Podcast
Cat & Cloud Podcast
Hosted by Cat & Cloud · EN
Chris Baca and Jared Truby are professional Baristas and are here to introduce the world to Specialty Coffee! From placing in the finals of the United States Barista Championship multiple times, winning regional competitions, to leading training and education for some of the most progressive coffee companies around - these two have learned a ton about coffee and want to share it with you. Tune in for weekly interviews, tutorials, and general mayhem from the brothers from different mothers: Truby & Baca. Learn more at catandcloud.com
13episodes
Episodes
Newest firstAll episodes
Camp Coffee Shop 2026: Jared's Takeaways
Yesterday00:49:44Tap to summarizeSummer camp but for coffee professionals! Learn about what Jared & Charles were up to this week at Camp Coffee Shop, a brand new retreat hosted by Barista Magazine all about building community in the coffee industry. This was four days of coffee workshops and skill-building sessions, unplugged in nature, with everyone from new business owners to coffee industry veterans.Jared gives us the industry veteran perspective. He covers a summary of the talk he gave, Building a Cafe People Love to Work In, impressions of panels and workshops he attended from other long-time industry friends, and how it compares to the vibes of a larger trade show like SCA's World of Coffee.Learn more about Camp Coffee Shop: https://www.campcoffeeshop.com/Podcast Info and Contact: www.catandcloud.com/podcast Instagram: www.instagram.com/catcloudcoffee/ 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/wholesaleCat & 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
Transcribe →From Tech Industry to Coffee Industry: Meet Misha
1w ago00:38:18Tap to summarizeThis week Chris & Jared get carried away in conversation with a newer member of the Cat & Cloud team. Misha Holtz— who's been ramping up in the marketing team at Cat & Cloud for the last three months— gets pulled onto the mic without warning and grilled about her path from founding software engineer to leading our digital platforms and marketing work.Turns out her Cat & Cloud story started way before her start date. She was a barista at Verve Coffee back in the mid-late 2010s, crossed paths with Cat & Cloud and the founding team on opening day and then consistently throughout the early years, and went on to spend seven-plus years building software remotely in Santa Cruz— espresso in hand every single morning. They talk about what pulled her out of tech, what Cat & Cloud and SCA in San Diego look like through fresh eyes, and the parallels and differences between two industries that attract different crowds for different reasons.A candid conversation about what it actually feels like to take the leap from a career you're great at into one that's been present all along.Podcast Info and Contact: www.catandcloud.com/podcast Instagram: www.instagram.com/catcloudcoffee/ 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/wholesaleCat & 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
Transcribe →Interview with Chris Baca: 10 Years of Cat & Cloud, Building a Business Culture, and Keeping Specialty Coffee Accessible
3w ago00:46:50Tap to summarizeCat & Cloud Podcast Cat & Cloud Coffee www.catandcloud.comInterview with Chris Baca: 10 Years of Cat & Cloud, Building Culture, and Keeping Specialty Coffee AccessibleReflecting on nearing Cat & Cloud’s 10-year milestone, Chris Baca emphasizes valuing day-to-day progress over anniversaries while acknowledging the achievement of surviving a life in small business and growing from a single store with eight team members to four cafes and over 100 staff, plus a brand in good standing. He recalls early DIY demolition at the Portola location and clarifies the timeline: pop-ups began in 2015 and the first store opened September 30, 2016. They discuss sustaining community choice through hospitality, evolving menus, and staples like the breakfast burrito, plus Chris’s YouTube origins as pushback against pretentious specialty coffee. Chris also highlights the messy reality of small business, the