New Morning Coffee Roasters is a custom roast house located in Appleton, Wisconsin specializing in custom roasted private label coffee, blend matches, and specialty coffees. After many years of working at a large coffee roaster, Dan Jansen, Greg Van Zeeland, and Paul Wisneski noticed a troubling trend in the industry: Coffee roasters throughout the country were continuing to merge and grow so large, 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 independent distributors.