In the midst of the coffee industry's hectic terrain, a new player has emerged, addressing the critical concerns of climate change head on. Prefer, a sustainable bioflavours start-up led by two visionaries, Tan Ding Jie and Jake Berber, is at the vanguard of a bean-free coffee revolution. Their revolutionary approach uses fermentation technology to transform food byproducts into tantalising and environmentally responsible cups of coffee, making a substantial contribution to combating climate change one cup at a time.
Prefer was founded in late 2022 as a collaboration between Tan Ding Jie, a seasoned food scientist, and Jake Berber, a former neuroscientist turned entrepreneur. Their partnership, which was facilitated by an Entrepreneur First programme, resulted in a shared goal of pioneering sustainable food solutions. Prefer set out on a quest to revolutionise the coffee market, leveraging Tan Ding Jie's expertise in fermentation biology and Jake Berber's experience investing in the food and medical technology sectors.
The duo's strategic choice of coffee as their first business arises from its enormous carbon footprint and the looming threat of climate change jeopardising crop production. With forecasts predicting a 50% decline in fertile farmlands for coffee cultivation by 2050, the need to develop sustainable alternatives became clear. Fermentation, according to Prefer, is a potential approach for mitigating supply chain interruptions and escalating prices while reducing emissions.
Prefer's bean-free coffee demonstrates their creative prowess, utilising the latent flavour molecules found in bread, soy, and barley. Prefer creates a blend that not only replicates the taste qualities of regular coffee but also promotes sustainability by upcycling food byproducts acquired from local companies such as Gardenia, Mr Bean, and numerous breweries. Prefer creates a caffeine-free alternative with rich flavours reminiscent of dark roasted coffee through a precisely constructed process that includes blending, fermentation, roasting, and grinding.
Prefer's coffee is adaptable in its application, accommodating a wide range of brewing methods and serving preferences. Whether ground fine for espresso or medium coarse for drip brewing, the coffee retains its distinct malty and nutty aroma, providing a sensory experience similar to classic blends. Prefer foresee extending beyond coffee to address other crops impacted by climate change, demonstrating their dedication to sustainability and innovation.
w. www.prefer.coffee
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