About Us
Expertise built for a changing trade environment
At Goyder, we believe well-informed trade policy decisions drive economic growth. We work as an embedded partner, not a one-off advisor, combining deep technical expertise with continuous monitoring to help clients manage risk and seize opportunity in a fast-moving global trade environment.
10
+
Years of trade policy and international relations experience, brought to Goyder by founder George Riddell.
6
+
Years representing the United Kingdom at the World Trade Organization, from 2012 to 2018.
George Riddell
George Riddell is a leading expert in international trade policy, with extensive experience advising businesses, governments, and organisations on navigating global trade complexities. Before founding Goyder, he led trade policy teams at EY and Deloitte, providing strategic guidance on the impact of trade negotiations, supply chain resilience, and sustainability measures.
His background includes representing the UK in high-profile trade negotiations at the WTO, OECD, and G7, as well as serving as a special advisor to the Kenyan government during the WTO's Tenth Ministerial Conference. With a deep understanding of geopolitical risks and trade policy dynamics, George helps clients develop strategies to mitigate risks and seize global market opportunities.
Why Goyder
Traditional advisory models are built around the project: a fixed scope, a defined deliverable, a clean handoff. That works well for a single negotiation or a one-off compliance review. It works less well for a trade environment that changes weekly. Goyder is built differently. We stay engaged after the project ends, through intelligence embedded directly into your workflows, so your understanding of the trade landscape stays current rather than going stale the day a report is delivered.
Our approach
How We Work
Trade measures now move daily, and one change moves several others. We run a continuous method that turns each into a defined, quantified action.
1
Scope Your Exposure
We map the products, corridors, suppliers and measures that bite, and define what “relevant” means for your business.
2
Informed Trade Intelligence
Defined sources are scanned daily: official notifications, regulators, customs, and an on-the-ground network across Europe, the US, Latin America and Asia Pacific. Nothing lands unread.
3
Shape The Response
Response options across sourcing, market entry, negotiation and compliance carry a clear recommendation, an assigned owner, and threshold-based escalation to leadership or the board.
Goyder is built differently. We stay engaged after the project ends, through intelligence embedded directly into your workflows, so your understanding of the trade landscape stays current rather than going stale the day a report is delivered.
George Riddell
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