Illustrated Coastal scene inspired by North America.

Fishwife

Fishwife is a women-founded US brand launched in 2020 by Becca Millstein and Caroline Goldfarb that helped make tinned fish fashionable — beautifully designed, responsibly sourced tinned seafood including slow-smoked, preserved-lemon sardines, sold direct-to-consumer and now in Whole Foods nationwide.

At a glance

Notable facts

• Founded in 2020 by CEO Becca Millstein and co-founder Caroline Goldfarb; central to the US 'tinned fish' revival.
• Millstein has said the idea traces to 2015, when she lived in Spain and encountered its conservas (tinned-seafood) culture.
• Illustrator Danny 'Danbo' Miller has designed the brand's packaging since day one, a major part of Fishwife's visual identity.
• Expanded into Whole Foods Market stores nationwide, per a 2024 press release, growing beyond its original direct-to-consumer model.
• Beyond sardines, Fishwife's tinned-seafood range includes mussels, smoked salmon, smoked trout, albacore tuna, Cantabrian anchovies, and smoked mackerel.

Origin

Fishwife's idea started forming in 2015, when co-founder Becca Millstein was living in Spain and discovered the country's conservas culture — the tradition of treating tinned seafood as a delicacy rather than a pantry afterthought. Five years later, in 2020, she launched Fishwife with co-founder Caroline Goldfarb, aiming to bring that same quality and design sensibility to the North American market and make "tinned fish a staple in every cupboard."

Packaging has been central to the brand from the start — illustrator Danny "Danbo" Miller has designed Fishwife's distinctive look since day one, helping the brand stand out in a category historically sold on utility rather than aesthetics. What began as a direct-to-consumer line built around a small number of hero products, including its slow-smoked, preserved-lemon sardines, has since expanded into mussels, smoked salmon and trout, albacore tuna, anchovies, and smoked mackerel, alongside a nationwide retail push into Whole Foods Market stores. No dedicated press/media kit page was found on eatfishwife.com; the brand's media presence runs primarily through PR Newswire releases and press coverage rather than a self-hosted press room.

Products

Compiled from public reporting and the brand's own materials. Spot something we got wrong? Tell us.
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