Intentionally Creating Joy For Cafe Success -
Intentionally Creating Joy For Cafe Success
A Roundtable with Jared Truby (Cat & Cloud)
Running a coffee shop isn’t just about coffee.
It’s about people. Energy. Systems. And the invisible work of creating an experience customers want to come back to.
On April 4th, we’re hosting a small, in-person roundtable with Jared Truby (Co-founder, Cat & Cloud) — one of the most thoughtful operators in specialty coffee — for an honest conversation on what it actually takes to build a great coffee business.
This will not be a panel or a presentation.
It’s a working session for coffee owners and operators.
We’ll cover:
How to design a café experience that people feel
The tradeoffs between efficiency and hospitality
Hiring, training, and building a team that actually cares
Where most shops get stuck as they grow — and how to navigate it
The systems behind culture (and what breaks when they’re missing)
What You’ll Walk Away With
Every attendee will receive a printed copy of Issue #1 of Letter to Young Coffee Owners — a physical zine featuring Jared’s story and the core ideas behind how Cat & Cloud approaches joy, culture, and systems.
As the zine puts it:
“Joy isn’t random. Someone decided it mattered.”
This is the first issue in a long-form series by Coffee Futures Fund — a growing library of real operator stories, practical insights, and lessons you won’t find on Instagram.
Details
📍 Cat & Cloud
719 Swift St. Suite 56
Santa Cruz, CA
📅 April 4th, 2026, 2-4:30 PM Pacific Time
👥 Limited seats