BRAND SPOTLIGHT
FISHWIFE
In this brand breakdown we take a deep dive into Fishwife.
CATEGORY: CANNED FISH
📘BRAND OVERVIEW
Fishwife isn’t just canned fish —it’s a brand that set a whole new standard for tinned seafood!
With their ethically sourced, vibrant products, they’re shaking up the canned fish game, bringing creativity, transparency, and a commitment to sustainability to the table.
🔍LET’S GIVE SOME CONTEXT
- Market Gap: Becca Millstein and Caroline Goldfarb identified a significant gap in the market for premium tinned fish in the US.
- Rising Popularity: During the pandemic, tinned fish gained traction, but it was clear that no one was catering to this audience as people were turning to everyday brands from the likes of Trader Joe’s.
- European Inspiration: With her experiences in Spain and Portugal, Millstein knew people could do so much better and from there made it her mission to bring high-quality tinned fish to the American market.
- Shift in Perception: The launch of Fishwife was timed just right to catch the wave of demand for tinned seafood. As Millstein commented, as the trend for fast protein took off, people passed over seafood and went straight to alt protein – but fish is a better solution. “What excited them (Millstein and Goldfarb) most is how well the concept fits into modern American life: Sustainable, affordable, convenient, and packed with health benefits”. And so now Fishwife is on a journey to transform the perception of tinned fish.
- Their Point of Difference: Ethically sourced, premium, delicious.
🏢 BEHIND THE SCENES
- Headquarters: LA, California
- Year founded: 2020
- Employee count: Less than 10
- Purchasing Options: D2C, Retail, Online
👉 PRODUCT AND AUDIENCE SNAPSHOT
Category: Canned Fish
Product range: Smoked Rainbow Trout, Smoked Atlantic Salmon, Slow Smoked Mackerel, Cantabrian Anchovies, Smoked Albacore Tuna
Innovation: Sardines – in preserved lemon and hot pepper
Target Audience: Culturally adventurous and trend-conscious foodies looking for premium, ethically sourced tinned seafood
Brand positioning: Centres on bringing a vibrant, ethical flair to premium tinned seafood with a focus on sustainability.
🧡 THIS GETS US EXCITED
- Brand Led: With Millstein’s marketing background, Fishwife is very brand led. The branding and positioning were established before the sourcing. As a result, we’d say this has led to a very cohesive, clear, and easy-to-understand brand.
- Stylish Aesthetics: In an Instagram world and with minds to be changed, beautiful packaging is essential. Fishwife has created a cool, must-have design that people want to show off in their kitchen. The modern blend of classic Spanish and Portuguese café aesthetics creates a unique, vibrant identity.
- Sustainability Commitment: The brand’s dedication to sustainability goes beyond lip service, visible in its packaging choices, sourcing ethics, and eco-conscious initiatives, setting a benchmark in the industry.
- Innovative Collaborations: Partnerships like Fishwife x Talea disrupt the market by venturing beyond traditional boundaries, introducing intriguing collaborations that resonate with their audience.
🤔 POTENTIAL BRAND CHALLENGES
- Supply Chain Consistency: Ensuring a consistent supply of ethically sourced seafood, especially during market fluctuations, presents a continuous challenge for maintaining quality and meeting demand.
- Scalability in Production: As the company grows, scaling production while maintaining premium quality and ethical standards could pose logistical and operational hurdles.
- Educating the Market: Changing habits of a lifetime is tough! Shifting the perception of tinned fish as a high-end, ethical choice rather than just a budget-friendly option will require consistent efforts (and budget) in consumer education and market positioning. But its clear Fishwife are passionate advocates and up for the challenge!
🏁SOME OF THEIR COMPETITION
USA – Safe Catch
- Canada – Ekone
- Europe – La Curiosa (Spain), Cap Ocean (France) Güeyu Mar (Spain), De la Cueva (Spain)
🛒 WHERE TO FIND THEM
- Retail – Wholefoods (their biggest partner)
- DTC – via their website
- Other – Regional stores
⏭ WHAT NEXT?
Scale Physical Availability – Scale is high on their agenda and they are focussed on getting 8 core SKUs scaled nationally into retail.
Scale Mental Availability – i.e. Awareness. Expand consumer base beyond New York and LA, building awareness before approaching larger retailers.
Highlight the value beyond cost—Show people this isn’t the cheapest protein – but instead it is the easiest to eat, the healthiest, sustainable. Redefine usage beyond sandwiches. ‘We skipped over seafood and went straight to alt protein’.
- Staying Fresh – For such a young brand they have already ventured into the world of co-branding; Fishwife x Fly By Jing Smoked Atlantic Salmon with Sichuan Chili Crisp and the collab no one saw coming, Fishwife x Talea Beer. It keeps the brand innovative and fresh, so we’d expect to see more in the future!
🧢 MEET THEIR TEAM
- Becca Millstein – Co-Founder
- Caroline Goldfarb – Co-founder (has since moved on, but remains in an advisory role to the brand)
All data is correct at time of writing.
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