Whole Foods Market: Beyond The Board30 Heinä

Beyond the Board – Fishwife Tinned Seafood

Becca Millstein, co-founder and CEO of Fishwife, joins Whole Foods Market CMMO Sonya Gafsi Oblisk on how she disrupted the tin fish aisle.

We cover:

How tapas bars in Spain and a pandemic-era light bulb moment led to the fastest-growing premium tinned fish brand in America
The story behind the name "Fishwife" and the iconic illustrated packaging
Sardine girl summer, Kitchen Couture, and how Fishwife breathed new life into the category

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At a Glance:

0:08 – What is Fishwife?
1:30 – From tapas bars in Spain to a pandemic light bulb moment
9:40 – The name "Fishwife" and reclaiming brash
11:10 – Building the brand with illustrator Danny Miller
14:30 – Sardine girl summer and the tin fish trend cycle
18:50 – Sourcing standards: building a supply chain with Whole Foods
27:00 – Innovation, collabs, and doing two brand partnerships a month
33:00 – The Whole Foods x Fishwife tote bags – designed in 24 hours
39:50 – Lightning Round

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