How Jake Expanded Prefer's Bean-Free Coffee to 50+ Top Locations in Just 6 Months?

Welcome back to the Maven Club interview series, where we provide invaluable insights from leading founders and growth experts. Today, we had the pleasure of speaking with Jake, the founder of Prefer. Jake shared his vision for expanding into the instant coffee market and developing sustainable food options, tackling climate change while enhancing customer reach. His innovative approach to engaging Gen Z and building trust through relatable content highlights the importance of authenticity in today’s market. Here are the key highlights from our conversation:

Who is Jake?

Jake is the co-founder and CEO of Prefer, a company innovating in the coffee industry by creating coffee without beans. With a background in venture capital focused on FoodTech, he is dedicated to ensuring coffee remains affordable, delicious, and sustainable amidst the challenges posed by climate change.

What does Prefer do? 

Prefer innovates in the coffee industry by creating bean-free coffee, offering a more sustainable and affordable alternative. As climate change threatens coffee farmland and increases production costs, Prefer's solution reduces the carbon footprint traditionally associated with coffee. Their approach ensures that coffee remains accessible and delicious, without compromising on quality or caffeine content.

What sparks Jake's passion for Prefer?

“My passion for Prefer is future-proof the food and beverages threatened by climate change, starting with coffee”

Jake's passion for Prefer is driven by his deep concern about climate change, especially its impact on coffee. He learned that climate change could drastically reduce coffee supply by 50% while demand is expected to triple, leading to significantly higher prices. This realization fueled his desire to adapt to these changes and ensure that coffee remains accessible and enjoyable. 

With a background in neuroscience and experience in biotech, Jake transitioned to investing in food technology startups, which sparked his interest in sustainable solutions. After moving to Singapore, he met his co-founder, a food scientist skilled in fermentation, and together they developed the concept of bean-free coffee. Jake's mission is to combat climate change by innovating in the food and beverage industry, focusing on making coffee sustainable and affordable for the future.

Challenges in Bringing First-of-Its-Kind Products to the Market

“We turned early skepticism into enthusiasm by focusing on taste”

• Educating Potential Buyers: Introducing bean-free coffee posed a significant challenge as it was a completely new concept. Business owners often lacked confidence in the product, making it difficult to gain traction.

  • Solution: Jake focused on comprehensive education about the benefits and sustainability of Prefer, addressing concerns directly to build trust and credibility.

• Lengthy R&D Process: Developing a coffee alternative that tasted like traditional coffee required extensive research and experimentation. The team tested thousands of ingredients to ensure quality was not sacrificed for the mission.

  • Solution: Jake emphasized a commitment to continuous improvement, ensuring that the final product met high taste standards before launching, thus maintaining quality.

• Finding Like-Minded First Movers: Identifying early adopters who understood the problem of rising coffee prices and sustainability was crucial. These initial champions would help spread the word about Prefer.

  • Solution: Jake sought out business owners who shared a vision for sustainability, turning them into advocates who could create a networking effect and encourage others to try Prefer.

• Capacity Issues: As a startup, Jake faced limitations in production capacity, making it challenging to target large corporate clients initially.

  • Solution: He decided to work with individual cafes at the outset, allowing for manageable orders and valuable feedback. This strategy not only helped refine the product but also built a solid foundation for future scaling.

Linkedin as the Main Top Funnel

"LinkedIn's been our best sales channel so far - I post a few times a week, leading to ~10 qualified leads and 100k impressions.”

• Investment in LinkedIn for Lead Generation: Jake recognized LinkedIn's potential when he started seeing impressive results from his posts. He noted that dedicating just 10-30 minutes a day could lead to 100,000 impressions and three to five legitimate leads per week. This efficiency and the absence of costly cold outreach made LinkedIn a vital platform for driving business growth, showcasing its clear ROI in lead generation.

• Evolving Content Types: Jake started by sharing straightforward updates about partnerships, such as "Prefer partners with this cafe." Over time, he shifted to more engaging posts that include attention-grabbing hooks and narratives about the unique processes behind these partnerships. For example, he learned that posts with intriguing stories about how Prefer is doing things differently attract more engagement and generate more inbound leads.

• Impact of Founder-Led Content: By sharing his personal experiences and insights as a founder, Jake creates a deeper connection with his audience. He emphasizes that posts with a personal touch—such as discussing the challenges of developing bean-free coffee or the journey of finding like-minded partners—resonate more with potential customers. This personal storytelling helps humanize the brand and fosters trust.

How to Engage with Gen Z Audience

"Engaging Gen Zs means making content people would want to watch, rather than selling them stuff.”

• Focus on Humor and Entertainment: Jake believes that creating funny and entertaining content is key to engaging Gen Z. Rather than pushing sales, he aims to make posts that make viewers laugh, fostering a positive association with the brand.

• Avoiding Direct Sales Tactics: He intentionally avoids content that directly sells products, as he thinks this approach feels forced and disengaging. Instead, he opts for relatable content that encourages a natural desire to support the brand.

• Building Trust Through Authenticity: Jake emphasizes the importance of earning customer trust. By sharing behind-the-scenes insights about the company and its team, he helps create a more personal connection, making Gen Z feel like part of the brand's journey.

• Creating a Sense of Community: He believes that by consistently posting authentic content, Prefer can cultivate a loyal community. This ownership fosters deeper connections, encouraging Gen Z to align with and support the brand’s vision and products.

Should ESG Startups Invest Heavily in Marketing Their Mission?

"Clear communication of our mission builds partnerships, but consumers need great taste and fair price above all else."

Jake believes that ESG startups should prioritize engaging content over mission-driven marketing for several reasons:

• Consumer Preferences: He observes that modern consumers, especially Gen Z, prefer entertaining and relatable content rather than lengthy discussions about a brand's mission. They are more likely to engage with brands that make them laugh or provide enjoyment.

• Clarity in Communication: Initially, it's crucial to clarify the startup's mission to potential business partners to dispel any misconceptions. Jake notes that coffee companies were hesitant to engage with them due to fears of disruption. By clearly stating their supportive role, they can build trust and collaboration.

• Focus on Product Value: Once the mission is understood, Jake believes the conversation should shift to practical aspects like taste and price. He argues that consumers ultimately care more about how the product meets their needs than about the company's broader mission.

• Avoiding Overwhelm: He suggests that consumers may find it off-putting when brands overly emphasize their mission, likening it to a company trying to "save the world" rather than simply providing a good product. This perception can create distance instead of connection.

Future Plans for Prefer

"Prefer plans to broaden its product line and market presence, focusing on growth in Asia.”

• Product Expansion: Prefer plans to enter the instant coffee market, targeting partnerships that can also serve bakeries and confectioneries, thereby tapping into a larger customer base.

• Beyond Coffee: The company aims to develop other sustainable food and beverage options, like cacao-free chocolate and hazelnut alternatives, addressing climate change challenges in agriculture.

• Geographical Growth: Prefer will expand from Singapore to the Philippines and explore markets in Malaysia, Australia, Japan, and Korea, focusing on scaling production and increasing market reach.

We hope Jake’s insights and the journey of Prefer inspire you as much as they did us. By focusing on sustainability, authenticity, and innovative market strategies, Jake illustrates the power of dedicated leadership in navigating today’s challenges. Subscribe HERE for more exclusive interviews and insights, as we continue to showcase industry leaders who are driving change and making a significant impact in their fields.