What is your spice? How do you get inspired? What sets the standards good? 

All good questions. On the podcast this week we talk about all of them as Chris and Jared sit down and chat.

The Cat & Cloud Coffee Podcast:
Chris Baca and Jared Truby, two of the founders of Cat & Cloud coffee share their insights of leadership and owning a small business, through the lens of the specialty coffee industry. It's not just about whats in the cup, but the intention behind how it was put there. With new episodes weekly, listen in as there's always little nuggets of wisdom. 

Where to listen
Apple Podcast:
https://podcasts.apple.com/us/podcast/cat-cloud-podcast/id1021859870
Spotify:
https://open.spotify.com/show/1Ca5vz73UcyAHCAYmWKpl5?si=d8whB74aRjmgU-ld_0qZfQ&dl_branch=1
Watch here on youtube!
https://youtube.com/playlist?list=PLKAafL6q_RiChNcnVZh3_uW0fKBJ6gImB

If you want even more insights from Chris and Jared, consider becoming a member over on Patreon. each week get even more, as well as exclusive access to a likeminded community, with plenty of benefits to come. It's just the price of a latte a month, and we think there is a lot of value in that. So check it out.
https://www.patreon.com/catandcloud
 
The usual suspects. 
Instagram: https://www.instagram.com/catcloudcoffee/
Cat & Cloud: https://catandcloud.com/

Your hosts:
Baca's Blog: https://www.realchrisbaca.com/
Jared’s Website: https://www.jaredtruby.com/

Your editor:
justphred

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions, with Integrity and intentionally, and it’s our mission to inspire connection, by creating memorable experiences. 

We're a small independent business and this is our story.

Enjoy!

The Spice of Life

In 2022 during an origin trip to Honduras, I learned that connecting with others can happen no matter how many words are said. 

I was disconnected from everything I’d ever known, yet was brought back from a dark place by just a tap on the shoulder. 

This is a special short story by Wiser, he’s been the first guest at every one of our cafes and our Marketing Team Lead.

If you want to find out more about Angel, his coffee, or the best friends club, be sure to head to our website

https://www.catandcloud.com

The Hike - A short Story About Connection

Well, Chuck didn’t come back this week…. But maybe next week! We’ll hold the space for him. 

This week on the podcast Jared gives us his full list of dream cafe improvements; from new grinders for improved product management to speakers that play the podcast in the bathrooms. And Chris dives in on how to help people find their opportunities at work, and build the confidence we all need to see our wins every day. 

Listen to the full episode to hear their thoughts on where to look to find the twinkle. 

Do you have a question you’ve been dying to ask us? Do you wanna hear us talk about it on the podcast? Visit our website catandcloud.com/podcast, or email us at podcast@catandcloud.com and tell us what it is, and maybe your question will be the one we answer next week!

Instagram: https://www.instagram.com/catcloudcoffee/
Cat & Cloud: https://catandcloud.com/
Chris Baca’s Personal Blog: https://chrisbaca.com/ 

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with integrity and intentionality. It’s our mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes. 

The Cat & Cloud podcast was created as a space for two of our founders, Chris Baca and Jared Truby, to share their experiences in the coffee industry and starting a business. Each week the guys sit down to talk about their new challenges as business owners, how they’ve utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!

Your Work Matters - The Importance of Confidence

Welcome back to the Cat & Cloud podcast! A couple of months ago Chris and our Marketing Team Leader Michael took a trip out to Seattle to hang out with La Marzocco. While there they had the chance to connect with Kent Bakke, their former CEO turned Board Member, and figured they might as well record a podcast! This week's episode is all coffee and espresso geekery; a chat between two friends about their lives in the coffee industry, and Kent’s lifelong obsession with coffee. 

Listen to this week's episode to hear a little coffee history from the namesake of the KB90, and the man who founded the Bakke Coffee Museum!

