Message in a bottle

This final project presents the research findings on cocuy in Venezuela, highlighting its historical and cultural signif- icance. It proposes a socio-economic reorganization centered around cocuy to generate new economic opportunities for the industry and the country. The essay suggests reconstructing the relationship between cocuyeros (cocuy producers) and the rest of the country, ensuring equitable remuneration, economic independence, and social progress. The proposal includes establishing a self-governed lab, fostering collaboration, and empowering vulnerable communities. The Lab will focus on improving efficiency in cocuy production and utilizing waste for additional economic benefits. It will also provide training in numeracy, negotiation, and leadership to enhance the economic independence of cocuyeros. Financing for the Lab will be provided by “Lacasa,” a new cocuy brand targeting the Venezuelan market, aiming to create shared value by tying its success to societal improvement. The report parallels Mexico’s experience with tequila and highlights the potential of cocuy to connect Venezuelans with their cultural heritage. Lacasa aims to challenge misconceptions about cocuy and offer a competitive price point based on quality.

The project was executed in phases: immersion, research, conceptualization, design development, implementation, and presentation. The implementation of the project will bring socio-economic changes to the community of Los Quemados, benefiting cocuyeros, improving infrastructure, and stimulating tourism. The focus is on sustainable development led by Venezuelans, avoiding the pitfalls experienced by other countries. The project seeks to foster pride, commitment, and collaboration among Venezuelans, promoting a positive narrative and reconnecting with cultural traditions. Effective communication and consent from the local community are essential for the project’s success. Transparent and collaborative dialogue is prioritized to ensure the community’s participation and a relatable vision for the project.