Toward the end of 1999, we sought to take a different level of control and to improve the quality of our coffee raw materials in our existing Friedrichs Coffee stores. www.sirfriedrich.com This is when we launched our own coffee roaster operation at 2781 99th Street in Urbandale. Our original goals and objectives were to further personalize the identity of our coffee products by blending, roasting and flavoring our whole-bean coffee. We invested in the equipment required to process green coffee beans, and spent several months in training with some of the most experienced coffee roasters in the United States. After experimenting with various blends of varietal coffees, we started to compile formulas for each of the more than 50 blends at Midwest Coffee Traders. The finished products are our gift to you.