Cat & Cloud

Cat & Cloud was established in 2016 in Santa Cruz, California, by three coffee professionals: Chris Baca, Jared Truby, and Charles Jack. The founders brought significant industry experience to the venture, having previously held leadership roles at Verve Coffee Roasters. The trio’s shared history and professional background in specialty coffee, including success in national barista and brewing competitions, formed the foundation for their approach to the business.

The company began as a podcast and online webstore in 2015 before opening its first physical cafe on Portola Drive in Santa Cruz in September 2016. Since its inception, the brand has expanded to include multiple cafe locations and a dedicated roastery. The business is built upon a set of core values—hospitality, artistry, ownership, teamwork, and an active pursuit of improvement—which the founders utilize as a framework for operational decision-making and team management.

Cat & Cloud is perhaps best known for its media footprint, specifically its podcast and YouTube channel, which serve as platforms for discussing the realities of small business ownership, leadership, and the specialty coffee industry. Through these channels, the founders share insights into their operational philosophy, which emphasizes the importance of creating memorable experiences for both customers and staff. This focus on connection is central to their mission of improving the lives of those they interact with.

In terms of sourcing and production, the founders have cited backgrounds in sustainability and international development, including work with TechnoServe’s East Africa Coffee Initiative. Their stated approach involves developing relationships with coffee producers and investing in the people within their supply chain. The company emphasizes that their business model is designed to support their team members, including providing opportunities for staff to travel to coffee-producing origins to better understand the supply chain.

Beyond their retail and roasting operations, Cat & Cloud has received recognition for their brand identity and design. In 2023, the Specialty Coffee Association (SCA) recognized the company with a design award for their packaging, which was intended to inform consumers about the coffee while reflecting the brand's focus on the coffee experience. This recognition highlights their commitment to maintaining a cohesive aesthetic that aligns with their service-oriented mission.

Today, Cat & Cloud operates as a multi-faceted coffee company that balances retail service, wholesale partnerships, and digital content creation. Their story remains rooted in the Santa Cruz community, yet their influence extends through their digital media presence, which has made them a notable voice in the American specialty coffee landscape. The company continues to focus on scaling their operations while maintaining the values established by the three founding partners.