importance of key leaders, career risks during growth, and the belief that great people and culture can be developed anywhere.CHAPTERS00:00 Intro01:27 Ten Year Reflections05:05 Early Days Portola Build08:06 Staying Relevant Locally13:00 Service Culture Over Marketing17:33 Burrito Staple Stats18:53 YouTube Coffee Encounters20:24 Anti Pretension Coffee22:22 Simplify The Craft23:06 Teaching Style Strength24:37 Ten Year Reflection25:20 Small Business Chaos27:20 Key People Grit31:01 Careers Trust Scale34:57 Verve Expansion Lesson36:42 Family Responsibility Shift39:03 Cat And Cloud Future41:29 Great People Everywhere43:43 Podcast Sharing WrapPodcast Info and Contact: www.catandcloud.com/podcast Instagram: www.instagram.com/catcloudcoffee/ Webstore: Want Coffee? Want cool schwag?! 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/wholesaleCat & 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 July 2026Podcast Info and Contact: www.catandcloud.com/podcast Instagram: www.instagram.com/catcloudcoffee/ 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/wholesaleCat & 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
Transcribe →What's the Big Idea: Café Ownership Reality Check & Why Coffee Can't Be What It's Not
4w ago00:44:43Tap to summarizeCat & Cloud Podcast Cat & Cloud Coffee www.catandcloud.comTwo Big Ideas: Café Ownership Reality Check & Why Coffee Can't Be What It's NotEpisode Summary Chris Baca and Jared Truby dig into Casey's prompt "What's the big idea?" with a pair of hot takes on the state of specialty coffee. Jared argues the classic neighborhood café — unless run by one or two deeply committed owners — is essentially dead in the current economy, sparking a wider conversation about living wages, misplaced expectations, and why intentionality (not luck) separates cafés that scale from those that scrape by. Chris follows with his own take: you can't turn coffee into something it's not, using dialed-in espresso, green buying, and home-barista setups to unpack why understanding a coffee's true potential matters more than chasing a recipe or flavor note that was never really there.CHAPTERS 0:00 — Intro, Burritos & Pastrami Talk 6:12 — What's the Big Idea? 9:45 — Hot Take: The Modern Café Is Dead 15:30 — Living Wages & the Economics of a Small Shop 21:18 — Intentionality, Choices & Building a Business 28:40 — Hot Take #2: You Can't Turn Coffee Into Something It's Not 35:00 — Is the Best Espresso Actually Being Made in Someone’s House?42:50 — Home Baristas vs. Café Cohorts Podcast Info and Contact: www.catandcloud.com/podcast Instagram: www.instagram.com/catcloudcoffee/ Webstore: Buy Our Coffee! 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/wholesaleCat & 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 July 2026Podcast Info and Contact: www.catandcloud.com/podcast Instagram: www.instagram.com/catcloudcoffee/ 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/wholesaleCat & 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
Transcribe →Interview with Rachel Keen, Green Buyer for Counter Culture Coffee - Ep# 458
Jul 1301:04:01Tap to summarizeCat & Cloud Podcast Cat & Cloud Coffee www.catandcloud.com/Episode SummaryChris Baca and Jared Truby sit down with Rachel Keen, green coffee buyer at Counter Culture Coffee, about her winding path into the role — from barista in New Zealand to farms in Costa Rica and Colombia, teaching English in Japan, and an educator job that turned into green buying. They cover the real, day-to-day of the job, how global events impact coffee prices, stories about big characters in the coffee industry, and Counter Culture's...culture, volume, hiring philosophy and much more. CHAPTERS0:53 — Intro and Welcome to Rachel Keen4:04 — Getting Into Coffee around the World9:20 — From Barista to Green Buyer13:50 — Storytime with Coffee Character28:00 — War in Iran's Impact on Coffee31:00 — Tasting at 10 & Coffee Conspiracies36:00 — Becoming a Green Buyer41:00 — A Day in the Life57:00 — Shout-Outs & ClosingPodcast Info and Contact: www.catandcloud.com/podcastInstagram: www.instagram.com/catcloudcoffee/Webstore: Buy Our Coffee! www.catandcloud.com/Roasters Choice Subscription www.catandcloud.com/collections/subscriptionsWholesale Partners! Interested in serving our coffee at your business? Learn more about our Partner Program https://catandcloud.com/wholesaleCat & 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 TrubyProduced by Casey RyanJuly 2026Podcast Info and Contact: www.catandcloud.com/podcast Instagram: www.instagram.com/catcloudcoffee/ 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/wholesaleCat & 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
