Episode 64 - Europe’s Trade Rules Are Changing and Most CEOs Aren’t Ready - Kathryn Read

Europe’s trade landscape has shifted from a focus on seamless movement of goods to a complex environment defined by regulatory oversight and geopolitical uncertainty. Brexit, the war in Ukraine, and the pandemic have collectively dismantled the dream of frictionless trade, forcing businesses to navigate stringent requirements regarding data security, sustainability, and supply chain traceability. Kathryn Read, a senior advisor at Dearin and Associates, highlights that companies often underestimate the time and administrative rigor required to succeed in this market, noting that European retailers typically operate on rigid annual windows. Beyond regulatory hurdles, the conversation addresses the slow progress of trade agreements like EU-Mercosur and the friction inherent in post-Brexit UK-EU trade. Success in Europe requires long-term commitment and proactive compliance, as the market rewards those who prioritize deep partnerships over the quick-profit strategies often effective in other regions.