Do you have a question you’ve been dying to ask us? Do you wanna hear us talk about it on the podcast? Visit our website catandcloud.com/podcast, or email us at podcast@catandcloud.com and tell us what it is, and maybe your question will be the one we answer next week!

Instagram: https://www.instagram.com/catcloudcoffee/
Cat & Cloud: https://catandcloud.com/
Chris Baca’s Personal Blog: https://chrisbaca.com/ 

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with integrity and intentionality. It’s our mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes. 

The Cat & Cloud podcast was created as a space for two of our founders, Chris Baca and Jared Truby, to share their experiences in the coffee industry and starting a business. Each week the guys sit down to talk about their new challenges as business owners, how they’ve utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!

Conversation with Kent Bakke

This week Chris asks Jared about a recent trip he went on to southern Californian, and what sort of coffee experiences he had while he was outside of out little coffee bubble that is Santa Cruz. 

Chuck asked some practical questions about Espresso extraction and what coffees might be best as espresso. Also he asks Chris and Jared what each of their idea espresso might be like. 

It’s a conversation that all swirls around what is possible when a cafe operates with intention, and how it can be an impactful place for the community it serves. 

01:31 Jared in LA
08:29 A cool spot in SLO
11:18 Extraction Facts
18:50 Roast level and espresso
20:42 What coffees do we want to try as espresso
24:07 The intention shows
27:08 Jared's dream eXpresso
30:30 Chris' Dream eXpresso


Do you have a question you’ve been dying to ask us? Do you wanna hear us talk about it on the podcast? Visit our website catandcloud.com/podcast, or email us at podcast@catandcloud.com and tell us what it is, and maybe your question will be the one we answer next week!

Instagram: www.instagram.com/catcloudcoffee/ Cat & Cloud: catandcloud.com/ Chris Baca’s Personal Blog: chrisbaca.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for two of our founders, Chris Baca and Jared Truby, to share their experiences in the coffee industry and starting a business. Each week the guys sit down to talk about their new challenges as business owners, how they’ve utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!
Enjoy!

Cafes Impacting a Community - How a small space can make a big impact

Welcome back to the Cat & Cloud Podcast! We are starting off the year with a series of Episodes that we think are helpful, and this weeks episode is about cafe finances. 

Money can be a scary or mysterious topic, but as Chuck helps explain, it's possible to run a cafe in a way that doesn't only provide for the owner, but creates possibilities and careers for its team.

In the episode Charles also mentions a breakdown sheet, and that is linked here:
https://catandcloud.com/pages/gross-margin-category-margins-sales-mix

Enjoy!

Do you have a question you’ve been dying to ask us? Do you wanna hear us talk about it on the podcast? Visit our website catandcloud.com/podcast, or email us at podcast@catandcloud.com and tell us what it is, and maybe your question will be the one we answer next week!

Instagram: www.instagram.com/catcloudcoffee/
Cat & Cloud: catandcloud.com/
Chris Baca’s Personal Blog: chrisbaca.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for two of our founders, Chris Baca and Jared Truby, to share their experiences in the coffee industry and starting a business. Each week the guys sit down to talk about their new challenges as business owners, how they’ve utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Cafe Finances – Tips for running a business that has healthy growth.

Welcome back to the Cat & Cloud Podcast and Happy New Year y’all! Have y’all ever struggled to get your pour over coffee juuuust right? Well not anymore. This week the podcast is a little bit different, Chris hopped on the mic to demystify the process for brewing you perfect pour over cup. 

Listen to this weeks full episode to get a little bit of history and Chris Baca’s perfect pour over recipe. 

Do you have a question you’ve been dying to ask us? Do you wanna hear us talk about it on the podcast? Visit our website catandcloud.com/podcast, or email us at podcast@catandcloud.com and tell us what it is, and maybe your question will be the one we answer next week!

Instagram: https://www.instagram.com/catcloudcoffee/
Cat & Cloud: https://catandcloud.com/
Chris Baca’s Personal Blog: https://chrisbaca.com/ 

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes. 

