“The most successful entrepreneurs I know are those who take their lessons in stride and show up stronger the next day.” – Jake Berber
Coffee talk. Coffee table. Wake up and smell the coffee. Like it or not, the mighty coffee bean has snuck its way into our lexicon, entrenching itself in our daily rituals. From the cup of joe that jolts our mornings to family gatherings around a coffee table, the caffeinated beverage is a cornerstone of our culture.
But as climate change threatens to disrupt coffee production, with erratic weather patterns and rising temperatures affecting traditional coffee farms, the question arises: can our beloved coffee weather the storm?
For Jake Berber, CEO of Prefer, the answer lies in a sustainable alternative. Together with his co-founder Tan Ding Jie, Berber launched Prefer, a startup pioneering the creation of bean-free coffee through the fermentation of by-products like soy pulp, leftover bread, and spent grain. Their innovative approach reduces the environmental impact of traditional coffee farming and extends the life cycle of commonly consumed foods.
The Texas-born entrepreneur’s fascination with the potential of food technologies began when he worked as an investment analyst at venture capitalist firm Good Seed Ventures. There, he got the chance to speak with trailblazers of the industry, from whom he felt inspired by. But it was only after meeting the like-minded Ding Jie at an Entrepreneur First programme, that he felt something as novel as Prefer, was possible.
Today, Prefer’s bean-free coffee is gaining traction in cafes and retail locations across Singapore. With $2 million in seed funding secured, Berber is looking to expand the startup’s production capacity and distribution network—hoping, perhaps, to add a secondary definition to the term, ‘prefer’.
What personal achievement are you most proud of?
The first day that Prefer was in stores was really awesome. We were doing research and development out of Ding Jie’s kitchen for six months then on a lab bench for another six. After a year of testing hundreds of prototypes, the feeling of seeing our product out in the market and people enjoying it was surreal.
What is a major challenge your industry faces?
F&B is hard. F&B owners in Singapore are facing rent increases. As I’m sure most are already aware, prices of food and drinks are also going up. I worry there will be a time where the prices needed for F&B owners to make money will be too high for the end consumers to afford.
How do you think it can be addressed?
Ingredient supply must be more affordable. But for this to occur, production needs to be reliable without cost fluctuating factors such as fuel, fertilisers, and labour. That’s where companies like ours can help as our technology eliminates the reliance on traditional farming.
How do you handle failure or setbacks in your professional life?
I was a tennis academy kid from the age of five and an all-American tennis player in university. That may seem unrelated, but throughout those years, I had to get really good at losing. Being good at losing, taking learnings from losses and getting back the next day better, is an incredibly important skill. Especially so in entrepreneurship, because it is a roller coaster.
What’s the best piece of advice you’ve received in your career?
Focus on having fun and learning, and great things will happen. For any venture or job, you’ll be pouring a lot of time and effort into it so you’ve got to find fun in the little or big things as a motivator.
