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Our Story
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.
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.
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.
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