{"id":323732,"date":"2025-06-02T20:24:38","date_gmt":"2025-06-03T00:24:38","guid":{"rendered":"https:\/\/oncubanews.com\/en\/?p=323732"},"modified":"2025-06-02T20:25:10","modified_gmt":"2025-06-03T00:25:10","slug":"cocina-menda-scarcity-limits-you-but-it-also-forces-you-to-be-more-creative","status":"publish","type":"post","link":"https:\/\/oncubanews.com\/en\/cuba\/economy\/entrepreneurship-in-cuba\/cocina-menda-scarcity-limits-you-but-it-also-forces-you-to-be-more-creative\/","title":{"rendered":"Cocina Menda: \u201cScarcity limits you, but it also forces you to be more creative\u201d"},"content":{"rendered":"

Like many entrepreneurs, Daniela Leyva shaped a project during the pandemic. <\/span>Cocina Menda<\/b><\/a> emerged during one of the many moments of creative leisure that confinement fostered among those who had the privilege of staying home. This Instagram profile, a virtual recipe book where she shares dishes from her kitchen in Havana, already has more than 50,000 followers.<\/span><\/p>\n

A hydraulic engineer by training, Daniela discovered her inclination toward gastronomy almost by chance: in her fourth year of university, she enrolled in a bartending course. It was at the bar that she began her professional transition into the culinary world, a passion that had been a part of her life since childhood.<\/span><\/p>\n

\u201cWhen I was about 10 years old, I watched my grandmothers, both rural women, prepare traditional food for the whole family. I loved helping them and, little by little, I was drawn to the culinary world. My mom bought me baking books, and I tried to recreate those recipes at home. That\u2019s how it all began,\u201d she recalls.<\/span><\/p>\n

She had just finished her cocktail-making course and started her community service when the quarantine hit. \u201cI was teaching calculus at CUJAE (Jos\u00e9 Antonio Echeverr\u00eda Polytechnic University). When they sent us home, I started spending my time testing recipes. My husband and I cooked and made cocktails. We even had a WhatsApp group with my sister-in-law, where I shared everything I made,\u201d she says.<\/span><\/p>\n

\u201cThat\u2019s when my husband suggested I create online content. Together, we opened the Cocina Menda profiles on Instagram, TikTok, Facebook, and YouTube, as well as a <\/span>blog<\/b><\/a>\u00a0where I transcribe my recipes. We had everything ready, but I still didn\u2019t dare to post them. Until one afternoon, my sister-in-law offered to help me record the recipe for stuffed <\/span>tostones<\/span><\/i> (fried green plantain). It was the first recipe I recorded, although I didn\u2019t post it. At first, it seemed like a terrifying process, but little by little, I got the hang of it and managed to build my own space in the kitchen,\u201d she recalls.<\/span><\/p>\n

Among the more than 300 recipes Daniela has shared on her profile, some Cuban cuisine classics have resonated especially with her community of followers. Congr\u00ed (a type of rice), creme de vie, mango jam and other delicacies from Cuban cuisine \u2014 currently in crisis due to food shortages that, in turn, are also leading to the loss of a part of our identity \u2014 are reproduced over and over again on the screens of Cubans on the island and in the diaspora. Many keep them in a virtual folder so they don\u2019t lose them; others jump straight into the kitchen to get to work.<\/span><\/p>\n

Behind the final product is Daniela, five years later, determined to move forward with a venture to which she has set great aspirations, while navigating the crisis felt on agricultural platforms, market shelves, and a digital ecosystem that continues to hinder Cuban content creators.<\/span><\/p>\n

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Daniela Leyva created \u201cCocina Menda\u201d during the pandemic, and today has a community of more than 50,000 followers. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

How do you see the evolution of Cuban cuisine on and off the island?<\/b><\/p>\n

Cuban cuisine has always been that, very traditional and based on pots and pans. Over time, thanks to the internet and people who have been able to travel and then return, our cuisine has fused with many other influences. The traditional foundation of our grandparents remains, but today it has evolved a lot, both in techniques and flavor combinations. I think Cuban cuisine has changed a lot both on the island and abroad. Many Cubans, especially those abroad, miss the traditional, but they also value these new combinations that take our cuisine to another level.<\/span><\/p>\n

