In Episode 42 of The Generalists Podcast, we sit down with Jake Berber — co-founder of Prefer, the bean-free coffee startup reinventing the future of sustainable ingredients — to explore the art of building category-defining products, raising capital in tough climates, and scaling food-tech from Singapore to the world.

From kitchen experiments to raising capital from 200+ funds and landing an oversubscribed pre-A, Jake reveals what it really takes to build a category-defining food-tech company. He explains why he actively seeks risk, how Prefer positions itself as a “coffee extender” instead of a replacement, and the strategies behind scaling from Singapore to the global stage.

🚀 What You’ll Learn in This Episode:

• Why Prefer is future-proofing ingredients like coffee and cocoa
• The power of platform fermentation and how it scales
• How Singapore’s ecosystem accelerates food-tech innovation
• What it takes to survive fundraising in a cold climate
• Jake’s nine-step playbook for engaging investors
• Why “coffee extender” beats “bean-free coffee” in FMCG sales
• How reference designs derisk adoption for big brands
• Managing copycat risk and building defensible IP
• The hybrid model of ingredient sales + licensing
• Fitness, journaling, and the habits that sustain founders

👥 Hosts

• Michael Smith Jr.: https://www.linkedin.com/in/smittysgp
• Razko Kotler: https://www.linkedin.com/in/razko282

👤 Guest

Jake Berber: https://www.linkedin.com/in/jakeberber/

🔔 Subscribe for more founder stories, startup wisdom & entrepreneurial insights.👉👉👉 Subscribe Now: https://www.youtube.com/@TheGeneralistsPodcast

🔗 Links & Resources

• Prefer: https://prefer.coffee
• Iso Latte (Prefer product showcase): https://prefer.coffee/iso-latte
• Enterprise Singapore: https://www.enterprisesg.gov.sg
• Entrepreneur First (EF): https://www.joinef.com
• A*STAR Singapore: https://www.a-star.edu.sg
• Melvados: https://melvados.com
• Ajinomoto Thailand: https://www.ajinomoto.co.th/en/
• MrBeast: https://www.youtube.com/@MrBeast
• The Green Blueprint: https://www.latitudemedia.com/podcasts/the-green-blueprint/
• 20VC (Twenty Minute VC with Harry Stebbings): https://www.thetwentyminutevc.com