The prized "coffee bean" lies therein, which is in fact the seeds of these small fruits. The ripe fruit is harvested, and the flesh of the cherries are removed from the inner seeds, by way of mechanical pulping, and then flushing the pulped fruit off with water: a process known as "wet process".
Less commonly, but in line with tradition, coffee is "dry" processed, sometimes referred to as "natural" processed coffee. The ripe fruit is laid in the sun, and the remaining bits of fruit are hulled from the dried seeds after weeks of drying. This process is still commmon in hot, dry regions, and natural processed coffee is prized for the fruity taste that its own fermented flesh imparts on the seeds.
We are nearing the point at which a coffee roaster becomes involved: once the dried seeds, or "coffee beans" as we know them, are shipped to their destination, they are shelf stable for 1-2 years while waiting to be sold to a roaster. The raw, green, coffee beans are roasted until they resemble something that most of us could now identify as coffee. The heat of the roaster transforms the tough, grassy, astringent beans into brittle, brown, bold tasting coffee beans that are ready to be ground up and used to brew that familiar beverage.
The means by which the coffee is roasted, and the subtleties involved, is a topic that has fueled thousands of blog posts, and will continue to do so. The roasting is the moment, lasting around 8-14 minutes, in which some of the many flavours within the bean are captured, and all the remaining ones destroyed. It is in that short tumble within the roaster that the potential of the bean is actualized.
We ourselves inadvertently tumble into the world of another 10,000 blog posts, all concerning the means by which the coffee is ground and brewed. If you can believe it, this too can destroy or actualize the flavours within the bean; it is not difficult to take delicious, expertly roasted coffee beans, and brew them in such a way as to create a beverage that would make you pucker and contemplate a quick drive to timmies. Welcome to the fickle, fleeting, world of good coffee.