Jing Gao, the founder of the popular chili crisp brand Fly By Jing, recently shared her insights on the ongoing tariff fluctuations that have been troubling small businesses, particularly those that rely on importing specific ingredients from abroad. In an exclusive email to Business Insider dated April 11, Gao highlighted the challenges faced by her company amidst a growing trade conflict between the United States and China.

Founded in 2018, Fly By Jing has gained a reputation for its delicious Chinese chili crisp varieties, which can be found in major retail outlets such as Target and Whole Foods. However, the company now finds itself facing a staggering 160% tariff on its products, a rate that has markedly increased from the previous 15% following President Donald Trump's sweeping tariff announcements. In her email, Gao emphasized that these tariffs not only affect Fly By Jing but also have a disproportionate impact on countless other small, independent brands like hers.

Gao expressed deep concern about the integrity of their products, stating, "The integrity of our ingredients, their specific terroir, and the craftsmanship of our products are highly local to Sichuan and will continue to be." This statement underscores the importance of sourcing authentic ingredients that cannot be replicated elsewhere, a principle that defines the brand's offerings.

To learn more about the ramifications of these tariffs, I reached out to Gao via email for a deeper conversation. Below are some key excerpts from our exchange, where I posed questions in bold and Gao responded directly.

How are the tariffs affecting your business?

Gao explained, "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." This proactive stance reflects the company's commitment to maintaining its supply chain while navigating uncertain regulatory waters.

The tariff announcements have been on and off. How did this affect your planning?

Gao described the current situation as "disruptive" and warned that ongoing fluctuations could be debilitating for many independent businesses. She stated, "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." This highlights the precarious position many small businesses find themselves in as they try to adapt to unpredictable changes in policy.

Can you talk about why it's important to you and to the business to source your products from Sichuan?

Gao reiterated the brand's commitment to authenticity, stating, "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." This emphasis on quality and authenticity is crucial for maintaining the brand's identity and connection with customers.

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?

In response to a question about pricing strategy, Gao noted, "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." She stressed the importance of assessing the current landscape before making any decisions that could have long-term implications for pricing.

What has your average day looked like in recent weeks? Are you working longer hours as you navigate the situation?

Gao revealed that the brand is at a pivotal moment, focusing on expanding its audience while monitoring the news cycle closely. "This news cycle, and its implications, is clearly very consuming as it requires constant attention at an already very busy time. However, we are privileged as a brand to have built resilience into our business, allowing us to assess before reacting. Im consistently in contact with peers, fellow business owners, and my team to strategize and determine the best route forward while maintaining our core brand values," Gao shared.

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?

Finally, Gao urged for a broader understanding of the cultural implications of these tariffs. She stated, "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 threaten our brand's prosperity and rob Americans of an accessible way to connect with and appreciate cultures at a time when we need it most. Our success has proven that bold and diverse international flavors at affordable prices are what Americans want and that they are here to stay." This statement serves as a poignant reminder of the deeper significance behind the products we consume.