Every now and again, a moment in politics stops those of us in trade and logistics in our tracks. “Liberty Day,” proposed in recent weeks by U.S. president Donald Trump, was one of those moments. Unsure if it was just another soundbite, today, 2nd April 2025, that day has finally arrived and we’re waiting with baited breath to see what happens next.

The idea is simple on the surface: to impose reciprocal tariffs on countries that, in the eyes of the U.S. administration, don’t offer fair terms to American goods. In other words, if a country places 100% tariffs on U.S. exports, then the U.S. would return the favour.

Simple in rhetoric, maybe. But for manufacturers, importers, and exporters—in the UK and beyond—it’s another reminder of how volatile the trading landscape has become.

A Trade Environment Built on Shifting Sand

Since 2016 (ahem), we’ve seen a consistent theme in global trade: instability. The Trump administration reintroduced economic nationalism in a way we hadn’t seen for decades—slapping tariffs on Chinese goods, renegotiating trade deals like NAFTA, and pulling out of multinational agreements. These moves set a precedent where major shifts in trade policy could be made rapidly, with little consultation, and global impact.

Now the new U.S. administration has upped the ante, the mechanisms remain in place, but the pace of change has increased and the impact it’s having across the world is x10. Tariffs, sanctions, and policy pivots are still tools used to shape global influence and as Trumps heads towards his first 100 days we’ve been subjected to a dizzying amount of change.

U.S. rhetoric has as expected turned inward and today, 2nd April, the arrival of “Liberty Day,” underscores this: trade policy as political theatre, with real economic consequences in the form of tariffs resulting in a potential trade war.

“If they have a 100% tariff, we’re going to have a 100% tariff,” said Trump.
Source: AP News

What It Means for UK Businesses

If you’re a UK manufacturer sourcing components from the U.S., or exporting machinery, chemicals, or finished goods there, these signals matter. Even the suggestion of new tariffs causes hesitation—among buyers, among logistics providers, and often within your own supply chain.

We’re already seeing:

  • Fluctuating quotes as forwarders hedge against volatility in fuel, routes, and capacity

  • Confusion about timelines, especially for goods passing through or near tariff-sensitive ports

  • Manufacturers pausing procurement until they get a clearer view of cost stability

And although the US is deciding what happens when, this isn’t just about the them. The global system is interlinked. A move against China, for example, might impact goods routed through Vietnam or Indonesia. A rise in U.S. duties might redirect traffic to European ports, putting pressure on capacity and transit times here in the UK. Even the US own industries like automotive, will be severely impacted as the back and forth of components across for example Canadas border, will increase finished products astronomically.

Adapting Supply Chains in This Climate

It’s worth stepping back and asking: if this is the new normal, how do we build systems that can function through it?

There’s no perfect model, but here are a few principles we’ve seen work for our clients:

1. Diversification is no longer optional

If your supply chain still leans heavily on one geography (whether it’s China, the U.S., or even just one port of entry), it’s time to re-evaluate. A diverse supplier base, even if slightly less efficient, gives you fallback options. We’ve seen several clients begin sourcing from Poland, Turkey, and Southeast Asia to reduce exposure to any single region. Our ability to connect across our global network means we can provide information that can help you make informed decisions from any country.

2. Tariff foresight matters

You don’t need to follow every policy debate, but your procurement and logistics teams should have access to a freight partner or advisor who does. Some forwarders will re-quote routes purely on speculation which is unhelpful at best. Others monitor the regulatory landscape carefully before advising clients. That difference matters and something we feel is an essential component to a succesful supply chain.

3. Resilience isn’t just buffers—it’s design

Stockpiling isn’t always the answer. Smart routing, flexible warehousing agreements, and open dialogue with suppliers about lead time elasticity can be just as powerful. Flexibility is our strength and we are able to have a complete overview of the options essential to your success in a difficult trading climate.

A Freight Forwarder’s View

From our side of the table, we’re seeing more conversations focused not on price, but on reliability, transparency, and adaptability. Clients aren’t asking for the cheapest quote—they’re asking, “Can you give me clarity?” and “What’s our backup if this route gets affected?”

We welcome these conversations because that’s exactly what the foundation of Jordon Freight is built on. Because in today’s world, it’s not about finding the fastest route once – it’s about finding the route that will still be viable in six months’ time. Constant surveying of the trading landscape is critical to making the right decisions for the future.

Looking Ahead

Whatever happens today, ‘Liberty Day’, expect more trade rhetoric from the US administration as the effects start to appear — and we can expect more reactive policies, including foreign affairs, which will further destabilise the existing status quo. As the new phrase goes “the only certainty is uncertainty”.

For UK businesses, to keep the ship steady will mean staying informed, thinking proactively, and where possible ensuring your supply chain isn’t overly dependent on what one country—or one administration—decides to do next.

At Jordon Freight, we’re not immune to this uncertainty—but in over 25 years we have built vast experience working in volatile situations and are built to help our clients move through it. This is what we do.

No panic. No assumptions. Just calm, informed, logistics thinking.

Contact us now to discuss your supply chain issues. We guarantee the best decisions for your business and wish you every success in this strange period of uncertainty.

JS, CE