The Cat & Cloud podcast was created as a space for two of our founders, Chris Baca and Jared Truby, to share their experiences in the coffee industry and starting a business. Each week the guys sit down to talk about their new challenges as business owners, how they’ve utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!

Pour Overs – A helpful overview

This week on the Podcast Chris and Chuck talk about what the C Market is, why coffee prices are at an all time high, and chuck shares his thoughts on why and how to get away from a market based approach to setting prices. 

Do you have a question you’ve been dying to ask us? We want to hear it. Click the link below to record yourself or drop us a line at podcast@catandcloud.com
https://catandcloud.com/pages/podcast

Instagram: https://www.instagram.com/catcloudcoffee/
Cat & Cloud: https://catandcloud.com/
Chris Baca’s Personal Blog: https://chrisbaca.com/ 

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes. 

The Cat & Cloud podcast was created as a space for two of our founders, Chris Baca and Jared Truby, to share their experiences in the coffee industry and starting a business. Each week the guys sit down to talk about their new challenges as business owners, how they’ve utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!

The C Market – Where coffee prices come from

Welcome back to another installment of Chats with Chuck. Chris and Chuck are taking over the Cat & Cloud Podcast this week to discuss all things finance. Covering everything from lease agreements, to menu margins, Chuck is here to demystify these business decisions.  

Instagram: https://www.instagram.com/catcloudcoffee/
Cat & Cloud: https://catandcloud.com/
Chris Baca’s Personal Blog: https://chrisbaca.com/ 

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes. 

The Cat & Cloud podcast was created as a space for two of our founders, Chris Baca and Jared Truby, to share their experiences in the coffee industry and starting a business. Each week the guys sit down to talk about their new challenges as business owners, how they’ve utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!

The Biggest Financial Impacts – Tips for having a business model that works

Spaces Make Places – Chatting about how a space looks and why it draws people in

This week on the podcast, we’re sharing the event we hosted with Cafe Imports at the 2025 Specialty Coffee Association Expo.

The event brought together panelists from across the green buying side of the coffee industry to explore the complexities of this essential part of the supply chain.

This portion of the conversation focuses on the C market, tariffs, and their impact on all aspects of the industry. Panelists share strategies like price averaging and direct trade contracts as tools for navigating a volatile market—highlighting the real-world effects on producers and roasters, from maintaining quality to managing risk and security in an unpredictable system.

Huge thanks to all the panelists who joined us and shared their expertise—and a special shoutout to Cafe Imports for organizing the event and inviting us to be a part of it.

Do you have a question you’ve been dying to ask us? Do you wanna hear us talk about it on the podcast? Visit our website catandcloud.com/podcast, or email us at podcast@catandcloud.com and tell us what it is, and maybe your question will be the one we answer next week!

Links –
Connect with Cafe Imports:
Website: https://www.cafeimports.com/
Instagram: https://www.instagram.com/cafeimports/
YouTube: https://www.youtube.com/@cafeimports2617

Connect more with Cat & Cloud:
Instagram: www.instagram.com/catcloudcoffee/
Cat & Cloud webstore: catandcloud.com/
Chris Baca’s Personal Blog: chrisbaca.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for two of our founders, Chris Baca and Jared Truby, to share their experiences in the coffee industry and starting a business. Each week the guys sit down to talk about their new challenges as business owners, how they’ve utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!

Source – A green buying panel from 2025 SCA Expo

We cover a lot of ground in this episode — from mentorship and leadership growth to why having a group around you can be so helpful for personal and professional development. There’s also some fun in the mix, like breaking down the NBA salary cap and what it tells us about building sustainable teams, whether in sports or in business.

We also rant a bit about mobile ordering and what it’s doing to the coffee experience. And we dream big — talking about storytelling, making documentaries, and chasing the kind of ideas that don’t always make sense on paper, but just feel right.

