#Smallbizchat Podcast LIVE is a monthly video interview show where small business owners can get answers to their questions.
The focus of #Smallbizchat is to end small business failure by helping participants succeed as your own boss.
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How to Manufacture Products in the Trump Era
Sherrill Mosee, CEO of MinkeeBlue, is a visionary with a passion for fashion, innovation, and sustainability. With a keen eye for design and a dedication to creating products that solve everyday challenges, MinkeeBlue is committed to crafting bags that inspire confidence and empower the everyday traveler. Their bags are sold online and in Macy’s stores. For more information www.minkeeblue.com
Melinda Emerson: How can founders price their product to absorb or offset tariffs without scaring away customers?
Sherrill Moses: This is the question keeping every small business importer awake at night. The tariff situation has become absolutely wild. Under today’s administration, tariffs have been on a complete seesaw since January – going from 25% to 145% on China. As of today, we’re at a 90-day stay at 30% tariffs on Chinese products until next week. But here’s what people don’t realize – these tariffs are cumulative; they stack on top of previous tariffs!
For example, in my industry, we’re looking at cumulative tariffs of 72.6%. This has made it incredibly difficult for small businesses to make decisions on manufacturing, inventory, and pricing. We’re literally caught in the middle of a trade war that impacts the livelihood of businesses and consumers through rising costs.
The big box retailers like Walmart, Target and Macy’s have already told us (consumers) that they’re raising their pricing due to the tariffs. They need inventory on their shelves to stay in business so they must order product. We will definitely feel the impact of tariffs this holiday season.
We’re operating in an incredibly unstable environment with so much uncertainty in this trade war. It’s especially challenging right now because of the upcoming holiday season timing. Most retailers put in their orders for the holiday in March/April timeframe, many opt not to order in hopes of seeing some stability. As it stands today, it’s very difficult to price products and make the decision to absorb or pass tariffs on to customers when we don’t even know what the rates will be next month.
Let me give you a couple of examples of how this hits small businesses:
If a product costs $20 to manufacture in China, with today’s cumulative tariffs of 30% + 25% + 17.6% (totaling 72.6%), the same product will cost $34.52 in landed costs before I even factor in freight costs to bring the product to the U.S. by ship or plane.
But here’s the scary part – we are at the whims of one man. If tariffs increase to, let’s say 50%, we need to add that to the previous tariffs of 25% + 17.6% for a total of 92.6%. So that same $20 product would cost me $38.52 in landed costs, plus freight costs.
As small business owners, we’re basically trying to run businesses while playing a guessing game with costs that can change by the week. It’s like trying to plan a budget when you don’t know if your rent will be $1,000 or $2,000 next month. The uncertainty is almost worse than the high tariffs themselves, because at least with stable high tariffs, you can plan around them.
SmallBizLady: How do you assess whether China is still the best place to manufacture your product, despite tariff concerns?
Sherrill Moses: It really depends on your product, your margins, and your stage of business. China has long been the global leader in manufacturing because of its scale, skilled labor force, and mature supply chains—especially for categories like clothing, accessories, toys, games, electronics, and furniture. But with rising tariffs, labor costs, and unpredictable trade policies, small businesses like mine are being forced to re-evaluate.
Here’s how I assess whether to stay in China or move:
- Total Landed Cost – Not just unit cost, but tariffs, freight, and logistics.
- Quality Consistency – Can I get the same craftsmanship elsewhere without sacrificing brand standards?
- Lead Times – Will relocating delay my production cycles too much?
- Relationship Equity – After years of working with a manufacturer, that trust and reliability is hard to replace.
- Scalability – Will a new factory grow with me as my volume increases?
Alternatives to China are emerging quickly. Countries like:
- Vietnam and Thailand offer lower labor costs and are scaling up their capabilities.
- India has a strong leather goods and textiles industry, though infrastructure varies.
- Mexico and Latin America can be appealing for proximity to the U.S.
- Italy or Eastern Europe—for premium or luxury goods, especially when you’re targeting high-end markets.
That said, no location is perfect. Moving production isn’t just about switching factories—it’s often months of R&D, testing, compliance checks, and onboarding. So for many businesses, it’s not a flip-the-switch moment, but a phased transition with a risk/reward calculation.
