Today's guest is CEO and Co-founder of Prefer, Jake Berber. Jake and his Singapore-based team are working to bring the cost of coffee down by producing authentic coffee that is bean-free. They do this by producing the flavors and aromas of coffee through a state of the art fermentation process, no coffee plant needed. Why go around the coffee plant altogether? Well, the cost of coffee has exploded, climate change is adding difficulty to producing it, and there is a huge demand for foods that have coffee flavor. So, Jake and his team have developed a new way to produce it. And what makes this so interesting is Jake's view on how to build a food company in such a competitive environment - cleverly building consumer trust on price and quality and not on technology value. Many neat lessons for any folks building food products using new technologies. You can learn more about Prefer here [https://www.prefer.coffee/] and Jake here [https://www.linkedin.com/in/jakeberber/] Learn more about your ad choices. Visit megaphone.fm/adchoices