🔖 Chapters –
03:30 EO vs Vistage
13:49 Chucks insights on the NBA Salary cap
22:50 Chucks rant on mobile ordering
31:08 Bacas documentary idea
36:00 Jared going to honduras

🔗 Links –
Entrepreneurs' Organization:
Website www.eonetwork.org 
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/
Chris Baca’s Personal Blog: www.chrisbaca.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!


A Monday Morning – Just chatting in the office

This week, we dive into why learning from others is one of the fastest ways to grow. From drawing lessons out of brands like Disney to observing how peers structure their systems, it’s about finding insights that reveal blind spots and adapting them into something true to your own vision.

The real value isn’t in copying but in connecting those ideas to your own culture and goals. Whether it’s another coffee shop, a global brand, or even a friend’s workflow, growth comes from taking what resonates and making it authentically yours.

🔖 Chapters –
00:36 A.I. tools at work
07:31 Living in Santa Cruz
21:00 Learning vs being told

🔗 Links –
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/
Chris Baca’s Personal Blog: www.chrisbaca.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!

Shoulders of Giants – How learning from others helps you grow

In this episode, we sit down with Nick Terzulli, VP of R&D at Fellow. Nick shares how his curiosity and persistence pulled him deeper into coffee culture—as a barista and a tinkerer, and eventually as the engineer behind Fellow’s iconic product, including the new Espresso Series 1.

We dig into how engineering and coffee intersect, from the mysteries of burr geometry to challenges in espresso machine stability. At the heart of Nick’s story is a lesson in following passion over paycheck, learning by doing, and embracing failure as part of innovation. It’s a conversation about curiosity, persistence, and the joy of creating products that shape people’s daily coffee rituals.

🔖 Chapters –
00:00 intro
02:02 Nick’s background
11:46 Where the interest came from
14:05 Early career in coffee
20:18 The move to Fellow
25:28 Grinder rabithole
38:34 Espresso Series 1
52:58 What makes things happen
01:00:28 Seeing hard work pay off

🔗 Links –
Fellow:
Espresso Series 1 https://fellowproducts.com/products/espresso-series-1
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/
Chris Baca’s Personal Blog: www.chrisbaca.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!

Pressure Makes Diamonds – Nick Terzulli's journey into making incredible things

This week we talk about the idea of “plussing the show.” The practice of constantly reinvesting in your space so it feels alive, intentional, and cared for. From small design updates to preventative maintenance, we dig into how these choices impact not just the look of a café but also the energy of the team and the experience of every guest who walks in.
At its core, the conversation is about showing your guests and team members that you’re paying attention. Cleanliness, organization, and little upgrades aren’t just details; they’re the signals that a business values quality, consistency, and care. And those signals, over time, become the real difference-maker.

🔖 Chapters –
00:09 Peet's under new ownership
04:27 Ritual’s 20 year reunion 
08:21 Improving our space
11:20 Plussing the show
17:49 Lifecycle of a cafe
21:55 Plussing price tag 
28:04 Key things to maintain
33:51 The power of a reach out
36:55 Baca's rant on espresso machine Cleanliness

🔗 Links –
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/
Chris Baca’s Personal Blog: www.chrisbaca.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!



PM the Show – How maintaining your space improves everything

This week we talk about fame—how it shapes perception in both pop culture and coffee. From the awkwardness of Will Smith trying to rap again to Hacienda Esmeralda’s Geisha selling for record prices at Best of Panama, we dig into how notoriety creates visibility, drives value, and raises the ceiling for everyone.

Fame isn’t always comfortable, but it opens doors. Whether it’s an actor or a coffee producer, once you’re known, you change the market around you. Instead of resenting that spotlight, the challenge is to use it as inspiration—to shine light on others and expand what gets celebrated.

🔖 Chapters –
00:00 Will Smith - Hot or not
02:53 Hard to be famous
09:03 Best of Panama Auction results
10:28 The rediscovery of Gesha according to chris
11:49 What are people angry about
13:58 The issue with coffees that sell at auction
20:13 Are auction coffees really a problem?