My advice? Start researching and sampling from alternatives now—even as a Plan B. Because in today’s trade environment, flexibility is the real competitive advantage.
SmallBizLady: What’s one mistake that you’ve made when importing from China?
Sherrill Moses: One mistake I made early on was assuming that once we agreed on a production timeline, it would go exactly as planned. I didn’t build in buffer time for delays—whether it was due to shipping congestion, port issues, product testing, product packaging, or even quality control issues.
Not understanding the full landed cost. Many people only look at the unit cost from the factory, but the real number you need to know includes tariffs, shipping, insurance, and customs clearance fees. If you miss those, you might price yourself out of profit.
Failing to check tariff classifications (HS codes).
Assigning the wrong tariff code to your product can result in overpaying—or worse, customs delays and penalties. A good freight forwarder or customs broker can help avoid this.
Mistakes are part of the journey, but the key is to learn quickly and adjust your process before it impacts your brand or your bottom line.
How Do You Create a Product in the Culinary Industry
Toni L. Johnson is the Head Chef and CEO of The Jamaican Pattie Shop. A plant-based culinary innovator and business powerhouse, she’s turned her passion for Caribbean flavors into a nationally recognized brand with her Jamaican patties. She specializes in vegan and gluten-free patty delights as well. With deep roots in cultural heritage and a bold entrepreneurial spirit, Toni is redefining how authentic comfort food scales in today’s market. www.thejamaicanpattieshop.com
SmallBizLady: What inspired you to turn Jamaican patties into a product business, and how did you get started?
Toni L. Johnson: Our journey began with a deep appreciation for the soul-satisfying comfort of an authentic Jamaican patty. As a longtime caterer, we noticed guests at events—whether corporate luncheons, festivals, or private gatherings—were continually drawn to our patties’ unique flavor profile: a perfectly seasoned beef or vegetable filling enveloped in a flaky, buttery crust. It became clear that these handheld flavor bombs were resonating with people far beyond our immediate community.
The “aha” moment came when we started doing pop-up events and saw lines forming specifically for our patties. Word-of-mouth spread quickly, and we realized there was a genuine appetite for taking that same experience home—whether in the office break room, at a tailgate, or on a college campus. From there, it was a natural progression: we formalized our catering services as The Jamaican Pattie Shop, then began building relationships with local wholesale partners (colleges, hospitals, specialty food distributors) to make our patties accessible in frozen or pre-baked formats. Essentially, seeing customers’ enthusiasm and recognizing the opportunity to share a taste of Jamaica (with our own global fusion twist) inspired us to evolve from a catering concept into a full-blown product business.
SmallBizLady: Did you always envision The Jamaican Pattie Shop as a packaged product line, or did that idea come later?
Toni L. Johnson: In the very beginning, The Jamaican Pattie Shop was conceived primarily as a catering and pop-up concept. Our focus was on delivering made-to-order experiences at corporate events, private parties, and high-traffic festivals. Once our catering arm gained traction, we fielded more and more requests from institutional clients—colleges, hospitals, and even food service providers—who wanted to offer our patties on-site without relying on a full catering setup.
That’s when the idea of a packaged product line took shape. We had to figure out how to preserve the same flaky crust and authentic seasoning in a format that could be frozen, shipped, and reheated without compromising quality. So, while we didn’t set out on day one expecting to open a wholesale or retail division, it quickly became evident that packaging our signature patties was the logical next step. In short, the packaged product line was an organic evolution driven by demand from both wholesale partners and consumers who wanted the convenience of enjoying our patties anytime—at home, in the office, or on campus.
SmallBizLady: What were the biggest challenges you faced when developing a product that could maintain authenticity, quality, and shelf life?
