Prefer
Prefer crafts coffee-like beverages using upcycled plant proteins instead of beans. Consumers enjoy familiar taste and aroma while reducing environmental impact—supporting circular food systems and cutting water usage compared to traditional coffee farming.
Founders
Jake Berber
CEO
Jake studied Neuroscience at Claremont McKenna College and went on to achieve an MBA in Entrepreneurship from Tel Aviv University and NUS. He was employee #8 at a biotech startup and worked for a food tech VC in Tel Aviv.
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.