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When we think of canned fish, probably the first thing that comes to mind is tuna, but it’s much more than that. Whether it’s Andrew Zimmern’s favorite canned fish brand, Jose Gourmet, which makes olive oil-smoked trout that has woken many skeptics, or King Oscar’s smoked herring fillets as a snack with crackers, the features are plentiful. These fish have not only encouraged hunger but also new enterprises.
After spending time in Europe, Becca Millstein got excited about the other colors and styles of canned fish she had discovered while reading in Spain and wanted something similar in the United States. In 2020, Millstein applies for a music startup and lives with his girlfriend. , Caroline Goldfarb, when Covid hit. To avoid going to the supermarket too often, they started eating a lot of preserves, which is what canned fish is called in Spain and Portugal. “It’s one of the only non-perishable foods that’s highly nutritious and high in protein, and it’s also just as easy to eat temporarily between Zoom meetings,” she told Mast. “You might feel that canned fish at a time that’s about to happen. “
When she noticed friends on social media also eating tinned fish, and realized there were no U.S.-based tinned seafood companies yet, she knew what she had to do. “It was a destiny moment,” she said. By December 2020, Millstein and Goldfarb’s new company, Fishwife, officially launched.
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While it’s not unusual lately to hear corporations say words like “ethical” and “sustainable,” Fishwife’s movements back them up. “We started working with a cannery in Spain with some sardines, but we stopped there because we felt we couldn’t” So it took us a year to connect this cannery to a sustainable sardine fishery. We’re really excited about that, because it’s pretty tricky to locate qualified sustainable sardines. “
This commitment to sustainability was also what made her get in touch with Wes Taylor, who runs Taylor Shellfish Farming, a cannery in Bay Center, Washington in her search to find more sustainable companies to work with. Millstein takes pride in researching companies and canneries and also says she looks for and trusts MSC (Marine Stewardship Council) certification for wild seafood, and ASC (Aquaculture Stewardship Council) certifications for farmed seafood. She also suggests consumers who are interested in making sure they are buying sustainably check out the Monterey Bay watch list, to find out all the details on the species of fish, where it was caught, and how (via “Sea Moss Girlies” podcast).
She also sees the enthusiasm of enthusiasts when they learn that Fishwife is run by women or that it partners with other women-run businesses. When Fishwife introduced Wine Eggs at the new women-owned store in Los Angeles, she knew they were on the way. “People are so excited about this place, they run there in droves, and then they hear about our company and say, ‘Oh my God, like two women-run businesses,’ and it’s like those kinds of companies. of partnerships that seem so good, that pop up and that get people excited,” she told the Female Startup Club.
It’s no surprise that Fishwife has partnered with several women-owned businesses in the 3 years since its launch, and each of them has been a hit with enthusiasts. Whether it’s in their partnership with Talea Beer or Fly By Jing, which were so popular that they even released a blouse to commemorate the collaboration, enthusiasts are thrilled to see Fishwife and other women-owned businesses working together. Fishwife also posts about other women-owned brands, encouraging each other and helping everyone. Others succeed in encouraging their consumers to check out their products.
And then, when canned fish went viral on TikTok and started being referred to as “hot food for women,” Millstein and Fishwife took a look at it. “It’s crazy. We created a product line that said, ‘Sexy women eat canned fish. ‘ “And the day we announced it, another Vice song came out,” he told Acid League. “Like, ‘A publicist doesn’t I could have invented this moment. ‘”
Millstein and Goldfarb started Fishwife Covid, when everything came to a halt or slowed down with their normal tasks, which helped them get the time they wanted to start a new business. But when things started, they went back to general editor and comedy Goldfarb. Increasingly busy, Millstein took on a larger role and became the company’s CEO as well. “Caroline has an incredible task as a successful TV editor, writing about Mindy Kaling’s new show, so we want to be incredibly thoughtful about how we use our power and resources,” Millstein told the Female Startup Club.
Goldfarb was on the Forbes 30 Under 30 list in 2020 and worked as a writer for Max’s “The Sex Lives of College Girls,” “The Late Late Show with James Corden,” “The Eric Andre Show.” She also runs the hilarious @OfficialSeanPenn Instagram account that has over 380,000 followers and hosted the podcast “The Renner Files” in 2020, which was a humorous true crime-type podcast about the fate of an app that Jeremy Renner had made.
Becca Millstein appears in Season 15, Episode 10 seeking $350,000 for a 4% stake in Fishwife. Her exuberance about the tinned cans of smoked rainbow trout, salmon, tuna, mackerel, sardines, and anchovies is contagious, and she presents the sharks with her favorite pairings.
They’re all blown away by how good it tastes, with guest shark Candace Nelson referring to the smoked salmon as a “flavor bomb.” Nelson also gives the rest of the sharks a brief lesson on conservas and the “hot girls eat tinned fish” trend, with Millstein excitedly nodding in the background. When she informs them that she’s on track to make more than $5 million that year, you can tell all the sharks are interested in getting a piece of Fishwife’s business.
Kevin O’Leary is the first to offer a $350,000 36-month loan at an interest rate of 11%, with a principal of 5%. Next up was Daymond John, who was offered $350,000 for a 15% royalty. Mark Cuban says it doesn’t sit well with him, but congratulates her on her success. Nelson then said he wanted to make Lori Greiner an offer of $350,000 for 10%. She responded with $350,000 for 6% with 1% of advisory shares, and the three women settled. Millstein is thrilled with the deal, and John jokes that she just walked in and said, “Ladies, shall we talk about this?With the launch of Fishwife at Whole Foods, Millstein is thrilled to have two more fishmongers by his side.
Read the article on Mashed.