He bought a property in Bergen and established an import business with emphasis on coffee.

Towards the middle of the 19th century, coffee consumption was growing due to falling prices from increased global production.

Berent's son Einar Friele became junior executive in 1925, but was killed during World War II.

Friele's product line also includes the brands Kronekaffe and Café Noir.

Collectively all the Friele coffee brands have a total national market share of 35%.