Summary of NPR’s "Consider This" Episode: "Drowning in Tariffs, American Businesses Try to Stay Afloat"

In the April 10, 2025 episode of NPR’s "Consider This," titled "Drowning in Tariffs, American Businesses Try to Stay Afloat," hosts delve into the pervasive impact of President Trump’s tariffs on American businesses. The episode unpacks how these tariffs are reshaping supply chains, pricing strategies, and the very survival of various enterprises across the United States. Through in-depth interviews with business owners like Yair Reiner, Lisa Winton, Ethan Frisch, and Craig Reeves, the episode illustrates the real-world challenges and adaptive strategies employed in the face of escalating trade tensions.

1. Introduction to the Trade War and Its Implications

The episode opens by framing the complexities of the ongoing trade war through the story of Yair Reiner, the inventor of the Frywall—a silicone kitchen accessory designed to minimize splatter. Reiner’s initial strategy involved producing the Frywall in the U.S., aiming to leverage the "Made in the USA" label. However, he quickly discovered that manufacturing domestically would require selling the product at an uncompetitive price of around $80, as he explains at [00:23] (Yair Reiner): “It is the best splatter guard in the world. But, you know, splatter just is not as important as other things.”

To maintain market viability, Reiner shifted production to China, reducing the selling price to approximately $25. This decision allowed him to sustain his business by distributing profits across various sectors of the U.S. economy. However, the introduction of a 145% tariff on Chinese goods by President Trump poses a significant threat to his business model, forcing him to contemplate a price increase of 20-25%, potentially jeopardizing his market position and the future of his company ([01:21] Yair Reiner).

2. Domestic Manufacturers Under Pressure: Lisa Winton’s Experience

Lisa Winton, the owner of Wynton Machine Co., represents small domestic manufacturers who were initially expected to benefit from the tariffs. Located in Georgia, her company produces machinery with most of its supply chain based in the U.S. Nonetheless, distributors sourcing parts from China have started passing the cost of tariffs onto her ([04:04] Lisa Winton). The unpredictability of tariff fees introduces significant financial uncertainty, complicating budgeting and operational planning.

Winton expresses cautious optimism, acknowledging some benefits from manufacturers preferring American-made machinery. However, she underscores the widespread uncertainty that makes strategic financial decisions challenging ([05:12] Lisa Winton): “I think the glass is half full and I've taken a few sips.” Her experience highlights the nuanced reality that while some sectors might gain from tariffs, the overarching instability can hinder business growth and sustainability.

3. The Ripple Effect on Diverse Supply Chains: Ethan Frisch’s Spice Enterprise

Ethan Frisch, co-founder and co-CEO of Burlap and Barrel, a specialty spice company, illustrates the broader impact of tariffs on businesses with global supply chains. Operating with producers from Vietnam, Sri Lanka, Tanzania, Guatemala, Afghanistan, and Turkey, Frisch faces the challenge of navigating tariffs imposed on 30 different countries ([05:17] Ethan Frisch). The temporary reduction of tariffs to 10% for 90 days, excluding China, adds another layer of uncertainty.

Frisch reveals that Burlap and Barrel has chosen not to pass the increased costs onto consumers. Instead, the company absorbs the financial strain by reducing profits and scaling back on innovation, including scrapping projects like a custom-packaged advent calendar ([06:05] Ethan Frisch). This decision reflects the difficult trade-offs businesses must make to maintain customer loyalty while coping with external economic pressures. Frisch also touches on the erosion of trust with international partners, as the perception of America as a reliable trading partner diminishes ([06:44] Ethan Frisch): “I think America was framed as a positive trading partner, and I think the trust that underpinned that is significantly eroded already.”

4. Traditional Industries Facing Existential Threats: Craig Reeves and the Shrimp Industry

Craig Reeves, a lifelong commercial shrimper from Buford, South Carolina, provides a perspective from traditional industries grappling with globalization and tariff policies. His wild-caught shrimp business has been in decline for decades, struggling to compete with cheaper, farm-raised shrimp from countries like India and Vietnam ([07:15] Craig Reeves). While initial tariffs on these countries in previous weeks offered temporary relief, the recent decision to freeze tariffs at 10% falls short of providing the much-needed competitive edge.

Reeves emphasizes that tariffs alone cannot resolve the long-term challenges his industry faces. His aim is to shift consumer behavior towards preferring domestic shrimp, advocating for America to become a producing rather than a consuming nation ([08:04] Craig Reeves). As he contemplates his legacy, Reeves underscores the urgency of preserving traditional livelihoods for future generations ([08:45] Craig Reeves): “I'm at a stage in my life where I really want to leave a legacy for my children and grandchildren, for them to have an opportunity to make a living from the sea.”

5. Collective Struggles and Adaptive Strategies

Throughout the episode, the collective narrative among the interviewed business owners conveys a sense of navigating through tumultuous economic waters. Yair Reiner’s need to consider raising prices, Lisa Winton’s balancing act between domestic benefits and international uncertainties, Ethan Frisch’s compromises on innovation, and Craig Reeves’ fight to sustain a legacy all paint a comprehensive picture of American businesses striving to stay afloat amid high tariffs.

The episode highlights that while tariffs may offer temporary advantages to certain sectors, the overarching instability and unpredictability can impose severe constraints on business operations, innovation, and long-term sustainability. The owners’ stories underscore the intricate interdependencies within the economy and the broader implications of trade policies on everyday commerce.

6. Conclusion: The Ongoing Battle for Stability

As the episode concludes, the hosts reflect on the pervasive challenges posed by the fluctuating tariff landscape. The stories of Reiner, Winton, Frisch, and Reeves illustrate that the battle against tariffs is not just a matter of economics but also one of survival, legacy, and adaptability. The uncertainty surrounding future trade policies leaves American businesses in a precarious position, constantly reassessing strategies to mitigate risks and sustain growth.

NPR’s "Consider This" effectively encapsulates the multifaceted impact of tariffs on American businesses, providing listeners with a nuanced understanding of the economic and human dimensions of trade wars. Through personal narratives and expert insights, the episode underscores the resilience and resourcefulness required to navigate an ever-evolving global trade environment.

Notable Quotes:

• Yair Reiner [00:23]: “It is the best splatter guard in the world. But, you know, splatter just is not as important as other things.”

• Yair Reiner [01:21]: “I've worked hard to have a stable price on my product for almost 10 years, and now I'm looking at, at a situation where I'm going to have to raise it by 20, maybe 25%, maybe more. I'm not sure if I still have a market at that point, and I don't know if I still have a business.”

• Lisa Winton [05:12]: “Right now, I think the glass is half full and I've taken a few sips.”

• Ethan Frisch [06:05]: “We're going to have to scale back a lot of innovation.”

• Ethan Frisch [06:44]: “I think America was framed as a positive trading partner, and I think the trust that underpinned that is significantly eroded already.”

• Craig Reeves [08:45]: “I'm at a stage in my life where I really want to leave a legacy for my children and grandchildren, for them to have an opportunity to make a living from the sea.”

This comprehensive summary captures the essence of the episode, highlighting the personal and economic struggles faced by American businesses amidst high tariffs and trade uncertainties.