After several trips to Bali, Asher Yaron finally decided to move there and follow his desire to create a local, organic, sustainable business. With Balinese coffee farmer friend I Nyoman Wirata, Asher created F.R.E.A.K., that is, "Fresh Roasted Enak (delicious in Indonesian) Arabica from Kintamani," which is involved in all aspects of the coffee business "from the cherry to the cup."