What would you say is the essence of Cuban cuisine?<\/b><\/p>\n

The essence lies in the love you put into it. Cubans have an incredible ability to work magic with few ingredients and make a meal delicious.<\/span><\/p>\n

Is there a dish or ingredient that you consider the \u201csoul\u201d of your kitchen?<\/b><\/p>\n

Salt and pepper. If you don\u2019t have salt and pepper, the food simply doesn\u2019t turn out well.<\/span><\/p>\n

How do you choose the recipes you share on your social media? Have you created any from scratch?<\/b><\/p>\n

Generally, I choose recipes based on what I have at home, what I can easily get hold of, or what I find when I do my day-to-day shopping. I try to put together something with what I have on hand and think, \u201cThis could be good.\u201d Sometimes I\u2019m inspired by recipes I see from other content creators, especially international ones, and I say, \u201cLook, I can adapt this to what we have here in Cuba,\u201d and I merge it with Cuban cuisine to post it.<\/span><\/p>\n

I always try to keep the recipes accessible, with ingredients that anyone can get, that aren\u2019t expensive or difficult to find. If I\u2019m missing something, I look for a way to substitute it with whatever I have.<\/span><\/p>\n

When I go shopping, sometimes I come across something interesting and think, \u201cI can use this for a recipe.\u201d Then, I get organized, jot down ideas in a notebook, and plan based on what I have. Sometimes I can\u2019t make a recipe right away, and I save it for later, when I get all the ingredients.<\/span><\/p>\n

I don\u2019t follow a rigid plan like \u201cI\u2019m going to publish 20 recipes this month.\u201d Things often change, some ingredients don\u2019t appear, and I have to improvise with what\u2019s available. But yes, I also have some recipes that I created entirely by myself, which came from trying combinations and turned out so well that I wrote them down to repeat, record, and share with my followers.<\/span><\/p>\n

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Daniela Leyva created \u201cCocina Menda\u201d during the pandemic and today has a community of more than 50,000 followers. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

Do you have a special ritual or routine when cooking or recording content?<\/b><\/p>\n

I don\u2019t know if it can be called a ritual, but I do have a kind of routine. I generally record during the day to take advantage of natural light, because I don\u2019t have a studio or professional lighting. I have some basic conditions, but not all the equipment is ideal for recording at night, so I try to organize myself to work with sunlight.<\/span><\/p>\n

My kitchen is small, so before recording, I have to move things around. I set up my set, set up the tripod, prepare the space, and record. I also take the opportunity to take the necessary photos. Then I put away everything, put the appliances back in their places, and get on with the day\u2019s tasks: I prepare lunch for myself and my husband, clean, do the dishes, and so on.<\/span><\/p>\n

Creating content is just one part of what I do. I also do housework and have other responsibilities. But when it comes to the creative process, it\u2019s just me: I cook, record, edit, take the photos, compose… everything.<\/span><\/p>\n

Why \u201cCocina Menda\u201d?<\/b><\/p>\n

I remember when I was a little girl, about 5 or 6 years old, coming home from school, I would ask my maternal grandmother, \u201cWho cooked today, you or mom?\u201d And she would always reply, \u201cMenda<\/em>,\u201d referring to herself. That way of speaking has stuck with me ever since.<\/span><\/p>\n

Over time, when people at home asked who cooked, I would jokingly reply, \u201cMenda<\/em>, who else?\u201d It became a kind of catchphrase among family and friends, and everyone knew that \u201cMenda<\/em>\u201d was me.<\/span><\/p>\n

So when it came time to come up with a name for the channel, my husband told me: \u201cHoney, no \u2018Cocina Dani\u2019 or anything like that. You are Menda. Everyone knows you as that. You\u2019re the one who cooks.\u201d And so \u201cCocina Menda\u201d was born: a tribute to my grandmother, may she rest in peace, and to an expression that has been with me since childhood. It\u2019s like saying: \u201cI\u2019m the one who cooks.\u201d<\/span><\/p>\n

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Daniela with her husband in their kitchen in Havana. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

What is the most difficult thing about starting a venture in Cuba today, based on your experience?<\/b><\/p>\n