Transcribe →Part 2: Cafe Imports Source "Where Do We Go From Here" Panel hosted by Chris Baca - Ep# 457
Jul 700:41:42Tap to summarizeCat & Cloud Podcast Cat & Cloud Coffee www.catandcloud.com/Part 2: Cafe Imports Source "Where Do We Go From Here" Panel hosted by Chris Baca - Ep# 457Welcome to Part 2 of this live panel discussion hosted by Cafe Imports recorded at the World of Coffee, in San Diego, CA. Cat & Cloud’s own Chris Baca moderates This Source Event as the conversation shifts into new territory. We jump back in with Jeremy Lyman (Birch Coffee) in Brooklyn, Laila Ghambari (Guilder Coffee) in Portland, and Kali Solack (Café Regina) in Puerto Rico as they share how they develop team members, why training extends far beyond coffee skills, and what it means to build a company that creates successful people—not just successful cafes. They also discuss e-commerce, wholesale growth, brand identity, customer connection, and the challenges of standing out in a crowded coffee market today, and finding balance as owners. The episode closes with reflections on entrepreneurship, patience, work-life balance, and the lessons these owners wish they had known when they were just getting started.Whether you're growing a coffee company, managing a team, or building something from scratch, this conversation is packed with practical wisdom from operators who have spent years learning what matters most.Chapters00:00 Intro/Growing People vs Growing the Company 05:00 Creating Opportunities and Training 09:00 Why Training Is the Best Investment 15:00 The Value of Long-Term Team Development 18:00 E-Commerce, Direct-to-Consumer & Online Growth 22:00 Wholesale Growth & Strategic Partnerships 25:00 Q & A, Presence and Strategy, Brand 33:00 Advice for New Business OwnersPodcast Info and Contact: www.catandcloud.com/podcastInstagram: www.instagram.com/catcloudcoffee/Webstore: Coffee and Sweet Merch! www.catandcloud.com/Roasters Choice Subscription www.catandcloud.com/collections/subscriptionsWholesale Partners! Interested in serving our coffee at your business? Learn more about our Partner Program https://catandcloud.com/wholesaleCat & 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 TrubyProduced by Casey RyanJuly 2026Podcast Info and Contact: www.catandcloud.com/podcast Instagram: www.instagram.com/catcloudcoffee/ 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/wholesaleCat & 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
Transcribe →Cafe Imports Source "Where Do We Go From Here" Panel hosted by Chris Baca - Ep# 456
Jun 2900:42:46Tap to summarizeCat & Cloud Podcast Cat & Cloud Coffee www.catandcloud.com/Cafe Imports Source "Where Do We Go From Here" Panel hosted by Chris Baca Episode SummaryRecorded live at the World of Coffee, in San Diego, CA, Cafe Imports hosts the second SOURCE event, a panel discussion focused on “Where do we go from here?” - where business leaders in coffee tackle issues facing the industry today. Cat & Cloud’s own, Chris Baca moderates a candid conversation with cafe and roasting business owners from across the country. Jeremy Lyman (Birch Coffee) in Brooklyn, Laila Ghambari (Guilder Coffee) in Portland, and Kali Solack (Café Regina) in Puerto Rico share what they're seeing in coffee retail today, from profitability and menu strategy to pricing, staffing, and company culture. In Part 1, the discussion explores whether cafes should expand food programs or focus on doing fewer things exceptionally well, how operators use data to make smarter decisions, and why many business owners deal