And precisely every bit of it is a treasure!! In fact many people believe that you cannot even awaken without coffee (see picture 83 on this list for example). However, at the moment it is common practice to only collect the beans and throw away the cherries – “a waste”, said Rudi Dieleman. And, he founded a business based on everything you can make from these cherries. This includes: dietary fibers, pectin, antioxidants, cellulose and red colouring agent. They say so, it is only the start – here is their TedTalk!