Toni L. Johnson: Developing a frozen or pre-baked Jamaican patty that stayed true to our scratch-made, Caribbean-inspired recipe presented three core challenges:
- Preserving the Flaky, Butter-Laminated Crust
Authentic Jamaican patties rely on a high-butter crust that puffs and flakes beautifully when baked. Translating that into a frozen format meant balancing the dough’s fat content so it wouldn’t become soggy or smear during freezing, but would still bake up with the same layered texture. We tested various lamination techniques—tweaking butter ratios, resting times, and roll-fold sequences—until we found a method that held up in industrial blast freezers yet produced the same “just-out-of-the-oven” flakiness. - Retaining Bold, Authentic Seasoning
The interior filling is equally critical: the correct blend of Scotch bonnet, thyme, allspice, and ginger has to cut through the crust. When you freeze and then reheat a patty, flavors can dull or separate. We worked closely with spice suppliers and experimented with binders (e.g., a touch of tapioca starch) to lock in moisture without watering down the seasoning. We also adjusted our spice rub sequences so that the aromatics would survive freezing, thawing, and a final bake without losing their punch. - Achieving a Reasonable Shelf Life Without Artificial Preservatives
Our customers care as much about clean labels as they do about authenticity, so we wanted a shelf life of at least 9–12 months without relying on artificial additives. That meant rigorous testing around pH levels and water activity. We introduced a simple vinegar-based brine step for the vegetables and lean meats, which helped lower pH enough to inhibit bacterial growth without impacting taste. Coupled with modified-atmosphere packaging (MAP) and a nitrogen flush in our sealed bags, we were able to achieve the cold-chain stability needed for nationwide distribution—while still maintaining the fresh, “home-made” flavor profile that defines The Jamaican Pattie Shop.
By tackling these challenges head-on—through iterative recipe testing, close collaboration with equipment vendors, and multiple rounds of shelf‐life studies we ensured that our packaged Jamaican patties deliver the same quality, authenticity, and convenience that made our original catering business a success.
How to Do Effective Market Research as a Small Business Owner
Natalia Caylor, PhD, is the founder of Hola Insights, a market research firm specializing in multicultural and mainstream insights. As a bilingual qualitative researcher and moderator, she helps brands and organizations connect with diverse audiences through data-driven strategies. Her expertise guides clients in understanding cultural nuances to drive meaningful engagement. For more information: https://holainsights.com
SmallBizLady: What are some of the biggest mistakes small businesses make when trying to understand their customers, and how can market research help?
Dr. Natalia Caylor: One of the most common mistakes is relying too much on gut feeling or assumptions. Many business owners think they know their customers just because their friends or family “love” the product or service they offer. But that feedback is often emotional, biased, and doesn’t reflect the true customer sentiment who might be buying the product.
Market research helps you step out of that bubble and listen objectively. When you ask the right questions, you learn what your customers value, what confuses them, and why they might walk away.
I’ve seen small tweaks, such as rewording a service description or adjusting how an offer is positioned, the way package looks or food tastes, leading to real growth. Sometimes, simply by taking time to listen more intentionally and actually implementing the insights we can start seeing results.
SmallBizLady: From your experience, what can small businesses do to better understand their audience?
Dr. Natalia Caylor: Start by building feedback into their regular process, not just when there’s a complaint. Set up check-ins with a few customers each quarter. Be open to all types of feedback, even what feels “negative” that’s often where the gold is.
Look for patterns, for example, if multiple people hesitate at the same stage of the buying process, something may not be as clear as you think it is for your customers.
Write everything down, keep a log of what people say, what you tried in response, and what worked. This kind of habit can turn feedback into growth and at some point, consider working with an experienced market researcher who can develop a customized actionable plan for your business.
SmallBizLady: How can market research help small businesses grow and stay competitive in a crowded market?
Dr. Natalia Caylor: Market research gives you a real advantage, it takes you from reacting to planning. Instead of guessing what will work or mimicking competitors, you’re making decisions rooted in what your audience really wants and needs, because it’s tested with them.
It can also reveal opportunities you didn’t know you had. Maybe your customers value something you’re not promoting enough, or maybe a different segment sees your product in a whole new way. We live in such a multicultural, interconnected world, perhaps your product or service is resonating with a different segment during certain time of the year, and you didn’t even realize that, so that right there is a missed revenue opportunity.
The businesses that grow are the ones that listen early, act quickly, and evolve based on real insights. That’s what makes market research a tool for growth, when businesses have actionable insights, they stay ahead of the competition.
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