GAF

The honeys of success and design as value

In the constant construction and improvement of the Cuban socialist state enterprise, a concept as utopian as it is pragmatic and forced at the same time is used. The productive chain is a recurring term in the business movement and the public media of the nation; Although not popular, it is necessarily fully understood.

 

Perhaps the greatest challenge is the patience of a goldsmith to be possessed in the achievement of each link, and then coordinate the actions to form the longed-for chain. As each artist makes pieces to express himself, he transmits a message and it is decoded in unimaginable ways, the production chains are infinite and diverse, even though they approach a common final product.

Here, perhaps, is one of the missing links in the Cuban chains. Just when it could be considered that the closure to the chain of efforts is placed when reaching the goal with a finished product, the thought of our business community does not warn in its entirety that only one of the processes has ended, since the real links do not end filling warehouses and fulfilling planned sales.

 

Design at the epicenter of APICUBA's metamorphosis

 

It is the design that link that can connect, with its efficient and responsible intervention, the most unsuspected cycles in each segment of a chain. Unfortunately, although the needs of its application are innumerable in the sectors of the Cuban economy, the productive routines rarely allow the governing bodies to become aware of this issue and / or execute it. Unheard of omission in the second decade of the 21st century.

Multiple causes have sparked growing interest in providing added value to products, with the intention of catapulting them into the international market and reconquering the national one. This is where one of the main functions of inserting design in the value chains of dissimilar goods and services rests.

A system that, despite not being new to Cuba, due to the well-known experiences in the communicational worlds of tobacco, rum and tourism, together with the growing movement of entrepreneurs, has suffered eternal sleep in certain sections of the national industry .

Beekeeping is one of them. The Apicultural Products Company, APICUBA, the only one in the country in the collection, processing and marketing of honey from bees, in addition to other derivatives of the hive, focused its attention on satisfying the commitments of the assigned plan, by providing volumes of a product of high quality. Today, it is an example of the positive transformation that strategic design management can provide to the Island's economy.

The metamorphosis was the result of a chain of thoughts and actions, signed by the triad National Design Office (ONDi) -Instituto Superior de Diseño (ISDi) -Empresa de Productos Apícolas (APICUBA). Living chain that, although nicked on several occasions by misunderstandings and skepticism, enjoys excellent health and is recognized in a permanent alliance.