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Tariffs do not feel abstract when you are the one trying to get a container released from the port. We sit down with Liz Picarazzi, founder and CEO of Citibin, to trace the full arc from a Brooklyn streetscape problem to a real manufacturing company selling rat-proof, weather-resistant trash and parcel enclosures across the US. What starts as an “eyesore” story quickly becomes a practical lesson in product-market fit, modular design, and how customer demand can drive new lines, including a steel, bear-resistant version built for regions far beyond New York City.

From there, we get into the supply chain decisions most people only debate in headlines. Liz explains why she moved production to Asia after struggling to consistently hit price, quality, and lead time in early US manufacturing attempts, and why the goal was never “cheapest” but “most reliable partner.” We also unpack the chaos of changing tariff rates, Section 232 aluminum and steel tariffs, what happens when the rate shifts with little notice, and why a transparent tariff surcharge can be simpler than constantly rewriting your pricing.

Finally, we talk about reshoring without slogans. Liz shares why she is building a US manufacturing base in Indiana, what makes domestic production expensive, and how trade education and workforce skills shape what is even possible. If you run a small business in manufacturing, importing, e-commerce, or product design, this conversation offers a clear-eyed playbook for diversification and risk management. Subscribe, share this with a builder in your life, and leave a review with your take: should the consumer be the one paying for tariff uncertainty?

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