In the United States, the price of beef—up by an average of 14.7%—has pushed the cost of hamburgers, a staple of the American diet, sharply higher.
A bunch of bananas has increased by 6.9% since September 2024, while coffee grounds have seen an 18.9% rise, especially since last summer.
The customs tariffs imposed by President Donald Trump have had a boomerang effect on the consumer basket of middle- and lower-income households. For this reason, the American president has taken a step back, removing several tariffs that he himself introduced. Around 200 food products, previously subject to tariffs of at least 10%, will now be exempt.
A White House “fact sheet” published on November 14 lists the most important products:
coffee and tea, tropical fruits and fruit juices, cocoa and spices, bananas, oranges, tomatoes, beef, and additional fertilizers.
Brazil Waiting
According to Corriere della Sera, the Coldiretti association states that no typical Italian product benefited from Trump’s reversal—no relief for Italy from the president’s “change of heart.”
Still, Cristina Scocchia, CEO of Illycaffè, welcomed the decision as a “soothing signal” and confirmed the company’s plan for “local production” in the U.S.
Brazil, America’s main supplier of beef and coffee, remains cautious. Its tariff was reduced from 50% to 40%—a drop, but not enough to celebrate.
Tariffs Miscalculated
Experts in the U.S. administration appear to have underestimated the factors that triggered the surge in food prices, beyond an inflation rate of just 3%.
Trump, for example, miscalculated with bananas — the most beloved fresh fruit in America, with an annual consumption of 12 kg per person, roughly one banana every three days.
The fruit is almost entirely imported (41% from Guatemala). The U.S. cannot rapidly expand domestic production in Hawaii or Florida, and importers couldn’t stockpile bananas before the tariffs took effect because bananas spoil fast.
This caused the price of the “yellow gold” to soar, angering American consumers.
The “Blue Wave”
Public frustration over the rising cost of living contributed to the “blue wave” on November 4, which secured victories for Democratic gubernatorial candidates in New Jersey and Virginia (Abigail Spanberger and Mikie Sherrill).
In this climate, President Trump has once again been labeled “Taco”, an acronym for Trump Always Chickens Out, a nickname tied to his repeated retreats—now including the reversal on tariffs.
