How one Windsor business beat Trump’s 2018 tariffs — and hopes to again

A company that pivoted time there was a tariff on steel says they can do it again. CTV Windsor’s Travis Fortnum explains.

A Windsor business owner who weathered the last round of U.S. steel and aluminum tariffs says he’s preparing to adapt again.

Ryan Jordan, owner of RJ Steel on Walker Road, builds fences, roofing, and custom metalwork — working primarily with steel and aluminum.

But with the U.S. set to impose a new 25 per cent tariff on those metals starting March 12, he’s bracing for impact.

“That’s going to hurt a lot of people. And not just small companies like myself,” Jordan said.

“I believe the automotive industry, tool and die shops, you name it… that’s what I fear.”

Lessons from 2018: a risky pivot

This isn’t Jordan’s first time navigating a major market shift.

In 2018, when similar tariffs sent steel and aluminum prices soaring, he pivoted — shifting more of his business toward copper.

“It was a natural pivot in the sense that we had the skills to work with it,” he said.

“However, we weren’t going to have as many customers as we would with steel and aluminum.”

That move paid off, but it wasn’t without challenges.

Copper is far more expensive — three times the cost of galvanized steel — meaning precision is critical.

“There’s a fair amount of training,” Jordan said.

“Some of our employees are excellent welders but weren’t familiar with copper work.”

He said copper requires a different approach compared to steel and aluminum.

“It’s very malleable, very forgiving in the sense that you can bend it quite a bit without it breaking, but you can’t weld it like any other material. It has to be soldered.

“It’s a very odd material, but I think that’s why we enjoy working with it,” he explained.

The diversification has allowed Jordan and his team to hone new skills – as well as find footing in a lucrative market.

“It’s a material I really enjoy working with. I’ve always enjoyed it. And our employees seem to enjoy it, too,” he said.

“There’s pride involved in that — there’s not many people who do it.”

Waiting for Canada’s move

While Jordan has confidence his company can navigate another round of tariffs, he worries about the impact of a potential trade war if Canada imposes countermeasures.

He fears that a back-and-forth trade battle could escalate quickly.

“I believe Trump will not stop with his retaliation. I think it’s just going to go back and forth,” Jordan said.

“If we start climbing to 40, 50 per cent, that’s going to hurt a lot of people.”

Canada’s federal government hasn’t yet outlined its response, but Prime Minister Justin Trudeau signaled that one is coming.

“We will stand up for Canadian workers. We will stand up for Canadian industries,” Trudeau said Tuesday.

Jordan, however, believes Canada should tread carefully.

“I think our government is feeding right into what the U.S. wants,” he said.

Another pivot on the horizon?

For now, Jordan is taking a wait-and-see approach — but he’s already thinking ahead about how his company can adapt.

“We could survive this,” he said.

“We’ll make some small changes. Unfortunately, we got to pass the tariff cost onto the client. However, we’ll have that honest conversation.”

Jordan says his company is positioned to adjust again, though what that shift might look like remains to be seen.

“This may be another opportunity to pivot to something else,” he said.

“We are very interested in a certain product that we’re working on right now, doing some research and development on it. This may be the very push I need.”

A potential upside amid uncertainty.

“So it’s not all doom and gloom. I guess you’re looking for that silver lining, right?”