🔗 Links –
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/
Chris Baca’s Personal Blog: www.chrisbaca.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!


Price of Fame – Do famous coffees help the rest of the industry

This week we’re hanging out with Kevin and Dulce, owners of Bevel Coffee. We get into their journey of owning a coffee company. How it came from a negative business experience that over time and hard work has grown into an opportunity that fosters life in a community.

Ultimately their story shines a light on the power of connections, and what’s possible by showing up and asking questions. They are rad people doing great things! Check it out.

🔖 Chapters –
02:42 Hey Hello
04:30 The Story of Bevel coffee
30:51 Where do you find support
38:37 Considering yourself a professional 
47:26 We're all in this together
54:22 being ready for what comes next
1:05:35 Connections with Honduras
1:17:55 Opening plans
1:20:39 Takeaways

🔗 Links –
Bevel Coffee:
Instagram https://www.instagram.com/bevelcoffee/
Website https://bevelcoffee.com/
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/
Chris Baca’s Personal Blog: www.chrisbaca.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!

Bevel Coffee - Connections and community

Crafting A Class – Working to take our coffee education to the next level

This week we look back on nine years of Cat & Cloud. From our earliest days roasting out of borrowed spaces to opening our first café on Portola, we reflect on what it took to build something from nothing—loans, late nights, quirky beginnings, and the people who believed in us along the way. It’s equal parts nostalgia and gratitude, a chance to appreciate how far we’ve come while remembering the scrappy energy that got us started.

At the heart of it, this conversation is about growth and evolution. What begins as direct, hands-on creativity eventually becomes leadership, systems, and scaling while still trying to keep the magic alive. We talk about the joys and challenges of balancing small, personal touches with the realities of running a larger business, and what it means to keep creating something fresh after nearly a decade.

🔖 Chapters –
00:00 Street Fighter
03:06 Going back into time
05:54 Financial Foundation
07:56 Early coffees of Cat & Cloud
10:57 More early milestones
12:37 I’m just a baby
17:10 Reflections on the early team
25:41 How things grew
35:01 Commitment to what you’re doing


🔗 Links –
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/
Chris Baca’s Personal Blog: www.chrisbaca.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!


Nine Years Down – keeping things interesting after years of growth

In this episode, we sit down with Sam Grant, Head of Sales for the Americas at Hemro Group — the company behind Mahlkönig, Ditting, Anfim, and Hey Café — to talk about how technology and craft coexist in modern coffee. We trace Sam’s path from retail to coffee equipment sales, exploring what he’s learned from connecting baristas, roasters, and engineers around the world.

At its heart, this conversation isn’t just about grinders — it’s about growth, adaptation, and learning from people who approach coffee differently. From the rise of automation to the art of keeping things human, we unpack how technology can either replace or empower craft, and how curiosity and humility keep you evolving in an industry that never stops changing.

🔖 Chapters –
00:00 Intro
01:13 Welcome Sam Grant
01:58 Sam’s journey into coffee
07:15 Settling in to the coffee industry
12:37 Crafting comprehension
15:49 Hemro Group
23:59 EK History
27:02 Grind by Weight
34:00 Preventative maintenance 
41:34 Grind by sync
47:01 Automation behind the bar
59:01 Adoption of sync
1:02:17 New things
1:08:54 Bur tangent
1:07:37 Other things in the works
1:08:54 Home espresso market
1:13:25 Love for the work

🔗 Links –
Hemro Group:
Website: https://www.hemrogroup.com/en
Mahlkönig: https://www.mahlkoenig.com/
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/
Chris Baca’s Personal Blog: www.chrisbaca.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!


Craft & Automation – Mahlkönig’s tools that empower baristas and not replace them

This week we reflect on what it really means to invest in your team—beyond payroll, bonuses, or budgets. From traveling for competitions to origin trips and team dinners, we talk about how creating experiences, connection, and shared memories pays dividends that can’t be measured on a spreadsheet. Investing in people isn’t just money out; it’s energy in, the kind that builds culture, loyalty, and long-term impact.

