‘People over profit’: Vietnamese American founders won’t raise prices despite U.S. tariffs

As new tariffs send shockwaves through import-reliant businesses across the country, a Vietnamese American–owned company is taking a stand by keeping prices exactly where they’ve been for the past decade — despite rising costs.

Son Fish Sauce, a premium Vietnamese fish sauce brand and a NextShark Ventures portfolio company, announced it will not raise its prices in response to a 10% tariff on imports from Vietnam. This tariff was introduced by the Trump administration as part of its broader trade policy, which initially proposed a 46% rate before revising and delaying it for 90 days

“Fish sauce is more than a product,” co-founder Danny Tran said in a statement. “It’s a staple in every Vietnamese household — a symbol of home for Asian Americans. We can’t let price volatility break that connection.”

The company’s decision was featured in an April 13 story by the Los Angeles Times on the effects of recent trade policy shifts on Southern California businesses. The story spotlighted Son Fish Sauce alongside other small business owners navigating the impact of global tariffs.

Founded by husband-and-wife duo Danny and Albee Tran, Son Fish Sauce specializes in small-batch, traditionally fermented fish sauce. Albee is a fourth-generation fish sauce maker born and raised in Vietnam, while Danny, who is Vietnamese American, launched the business with her after spending time living in Saigon during the Great Recession.

Their product has earned praise from Michelin-starred chefs and is carried in retailers such as 99 Ranch, Whole Foods and Bristol Farms.

“We may not have the deep pockets of large corporations,” Albee said. “But we’re grounded in something deeper — people over profit.”

The company says it will continue to absorb the added costs in order to maintain consistency and affordability for its customers, many of whom rely on the product as a cultural staple in their kitchens.

“Son Fish Sauce represents what NextShark looks for in a partner,” said Benny Luo, founder and CEO of NextShark. “They’re building a business rooted in quality, tradition and community, while navigating today’s economic landscape with integrity.”