Like many small business owners, Misty Skolnick is thinking carefully about how new tariffs could impact her family-run company.
As co-owner of Uncle Jerry’s Pretzels, Skolnick says that while the Lancaster County, Pennsylvania-based snack business already partners with local suppliers for everything from ingredients to packaging, any added cost pressure—whether from tariffs or supply chain disruptions—could squeeze their already tight margins.
Her father, Jerry Skolnick, founded the company in 1988. Today, their handmade hard sourdough pretzels—crafted using a traditional Pennsylvania Dutch recipe—are sold online, at Whole Foods, and through independent grocers across the country.
When President Trump announced sweeping new tariffs in April, the Skolnicks took a proactive approach. With razor-thin profit margins, even small cost increases can hit hard—and fast. Stockpiling ingredients wasn’t an option for a business that makes fresh pretzels.
“My dad and I stayed informed but didn’t panic,” Skolnick told Fortune in an interview. “We monitored pricing closely and stayed in regular contact with suppliers to understand how tariffs might impact them and, in turn, us.”
Now, Skolnick is hopeful that the rollback of Chinese tariffs will give small businesses like hers some breathing room—and help them avoid the worst-case scenario: raising prices for customers.
“It may be slow right now, but there is a lot of long-term optimism,” she says. “Most owners I know are focused on providing great products and services despite uncertainty.”
Advice for small business success
After nearly 40 years in business, Skolnick believes Uncle Jerry’s enduring success comes down to one thing: an unwavering focus on quality.
She runs her business with family values at its core, and encourages other entrepreneurs to do the same.
“In a world chasing unicorns, remember the basics: if you offer a truly excellent product or service, it will sell,” Skolnick says. “Execution is everything—step by step, day by day. And never over promise. Honesty builds trust and keeps doors open.”
In times of economic uncertainty, she sees the resilience of small businesses as essential
“Running a small business takes grit, resilience, and a deep belief in what you’re building,” she says. “It’s not easy—especially during uncertain times—but small businesses have always been the backbone of innovation and community.”
Her advice to fellow small business owners? Stay grounded and keep going.
“Stay focused, stay adaptable, and keep showing up,” Skolnick says. “You’re not alone in the struggle, and the work you’re doing matters. We can do it—one step at a time.”