Who they are
Cat & Cloud is a Santa Cruz-based specialty roastery and cafe retail brand founded by Chris Baca, Jared Truby, and Charles Jack. They are widely recognized for bridging the gap between high-end technical coffee and approachable, community-focused service, primarily through their influential podcast and YouTube presence.
Philosophy
- People over products: Prioritizing the customer and employee experience above the technical perfection of the coffee.
- Radical transparency: Openly discussing the financial and operational struggles of running a coffee business via their media channels.
- Approachability: Stripping away the pretension often associated with third-wave coffee to make specialty beans accessible to everyone.
- Work-life harmony: Advocating for sustainable business practices that support the mental and physical well-being of coffee professionals.
Notable quotes
"We're in the people business; we just happen to serve coffee." "If it's not fun, why are we doing it?"
Signature gear & coffee
- The Answer: Their flagship espresso blend designed to be chocolatey, sweet, and reliable in any setting.
- Modbar: Often used in their cafes to remove the physical barrier between the barista and the guest.
- Fellow Products: Frequent collaborators and featured equipment in Chris Baca's educational videos.
Known for
- The Cat & Cloud Podcast: A long-running industry staple exploring business, culture, and coffee technique.
- YouTube Education: Chris Baca's personal channel, which serves as a primary educational resource for baristas worldwide.
- The "Truby/Baca" Era at Verve: Before founding Cat & Cloud, Jared and Chris were instrumental in the early growth and competitive success of Verve Coffee Roasters.
- Employee Equity: Known for their unique business structure and focus on professional development for their staff.