Becca Millstein is co-founder and CEO of Fishwife, a tinned-fish company endeavoring to convert ethically sourced, premium seafood into a pantry staple.
The women-founded brand’s name is a reclamation of a term that originally referred to the daughters and wives of fishermen who sold fish at the market and was later used as a gendered insult to women.
Millstein is passionate about sustainability and ethical farming practices: Fishwife only sources from responsibly managed fisheries and aquaculture farms, locations that control the cultivation of sea life.
The brand has been praised for its role in the tinned fish trend, which helped the market rise 9.7 percent to $2.7 billion in the U.S. in 2022, compared to the year before, according to Euromonitor International Data. The brand is set on changing the way people think about the product.
“We are on a mission to make ethically sourced, premium, and delicious tinned seafood a staple in every cupboard. Our packaging does a beautiful job of telling the story of all our products–– where it comes from, how it's made, and our commitment to sustainably and ethically sourced tinned fish,” said Millstein. She wants to change consumer perception toward the product domestically while touting its environmental benefits.
In addition to vibrant packaging, partnerships within the industry have helped propel its growth. Together with SFA member company Fly By Jing, the brand launched a tinned Sichuan Chili Crisp Smoked Salmon. Supply chain transparency and strict sourcing standards also help communicate the product’s quality.
“By sharing the stories of the fisheries and farms we’re sourcing from, as well as the canneries we’re partnering with, we’re getting that message out there whether folks immediately realize it or not. At the end of the day, we want people to know that they can feel good about purchasing their tinned fish from Fishwife and that those decisions do make an impact,” she added.
Since starting the company, Millstein has had to remain agile, especially through the pandemic. In August 2021, as business was ramping up, a supplier she was working with failed to deliver six pallets of smoked trout, effectively wiping out business at a crucial moment. However, she had planted the seeds of a relationship with another cannery that she was able to reap just in time to deliver product for the holidays.
Right now, Millstein shared that she and the company are laser-focused on product creation and scaling while making sure the proper human and financial resources are allocated to support the growth.
A word of advice: Don’t underestimate the celebrity and influencer platform as a tool to get businesses off the ground, she noted.
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Image: Fishwife