Starting, taking the first step. I think we grow up with a huge fear of failure, of what people will say, of the judgment of others. And that fear paralyzes.<\/span><\/p>\n

That\u2019s why many people have a hard time starting up a project, starting up a business. There are doubts, insecurities, and questions. But once you decide and start, the rest will come together as you go.<\/span><\/p>\n

If you have a clear idea, if you\u2019re passionate about what you do, the most important thing is to start. That\u2019s the hardest step. But once you start, there\u2019s no turning back. You keep going and find solutions along the way.<\/span><\/p>\n

What barriers does someone who wants to start a gastronomic business face on the island today?<\/b><\/p>\n

I would say the main barrier to starting a gastronomic business in Cuba today is the shortage of ingredients and excessive prices. These are the biggest difficulties, both for those who create content and for those who own a gastronomic business.<\/span><\/p>\n

Sometimes you have a clear idea, you want to plan a recipe or a menu, and when you go out looking for the products\u2026 they simply aren\u2019t there. Or if you do find them, the prices are so high that they\u2019re out of your budget.<\/span><\/p>\n

This can happen to a food content creator as well as to someone who makes desserts to order, for example. Today, you might not find eggs, or you find them and they\u2019re very expensive, and that forces the price of the final product to go up. So yes, for me, those are the main limitations: the lack of products and the high costs.<\/span><\/p>\n

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Daniela Leyva created \u201cCocina Menda\u201d during the pandemic and today has a community of more than 50,000 followers. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

How does a food entrepreneur reinvent herself in a context where even the most basic things are sometimes missing?<\/b><\/p>\n

Reinventing oneself in the kitchen is the daily routine of any food entrepreneur in Cuba. Often, you have an idea in mind, and when you go to prepare it, you find that you\u2019re missing an ingredient. For example, I always try to substitute it with something similar so I don\u2019t stop making the recipe, but there are times when I simply don\u2019t have the solution, and then I have to change plans, make another recipe, or look for an alternative.<\/span><\/p>\n

This constant adaptation is part of our job. Scarcity limits you, yes, but it also forces you to be more creative. You end up trying new combinations, creating different flavors…. Sometimes it doesn\u2019t turn out the way you expected, but other times you discover something better than the original idea.<\/span><\/p>\n

So, although it can be frustrating, very good things also come out of this need to constantly reinvent oneself.<\/span><\/p>\n

What conditions should change in Cuba to make gastronomic entrepreneurship more viable?<\/b><\/p>\n

I think the main thing is to have a greater variety of products and more affordable prices. That\u2019s key.<\/span><\/p>\n

Nowadays, in many stores here in Havana, you find practically the same thing: oil, hot dogs, minced meat, eggs, chicken… and sometimes cookies. But if there were more diversity \u2014 as happens in other countries, where there\u2019s access to a wide range of ingredients \u2014 we could make many more recipes, try new things, and experiment.<\/span><\/p>\n

In addition, prices should be more competitive. As anywhere, there may be products that are more expensive or cheaper, but at least there should be the option, allowing one to afford certain ingredients, even if only occasionally. That would help enormously to expand culinary culture and encourage more people to start their own ventures in this sector.<\/span><\/p>\n

In Cuba, creating content faces many of the same limitations as any other business: the embargo, for example, prevents access to sponsorships from major brands or monetization through platforms like Google AdSense. In that context, how do you make Cocina Menda profitable?<\/b><\/p>\n

It\u2019s truly very difficult. Here in Cuba, we face many limitations in generating income through social media, especially because we can\u2019t directly participate in affiliate programs from major platforms like Amazon, Walmart, Prozis, or Temu. It\u2019s not that there aren\u2019t any creators who do this, but they do it through third parties or shipping agencies, which actually violates the policies because we don\u2019t have addresses or phone numbers outside the country.<\/span><\/p>\n

Furthermore, I know creators who have lost promotions or collaborations simply for mentioning their Cuban nationality, which puts the integrity of those of us who just want to get ahead with a digital business model at risk.<\/span><\/p>\n

Faced with these difficulties, I try to keep the project sustainable by allying and collaborating with local brands, products, and services that, although they sometimes pay in kind or with minimal compensation, value the content and work we do. We know that we often don\u2019t receive the recognition we deserve in the advertising world, even though we help those businesses generate sales.<\/span><\/p>\n