At its core, this episode is about the ripple effect of care. When you show people they matter through opportunity, trust, and small moments of generosity, that energy comes back through better hospitality, stronger relationships, and a deeper sense of purpose. The real ROI isn’t just retention or performance—it’s a team that feels seen, inspired, and proud to carry the vision forward.

🔖 Chapters –
00:47 The Ritual thang
05:55 Where people go after coffee
11:09 How it was – Baca’s dream of the good ol’ days where people just talked sh!t
16:31 Investing vs. money out
29:56 The Payoff

🔗 Links –
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!



Reap what you sow – Investing in your team is never a money loss

This week, we tackle a listener question about how important brand identity is before opening your first shop. The conversation breaks down what “brand” really means and how it’s not just logos or design, but the promise you make to your guests and how you deliver on it. We emphasize that while visuals can evolve, the essentials of flow, hospitality, and guest connection matter far more than the color of your walls or the font on your cups.

Ultimately, your brand starts with your values and how they show up in the day-to-day. Great design might get people in the door, but consistency, care, and clarity in the guest experience are what keep them coming back. It’s not about chasing trends or perfect aesthetics, but rather it’s about building a space that feels intentional, functional, and true to who you are.

🔖 Chapters –
02:34 whats cooking – coferments
12:21 Listener question
20:53 Brand means more
24:08 Look around

🔗 Links –
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!


Substance over style – the hierarchy of branding in a cafe

This week, we dive into how defining your personal and professional values can simplify the choices you make every day. From career goals to family priorities, values act like a compass — helping you decide what to say yes to, what to let go of, and where to focus your time and energy. We explore how setting clear intentions can bring more meaning and alignment to your work, your relationships, and even how you plan for the year ahead.

At its heart, this episode is about clarity and purpose. When you know what truly matters to you, decisions get easier, opportunities become clearer, and your sense of fulfillment grows. Whether you’re running a business, raising a family, or just trying to stay grounded in a busy world, leading with your values turns day-to-day choices into something intentional and deeply rewarding.

🔖 Chapters –
00:30 Chucks notebook
04:36 Core Values
14:29 Bacas core values
20:22 what to do with your core values
28:02 chucks plans
35:15 chucks current goals


🔗 Links –
Values Worksheet: 
https://tinyurl.com/CatandCloud
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!



Core Value – What is at the heart of your decision

This week’s conversation starts with a late-night rabbit hole on legendary chef Marco Pierre White and turns into a deeper reflection on obsession, mastery, and meaning. We explore the fine line between excellence and excess—how far to push detail before it stops serving the guest—and what that tension looks like in coffee.
It’s an episode about passion meeting perspective. From Michelin-level precision to café hospitality, we ask what really defines quality: flawless technique or the feeling it creates for people. In the end, craft only matters if it connects.

🔗 Links –
Values Worksheet: 
https://tinyurl.com/CatandCloud
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!


Passionate Experience – How obsession and passion shape creative work

This week we’re doing something special: sharing an episode from Good Folks Doing Good Work that dives deep into branding, clarity, and the heart behind the work we do. It’s a conversation about understanding who you are, what you’re trying to say, and how the choices you make — from design to customer experience — shape the way people connect with your brand.

At its core, this episode is a reminder that branding isn’t about trends or aesthetics. It’s about intention. When you know your values and you communicate them clearly, you build something people can feel. We loved this conversation, and we’re excited to pass it along because it captures the kind of thoughtful, purpose-driven creativity we believe in.

