HONOLULU -- The company that makes Lion and Royal Kona coffees hopes to make Mapunapuna a tourist attraction.

Hawaii Coffee Co. has initiated trolley service between Waikiki and its roasting and bagging facility on Kalani Street.

"So many tourists come to town and they buy our products in retail stores, but they don't know anything about how it's done or about the coffee, or that Hawaii is the only coffee producing state in the U.S. So, by bringing them here, we educate them and they can take it back to where they came from and remember it forever," said Jim Wayman of Hawaii Coffee Co.

The trolley, operated by Inouye tours, makes eight runs a day from locations in Waikiki, to Bishop Museum, then to the roasting plant and back to Waikiki.

The company's bestseller, the Lion brand, is the oldest coffee name in the country. But, in an age when a coffee shop sits on nearly every block, how can a small company survive?

Wayman said his company has an edge over the competition.

"Starbucks is really big and because of that it makes it hard for them to do everything really great. But when you're small, you can focus on your own business and be better. If you want to beat Starbucks, be better than Starbucks," Wayman said.

Wayman said that sales this year are already up 13 percent.