Fly By Jing CEO says Trump's China tariffs are 'disruptive' but her chili crisps can't be sourced from anywhere else
She told BI that the brand is still committed to sourcing ingredients from her hometown in China.
The tariffs "rob Americans of an accessible way to connect with and appreciate cultures at a time when we need it most," she said.
"An Update from Jing on Tariffs." This was the subject line of an email from the popular chili crisp brand Fly By Jing. I'd previously purchased the brand as a gift, and the message landed in my inbox on April 11, just a few days into an escalating trade war between the US and China.
Founded in 2018, the small business is best known for its popular Chinese chili crisp varieties, sold in stores like Target and Whole Foods. The email said that, as of when it was sent on April 11, the brand's products were subject to a 160% tariff rate, compared to 15% before President Donald Trump's sweeping tariffs announcements.
"These tariffs have a material impact — not just on our business but countless others, and are disproportionately impacting small, independent brands like ours," the email read. "The integrity of our ingredients, their specific terroir, and the craftsmanship of our products are highly local to Sichuan and will continue to be."
I scoped out the brand's Instagram page and saw a video of founder and CEO Jing Gao discussing the tariffs' impact on the business and reached out to hear more. Here is the conversation we had over email, with my questions in bold, and Gao's answers below.
How are the tariffs affecting your business?
Considering the volatility of the current tariff conversations, it's really important for us as a brand to fully assess the landscape before making major, potentially irreversible decisions. Currently, no orders or shipments are on hold, and our priorities are continuing to source the ingredients for our core sauces from the Sichuan province and keeping our pricing as affordable as possible.
The tariff announcements have been on and off, and rates have fluctuated. How did this affect your planning?
The current volatility is disruptive and will prove debilitating to many independent businesses. We are fortunate to have built resilience into our organization over the last six years to be able to weather the storm. We have not yet made any major business decisions as we await stabilization, but these fluctuations are impossible to plan for and disproportionately affect small businesses and entrepreneurs.
Can you talk about why it's important to you and to the business to source your products from Sichuan?
One of our key goals through this all is to maintain the integrity of the ingredients in our core products. Our ingredients come directly from Sichuan — fermented black beans, highly prized Tribute peppers, Erjingtiao chilis, and cold-pressed roasted caiziyou — and simply cannot be grown anywhere else.
Last year, you actually dropped prices. Do you see the tariffs impacting product prices going forward, and if so, do you have a timeline on that?
Price accessibility for our products is a core tenet of our brand at Fly By Jing. Our mission is to expand palates and introduce new flavors nationwide, so we need our products to be affordable. In service of this, we implemented a significant price decrease last year — even amid rising inflation — and are reaching more homes than ever. Due to the current volatility, it's important for us as a brand to fully assess the landscape before making decisions that will have long-term implications. Right now, our priority is to keep prices as affordable as possible while maintaining the integrity of our ingredients.
What has your average day looked like in recent weeks? Are you working longer hours as you navigate the situation?
We're at a pivotal moment as a brand and are very focused on expanding to reach new audiences. This news cycle, and its implications, is clearly very consuming as it requires constant attention at an already very busy time — but we are privileged as a brand to have built resilience into our business, which is allowing us to take a step back and assess the situation before reacting. I am speaking often to peers, fellow business owners, and, of course, my team, to gather insights, strategize, and determine the route forward that will allow us to maintain our core brand values.
Is there anything you're not seeing discussed around tariffs and their impact on small businesses that you think is important for people to know?
Sharing authentic ingredients and flavors is one of the most powerful ways to explore the nuances of other cultures — it sparks curiosity, builds connection, and inspires empathy. These tariffs, which as of today are at least 160%, not only threaten our brand's prosperity, but rob Americans of an accessible way to connect with and appreciate cultures at a time when we need it most. Our success as a brand has proven that bold and diverse international flavors at affordable prices are what Americans want and that they are here to stay.