But, as it is, we must keep working hard. We\u2019re here today, but tomorrow we don\u2019t know where we might be, and that\u2019s why it\u2019s essential to maintain perseverance and passion for what we do.<\/span><\/p>\n

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Daniela Leyva created \u201cCocina Menda\u201d during the pandemic, and today has a community of more than 50,000 followers. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

What has been the most beautiful \u2014 and the most difficult \u2014 part of building a community around Cuban cuisine?<\/b><\/p>\n

The most beautiful part of building this community has been enjoying my own growth process. Little by little, I\u2019ve created a family around Cuban cuisine, making people feel that, even if they\u2019re far away, they can still enjoy our food. Sometimes people tell me, \u201cMake guava crab-like pastries,\u201d and I happily go off to prepare them. That connection, that back-and-forth with those who follow me, has been the most special thing.<\/span><\/p>\n

I enjoy seeing how I\u2019ve evolved from my first recipe \u2014 when I didn\u2019t know how to record a video or take a good photo \u2014 to now, when I plucked up the courage to talk in the videos, to explain the step-by-step process, to put voice and emotion into each recipe. I grew alongside my community, and that\u2019s something I value greatly.<\/span><\/p>\n

And the hardest part? Not giving up. Because there have been many times when I\u2019ve thought about throwing in the towel. Sometimes you go out with an idea in mind and can\u2019t find the ingredients. Or worse, you find them, but they\u2019re so expensive that you can\u2019t make the recipe. There\u2019s also the issue of electricity: you have everything ready to record or cook, and suddenly…the power goes out! Then you can\u2019t use the oven or finish the recipe as you planned. It\u2019s frustrating.<\/span><\/p>\n

But despite all that, I\u2019ve learned that giving up isn\u2019t an option. Of course, it\u2019s been difficult, but it\u2019s also been beautiful. And I always say: \u201cEven if it\u2019s an uphill battle, you have to keep moving forward.\u201d<\/span><\/p>\n

Have you received messages from people who have reconnected with their roots through your recipes?<\/b><\/p>\n

Yes, I\u2019ve received a lot of beautiful messages from people who have reconnected not only with their roots but also with very personal childhood experiences through a recipe. Many times, they write to me because they ate that dish as children and haven\u2019t tried it in years. Other times, they\u2019re people who live outside of Cuba and deeply miss Cuban food and sweets. Being able to access a recipe and prepare it from another country allows them to remember who they are and where they come from. That\u2019s been very nice.<\/span><\/p>\n

They tell me they\u2019ve started eating Cuban pizza, <\/span>torticas<\/span><\/i>, fritters again \u2014 dishes they can\u2019t easily find where they live. So, having the recipe, being able to prepare it at home is very much appreciated.<\/span><\/p>\n

And there\u2019s something even more special: many write to me asking for recipes that remind them of their loved ones. They tell me: \u201cMy mom used to make this,\u201d or \u201cMy grandfather was a fan of sweet potato fritters, can you make them?\u201d And that touches me deeply, because I feel that, in some way, my recipes also help keep their memory, their family stories, alive.<\/span><\/p>\n

So yes, I\u2019ve received many messages from people who, through my cooking, have reconnected with their childhood and their Cuban roots.<\/span><\/p>\n

Have you received any pushback?<\/b><\/p>\n

I haven\u2019t received pushback as such, but I\u2019ve received hate comments because food in Cuba is a very sensitive topic. Talking about cooking, about products, generates many conflicting opinions. There have been people who question where I get my ingredients, whether I\u2019m an MSME, whether onions are very expensive, or whether I don\u2019t know how to get certain ingredients.<\/span><\/p>\n

But those messages come from a minority, compared to the number of people who enjoy the content, who make the recipes at home, who support, who consume, and who share. Two or three negative comments don\u2019t make a difference. I\u2019ve always been clear about that, and I\u2019ve managed to build a community that truly values <\/span>\u200b<\/span>cooking, that likes to learn, and that seeks to vary the way we prepare our everyday dishes.<\/span><\/p>\n