with rising costs and raising their prices. The panel also dives into employee retention, creating healthy workplaces, and the role culture plays in long-term business success. Whether you're running one cafe or multiple locations, this conversation offers practical lessons from operators actively building businesses in today's coffee landscape.Chapters00:00 Welcome & Panel Introductions 04:30 What's Changing in Coffee Retail Right Now? 06:30 Food Programs vs Coffee-First Cafes 14:00 Evaluating Real Guest Desires 17:00 Revenue, Labor & Profitability Metrics 20:00 Price Increases 25:30 Measuring Cultural Success 28:15 Keep Your Team Happy 32:15 Finding Benefits your Staff Wants 38:20 Staff and Retention Podcast Info and Contact: www.catandcloud.com/podcastInstagram: www.instagram.com/catcloudcoffee/Webstore: Buy Our Coffee! www.catandcloud.com/Roasters Choice Subscription www.catandcloud.com/collections/subscriptionsWholesale Partners! Interested in serving our coffee at your business? Learn more about our Partner Program https://catandcloud.com/wholesaleCat & 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 TrubyProduced by Casey RyanJune 2026Podcast Info and Contact: www.catandcloud.com/podcast Instagram: www.instagram.com/catcloudcoffee/ 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/wholesaleCat & 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
Transcribe →Ping Pong Q&A with Cat & Cloud Owners, Chris Baca and Jared Truby - Ep# 455
Jun 2201:05:56Tap to summarizeCat & Cloud Podcast Cat & Cloud Coffee www.catandcloud.com/Ping Pong Q&A with Cat & Cloud Owners, Chris Baca and Jared Truby - Ep# 455Jared, Casey, and Chris try (and mostly fail) to follow the rules of a structured Ping Pong Q&A — but the detours are the good stuff. After a bird interrupts the studio, they dig into how basketball and skateboarding have shaped how they lead and work, touching on confidence, enrollment, team culture, and knowing your role. The conversation builds into a meaty debate about scarcity mindset in specialty coffee and business broadly — whether the industry is thriving or quietly contracting, and what separates brands that endure from ones that just survive. Jared makes a case for why they keep R&D-ing new food items even when the breakfast burrito dominates. It closes with a fun rapid-fire on the best coffee scenes in film history.CHAPTERS00:00 – Bird in the House & Rules of the Game05:30 – How Has Your Sport Shaped Your Professional Life? 13:00 – Pickup Ball Culture & Team Dynamics 20:00 – Is There a Scarcity Mindset Problem in Specialty Coffee? 28:00 – The Market for Specialty Coffee Is Bigger Than You Think35:00 – A Race to the Bottom? 42:00 – What’s the Big Deal…with Food?48:00 – In-N-Out vs. Cheesecake Factory: The Menu Philosophy Debate55:00 – Why We Keep Evolving the Food Menu and Culture58:30 – Favorite Coffee Scene in a Movie Podcast Info and Contact: www.catandcloud.com/podcastInstagram: www.instagram.com/catcloudcoffee/Webstore: Buy Our Coffee! www.catandcloud.com/Roasters Choice Subscription www.catandcloud.com/collections/subscriptionsWholesale Partners! Interested in serving our coffee at your business? Learn more about our Partner Program https://catandcloud.com/wholesaleCat & 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 TrubyProduced by Casey RyanJune 2026Podcast Info and Contact: www.catandcloud.com/podcast Instagram: www.instagram.com/catcloudcoffee/ 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/wholesaleCat & 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
Transcribe →From Soil to Service Part 6: Interview with Cat & Cloud Head of Retail, Herman Madrigal - Ep# 454
