Becca Millstein, founder of the premium tinned seafood brand Fishwife, explains how a can of sardines travels from ocean to shelf. She details the brand's role in the premiumization of tinned fish, the influence of European conservas culture, and the challenges of scaling a business that depends on a supply chain vulnerable to climate change and geopolitical disruptions.
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Highlights
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Premiumization of Tinned Fish During Covid
Fishwife capitalized on the pandemic-era shift toward premium at-home eating, reinventing canned seafood as an artisanal product akin to European tinned fish.
Morocco's suspension of frozen sardine exports due to shortages illustrates how climate change and global politics directly disrupt the tinned fish supply chain.
Millstein describes how Fishwife built its presence in a fragmented media environment, where visual storytelling and direct consumer engagement matter more than traditional supermarket shelf placement.
Scaling Fishwife meant navigating inconsistent supply, quality control across fisheries, and the tension between artisanal identity and mass distribution.