I second Magda`s point. Knowing a little about the people behind the products does create a feeling of ease.
I do like the overall looks of the site and it does flow more smoothly. My only real problem as I mentioned before, is that there are very few choices and no clear leading Super Seller product.. I know that will change with time though. Keep up with the great work!
I really like the look and feel of the site...especially the pictures on the User Confidence page. Where do you purchase your products? Maybe you could add a blurb about where they come from (i.e what region in Africa, etc)...
I think it looks great! Good job and good luck with your site!