🔖 Chapters –
00:00 intro
02:04 First coffee you remember
03:57 Most memorable coffee
06:03 Consistent coffees are the goat
10:20 Marketing for your audience
16:20 Approach for established vs new brand
31:12 Key things in the marketing space
48:55 What trend in coffee design should go away
01:03:26 Book Recommendations
01:07:21 Dream house followup

🔗 Links –
Pomelo Coffee Consulting: 
Good Folks, Doing Good Work Podcast open.spotify.com/show/0BY3tPEogHxfqTenU1p4qJ?si=6730f165aa434a25
Website www.pomelocoffeeconsulting.com/
Instagram www.instagram.com/pomelocoffeeconsulting
Lukes New Book www.pomelocoffeeconsulting.com/pomelo-book

Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!


Defining Your Identity – branding in specialty coffee

This week we dig into The Predictive Index and how tools like it can help leaders better understand the people on their team. Instead of guessing at strengths, motivations, or communication styles, PI creates a clearer picture of how someone naturally works — and how to set them up for success. We talk about why these insights matter, how they can guide hiring and coaching, and where they fit alongside culture, values, and real-world performance.

At its core, this episode is about using data to support people, not define them. PI isn’t a shortcut or a replacement for good leadership; it’s a way to communicate better, set clearer expectations, and build teams that function with more empathy and alignment. When leaders combine tools like this with strong values and intentional culture, they create workplaces where people actually thrive.

🔗 Links –
The Predictive Index: 
https://www.predictiveindex.com/
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!


The People Puzzle – Understanding your team in a new way

This week we talk about what it really looks like to think ahead in a business. Instead of getting stuck reacting to today’s problems, we look at how small, intentional planning can make everything smoother — from scheduling and staffing to equipment, goals, and long-term projects. It’s about choosing direction instead of drift.

The big idea is simple: forward thinking isn’t fancy. It’s noticing what keeps tripping you up, fixing it before it becomes a pattern, and giving yourself space to plan for what’s coming. When you do that consistently, the future gets a lot easier to manage.

🔗 Links –
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!


Forward Thinking – Making the future easy to manage

This week’s episode is all about culture — what it is, why it matters, and how it actually shows up in the day-to-day. We talk about how culture isn’t a slogan or a vibe; it’s the collection of choices, habits, and behaviors that shape how a team works together. From communication to expectations to how people support each other, culture becomes real through what consistently happens inside the business.

At the core of the conversation is the idea that culture isn’t fixed. It has to be built, protected, and sometimes rebuilt. When leaders set clear examples, hold standards, and create space for honest conversation, culture becomes a tool that helps everyone thrive. When they don’t, it drifts. This episode is a look at how to be intentional about the environment you’re creating — and why that intention makes all the difference.

🔗 Links –
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!


Culture in Practice – The everyday actions that make things happen

This episode explores how company culture is shaped by the balance between craft and hospitality. We talk about what happens when standards exist without care, and when care exists without standards — and why both extremes create problems for teams and guests alike. Culture, in this sense, becomes the set of signals that tell people how to make the right call in real moments.

At its core, the conversation is about clarity and support. When leaders clearly communicate what matters and back it up through consistent decisions, teams don’t have to guess whether perfection or people come first. The goal isn’t choosing one over the other, but building a culture where craft and hospitality work together to create experiences that feel both thoughtful and human.

🔗 Links –
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!



Care Over Perfection – The balance between craft and hospitality

This week is a classic “how did we get here?” episode — starting with the pain of losing a recording, then jumping into what’s been happening in our world, from a surprise New York Times mention to a hospitality-heavy event with Mazzer at Sightglass. We talk about what makes coffee service feel special without getting stuck in inside-baseball language, and how energy, flow, and intention can shape the whole experience.

From there we spiral into specialty coffee in places built for speed, using Downtown Disney as the example: expectations, wait times, identity, and why “special” has to be obvious and deliver fast if it’s going to work in high-volume environments. We close out nerding on espresso size and extraction trends — how coffee’s swung from tiny ristretto culture to modern big shots — and what all of that says about where coffee (and our own work) is headed.

