Valor Coffee Podcast Ep #105: Cat & Cloud x Valor Coffee: Burn Out, Human Dignity, Tacos & Dunking – 05/28/2024

By: Valor Team

Published On: May 31, 2024

Category: Podcast

Running a successful coffee business isn't just about serving great coffee; it's about creating an environment where both employees and customers feel valued and respected. In our recent collaboration with Jared Truby from Cat & Cloud, we discussed a wide array of topics, from coffee brewing techniques to the importance of self-care and maintaining human dignity. Here’s a breakdown of our enlightening conversation.

Introduction & Ross Being Starstruck

Starting the episode, Ross from Valor Coffee introduced the collaboration with Jared Truby from Cat & Cloud, sharing how their early days of serving Cat & Cloud's coffee played a significant role in shaping their business.

"Listening to their podcasts early on really laid the groundwork for who we've become today." - Ross


Brewing Techniques and the Importance of Quality

Dialing in the Curtis Batch Brewer

One of the more technical discussions revolved around dialing in a Curtis batch brewer for optimal flavor extraction. Jared emphasized the importance of treating it like a large pour-over, adjusting pulse settings, and understanding the unique characteristics of different coffee beans.

"We pulse to ensure that no grounds get in the coffee, right? We pulse to get to an approximate time that makes sense with the taste." - Jared

Maintaining Consistency

Consistency in coffee quality is paramount. Jared discussed the challenges of keeping their flagship blend, The Answer, consistent over the years despite the natural variations in coffee beans.

Leadership and Organizational Culture

The Role of Leadership in a Coffee Business

Jared shared insights into the leadership structure at Cat & Cloud, highlighting the roles of team leaders and coordinators in maintaining high standards and fostering a culture of continuous improvement.

Training and Development: The Passport Program

To ensure all team members are on the same page, Cat & Cloud implemented a Passport Program, a comprehensive training progression that allows employees to advance at their own pace while meeting quality standards.

"Our job is to be engaged. Your job is to ask your peers, yo, I want to practice this. This is what's next on my checklist." - Jared

Self-Care and Avoiding Burnout

Balancing Work and Life

Both Jared and Ross emphasized the importance of self-care for business owners and employees. They discussed their personal routines, such as playing basketball, doing CrossFit, and even engaging in activities like hot yoga to manage stress and maintain physical and mental health.

"I think taking care of yourself is so important anyway. And coffee is something that makes you feel like up and it does make you feel productive, but it's a double-edged sword in that way." - Jared

The Importance of Rest

Jared highlighted the necessity of rest and recovery, sharing tips on using supplements like L-theanine and ashwagandha to support stress management and overall well-being.

The Future of Coffee and Business

Long-term Goals and Aspirations

Looking ahead, both Valor Coffee and Cat & Cloud are focused on sustainable growth and continuous improvement. Jared shared his vision for the future, emphasizing the importance of creating a business that not only thrives but also provides a supportive and enriching environment for everyone involved.

"You have to love the work and you have to have a vision for something that can be better because of the thing that you're creating." - Jared


This episode was more than just a conversation about coffee; it was a deep dive into the principles and practices that make a coffee business successful. From technical brewing tips to leadership strategies and self-care routines, there's something for every coffee enthusiast and business owner to take away.

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