Tinned Fish Goes Viral: How Fishwife Turned a Pantry Staple into a Health Trend
Fishwife is a female-founded and led food company aiming to make ethically-sourced, premium, and delicious tinned seafood a staple in every cupboard.
Becca Millstein, co-founder and CEO of Fishwife, has turned an overlooked grocery aisle item into a modern, must-have delicacy. Since launching in 2020, Fishwife has grown into a multi-million dollar brand with over a quarter million social media followers. Built around bold aesthetics and sustainably sourced seafood, the company is now leading the charge in rebranding tinned fish for a new generation.
Millstein’s goal wasn’t just to elevate the product—it was to challenge the way it had long been framed in the U.S. market. “It’s such an inherently incredible product… and yet it’s been molded into this depression-era commodity food,” she told Forbes. Her vision for Fishwife was to make tinned fish feel desirable, nutritious, and even romantic.
Inspired Abroad, Built in Lockdown
Millstein’s first encounter with high-quality tinned seafood came during her time studying in southern Spain, where conservas were a staple in tapas culture. The elegance of pairing wine, cheese, and boquerones left a lasting impression. She saw beauty in the simplicity—and a business opportunity in bringing that spirit back to the States.
During the pandemic, Millstein found herself relying more and more on tinned fish at home. It offered a shelf-stable, nutrient-rich protein source at a time when grocery trips were limited. She also noticed that most of the U.S. market was dominated by dated commodity brands, despite the $3.5 billion size of the industry. Fishwife launched at the end of 2020 and quickly struck a chord.
A Bold Name and a Clear Mission
The brand name itself is a statement. Historically, “fishwife” was a term for women who sold fish—and later became a gendered insult aimed at women who were loud or brash. Millstein decided to reclaim the word, leaning into its origins with pride. “We’re selling fish, we’re women, and we’re loud,” she told Forbes, embracing both the heritage and defiance behind the name.
Fishwife also stands out for its unapologetically bold look. With bright-colored packaging and inventive flavor combinations, it’s designed to pop on shelves and screens alike. But the aesthetics are paired with substance—every product is sourced from certified sustainable fisheries and aquaculture farms, and Millstein personally visits partners in Europe to maintain quality and transparency.
Turning Skeptics into Fans—One Tin at a Time
Fishwife’s rapid rise has been driven by a multi-channel approach to brand education. Their social media presence demystifies tinned fish through eye-catching recipe videos and approachable content. The brand also works closely with in-store ambassadors at retailers like Whole Foods, where shoppers can taste samples and learn more about the product firsthand.
Millstein credits part of the brand’s momentum to shifting consumer habits. “Everyone’s so obsessed with protein these days,” she said. With minimal prep and maximum nutrition, Fishwife offers a clean, convenient solution for health-conscious eaters. And for Millstein, simplicity is key—she rarely cooks but swears by how easy it is to build a full meal around a single tin.
Pop-Ups, Passion, and What’s Next
Despite being a lean team, Millstein says every Fishwife employee approaches the brand with a founder’s mindset. Her proudest moment? A holiday pop-up in New York City, which brought the brand’s visual identity to life in a hand-painted space filled with limited-edition products. For Millstein, it felt like a full-circle moment—a physical reflection of years of hard work and deep customer love.
Fishwife continues to lead the charge in redefining what tinned seafood can be. Millstein isn’t just selling a product—she’s reshaping an entire category. And with sustainability, flavor, and design all working together, it’s clear why Fishwife is no longer flying under the radar.
Read more on Forbes
Listen to Becca Millstein with Alex Abelin on the Venture Everywhere podcast: Uncanny Products. Now on Apple & Spotify and check out all our past episodes here!