Read the original article on Business Insider
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Fast Company
3 minutes ago
- Fast Company
In uncertain times purpose-driven brands have the winning edge
Whether you're sitting at your desk at work or shopping at the grocery store, you can feel it: the shared sense of uncertainty in the air. Economic indicators are shifting; tariffs have impacted trade flows, and experts predict the nation's growth rate may be cut in half. Combined with broad geopolitical instability, this sense of economic uneasiness has seen consumer sentiment dip to its second-lowest point since 1952. In this challenging climate, even industry giants like Target, Walmart, and Apple are forecasting declines in profits and sales. Yet, history shows that periods of uncertainty often spark innovation and resilience. Brands that can adapt, communicate clearly, and build trust with their customers are well positioned not just to endure, but to lead. So, what can business leaders facing such turbulence do to persevere? Return to the compass that always points to a way to growth: delivering for the consumer. Showing up consistently, adapting with purpose, and becoming the steady heartbeat in their customers' increasingly chaotic world. The Power of Purpose in Uncertain Times As a counterbalance to all the bad news, resilient brands can become a source of strength and reassurance by understanding their consumers and delivering positive impact. In times of uncertainty, brands can improve their customers' day-to-day by bringing moments of joy and meaning into their lives. What's more, they can also deepen those consumer connections by demonstrating alignment with customer values and aspirations for the future. New research supports this call to action: 86% of consumers say brands play an important role in delivering a positive human future. But only 15% of companies are actively investing in efforts aligned to that purpose, a gap that speaks volumes. Consumers are quite willing to reward brands they see as positive difference-makers. They're nearly three times more likely to pay a premium, try new products and services, and even forgive mistakes from brands they think are working towards a better world. This is especially true among Gen Z consumers and younger generations, who prioritize brands that align with their ethical and social principles. So, what does it really mean to deliver a 'positive human future,' and how can brands demonstrate the commitment consumers are seeking? It doesn't mean you have to solve every global issue—you just have to show consumers that you understand their challenges and respond in ways that align to their values. When a single headline can shake markets and communities, consumers are looking for something steady to latch onto, and brands have the opportunity to hold strong. Think Big with Small Gestures For brands, this doesn't require a complete overhaul of business strategy or major new investments. It can start with a simple challenge: how can you show up in small, meaningful ways to brighten consumers' days and give them something to look forward to? Consumers today are seeking more than transactions; they want relationships. Nearly 50% of U.S. consumers are willing to pay more for brands that understand and respond to their needs—brands that listen, learn, and use what they hear to deliver amazing experiences. Take Little Spoon, for example. The baby food company didn't build trust by making grand gestures, but instead took the time to collaborate with parents and scientists to ensure parents have a voice in their child's health. They put their money where their mouth is to provide consistent engagement with parents through its ' Is This Normal ' community platform. They created a winning product that reflects real needs and values, showing up consistently for their customers when and where they needed them. They've successfully become more than a packaged good—they're a partner in parenting, building ardent fans through shared values. To follow in similar footsteps, there are several actions brands can take, starting with active listening and reliability. By using customer insights to understand what matters most, brands can reflect those priorities in their messaging and offerings and then communicate those priorities regularly and consistently. This requires ongoing dialogue and genuine responsiveness to customer feedback and changing needs. By ensuring consumers feel seen and heard, brands will not only build a customer base but also a community. This alignment becomes particularly powerful when economic pressures mount, and consumers are making more deliberate choices about where to spend their money. Above all, it's those small moments of joy that will make all the difference. Positive experiences don't require massive budgets, but they do require intentionality. Whether it's unexpected customer service excellence, community-building initiatives, or simply consistent, reliable communication, these moments transform into lasting relationships. Building Tomorrow's Resilient Brands The businesses that struggle during volatile times often share common characteristics: They become reactive rather than proactive, focus inward rather than on customer needs, or stop innovating to avoid risk. It's more important to show up for customers during times of turbulence than when the waters are calm. Every interaction becomes an opportunity to build trust. Every product decision becomes a chance to show values alignment. Every communication becomes a moment to provide clarity and reassurance. In a world where headlines shift by the hour, brands can emerge as a steady beacon. The brands that thrive aren't necessarily the biggest or the loudest, but those that prioritize real connection with their consumers; those that are able to deliver impact in their day-to-day, and in the world they inhabit. When purse strings tighten, brands that build real relationships, spark joy in the uncertainty, and support a positive human future will build the kind of consumer loyalty that pays dividends through good times and bad.
Business Insider
34 minutes ago
- Business Insider
Nvidia Stock (NVDA) Trembles as Chinese Ramp Up Pressure on Chip Security Fears
Nvidia (NVDA) stock dropped 2% today as a war of words over security risks erupted between it and Chinese authorities. Elevate Your Investing Strategy: Take advantage of TipRanks Premium at 50% off! Unlock powerful investing tools, advanced data, and expert analyst insights to help you invest with confidence. Security Proofs The semiconductor giant was warned that it must produce 'convincing security proofs' to eliminate Chinese users' worries over security risks in its chips and 'regain market trust.' That is according to a commentary published in China's state-run media People's Daily. Foreign companies must comply with Chinese laws and take security to be a basic prerequisite; the commentary said. It comes 24 hours after The Cyberspace Administration of China (CAC) summoned Nvidia to explain 'backdoor security risks' of its H20 chips sold in China and submit relevant documents. The move is reportedly aimed at 'safeguarding the network and data security of Chinese users' after comments from American AI experts suggested that Nvidia's chips have location tracking and can remotely shut down the technology. It is not clear who these experts are and if China has undertaken its own tests into the chips. Nvidia came out fighting telling Reuters that: 'Cybersecurity is critically important to us. NVIDIA does not have 'backdoors' in our chips that would give anyone a remote way to access or control them.' It is understood that company representatives have already been interviewed by the CAC. It comes at an important time for Nvidia and its relationship with China, which is a key part of its overall revenues. China Crisis Earlier this month, Nvidia said that it could resume its H20 AI chip sales in China, months after the U.S. Commerce Department put export restrictions on the chips amid ramped-up U.S.-China tariff trade tensions. Nvidia estimated that the ban had cost it a huge $15 billion in lost sales. The chip was specially designed for Chinese customers to meet U.S. export rules and has been a top seller in the country since 2024. Nvidia has also introduced a new AI chip for China. The model is designed for use in factory automation and logistics and is built on the company's advanced Blackwell architecture. If security fears are confirmed, then this could have a detrimental impact on the Nvidia share price which has performed well this year. In 2023, the CAC said products from semiconductor group Micron Technology (MU), failed a national security review, resulting in a sales ban of its products to key infrastructure operators in China. Is NVDA a Good Stock to Buy Now? On TipRanks, NVDA has a Strong Buy consensus based on 34 Buy, 3 Hold and 1 Sell ratings. Its highest price target is $250. NVDA stock's consensus price target is $185.79, implying a 4.45% upside.