🔗 Links –
New York Times, 5 Podcasts to Help You Savor Coffee:
https://www.nytimes.com/2025/11/29/arts/podcasts-coffee-cuppings-brewing.html
Reuters, Nestlé explores sale of Blue Bottle Coffee:
https://www.reuters.com/business/finance/nestl-explores-sale-blue-bottle-coffee-sources-say-2025-12-01/
Cat & Cloud:
Instagram www.instagram.com/catcloudcoffee/
Webstore www.catandcloud.com/

We are Cat & Cloud Coffee. Started by three friends trying to pursue their passions with the mission to inspire connection by creating memorable experiences, and we created this podcast to continue forming those connections inside and out of our cafes.

The Cat & Cloud podcast was created as a space for us to share our experiences in the coffee industry and starting a business. Each week we sit down to talk about new challenges as business owners, how we utilize our mission and values to make decisions, and answer questions from our listening community. If you’re looking to expand your coffee knowledge, get some advice for your own small business, or just like the vibes, give us a listen!

Enjoy!


Serving the Room – Hospitality in high-traffic environments

Former World Barista Champion James Hoffmann has been commenting on the modern specialty coffee movement since 2004 and shows no signs of stopping now. He talks with Baca about tipping culture, sustainable and equitable green buying, wholesale coffee, big specialty coffee buyouts, and more. So many gems in this one - enjoy! 

The only coffee subscription you need: https://catandcloud.com/products/subscription

James Hoffmann YouTube: https://bit.ly/2gekpSj
World Atlas Of Coffee: http://www.theworldatlasofcoffee.com/
Chris Baca Video Interview with James: https://bit.ly/2QileLJ

James Hoffmann - Square Mile Coffee | Equitable Green Buying, Tipping, Wholesale Coffee, Buyouts.

Are you pursuing a creative career or side-hustle? Cool if you are, totally fine if you're not! This week Chris interviews his friend Jeff Newton, an L.A. based commercial photographer and creator of Americano Mondays. This inspiring story's complete with ex-military photography mentors, touring bands, 90's cafe nostalgia, and some really useful insights to keep you moving toward your creative goals.

Resources:
Jeff Newton | IG: https://www.instagram.com/jeffnewton/
website: https://www.jeffnewton.com/ 
Americano Mondays | IG: https://www.instagram.com/americanomondays/
website: http://americanomondays.com/book

Related Episodes:
Matt D'Avella | The Worst Thing You Can Do Is Nothing: https://apple.co/2D57kok
The Power of "No." | Dichotomies in Leadership: https://apple.co/2FUPDIQ

1 & 1s with Evelyn Siguenza - Subscribe!:
iTunes: apple.co/2WCQlB5
Spotify: spoti.fi/2FOQCeX

Coffee!: catandcloud.com/products/subscription

Jeff Newton | Americano Mondays | Tips for Pursuing a Creative Career

You've probably heard Chris mention that The Third Door novel by Alex Banayan has changed his life and redefined what he believes is possible. It's a novel about Alex's "wild quest" to interview the world's most successful people and understand how they got their start in order to help others get after their own dreams. 

Chris and Jare got to sit down with Alex Banayan and ask him questions to dive even deeper. This one's great for those who have dreams they are afraid to start, or are seeking clarity about what those dreams are to begin with.

Related episodes:
Matt D'Avella | The Worst Thing You Can Do Is Nothing: https://apple.co/2v8OVmk
Storytelling Tips + Barista Competitions | Q&A Pt. 1: https://apple.co/2Gr5P68

Resources:
Get the Book! : http://thirddoorbook.com/order
The Third Door Website: https://thirddoorbook.com
Alex Banayan IG: www.instagram.com/alexbanayan

1 & 1s with Evelyn Siguenza - Subscribe!:
iTunes: apple.co/2WCQlB5
Spotify: spoti.fi/2FOQCeX

Coffee!: catandcloud.com/products/subscription

Alex Banayan | The Third Door | Rethink What Is Possible

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 

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