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Fishwife, a brand synonymous with tinned fish in the U.S., has seen unexpected success since its launch in 2020. Co-founders Becca Millstein and Caroline Goldfarb capitalized on the pandemic trend of easy, ready-to-eat meals, creating a brand that emphasizes sustainability and supply chain transparency. With vibrant and colorful tins, their direct-to-consumer approach quickly gained popularity, earning recognition from publications like Vogue and the New York Times.
Millstein’s strategic approach to ethical sourcing and sustainable supply chain management has set Fishwife apart in the tinned seafood market. Their success was further solidified by an appearance on Shark Tank, where they disclosed impressive revenue numbers. With backing from industry veterans like Lori Greiner and Candace Nelson, Fishwife is on track to continue its rapid growth.
By tapping into the trend of making tinned fish cool and appealing to a younger demographic, Fishwife has carved out a niche for itself as the fastest-growing brand in the tinned fish category. With a focus on brand perception and innovative marketing strategies, the brand is not only taking market share from legacy players but also expanding the category by attracting new users.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
