Dec 17 (Belly of the Beast – Cuba in Context) The Obama opening inspired countless people in both Cuba and the United States to launch projects seeking to bring people from the two countries closer together.
One of them was Adriana Heredia, the CEO of Beyond Roots, a thriving business in Havana that promotes Afro-Cuban culture.
“If you look at the numbers, you can see the incredible growth of Cuba’s private sector during the Obama years,” said Heredia. “You can see the economic prosperity the country had, the change of mentality, the desire to be entrepreneurial.”
What began as an Airbnb experience is now Cuba’s first Afro-Cuban store.
“Thanks to Obama’s change of policy, a woman who never thought she would be an entrepreneur has had a business for eight years,” said Heredia. “A business that is not only growing, but also employs 52 people, and a project that impacts the lives of thousands. The fact that Obama, a Black man, came to Cuba, gave many Black people in the U.S. the chance to understand that there’s a cultural legacy here for them.”
Things haven’t been easy for Heredia and Beyond Roots since Trump rolled back Obama’s policy.
With the intensification of sanctions under Trump and Biden combined with Covid, tourism dried up and Heredia had to close her store temporarily. Recently, Heredia has shifted her business model to attract a Cuban clientele, launching a salon and café.
With Trump’s second term looming, Heredia says she may have to pivot her business model yet again.
Beyond Roots was born as an Airbnb experience during Obama’s normalization of relations with Cuba. It is now Cuba’s first Afro-style store and a thriving business that includes a café, a hair salon and a cultural center promoting Afro-Cuban culture. “Thanks to Obama’s policy, a woman who never thought she would be an entrepreneur has had a business for eight years,” said Adriana Heredia, the CEO of Beyond Roots. But since Trump reversed Obama’s policy, the business has struggled. Despite the challenges, Adriana continues to adapt and find a way to keep Beyond Roots going. Learn more about Beyond Roots: https://beyondroots.net/
Watch the full interview with Adriana Heredia HERE.
And to learn more about Beyond Roots, check out their website.