Jun 1501:05:40Tap to summarizeCAT & CLOUD PODCASTCat & Cloud Coffee www.catandcloud.com/From Soil to Service Part 6: Interview with Cat & Cloud Head of Retail, Herman Madrigal - Ep# 454 EPISODE SUMMARYJared and Chris sit down with Herman Madrigal, Head of Retail and one of Cat & Cloud's longest-tenured team members at eight and a half years. They trace his unlikely path from championship cell phone salesperson to yoga teacher to barista to retail leader, and the specific moments — a TL who knew his order and his name, a cupping at Aptos, a raw conversation with Jared — that locked him in. The conversation goes deep on what it actually takes to build hospitality culture from the inside: why the details matter, how to make team members feel like experts, and the difference between giving people rules and giving people a reason. Herman also shares what he's still figuring out, including how to protect thinking time, empower shift leaders to coach, and whether the Cat & Cloud culture can live outside of Cat & Cloud. He ends with a dream: Mexican street food, intimate counter service, and a line worth waiting in.CHAPTERS00:00 – Cold Open Mustache Energy 03:30 – Welcome Herman: Eight and a Half Years at Cat & Cloud 08:00 – From Championship Cell Phone Sales to Barista 13:00 – How Herman Fell in Love With Hospitality 18:30 – Getting Tapped for Leadership (And Struggling at First) 25:00 – The Hard Conversation That Changed Everything 31:00 – Learning to Lead Through Systems, Not Doing 38:00 – Why the Details Matter: The Seam of the Cup 45:00 – Concierge Choice and Teaching Coffee With Stories 52:00 – Autonomy, Fear, and Why Owners Clamp Down 58:00 – Thinking Time: The Underrated Leadership Skill 63:00 – Herman's Dream: Mexican Street Food & Taking the Culture Beyond Coffee CAT & CLOUD:Podcast Info and Contact: www.catandcloud.com/podcastInstagram: www.instagram.com/catcloudcoffee/Webstore: Buy Our Coffee! www.catandcloud.com/Roasters Choice Subscription www.catandcloud.com/collections/subscriptionsWholesale Partners! Interested in serving our coffee at your business? Learn more about our Partner Program https://catandcloud.com/wholesaleCat & 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 TrubyProduced by Casey RyanJune 2026Podcast Info and Contact: www.catandcloud.com/podcast Instagram: www.instagram.com/catcloudcoffee/ 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/wholesaleCat & 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
Transcribe →From Soil to Service Part 5: Interview with Cat & Cloud Head of Wholesale and Partner Program, Marc Gessler (contd) - Ep# 453
Jun 800:28:37Tap to summarizeCat & Cloud Podcast Cat & Cloud Coffee www.catandcloud.com/From Soil to Service Part 5: Interview with Cat & Cloud Head of Wholesale and Partner Program, Marc Gessler (contd)- Ep# 453 In this episode, the team continues the conversation with Marc to explore what great hospitality actually looks like in practice—from cafés to wholesale partnerships. They cover the importance of core promises over rigid SOPs, creating memorable guest experiences, building authentic relationships, and why being a "good hang" is a business advantage. Marc shares insights on partner success, responsiveness, scaling hospitality without losing personal connection, and the role that fun, curiosity, and genuine care play in building lasting relationships. The episode is a reflection on service, culture, leadership, and staying true to the promise of taking care of people.Chapters 00:00 - Hospitality Starts with Intent 03:00 - Core Promises vs. SOPs 06:00 - Making It Right for Guests 09:00 - The Spirit of Great Service 12:00 - Building Strong Wholesale Partnerships 15:00 - Why Being a Good Hang Matters 18:00 - Fun as a Business Strategy 21:00 - Taking Care of People at Every Scale 24:00 - Growth, Leadership, and What's Next 26:30 - Relationships Over Transactions 27:30 - Closing Thoughts with MarkCat & Cloud:Instagram: www.instagram.com/catcloudcoffee/Webstore: Buy Our Coffee! www.catandcloud.com/Roasters Choice Subscription www.catandcloud.com/collections/subscriptionsWholesale Partners! Interested in serving our coffee at your business? Learn more about our Partner Program https://catandcloud.com/wholesaleCat & 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 TrubyProduced by Casey RyanJune 2026Podcast Info and Contact: www.catandcloud.com/podcast Instagram: www.instagram.com/catcloudcoffee/ 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/wholesaleCat & 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
Transcribe →