In a world where coffee consumption is on the rise, Singapore startup Prefer is pioneering a sustainable solution to meet the growing demand. Founded by former neuroscientist Jake Berber and food scientist Tan Ding Jie, Prefer has introduced Asia’s first bean-free coffee, made by repurposing food by-products.
With climate change threatening traditional coffee production, Prefer’s innovative approach offers a glimpse into the future of coffee consumption. By utilizing ingredients like day-old bread, soya bean pulp, and spent barley grains, Prefer’s bean-less coffee undergoes a unique 48-hour process involving fermentation, blending, and roasting.
During a demonstration, Prefer showcased how their coffee alternative brews like traditional coffee, making it appealing to businesses seeking sustainable options. While the beverage is caffeine-free, consumers can opt for a caffeine boost extracted from tea. Prefer recommends enjoying their product with milk, whether dairy or plant-based, highlighting its versatility in creating beverages like espresso martinis.
At the launch event, attendees sampled Prefer’s decaffeinated coffee in various forms, including an espresso tonic and an oat milk latte. Feedback on the flavor profile has been positive, with notes of nuttiness and chocolatey undertones. While the taste may not mimic traditional coffee exactly, Prefer has gained traction in 14 establishments across Singapore, catering to a niche audience appreciative of its unique offerings.
The journey of Prefer began with a serendipitous meeting between Berber and Tan at a local food accelerator program. Their shared vision of leveraging fermentation biotechnology to revolutionize the coffee industry led to the creation of Prefer. Through extensive research and development, the duo identified a formulation that aligns with their mission of offering sustainable coffee alternatives.
With Berber’s background in the investment sector and Tan’s expertise in product innovation, Prefer has secured significant funding to support its growth. A recent US$4.2 million investment round, led by One Ventures and Chancery Hill Capital, has propelled Prefer’s expansion plans. The startup has also introduced new products like soluble coffee and cocoa powders, signaling its commitment to diversifying its offerings.
Looking ahead, Prefer aims to develop a portfolio of flavors that are at risk due to climate change, with ingredients like cacao, vanilla, hazelnut, and citrus on their radar. By partnering with established companies like Ajinomoto Co in Thailand and The Coffee Ferm in Australia, Prefer is positioning itself for international success, contributing to the evolution of the coffee industry.
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