On the final day of his historic visit, President Barack Obama promised peace and commerce to the people of Cuba.
Many brand managers waiting for a decision from Congress on lifting the United States’ trade embargo—el bloqueo—will have to stay patient. For some, however, the president’s address publicly green-lighted plans to expand.
“We’ve begun initiatives to cooperate on health and agriculture; education and law enforcement,” Obama stated in his address Tuesday. “We’ve reached agreements to restore direct flights and mail service. We’ve expanded commercial ties and increased the capacity for Americans to travel and do business in Cuba.”
Although Cuba’s relationship with the U.S. has been on the mend since Obama and Cuban President Raúl Castro met in December 2014, today’s speech touched on specific milestones in the “process to normalize relations.”