Fishwife Marketing Strategy: 5 Moves That Built the Brand

Fishwife's marketing strategy started with the tin, not the fish. Founder Becca Millstein built the brand identity before she sourced a product. Then the brand grew through a reclaimed name, sourcing it treats as proof instead of a pitch, organic social, and collaborations. Fishwife launched in December 2020 and reached 5,000 brick-and-mortar retailers by January 2025.

Key takeaways

• The packaging came first. Millstein hired an illustrator before she sourced the fish.
• Sourcing backs up the brand but isn't the message. The brand leads with taste and humor.
• Social did the early work. Millstein said 40 percent of customers find Fishwife through social media.
• Collaborations put the brand in new places, from chili crisp to a Sweetgreen salad.

Fishwife's own TikTok from June 2024 opens with "HI WE'RE FISHWIFE."

Why did Fishwife design the tin before sourcing the fish?

Millstein told Food Dive in September 2024 that she had already hired illustrator Danny Miller and "created the initial brand identity" before the product was ready. Food Dive credited the colorful tins with setting Fishwife apart in a category European brands had long owned.

The tin does the job an ad would. People post a can that looks good on the table, and every post carries the brand to new people for free.

What does the name Fishwife mean?

"Fishwife" was once a gendered insult aimed at the wives and daughters of 16th-century fishermen, Secret NYC reported in October 2024. The brand took the word back and put it on the front of every tin.

The product names stay literal. Smoked Rainbow Trout with Red Chimichurri tells you exactly what is in the can.

How does Fishwife talk about sustainability?

Fishwife's Our Story page says its seafood comes from Marine Stewardship Council or Aquaculture Stewardship Council certified fisheries. The page names where tins are packed, including a micro cannery in Santoña, Spain, and another outside Copenhagen.

The sourcing is there, but it isn't what the brand talks about first. Millstein told Marketing Brew in April 2022 that responsible sourcing was "table stakes these days." She said the brand's primary branding strategy was messaging "deliciousness, humor, exuberance, artfulness" instead.

Fishwife's own TikTok from May 2023 says "welcome to tinned fish tok."

Did Fishwife use paid advertising?

Not at first. Marketing Brew reported in April 2022 that Fishwife had "not done any paid marketing." Until shortly before that, Millstein was the company's only full-time employee.

Social carried the growth. Millstein told Help Scout in September 2023 that 40 percent of customers discover Fishwife through social media. The #tinnedfishdatenight hashtag had 7.4 million TikTok views by September 2022, Bustle reported, and Fishwife was one of the brands it named.

In April 2024, Fishwife said its business grew nearly 180 percent from 2022 to 2023. In the same period, it said, the conventional tinned fish category grew 1 percent (The Metal Packager, quoting the company's Whole Foods announcement). That growth figure comes from the company.

Why does Fishwife run collaborations?

A collaboration puts Fishwife in front of another brand's audience, usually as a limited release. Some put a tin on someone's table. Others carry the brand outside the kitchen.

Retail grew alongside the collabs. Whole Foods announced a nationwide Fishwife expansion in April 2024 with two exclusive albacore tuna products, after talks that began in 2021, The Metal Packager reported.

Fishwife FAQ

Was Fishwife on Shark Tank? Yes. Lori Greiner and Candace Nelson first offered $350,000 for 10 percent. Millstein countered with 6 percent plus advisory shares, and they accepted, Tasting Table reported in January 2024.

Who founded Fishwife? Becca Millstein and Caroline Goldfarb. Goldfarb has since left the brand, Food Dive reported in September 2024.

Where is Fishwife sold? Online at eatfishwife.com and in about 5,000 brick-and-mortar stores as of January 2025, including Whole Foods. Sporked reported a national Costco rollout in early 2026.

How did Fishwife grow without ads? Through packaging people wanted to post and organic social. Millstein said 40 percent of customers find the brand on social media.

For the same packaging-first approach in olive oil, read the Graza breakdown. For a brand built on one social voice, read the Duolingo breakdown.

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