About Us

Fishwife grew from a desire to introduce a more exciting perspective on preserved seafood to American consumers. The idea was influenced by an appreciation for European food culture and the way canned seafood can be treated as a carefully prepared culinary product rather than simply an emergency pantry staple. While spending time in Spain, cofounder Becca Millstein encountered the country’s longstanding conservas tradition and discovered how much attention could be given to the quality, preparation, and presentation of tinned seafood. The experience demonstrated that preserved fish could offer remarkable flavor and cultural value, inspiring the idea of bringing a similar appreciation to a broader audience.

The concept eventually developed into a business when Millstein joined Caroline Goldfarb to establish Fishwife in 2020. From the beginning, the founders wanted to change expectations surrounding tinned seafood by combining flavorful products with responsible sourcing and distinctive creative presentation. Instead of positioning canned fish solely as a practical convenience, the company approached it as an ingredient worthy of attention and enjoyment. This philosophy helped shape both the product range and the personality of the brand, giving preserved seafood a more contemporary place in everyday food culture.

Creative expression has also played an important role in establishing the company’s identity. Distinctive illustrations, colorful packaging, and an approachable visual style help make the products feel engaging and memorable. Creative contributors have supported this direction by developing artwork and design elements that give the collection a recognizable character. The combination of food and visual storytelling allows each product to feel like more than a standard pantry item while helping introduce unfamiliar seafood options to customers who may not have traditionally purchased canned fish.

Quality begins with the selection of seafood and the partners responsible for processing it. Rather than treating sourcing as a secondary consideration, Fishwife works with fisheries, farms, producers, and canneries that have experience handling seafood carefully. These partnerships extend across different regions, allowing the company to work with producers whose knowledge and production capabilities match the qualities expected from its products. Choosing experienced partners also provides greater attention to preparation, preservation, texture, and flavor.

Responsible sourcing is another important part of the company’s approach. Fishwife seeks relationships with suppliers that follow practices intended to support healthy marine environments and more sustainable food systems. Depending on the product and supplier, this can include recognized certifications or participation in programs designed to improve environmental and ethical standards. The company’s sourcing philosophy reflects an effort to consider the long-term effects of seafood production while maintaining the quality customers expect.

Sustainability is closely connected to the future of seafood. Responsible fisheries can help protect marine ecosystems, preserve fish populations, and support communities that depend on the ocean for their livelihoods. By paying attention to where seafood comes from and how it is produced, Fishwife aims to make purchasing decisions that consider more than immediate taste or convenience. This approach allows product development and environmental responsibility to work together rather than treating them as separate priorities.

Tinned seafood also offers practical advantages for modern households. Because it is preserved and ready to use, canned fish can become a convenient source of protein without requiring extensive preparation. It can be stored in a pantry and incorporated into meals whenever needed, making it useful for quick lunches, simple dinners, snacks, or more creative recipes. This convenience does not have to mean sacrificing flavor, particularly when the seafood has been carefully selected and prepared.

There are many ways to incorporate preserved seafood into everyday meals. Fish can be served with toasted bread, crackers, vegetables, grains, or fresh herbs for a simple plate. It can also be added to salads, pasta, rice bowls, sandwiches, or other recipes where a savory ingredient can enhance the overall dish. Its versatility allows customers to experiment with different flavors and cooking styles without requiring complicated techniques or lengthy preparation.

Through this approach, Fishwife seeks to change the perception of canned seafood and encourage greater curiosity about the category. What was once commonly viewed as an ordinary convenience product can instead become an appealing ingredient with distinctive flavor, careful sourcing, and creative presentation. By connecting responsible production with contemporary food culture, the brand encourages consumers to explore seafood in new ways.

The company’s story continues to center on the belief that preserved seafood deserves greater appreciation. Its combination of thoughtful sourcing, experienced production partners, sustainability considerations, accessible meal possibilities, and expressive design creates a different experience around an established food category. By making high-quality tinned seafood easier to discover and more enjoyable to incorporate into everyday meals, Fishwife continues working toward a broader vision of seafood that is flavorful, responsible, versatile, and connected to modern culinary culture.