and the guy who founded it is right here, trent payton. >> aloha. >> thank you for having us.rganic coffee. what does that mean? >> well, first, you can't use pesticides, herbicides. if you do use fertilizer, it has to be fertilizer as well. >> they look like fruit. >> this coffee comes from the flower. and then it becomes a fruit, just like citrus. it goes green. and you grow to color. and i'm going to squeeze this and pop out the two beans. >> so these are cully what the coffee -- that's how it starts? >> two coffee beans and a cherry. we call it coffee cherry. >> one of the things i hear, triathletes and others alike, is that coffee can be healthy in moderate doses. >> in moderation, yeah. the studies have shown that if you drink too much coffee, it can be not be good for your heart. but two cups a day is good for your heart. >> and there are specific things in the beans themselves but also the skin. i've heard about chromium, magnesium being helpful for people with diabetes. but what is it about the skins even that can be of such value? >> anti-oxidants. radical absorption