Miami Herald
5 hours ago
- Miami Herald
US notches worst 3 months for jobs growth since pandemic
U.S. job growth cooled sharply over the past three months and the unemployment rate rose, showing the labor market is shifting into a lower gear amid widespread economic uncertainty. Payrolls increased 73,000 in July after the prior two months were revised down by nearly 260,000, according to a Bureau of Labor Statistics report out Friday. In the last three months, employment growth has averaged a paltry 35,000 - the worst since the pandemic. The data send a stronger signal that the labor market is weakening more noticeably. Not only is job growth cooling markedly and unemployment rising, it's harder for unemployed Americans to get a job and wage gains have largely stalled. That poses further risks to a slowdown in consumer and business spending that's already underway. The report caps a week of high-profile data that show underlying economic momentum is cooling and inflation progress is stagnating, reasons why the Federal Reserve chose to keep interest rates unchanged again in a divided decision. Chair Jerome Powell maintained that the labor market is solid and the central bank needs to be wary of inflation risks - especially with President Donald Trump's latest round of tariffs. "The cracks in the labor market have widened substantially and add further pressure on the Federal Reserve to lower interest rates and support the dissenting Fed Governors' views that the FOMC should have lowered rates this week," Nationwide Chief Economist Kathy Bostjancic said in a note. She was referring to the Federal Open Market Committee, the panel that sets interest rates. The S&P 500 opened lower while Treasury yields and the dollar fell as traders upped their bets that the Fed will cut rates at their next meeting in September. Officials will see another employment report and a few more on inflation before then. After the report, Trump again called on the Fed to cut rates in a social media post. The sluggish payrolls growth reflected declines in manufacturing, professional and business services as well as government. Downward revisions to local government education payrolls contributed to the overall revisions in the prior two months. Private payrolls rebounded after barely rising in June, in large part due to health care and social assistance. Trump's efforts to pull back on government spending are still rippling through the job market. The federal government shed jobs for a sixth month in July, and unemployment is creeping higher in parts of the country that are hubs for government work, including the nation's capital. The cuts have also spilled over to layoffs at universities and nonprofits reliant on federal funding. Elsewhere in the labor market, demand for workers remains mostly healthy. Vacancies are still hovering above prepandemic levels, and initial applications for unemployment benefits have fallen in recent weeks, suggesting companies are holding on to their workers. Layoffs are generally low, though rising particularly in the tech sector due in part to the rise of artificial intelligence. Data later Friday showed consumer sentiment rose to a five-month high in July on a recent stock-market rally, while U.S. factory activity contracted at the fastest pace in nine months. "The main takeaway from the jobs report is that labor demand appears to be falling faster than labor supply - the labor market is not 'solid,' as Powell characterized it, and we expect him to revise his opinion accordingly. While a rate cut in December remains our base case, we see growing chances of an earlier move." The jobs report is composed of two surveys - one of businesses, which produces the payrolls figures, and another of households, which publishes unemployment and participation, among other metrics. The participation rate - the share of the population that is working or looking for work - dropped to 62.2%, the lowest in nearly three years. The rate for those between the ages of 25 and 54, known as prime-age workers, also declined. Some economists say Trump's immigration crackdown is pushing foreign-born workers out of the labor force, which is taking a toll on participation and also helping keep a lid on unemployment. The rise in joblessness partly reflected more people who lost their jobs outright. The number of people unemployed for 27 weeks or longer rose to 1.83 million, the highest since the end of 2021. The jobless rate among Black Americans rose sharply also to the highest since late 2021. Central bankers pay close attention to how labor supply and demand dynamics are impacting wage gains - especially with inflation risks poised to the upside. The report showed average hourly earnings rose 3.9% from a year ago. ______ (With assistance from Chris Middleton, Jarrell Dillard, Reade Pickert and Nazmul Ahasan.) Copyright (C) 2025, Tribune Content Agency, LLC. Portions copyrighted by the respective providers.
