Ethan Frisch

We work with producers in Vietnam, in Sri Lanka, in Tanzania, in Guatemala, in Afghanistan, in Turkey.

We can't just switch our supplier from Vietnam to another country with a lower tariff rate because that variety of cinnamon simply doesn't grow anywhere else.

We're going to make less money ourselves. That's the bottom line. At the end of the day, we're going to have to scale back a lot of innovation. We launch about 50 new products every year. We had an advent calendar slated for production this year. That was going to involve custom packaging from China and 24 different spices from all around the world.

We scrapped that project immediately, just as an example.

farmers that we work with everywhere in rural areas in Vietnam and Guatemala and Tanzania. They understand that the U.S. is a great destination for their crops, but also the personal pride that that goes into knowing that this product is going to American consumers will appreciate it.

It has already changed what America represents to them. I think America was framed as a positive trading partner. And I think the trust that underpinned that is significantly eroded already.