"Fruit bomb" is the name of the game with Ethiopian naturals such as this. "Natural process" refers to what happens to coffee cherries after they are picked from trees during harvest. Whole cherries are dried in the sun on raised beds with screened bottoms over a number of days. As the fruit decomposes, sugars are produced, some of which penetrate the seeds at the center of the cherry, imparting a distinctly fruitier flavor profile.
Guji Kercha Natural Process at a glance