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Navigating Tariff Turbulence: How Michelman Keeps Customers First

Global Marketing Director, Agriculture,
Michelman

Shawn Potter is a seasoned marketing executive with over 30 years of experience in the agricultural industry. He is skilled in developing and executing marketing strategies, leading teams, and driving revenue growth. Throughout his career, he has successfully managed product portfolios, launched new products, and built strong relationships with customers.

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In agriculture, predictability matters. Farmers, suppliers, and manufacturers all depend on stable supply chains and reliable pricing to plan their operations. But over the past six months, tariffs have added a new layer of uncertainty — introducing abrupt cost changes, shifting sourcing patterns, and creating regional price distortions that ripple through the entire ag value chain.

At Michelman, we’ve built our reputation as a U.S. based company with a strong global footprint, serving customers in agriculture and other industries. Our roots are in American manufacturing, but our reach extends worldwide — allowing us to source raw materials both locally, when possible, and from international markets when local options aren’t available. This global approach enables us to remain resilient and responsive to changing market conditions — delivering innovative solutions and consistent value to our customers, even in today’s tariff environment.

When tariffs were first announced, the impact was anything but straightforward. Tariff rates, timelines, and affected products were often unclear until the last minute. Some were delayed, others suddenly applied, and in many cases, the percentage rates shifted during the process. To protect our customers, our team immediately evaluated alternative sources from countries unaffected by tariffs. In some cases, we accelerated raw material purchases ahead of expected tariff deadlines — sometimes without knowing the final rate we might face.

Historically, when raw material prices rose or fell, the entire market tended to adjust in a similar way. With recent tariff changes, however, pricing has become less predictable. Differences between regions and suppliers have introduced new complexities in sourcing and pricing decisions. Shifts in implementation timelines and adjustments to tariff levels have added further uncertainty. At Michelman, we focus on ensuring that any pricing updates reflect genuine, sustained cost factors rather than short-term market fluctuations.

That’s why Michelman has taken a transparent, disciplined approach. In our price announcements, we separate tariff related costs from other factors such as normal raw material or transportation increases. This helps customers clearly see what’s driving any change and make informed decisions for their own operations. It also prevents unnecessary disruptions if tariffs are postponed or removed shortly after an announcement.

Ultimately, our ability to navigate tariffs is rooted in our global network of scientists, procurement, and supply chain experts. We can test and validate alternative raw materials quickly, ensuring quality while minimizing cost impact. By combining American manufacturing values with international sourcing flexibility, we keep customer needs at the center — helping them adapt, stay competitive, and plan with confidence in uncertain times.

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