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