Fishwife, a Los Angeles-based food company, was founded in 2020 by Becca Millstein and Caroline Goldfarb with a mission to revolutionize the American tinned seafood market. This female-led company aims to transform canned seafood from a pantry afterthought into a staple item in every kitchen, focusing on ethically sourced, premium products.
The idea for Fishwife was born out of Becca Millstein’s realization that while high-quality tinned seafood was gaining popularity globally, there was a noticeable absence of American brands in this segment. Millstein, working in the music industry, teamed up with TV writer Caroline Goldfarb to address this gap. Naming their Los Angeles-based business Fishwife, a term that has evolved from its 16th-century origins as a moniker for fishermen’s wives to a pejorative term for outspoken women, the founders reclaimed the word to symbolize their brand’s bold and fresh approach.
Ethical Sourcing and Sustainability
Fishwife’s core ethos is built on sourcing seafood responsibly from well-managed fisheries and aquaculture farms. This commitment to sustainability is evident in their choice of suppliers, including the only ASC-certified trout farm in the US and the most highly certified salmon farm in the world. They also source from small boat albacore tuna fishermen in the North Pacific, ensuring their products are not only delicious but also sustainable and ethical.
A Pandemic-Era Launch and Growth
The brand was launched at the height of the pandemic, a time that proved to be a blessing in disguise for the founders. The pandemic provided the necessary time and focus for Millstein and Goldfarb to bring their idea to fruition. Since its inception, Fishwife has been embraced by the food community and has engaged in partnerships with brands sharing similar values, such as Brightland and Imperfect Foods.
Becca Millstein and Caroline Goldfarb
As CEO, Becca Millstein, a Brown University graduate with a degree in intellectual history, has led the company with a vision to change the way people perceive and consume seafood in the States. She brings her experience in brand partnerships and artist marketing from the music industry to the table, which is evident in Fishwife’s frequent collaborations. Caroline Goldfarb, known for her viral Instagram account OfficialSeanPenn and her work as a TV writer, initially co-founded the brand with Millstein but has since shifted her focus back to her entertainment career.
The Products and Their Shelf Life
Fishwife offers a variety of tinned seafood products, including smoked rainbow trout, smoked Atlantic salmon, smoked albacore tuna, sardines with preserved lemon and hot pepper, and slow-smoked mackerel. These products are designed for convenience, requiring no additional preparation or seasoning, and have shelf lives ranging from one to six years. The brand emphasizes transparency in its supply chain and aims to educate consumers about seafood sustainability.
Future Goals and Market Impact
Fishwife is set on changing the narrative around canned seafood in the U.S. The brand has contributed to the rising trend in the tinned fish market, which saw a 9.7 percent increase to $2.7 billion in 2022. With new products on the horizon, Millstein’s vision includes expanding the brand’s presence and continuing to foster collaborations and partnerships.
