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Named after the term That It pays homage to the fishermen’s wives who historically sold their husbands’ catch at the market.Fishwife is given Canned fish has had a second life no one expected.
Of many things Us I’ve been busy perfecting my sourdough and banana bread recipes. covid-19Becca Millstein, a music business marketer, and her then-roommate, author and podcaster Caroline Goldfarb (People who have left the brand since then)I was focused on something else. Los Angeles Apartment: Canned fish.
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With permission from Fishwife.
Milstein developed a love for fatty snacks while studying abroad in Spain, and began incorporating canned fish into their pandemic “girls’ dinners.” It was the perfect food for two health-conscious young women, easy to add to a variety of dishes or eat as a snack straight from the can.
“Our mission is to be the brand that is synonymous with canned fish in America,” Milstein said. “But the path from noticing a gap in an industry that was completely new to us to filling that gap wasn’t easy. It was a huge learning curve.”
Like a hashtag #ladiesdinner Thanks to the pandemic-era popularity of TikTok, this concept has also given rise to the idea of a meal that’s both visually beautiful and easy to eat. Canned fish was a big category, but With the United States $2.6 billion Annual On the sales side, this category didn’t seem like it would bring about any disruption or innovation.
But Milstein had an “aha moment” when he realized that all the canned fish he was buying was made by European brands.
Recognizing a niche market, Milstein and Goldfarb launched Fishwife in 2020.
Not only does it focus on sustainability and supply chain transparency, it also has a unique and vibrant look. and Colorful cans. With instant social media popularity, this direct-to-consumer company quickly gained attention from publications. ~like Vogue and The New York Times.
After talking to advisors for a month, Millstein came up with the idea to test the market. Minimum Viable Product (MVP) They called it the Beta Box. Essentially, the look of the brand was developed before sourcing.
“This was a branded box. I had already hired (illustrator) Danny (Miller) and created an initial brand identity, and I filled the box with canned fish samples from potential suppliers,” Milstein said.
The product sold out almost immediately.
Milstein’s goal is I’ve been there Raising the reputation of canned seafood in the United States to Show it to American consumers that It’s similar to how European consumers do it, but with some interesting differences.
she started We research ethical sourcing methods and build sustainable supply chains.
“Some of our cannery partners have been in business for almost 100 years,” says Milstein. “For example, the cannery we work with in Spain has known the people who owned these boats for generations, so they get their anchovies or tuna straight from the port. It’s 100 percent traceable.”
Milstein pitched his idea on Shark Tank. In 2023. Millstein revealed as part of her pitch that Fishwife had earned $750.,000 In 2021 and $2.6 million the next year. The goal was to raise $5.8 million. ~ in 2023.
Not only did Milstein get a huge boost from his appearance on Shark Tank, he also received financial support from Lori Griner and Sprinkles founder Candice Nelson.
Have Direct consumption“This business was like having a built-in focus group at first,” Milstein said. teaThis has been a key factor in the brand’s success.
“If you’re not asking your customers about every important decision they make, you’re missing out on the most valuable information resource,” says Milstein.
Her marketing experience has been instrumental in her transition from the music business to other ventures. that Consumer Goods space I didn’t think that differently As expected.
“I came from a music background in brand partnerships and marketing, so everything transferred easily,” she said.
This light-hearted approach to what some would consider austere has made Fishwife the fastest-growing canned fish brand in the English Channel.
Leslie Zane, CEO of Triggers Growth Strategy, a company that helps brands build brand awareness in the marketplace, has worked with hundreds of CPG brands in her 20+ years in marketing. she is I was very impressed with Fishwife’s products and Milstein’s marketing.
“It’s relatively easy to take market share away from an incumbent,” Zane said. “But she’s starting a movement that’s making it cool to eat canned fish and bringing in new users and young women into the category. She’s helping grow the category. That’s the hardest part.”
