Prefer
To help coffee and chocolate companies manage rising bean prices, Prefer has developed PreferRoast™ and PreferChoc™, coffee and cocoa extenders that deliver the same taste as coffee and cocoa at a lower cost. Utilizing Prefer’s proprietary fermentation technology, PreferRoast™ and PreferChoc™ cost up to 2x less than their commodities, with a 8x lower carbon footprint, allowing products to maintain their taste while reducing the cost for consumers and the planet.
Founders
Jake Berber
CEO
Jake worked in big pharma, a biotech startup, and a FoodTech VC. He’s committing his life to fighting climate change using Prefer as the lever.
Ding Jie Tan
CTO
DJ graduated with a Bachelor’s in Chemistry from University College London, on an A*STAR scholarship. Upon returning to Singapore, he started his research career working in organic synthesis, then went on to create flavors and fragrances from biotransformation. Along the way, he founded Starter Culture, a boutique food consultancy, working with bars and restaurants in Singapore, where he became known as the Prince of Fermentation.