In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Jia Liao of Hotpot Queen, Jake Deleon of Fila Manila, and Matt Whiteside of Circle Beverage to unpack the real-world impact of skyrocketing tariffs on emerging food and beverage brands.

Jia shares the challenges of manufacturing in China and how a sudden 54% tariff hike forced her to rethink pricing, margins, and her relationship with her suppliers. Jake offers a different angle, explaining how Fila Manila’s U.S.-based production could give it a competitive edge as imported brands face cost spikes. Meanwhile, Matt provides the manufacturer’s perspective—explaining how tariffs are affecting ingredient costs, supply chain decisions, and even equipment investments.

Whether you're a brand founder, manufacturer, or just curious about how global policy hits Main Street, this episode breaks it all down.

Tune in now to hear how resilient brands are pivoting in real time—and learn how you can adapt your strategy to stay ahead.

Listen in as they share about:

• Jia Liao (Hotpot Queen)

- 54% Tariff Spike

- Cost of Staying Premium

- Supplier Negotiations and Strategic Shifts

- Why Small Brands Get Hit Hardest

- Jia’s Personal Thoughts on Tariffs

• Jake Deleon (Fila Manila)

- How U.S. Manufacturing Helped Fila Manila

- Issues With Imported Ingredients and Packaging

- The Double-Edged Sword of Tariffs

- Turning Disruption Into Strategy

• Matt Whiteside (Circle Beverage)

- How Tariffs Are Raising Manufacturing Costs

- Why Pricing Can’t Change Right Away

- Focusing on Long-Term Brand Partnerships

- Tariffs Make Equipment More Expensive

- Why Strong Relationships Matter Right Now

Episode Links:

Website: https://hotpotqueen.com
LinkedIn: https://www.linkedin.com/in/weijia-liao/

Website: https://filamanila.com
LinkedIn: https://www.linkedin.com/in/jacobcdeleon/

Website: https://www.circlebev.com
LinkedIn: https://www.linkedin.com/in/matt-whiteside/ 

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at [email protected]
• Episode music by Super Fantastics