PUBLISHED March 12th, 2024 06:00 am | UPDATED July 25th, 2024 04:23 pm
In an era where coffee appears to be in inexhaustible supply, two food-tech entrepreneurs have joined forces to launch Prefer. A pioneering startup poised to tackle the sustainability challenges of conventional coffee bean farming, Prefer transforms food by-products into delicious and environmentally friendly coffee alternatives by utilising advanced fermentation technology. Making its debut in Singapore and across Asia, the company is set to redefine our coffee consumption experience through an exciting intersection of innovation and environmental stewardship.
The dynamic duo behind Prefer
Founded in late 2022, Prefer emerged from the collaboration between food scientist Tan Ding Jie and former neuroscientist Jake Berber. The duo, who initially connected at an Entrepreneur First program, shared a common goal of developing sustainable food solutions. Capitalising on Ding Jie’s expertise in food innovation and Jake’s background in the investment sector, they honed in on fermentation biotechnology as their primary focus. They were motivated by the skyrocketing coffee consumption in the region as well as the substantial carbon footprint associated with coffee production, therefore deciding to create a sustainable coffee variant.
With projections suggesting a notable decrease in arable land for coffee cultivation by 2050 due to climate change, potentially causing supply disruptions and a surge in demand, Prefer aims to address these issues head-on. Their goal is to provide cost-effective, sustainable, and personalised bean-free coffee options. After a year of focused product development, backed by organisations such as Entrepreneur First, A*STAR, and Enterprise Singapore, Prefer is finally ready to present their bean-free product to coffee drinkers like us.
How, exactly, is bean-free coffee made?
Prefer stumbled upon a groundbreaking revelation during their research journey – the intriguing similarity in flavour molecules between coffee and unexpected candidates like bread, soy, and barley. Since traditional raw ingredient procurement could further increase operational costs and carbon emissions, Prefer approached local food manufacturing companies to be able to upcycle their by-products. These sources include day-old bread from Gardenia, soybean pulp from the renowned Mr. Bean franchise, and spent barley grains from local breweries like The 1925 Brewing Co. and Brewerkz.
Once these unconventional ingredients are collected, they are blended in a secret ratio, and the mixture then undergoes fermentation. This then goes into a roasting oven to aromatic depths and distinctive flavours, and is ground to the preferred fineness. This entire process unfolds in a mere 48 hours, a stark contrast to the prolonged timelines associated with traditional coffee production.
While Prefer’s coffee grounds are proudly caffeine-free, the beauty lies in the flexibility to infuse caffeine derived from tea, allowing you to tailor your coffee experience. The fermentation process also opens doors for Prefer to craft flavours reminiscent of coffee profiles from distant lands like Ethiopia and Columbia, all within the confines of the same facility. This not only eliminates import mark-ups, but also positions Prefer to set accessible prices for businesses and their customers.
How to enjoy Prefer coffee?
To elevate your coffee experience. Prefer’s versatile bean-free coffee can be ground to various consistencies, catering to a spectrum of brewing methods, from fine espresso to medium-coarse drip brewing. The coffee’s aroma tantalises with malty and nutty notes reminiscent of dark roasted beans, captivating coffee enthusiasts from the very first whiff.
Prefer’s current iteration shines brightest as a cappuccino or latte – enjoyed with either traditional dairy or plant-based milk – with flavour profiles presenting a delightful marriage of cereal and hazelnut. This is accompanied by an earthy bitterness and subtle acidity, meticulously calibrated to mirror the nuances of traditional coffee.
The extraction process, seamlessly integrated into coffee machine brewing, demands no extra steps and maintains the same brewing time as traditional coffee. Baristas and coffee aficionados will particularly value the presence of crema, affording the opportunity for creating intricate latte art. Furthermore, the extracted coffee seamlessly lends itself to classic coffee-based cocktails.
Find it in Singapore
If you’re eager to try Prefer Coffee on the go, you can indulge at various cafes, including Dough, Brash Boys, First Story Cafe, Foreword Coffee Roasters, and Parched by Parchmen, among others!
And so…?
Looking beyond the world of coffee, the duo harbours aspirations to tackle other crops threatened by climate change, including cacao, vanilla, and citrus. Their vision involves leveraging fermentation technology to create alternative sources for flavours, bypassing the need for traditional harvesting methods. Ding Jie caps it off with this vision:
“Fermentation is as old as human civilisation and has been historically used to craft flavours, preserve ingredients and enhance nutrition content in foods. Through Prefer, we want to further its conventional use by leveraging cutting-edge science to create a line of sustainable flavours that’s accessible to everyone while conserving the environment.”
Prefer is available across multiple locations island-wide. For more information, please visit their website.
All images courtesy of Prefer.