Friona, the largest town in Parmer county, is located on the crossroads of Highway 60.  Highway 214 Farm to Market 2397 and Farm to Market 1731.  The region that encompasses Friona is  known as the " Texas  Panhandle" or the "High Plains".

Friona has a population of 3,854 and an altitude of 4,100 feet.  The average annual rainfall is 17.5"  and the average snowfall is 14"  per year. The growing season is approximately 183 days.

The average temperature is 59 degrees with a January average of  38  degrees and a July average of  95 degrees.  The temperature, on average, exceeds 90 degrees about 20 days per year.   For the most part, Friona enjoys low to moderate humidity.

Transportation and shipping options include the BNSF railroad, a municipal airport, a bus service, several motor freight carriers, UPS and FedEx.