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On September 30th, 2016 we opened the doors of our first cafe and roastery on Portola street, Santa Cruz. Ten years later, we're still here, thanks to the enduring love and support our community has shown us. In this birthday special, we sit with Chris, Jared, and Charles to reflect on everything from road trips to Santa Barbara with green coffee in the trunk before the brick & mortar days, to the 16-month permitting journey and sealing the floor the night before inspection, to what we got right & wrong over the years, and how our mission & values have always been at the core of who we are. In addition to the ten year anniversary, Chris has an announcement: he's stepping away from day-to-day operations at Cat & Cloud, and the change takes effect on our birthday. While he's keeping ownership and moving into an advisory role, this also means that this will be his last podcast as a regular host. Chris takes a minute to say thank you to everyone who's listened, visited, and supported us along the way. You can follow Chris's next chapter on Instagram and YouTube at @realchrisbaca. Chris's departure from the podcast also highlights some exciting news: we are gearing up to launch some changes to the Cat & Cloud Podcast. We'll be introducing new segments, fresh industry voices, and candid insights into all things craft, hospitality, culture, and leadership development.  We'll be taking a short hiatus while we're heads down, new episodes to launch Winter 2026. 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/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

Disneyland has been a long-time inspiration for us at Cat & Cloud in terms of their inspiring ability to completely immerse their guests in an experience. To compound this: they consistently do it at scale. This is something that a lot of small businesses struggle to maintain as they grow and owners are forced to take a step back from the front of house. This is what has brought us back, year over year, to the Disney Institute, professional workshops taught by Disney spanning leadership, culture, and service. On this episode, Chris, Jared, and Marc chat about their takeaways from attending the workshop this September: the aversion to feeling like you're being "sold" an experience vs. providing a "genuine" one, Disney's approach to evaluating successful experiences that don't have monetary data associated with them, and Chris & Jared's thoughts about the course having done it several times in the past. 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/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

Originally aired March 10, 2025 Some exciting news: as we approach Cat & Cloud's 10 year anniversary, we are gearing up to launch some changes to the Cat & Could Podcast. New segments. Fresh industry voices. Candid insights into all things craft, hospitality, culture and leadership development. While we're heads-down, we're pulling some of our favorite episodes from the archive. This week: We're pulling a Chris Baca and Charles Jack (Chuck) conversation from last year discussing the C Market. Chuck covers what the C Market is, why coffee prices are at an all time high, and his thoughts on why and how to get away from a market based approach to setting prices.  Stay tuned for fresh content Winter 2026. 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/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

Originally aired March 11, 2024 Some exciting news: as we approach Cat & Cloud's 10 year anniversary, we are gearing up to launch some changes to the Cat & Could Podcast. New segments. Fresh industry voices. Candid insights into all things craft, hospitality, culture and leadership development. While we're heads-down, we're pulling some of our favorite episodes from the archive. This week: what does it look like from a team member's perspective to experience a coffee origin trip? Jorge Madrigal, one of the most cross-trained members on the team, details his trip to Colombia. Along the way, Chris and Jorge touch on a recurring theme of what expertise and care look like at every step in the system, and how it all ties in to putting relationships and experience first. Stay tuned for fresh content Winter 2026. 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/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

Originally aired March 11, 2024 Some exciting news: as we approach Cat & Cloud's 10 year anniversary, we are gearing up to launch some changes to the Cat & Could Podcast. New segments. Fresh industry voices. Candid insights into all things craft, hospitality, culture and leadership development. While we're heads-down, we're pulling some of our favorite episodes from the archive. This week: Doing the Right Thing, a Cat & Cloud After-hours episode. Jared, Chris, and Charles get into a wide range of topics spanning the business, with a single through-line: what does it actually mean to do right by people? Stay tuned for fresh content Winter 2026. 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/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

Originally aired January 25, 2025 Some exciting news: as we approach Cat & Cloud's 10 year anniversary, we are gearing up to launch some changes to the Cat & Could Podcast. New segments. Fresh industry voices. Candid insights into all things craft, hospitality, culture and leadership development. While we're heads-down, we're pulling some of our favorite episodes from the archive. This week: The Seven Steps of Service. What are they? What are they for? And why are they so straightforward? Learn why these fundamentals shape how we train hospitality in our cafes, and why leaning into the spirit of a system this simple can transform guest experience. Stay tuned for fresh content Winter 2026. 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/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

Summer 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/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

This 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/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

Cat & Cloud Podcast  Cat & Cloud Coffee www.catandcloud.com Interview with Chris Baca: 10 Years of Cat & Cloud, Building Culture, and Keeping Specialty Coffee Accessible Reflecting 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. CHAPTERS 00:00 Intro 01:27 Ten Year Reflections 05:05 Early Days Portola Build 08:06 Staying Relevant Locally 13:00 Service Culture Over Marketing 17:33 Burrito Staple Stats 18:53 YouTube Coffee Encounters 20:24 Anti Pretension Coffee 22:22 Simplify The Craft 23:06 Teaching Style Strength 24:37 Ten Year Reflection 25:20 Small Business Chaos 27:20 Key People Grit 31:01 Careers Trust Scale 34:57 Verve Expansion Lesson 36:42 Family Responsibility Shift 39:03 Cat And Cloud Future 41:29 Great People Everywhere 43:43 Podcast Sharing Wrap Podcast 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/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 July 2026 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/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

Cat & Cloud Podcast  Cat & Cloud Coffee www.catandcloud.com Two Big Ideas: Café Ownership Reality Check & Why Coffee Can't Be What It's Not Episode 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/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 July 2026 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/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

Cat & Cloud Podcast  Cat & Cloud Coffee www.catandcloud.com/ Episode Summary Chris 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.  CHAPTERS 0:53 — Intro and Welcome to Rachel Keen 4:04 — Getting Into Coffee around the World 9:20 — From Barista to Green Buyer 13:50 — Storytime with Coffee Character 28:00 — War in Iran's Impact on Coffee 31:00 — Tasting at 10 & Coffee Conspiracies 36:00 — Becoming a Green Buyer 41:00 — A Day in the Life 57:00 — Shout-Outs & Closing 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/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 July 2026 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/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

Cat & 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# 457 Welcome 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. Chapters 00:00 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 Owners Podcast Info and Contact: www.catandcloud.com/podcast Instagram: www.instagram.com/catcloudcoffee/ Webstore: Coffee and Sweet Merch! 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 July 2026 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/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

Cat & Cloud Podcast  Cat & Cloud Coffee www.catandcloud.com/ Cafe Imports Source "Where Do We Go From Here" Panel hosted by Chris Baca  Episode Summary Recorded 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. Chapters 00:00 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/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/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 June 2026 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/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

Cat & Cloud Podcast  Cat & Cloud Coffee www.catandcloud.com/ Ping Pong Q&A with Cat & Cloud Owners, Chris Baca and Jared Truby - Ep# 455 Jared, 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. CHAPTERS 00:00 – Bird in the House & Rules of the Game 05:30 – 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 Think 35:00 – 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 Debate 55:00 –  Why We Keep Evolving the Food Menu and Culture 58:30 – Favorite Coffee Scene in a Movie  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/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 June 2026 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/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

CAT & CLOUD PODCAST Cat & Cloud Coffee www.catandcloud.com/ From Soil to Service Part 6: Interview with Cat & Cloud Head of Retail, Herman Madrigal - Ep# 454  EPISODE SUMMARY Jared 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. CHAPTERS 00:00 – 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/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/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 June 2026 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/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