Founders: Becca Millstein and Caroline Goldfarb
Becca and Caroline came up with the idea during the pandemic induced lockdown in 2020. New to preparing all their food at home, tinned fish became a healthy and fast ingredient in their snacks and meals. Through their increased consumption and curiosity, they started to notice a gap in the U.S. market. They reflected on their travels in Europe where they had come across high-end tinned fish with chic cans worthy of collecting. This was a big difference from what they were experiencing in the U.S., where tinned fish is mass marketed and considered to be bunker food versus a staple preserve to be enjoyed and integrated into a mindful and delicious diet. They realized there was a real opportunity to provide a well-branded and sustainably sourced tinned fish offering, especially since its health benefits and convenience fit so well into modern American life.
Fishwife sells sustainably fished or farmed tinned seafood on its website. Current products include smoked rainbow trout and wild-caught smoked albacore tuna, however Becca and Caroline have ambitious plans to expand products to include lesser-known tinned seafood. The website outlines in detail the source of the fish and the preparation, as well as the nutrition canned fish provides, such as protein, vitamins, minerals, and heart-healthy omega-3s. There are even some recipe ideas for folks looking for inspiration. Fun fact: the name "Fishwife" is based on the 17th century-era slang term that refers to the daughters and wives of fishermen who sold their father's or husband's fish.
"These women were known as both notoriously loud and foul-mouthed, hardy, and resourceful. 'Fishwife' simultaneously evolved into a gendered insult for mouthy, brash women, and a reference to powerful, entrepreneurial women. As foul-mouthed, fish-slinging entrepreneurial ladies, the term deeply resonates." - Caroline
Sources: The New Consumer, Vogue, Conde Nast Traveler, Fishwife website