Reimagining Coffee: Prefer’s Journey to Bean-Free Brews

In this episode, we’re joined by Tan Ding Jie, Co-Founder at Prefer, a Singapore-based coffee startup that’s transforming the industry with their innovative “bean-free” coffee. Founded in 2022, Prefer manufactures sustainable and affordable ground coffee compatible with standard espresso machines, catering to businesses such as cafes, coffee chains, distributors, and flavor houses. In February 2024, Prefer secured US$2 million in seed funding, led by Forge Ventures and joined by global investors like 500 Global and Philippine coffee startup Pickup Coffee. With that in mind, DJ shares the story behind Prefer’s creation, the challenges of scaling a coffee startup, and the ambitious goals they have for the future of sustainable coffee.

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