By Cath Isabedra

Every morning, billions of people around the globe reach for their coffee cups, eager for that first sip of energy and comfort. Yet, behind this beloved ritual lies a brewing crisis—climate change is threatening coffee production, pushing prices to historic highs, and leaving the industry scrambling for solutions. Soon, this beloved beverage may become a luxury rather than a daily staple.  

For Jake Berber, co-founder and CEO of Prefer, these challenges inspired a bold innovation: beanless coffee.  

Combining upcycling, fermentation, and flavor technology, Prefer transforms how we experience coffee while tackling critical sustainability issues. 

Addressing rising costs with innovation 

Coffee prices are boiling over, thanks to erratic weather in major producing regions like Brazil and Vietnam. Supply chain disruptions have sent costs soaring to near half-century highs, threatening the accessibility of this cherished beverage. Coffee is now trading at near half-century highs, making it increasingly inaccessible to the average consumer. For big coffee buyers, this means tighter margins and tougher decisions. 

As Berber explains, “Coffee is actually getting to the point where these large coffee purchasers could no longer buy coffee and then sell it to their mass market consumers at a price where their consumer will buy, and the company still makes margins.” This economic reality is reshaping the future of coffee, compelling the industry to seek innovative solutions. 

Berber emphasizes the importance of keeping coffee accessible.   

“We really want to make sure it’s always available for the mass market.”  

He envisions a future where coffee remains a daily joy for all, not a luxury for a few. Prefer’s solution? Beanless coffee that captures the essence of a traditional brew but sidesteps the bean altogether. Prefer’s beanless coffee offers the same rich flavors and aromas as traditional brews without relying on coffee beans. By providing an affordable and sustainable alternative, Prefer ensures that coffee lovers worldwide can keep enjoying their morning pick-me-up without breaking the bank.  

Upcycling as a path to sustainability 

Prefer starts by upcycling byproducts from food production, such as spent barley and soy pulp. These local ingredients, sourced in Singapore, are converted into coffee-like products through exclusive fermentation and roasting techniques. This method not only decreases food waste but also lowers the environmental impact of coffee production. 

“Our technology recreates the exact same aroma volatiles and flavor molecules found in coffee, just using other sources of ingredients to get there,” Berber shares. The process involves fermentation and roasting, yielding a versatile product that works for instant coffee, ready-to-drink beverages, and even espresso machines. It’s innovation brewed with sustainability at its core. 

But the journey wasn’t instant. Over 18 months of rigorous research and development went into perfecting the product. Berber recalls the challenge: “Consumers will not budge on taste. If you’re innovating, it must taste just as good if not better.” The result? An oat latte with a 95% acceptance rate and a product that seamlessly blends with traditional coffee, winning over skeptics and coffee aficionados alike. 

Redefining the future of coffee 

Prefer’s beanless coffee isn’t just about flavor—it’s a lifeline for an industry under siege. By reducing the carbon emissions, water usage, and land requirements of traditional coffee cultivation, it offers a sustainable path forward. And with regulatory changes like the European Union’s deforestation rules on the horizon, Prefer’s model is ahead of the curve. 

Yet, this is just the beginning. Prefer has ambitions far beyond coffee. Using the same upcycling and fermentation technologies, the company plans to tackle other climate-threatened flavors, from cacao to hazelnut. “We’re actually a flavors company, not a coffee company,” Berber says. “We’re just starting with coffee.” 

As the world’s taste for coffee evolves, Prefer is leading the charge, balancing tradition with innovation. By transforming food waste into a sustainable coffee experience, they’re proving that the future of coffee doesn’t have to come at the expense of the planet—or our wallets. 

So, tomorrow morning, as you sip your coffee, consider this: the next great cup may not come from a bean but from bold innovation and a commitment to sustainability. 

This story first came out in our “Sustainability on the Plate: The Power of Upcycling” issue.