label programs are highly customizable for distributors, roasters, and retailers of nearly any size. New Morning Coffee Roasters is happy to customize a private label program that fits your unique needs.




  • Let's Talk Coffee

    Want to learn more about New Morning Coffee Roasters or just want to talk?


    Use the boxes below to contact us. We look forward to hearing from you!

    3600 E Vantage Drive
    Appleton, WI 54915
    Retail hours:
    Monday-Friday 7:30-3:00
    Saturday and Sunday closed
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