Cuban Entrepreneurs on the Frontlines of Crisis and Change

As Cuba faces one of its most acute economic and infrastructure crises in decades, a group of entrepreneurs offered a rare, unfiltered view from the ground—where daily business decisions are shaped as much by blackouts and fuel shortages as by strategy and growth.

In a wide-ranging virtual conversation, Cuban business leaders described how they are navigating a rapidly shifting landscape marked by declining tourism, disrupted supply chains, and deep structural constraints. At once sobering and forward-looking, the discussion underscored both the fragility of the island’s emerging private sector and the determination of those working to sustain it.

The event explored how entrepreneurs are experiencing and responding to the current moment, highlighting the challenges and opportunities shaping Cuba’s evolving entrepreneurial landscape. The panel featured Marta Deus, CEO of Mandao; Oniel Díaz, co-founder and partner of AUGE; Oscar Fernández, co-founder and CEO of Deshidratados Habana SURL; and Andrea Gallina and Diana Sainz, co-founders of Guachipupa Social Drink. The conversation was moderated by Alejandro de la Fuente, Director of the Afro-Latin American Research Institute.

Across sectors, panelists described a convergence of pressures that has fundamentally altered how businesses operate. At the most basic level, unreliable electricity and connectivity have made routine operations unpredictable—and in some cases, impossible. For Marta Deus, whose company Mandao relies on a digital platform to coordinate deliveries, the implications are immediate. As blackouts increase and internet access becomes more costly and inconsistent, both demand and operational capacity have declined. What was once a scaling, tech-enabled service now requires constant improvisation—shifting to electric bikes, installing solar panels, and rethinking logistics in real time.

For Oscar Fernández, the challenge is even more direct. His company, which produces dehydrated foods, depends on steady electricity for production. In recent months, prolonged outages have brought operations to a near standstill. Maintaining output—and retaining workers—has required difficult tradeoffs, including diverting resources from long-term investments just to remain afloat. The tension between short-term survival and long-term growth is now a defining feature of doing business on the island.

At the same time, entrepreneurs are confronting a sharp contraction in demand. The decline in international tourism—long a key driver of economic activity—has had cascading effects across industries, particularly in hospitality, retail, and food services. Businesses that once served a mix of local and international clients are now operating in a drastically reduced market. Supply chains have also fractured, as many local producers are no longer able to transport goods into cities, forcing businesses to find alternative suppliers or scale back offerings altogether. Rising transportation costs and inefficiencies further compound the problem, driving up prices and limiting accessibility for consumers.

For Diana Sainz and Andrea Gallina, whose ventures span boutique hospitality, retail, and food production, the result has been a constant balancing act. Companies are downsizing, restructuring, and reallocating staff, all while trying to maintain a level of service and quality that remains viable in a contracting market. Much of their time, they noted, is now spent navigating immediate operational challenges, leaving little room for long-term planning.

Yet if the current moment is defined by constraint, it is equally marked by adaptation. Across the conversation, panelists emphasized how necessity is driving innovation—often in unexpected ways. Businesses are redesigning products, rethinking distribution models, and identifying new customer needs shaped by the crisis itself. Fernández’s company, for example, is developing ready-to-eat food products tailored to households facing limited access to electricity or cooking fuel, while Mandao has expanded its services to respond to mobility challenges in Havana. Retail and food businesses are also leveraging digital platforms to connect with the Cuban diaspora, enabling families abroad to support relatives on the island and creating new channels of demand.

Still, panelists were clear that innovation alone cannot overcome structural constraints. Many of the most pressing challenges—limited access to financing, restrictions on foreign investment, and the absence of a unified exchange rate—require systemic change. The lack of a transparent and stable legal framework further complicates long-term planning and undermines efforts to scale. While there is significant entrepreneurial energy and potential, the conditions needed to fully unlock it remain elusive.

At the same time, the growing role of the private sector is reshaping everyday life in Cuba. As state capacity struggles to meet demand, private businesses are increasingly filling critical gaps in the provision of goods and services. This has begun to shift public perception, with many Cubans recognizing the sector’s importance even as concerns about affordability persist. Panelists also pushed back against narratives that attribute entrepreneurial success primarily to political connections, emphasizing instead the role of collaboration, resilience, and peer support within the entrepreneurial community.

Looking ahead, the conversation turned to broader questions about the future of Cuba’s economic model. While the expansion of the private sector is widely seen as necessary, participants stressed that it is not, on its own, sufficient. Addressing the country’s challenges will require stronger institutions, clearer rules, and a more defined relationship between the state and private enterprise. Several panelists pointed to the need for a new social compact—one that establishes a stable and predictable environment in which businesses can operate, invest, and grow.

In this context, the role of academic institutions and international partners also emerged as critical. Panelists highlighted the importance of training, knowledge exchange, and greater global engagement to support entrepreneurs seeking to scale their businesses and navigate increasingly complex conditions. At a moment when physical and economic constraints limit mobility, creating spaces for dialogue and connection remains essential.

What ultimately emerged from the conversation was not only a portrait of crisis, but one of endurance. Across sectors, entrepreneurs are making difficult decisions while continuing to invest in their businesses and the people who depend on them. In a context defined by uncertainty, their ability to adapt, innovate, and persist offers a powerful reminder of the role they are playing in shaping Cuba’s present—and its possible futures.