forbes.com
Mush CEO Braces for Potential Tariffs on Canadian Oats
Ashley Thompson, CEO of the $50 million overnight oats brand Mush, is preparing for potential tariffs on Canadian oats, a key ingredient, by exploring cost-cutting measures and emphasizing its efficient manufacturing. March 2025 sales were record-breaking.
- What strategies is Mush employing to mitigate the potential negative effects of tariffs on its supply chain and pricing?
- The potential tariffs highlight the vulnerability of US food companies reliant on Canadian oats, given Canada's dominant market share (98% of the US market) and recent record low oat supplies. Mush's proactive approach contrasts with potential challenges for competitors with higher prices or lower quality, and Thompson's experience managing economic volatility at Goldman Sachs is proving valuable.
- How will the potential tariffs on Canadian oats impact Mush's profitability and its ability to maintain its current pricing strategy?
- Mush, a $50 million overnight oats brand, faces potential tariff increases on Canadian oats, a key ingredient. CEO Ashley Thompson plans to absorb some costs, but is also exploring cost-saving measures in procurement and manufacturing to mitigate the impact. March 2025 sales were the company's best ever.
- Given the projected oat supply shortage until 2026 and the potential for future tariff changes, what long-term challenges and opportunities does Mush face in maintaining its market position?
- While current free-trade agreements protect oats, future tariff changes remain a risk, impacting Mush's profitability and potentially its ability to maintain its low prices. The company's focus on cost control and efficient manufacturing will be crucial for navigating this uncertainty, especially considering Canada's potential retaliatory tariffs.
Cognitive Concepts
Framing Bias
The narrative is framed around Ashley Thompson's personal journey and her company's resilience. While this makes for a compelling story, it might overshadow the larger economic and political context of the issue. The headline, while not explicitly biased, focuses on the CEO and her response to tariffs rather than the broader implications of trade policies on the food industry. The emphasis is on Mush's success and Thompson's proactive approach, potentially downplaying the challenges faced by smaller businesses that may not have the resources to absorb increased costs.
Language Bias
The language used is generally neutral but contains some instances of positive framing. Phrases like "gold-standard ideal," "reinvivorated the procurement team," and "has a real manufacturing edge" present a positive light on Thompson and her company. While not overtly biased, these phrases subtly contribute to a more favorable image of Mush and its CEO. More neutral alternatives could be used for a more objective tone.
Bias by Omission
The article focuses heavily on the potential impact of tariffs on Mush's business and the challenges faced by Ashley Thompson. However, it omits discussion of broader economic factors affecting the entire oat industry beyond tariffs, such as climate change or global demand fluctuations. Additionally, the perspectives of Canadian oat farmers or other stakeholders in the Canadian oat industry are absent. While the article mentions the impact on cross-border supply chains, it does not delve into the potential solutions or alternatives being explored by other businesses facing similar challenges.
False Dichotomy
The article presents a somewhat simplified view of the situation, focusing primarily on the trade war and its immediate effects on Mush. It does not explore alternative sourcing strategies beyond Canada or the possibility of developing alternative ingredients. There's an implicit dichotomy presented between sourcing oats from Canada (presented as the ideal) and sourcing from the US (presented as less desirable due to glyphosate). The complexities of navigating international trade and the various factors influencing oat prices are condensed into a simpler narrative of tariffs versus no tariffs.
Sustainable Development Goals
Mush focuses on sustainable sourcing, prioritizing glyphosate-free oats from Canada and minimizing environmental impact through efficient production and reduced waste. The company also aims to provide affordable, healthy food options.