Cat & Cloud Podcast

Cat & Cloud Coffee www.catandcloud.com/

Episode Summary

This episode explores what it really takes to build a café from the ground up—starting with a blank slate but bringing hard-earned experience along. The conversation moves from practical decisions like choosing the right neighborhood and building authentic community connections, to deeper reflections on mindset, motivation, and the emotional realities of ownership. Along the way, the hosts break down coffee program philosophy, hiring approaches, and the importance of aligning values with operations. The episode closes with a candid look at the mental load of running a business, offering a grounded perspective on sustainability, self-awareness, and building support systems as things grow.

Chapters 

00:00 – Climbing and a Shout out to Kiera

04:00 – Starting a Café from Scratch

06:30 – Why Location Matters Most

10:30 – Building Community Before Opening

14:30 – Authenticity vs Over-Marketing

18:00 – Feeling Like You’re Doing Everything at Once

22:00 – Defining Values and Systems

26:00 – Designing the Coffee Program

30:00 – Innovation and Brewing Concepts

33:00 – Choosing the Right Roasting Partner

36:00 – Space, Buildout, and Constraints

40:00 – Hiring for Culture and Fit

44:00 – Motivation and Early Ownership Mindset

47:00 – The Mental Load of Ownership

49:30 – Sustainability and Building Support Systems
 

Cat & Cloud:

Instagram www.instagram.com/catcloudcoffee/. é

Webstore www.catandcloud.com/

Roasters Choice Subscription www.catandcloud.com/collections/subscriptions

Wholesale Partners! Interested in serving our coffee at your business? Learn more about our Partner Program https://catandcloud.com/wholesale

Cat & Cloud Coffee was founded in 2016 by three friends who believe experiences and connections shape our lives. Former barista champions and lifelong coffee professionals, they envisioned a better way to do business and set out to create a values-driven organization that put culture first.

Our mission is to inspire connection by creating memorable experiences. Whether it's with guests in our 4 retail locations in Santa Cruz, our team members, or our wholesale partners across the country, we strive to leave everyone better than we found them. 

The Cat & Cloud Podcast is a space for us to share our experiences and adventures in coffee and business in hopes of inspiring more people to create culture and values-driven organizations. 

Hosted by Chris Baca and Jared Truby

Produced by Casey Ryan

May 2026