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Case Study: I invented a popular kitchen gadget
Trump tariffs impact on small business
In the New York Times guest essay titled “I Invented a Popular Kitchen Gadget. Trump’s Tariffs Will Kill My Business” (April 8, 2025), Yair Reiner—entrepreneur and founder of Gowanus Kitchen Lab—shares the story behind his invention of the Frywall, a silicone splatter guard born from a messy cooking mishap. Launched online and in stores in 2015, the Frywall became a successful product, but its affordability and profitability relied heavily on low-cost manufacturing in Asia, particularly Taiwan and China. Reiner explains how Trump-era tariffs on Chinese and Taiwanese imports are threatening the very existence of his small business, with immediate impacts on his supply chain, pricing strategy, and growth trajectory.
He details the harsh economics of product development in the home goods sector, where production costs must stay below 25% of the retail price to maintain viability. American manufacturing alternatives, Reiner notes, are too expensive—U.S. quotes for silicone molds were over six times higher than those in Taiwan, and per-unit costs would have forced a consumer price of $80, far beyond the market’s comfort zone.
With the tariffs now increasing his product’s landed cost from $5 to $7.50, Reiner must raise the retail price by at least 20%—a move he fears will alienate customers and make the Frywall appear overpriced, especially during a time of rising consumer prices. He highlights how his decision-making is stifled by the unpredictability of U.S. trade policy and the delay requirements imposed by his retail partners.
The essay also argues against the commonly held belief that companies can simply negotiate lower prices with overseas factories to offset tariffs. Reiner explains that Asian suppliers already operate on razor-thin margins, and any attempt to absorb tariff costs would result in degraded product quality or impossible financial strain.
While the U.S. government promotes the idea of reshoring manufacturing, Reiner considers this vision unrealistic in the short term, especially for small businesses. Setting up an entire silicone product supply chain domestically—from chemical plants to mold-making factories and automated systems—requires years of investment, expertise, and policy stability, none of which currently exist.
Ultimately, Reiner expresses a sense of disillusionment. Although he shares the nostalgic desire for a more self-reliant American manufacturing sector, he rejects the notion that destroying small businesses like his must be the first step toward achieving it.
Full article:
https://www.nytimes.com/2025/04/08/opinion/frywall-tariffs.html
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Mechanical/Solar Engineer, Prof. Oku Singer
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