diff --git a/Makefile b/Makefile
index 900f7cca..6f41ee2b 100644
--- a/Makefile
+++ b/Makefile
@@ -51,6 +51,7 @@ help:
 	@echo '  MINIKUBE_DRIVER         Which vm driver to use for Minikube? [default=virtualbox]'
 	@echo '  MINIKUBE_MEMORY         How much memory to allocate for Minikube? [default=3072]'
 	@echo '  MINIKUBE_KUBERNETES     Which Kubernetes version to use with Minikube? [default=v1.16.3]'
+	@echo '  PUBLISH_IMAGES          Should the production images be pushed to the registry? [0|1, default=0]'
 	@echo '  TIMECHECK               Checking frequency in seconds when bringing cluster up and down? [default=5]'
 	@echo '  TIMEOUT                 Maximum timeout to wait when bringing cluster up and down? [default=300]'
 	@echo '  SERVER_URL              Setting a customized REANA Server hostname? [e.g. "https://example.org"; default is Minikube IP]'
@@ -150,7 +151,7 @@ deploy: # Deploy/redeploy previously built REANA cluster.
 	if [ $$(docker images | grep -c '<none>') -gt 0 ]; then \
 		docker images | grep '<none>' | awk '{print $$3;}' | xargs docker rmi; \
 	fi && \
-	helm install ${TRUNC_INSTANCE_NAME} helm/reana $(addprefix --set , ${CLUSTER_FLAGS}) --wait && \
+	helm install ${TRUNC_INSTANCE_NAME} helm/reana $(addprefix --set , ${CLUSTER_FLAGS}) -f helm/reana-dev/values.yaml --wait && \
 	waited=0 && while true; do \
 		waited=$$(($$waited+${TIMECHECK})); \
 		if [ $$waited -gt ${TIMEOUT} ];then \
@@ -200,4 +201,31 @@ test: # Run unit tests on the REANA package.
 	sphinx-build -qnNW -b doctest docs docs/_build/doctest
 	helm lint helm/reana
 
+prod-build:
+	@echo -e "\033[1;32m[$$(date +%Y-%m-%dT%H:%M:%S)]\033[1;33m reana:\033[0m\033[1m make prod-build\033[0m"
+	source ${HOME}/.virtualenvs/${INSTANCE_NAME}/bin/activate && \
+	minikube docker-env --profile ${INSTANCE_NAME} > /dev/null && eval $$(minikube docker-env --profile ${INSTANCE_NAME}) && \
+	echo "Upgrading REANA to lastest master ..." && \
+	reana-dev git-upgrade -c CLUSTER && \
+	echo "Cleaning components directories ..." && \
+	reana-dev git-clean -c CLUSTER && \
+	echo "Building images with no cache ..." && \
+	BUILT_IMAGES_FILE_PATH=$(shell echo `pwd`/reana-images-`git describe --dirty`.txt) && \
+	reana-dev docker-build -c CLUSTER --no-cache \
+		-b COMPUTE_BACKENDS=kubernetes,htcondorcern,slurmcern \
+		-u "${GITHUB_USER}" -t auto \
+		--output-component-versions $$BUILT_IMAGES_FILE_PATH \
+		$(addprefix --exclude-components , ${EXCLUDE_COMPONENTS}) && \
+	echo "Building reanahub/krb5 image" && \
+	REANA_KRB5_IMAGE_NAME=$(shell cd ../reana-job-controller && echo reanahub/krb5:`git describe --dirty`) && \
+	cd ../reana-job-controller && \
+	docker build --file krb5/Dockerfile --tag $$REANA_KRB5_IMAGE_NAME . && \
+	echo $$REANA_KRB5_IMAGE_NAME >> $$BUILT_IMAGES_FILE_PATH && \
+	echo "The following images have been built:" && \
+	cat$$BUILT_IMAGES_FILE_PATH && \
+	if [ "${PUBLISH_IMAGES}" -eq 1 ]; then \
+		cat $$BUILT_IMAGES_FILE_PATH | xargs -L 1 docker push; \
+	fi && \
+	rm $$BUILT_IMAGES_FILE_PATH
+
 # end of file
diff --git a/helm/reana-dev/values.yaml b/helm/reana-dev/values.yaml
new file mode 100644
index 00000000..aa2581ba
--- /dev/null
+++ b/helm/reana-dev/values.yaml
@@ -0,0 +1,18 @@
+# REANA components pointing to `latest`, locally built master branch
+components:
+    reana_server:
+      image: reanahub/reana-server
+    reana_workflow_controller:
+      image: reanahub/reana-workflow-controller
+    reana_workflow_engine_cwl:
+      image: reanahub/reana-workflow-engine-cwl
+    reana_workflow_engine_yadage:
+      image: reanahub/reana-workflow-engine-yadage
+    reana_workflow_engine_serial:
+      image: reanahub/reana-workflow-engine-serial
+    reana_job_controller:
+      image: reanahub/reana-job-controller
+    reana_message_broker:
+      image: reanahub/reana-message-broker
+    reana_ui:
+      image: reanahub/reana-ui
\ No newline at end of file