I lived in Cedar Falls/Waterloo for 5 years and still go there once a week (fiancee lives there). Northland is a pretty small company. While they do sell some "virgin" oil most of their basestocks are recycled/re-refined oils. The only place I've ever seen it carried in-store was at an Advance Autoparts store in Waterloo.
Several of the car dealerships (including the two largest) in the W'loo/CF are also using the re-refined Northland oil for their quick-lube services as evidenced by the Northland banners displayed in the shops.
From what I know, the oil isn't bad but it isn't great either. Regardless, the business's bread and butter is not engine oil, but instead automotive parts solvent.. competing heavily with Safety-Kleen in within the central Iowa market.