So, yes, the support and affection I receive from most people is much greater than those few negative comments. That\u2019s why I don\u2019t feel bad. On the contrary, I feel happy. And if someone takes the time to leave a bad comment, there must be a reason…maybe they\u2019re just a little bitter, I don\u2019t know.<\/span><\/p>\n

You were a finalist in the \u201cTodos pueden cocinar\u201d competition, organized by chef <\/b>Lorena Faccio<\/b><\/a> and her mother, <\/b>Adis Pereira<\/b><\/a>. What did it represent in your journey to establish yourself as a cook and content creator on social media?<\/b><\/p>\n

I entered the competition because my husband was the one who encouraged me. Just as he encouraged me to start on social media, one day he saw the contest flyer and said, \u201cHoney, you can participate. It doesn\u2019t matter if you don\u2019t win; the important thing is that you participate, that you gain confidence, and that you meet people who do the same thing.\u201d<\/span><\/p>\n

That motivated me so much; he supported me through everything, and I made it to the final round. I didn\u2019t win, but I felt like a winner because I gained a lot of self-confidence and met people who were passionate about cooking and recipes. That helped me realize I was on the right path, that I was doing well.<\/span><\/p>\n

The contest motivated me to continue sharing recipes, to break the ice, to talk more with people, to do spoken-word stories, and to add voice-overs to my videos. It encouraged me to go on camera, because I hadn\u2019t done that before. So, in short, I feel like the contest helped me grow and gain confidence a lot.<\/span><\/p>\n

In your recipes, there\u2019s a strong connection to Cuban memory and identity. Do you do this intentionally?<\/b><\/p>\n

My connection to Cuban identity and memory through my recipes isn\u2019t something I do intentionally. My grandmothers were \u201cguajiras\u201d (country women), they simmered with bolts of flavor so I grew up in the countryside with that. I learned to cook by watching my grandmothers, my mother, and by reading the little recipe books my mother bought me.<\/span><\/p>\n

I don\u2019t do this to convey anything specific; I\u2019m simply trying to show that Cuban food is tasty and delicious. Cuban sweets, for example, are incredible, and we all grew up eating things like <\/span>tortitas<\/span><\/i>, meringues, and <\/span>bizcochitos<\/span><\/i>. I want people to relive those memories of childhood or youth when they see my recipes.<\/span><\/p>\n

At home, I always make Cuban food. My husband is a huge fan of Cuban food: he loves beans, <\/span>congr\u00ed<\/span><\/i>, and pork. I also like fusion food; I like to combine Cuban cuisine with international flavors. But what I convey is this: you can eat delicious food, you can eat Cuban food, and you can also fuse it with ingredients and seasonings from around the world to give it a different touch.<\/span><\/p>\n

What dreams do you have for your culinary project?<\/b><\/p>\n

To continue growing, to reach a new audience, so that more people learn about Cuban cuisine, cocktails, and bartender skills. So that people don\u2019t have to wait until they go out to have a good coffee, but can make it at home. That they don\u2019t have to wait for an outing to enjoy a cocktail, or a special occasion to eat well, but rather that they can make delicious, homemade food whenever they want.<\/span><\/p>\n

My dream is precisely that: to continue growing and helping people discover that they can enjoy these things from their own home.<\/span><\/p>\n

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Daniela Leyva created \u201cCocina Menda\u201d during the pandemic, and today has a community of more than 50,000 followers. Photo: Courtesy of the interviewee.<\/figcaption><\/figure>\n

Are there any recipe books, cookbooks, or collaborations in the works?<\/b><\/p>\n

I would really like to have a book, a physical recipe book where people can find my recipes and, like I did when I was a teenager, mark the ones they like the most. I always had little books where I saved and marked my favorite recipes, and I would love to bring the recipes I have on my blog to a printed format to share with people.<\/span><\/p>\n

It\u2019s one of those future dreams, a goal I would love to achieve.<\/span><\/p>\n

Where do you see Cocina Menda in a few years?<\/b><\/p>\n

I see myself teaching cooking classes and organizing live workshops. I would love to have my own space where I can teach classes, host culinary experiences, and share in person everything I love about Cuban cuisine and gastronomy in general.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Amid the pandemic, when the world came to a standstill, Daniela Leyva found in the kitchen a way to reinvent herself and connect with thousands of people. 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