IT grows in abundance in the hills of Dakudaku in Rakiraki but villagers who own the land had not cashed in on it since time immemorial.
And now they are looking for a market to sell the coffee beans which grow in abundance there.
"We didn't know all this while what to do with the coffee but after being given ideas by some people, we intend to turn it into cash," said Vatusekiyasawa villager Nasoni Nabogi.
"For years, the coffee has been ripening on the trees and falling off. We just didn't know that it could fetch money.
"The coffee crop right now is nearing maturity and it should be ready for harvesting within one month or so.
"There is also a lot of cocoa in the hills and like coffee, we also haven't been able to turn this into cash. But, we will do something now so that the villagers can benefit financially."
Village elder Epeli Bukadogo said he had tasted the coffee from the Dakudaku hills.
"Some time back, we harvested the ripe coffee beans, dried them and then roasted them. After that we tuki (pounded) the thing and brewed it," he said.
"To be very honest, it tasted very nice, in fact much better than other kinds of coffee that I've drank."