Whoever thought that canned seafood could be so aesthetically pleasing? With Fishwife, tinned fish can become the center of attention at your next dinner party. Founded by Becca Millstein and Caroline Goldfarb, the company sources ethically cultured seafood and they secured a deal with Lori and Candace. After Shark Tank, Fishwife is worth an estimated $5 million.
The Ladies Behind Fishwife
CEO, Becca Millstein delivered the pitch by herself and grabbed the attention of the Sharks. Before starting the business, the LA-based entrepreneur had a completely different career.
After getting a degree in history, Becca interned at several entertainment companies and had a couple of roles in the theater department at Brown University. Eventually she focused on a marketing role with Atlantic Records.
Goldfarb worked as a TV writer and social media personality. The pair built the brand around a refreshing aesthetic and storytelling that turned a pantry staple into an “it” product for a new generation.
Growth During the Pandemic
Becca and Caroline launched Fishwife during the pandemic, when demand for canned goods surged as lockdowns reshaped grocery buying.
The company continued to thrive as lockdowns eased up. From 2021 to 2022, Fishwife reported a 200% increase in annual revenue. Their sustainable sourcing and colorful packaging caught the eyes of media outlets such as CBS and Detroit News.
Fishwife’s Growth has Continued Since Shark Tank
Following its Shark Tank appearance, Fishwife posted strong numbers. The business generated $5.8 million in revenue in 2023 and $7.6 million in 2024. There is no public confirmation that the on-air deal with Lori Greiner and Candace Nelson closed, with some observers suggesting the legal dispute may have played a role.
On their website, you can also find a store locator to see which nearby shops display Fishwife products in their canned goods aisle. Fishwife products now appear in 3,000+ stores nationwide, available to buy in Whole Foods stores across states such as California, New York, Texas, Arizona, Hawaii, Idaho, Oklahoma, and Nevada.
Legal Dispute
Shortly after the show was filmed, Business Insider reported that Fishwife filed a lawsuit against co-founder Goldfarb and her father in July 2023. The complaint alleged that Goldfarb refused to hand over access to the company’s website, email accounts, and cloud storage, and tried to negotiate a larger ownership stake than originally agreed.
The suit stated that Goldfarb had worked on the business for a limited period and questioned her ongoing involvement. The case was dismissed “with prejudice” in August 2023, which generally indicates a settlement was reached, though details weren’t made public. Goldfarb no longer appears involved in the brand’s operations following that dispute.
Criticism and Online Debate
Fishwife has also faced some online criticism. In a Reddit thread discussing the founders’ split, several users argued that the brand’s success is driven more by marketing and packaging than product differentiation.
Commenters described Fishwife as a design- and branding-led business that repackages mid-range seafood into premium, Instagram-friendly tins. Some users claimed that similar products can be purchased at lower prices by identifying Fishwife’s suppliers, pointing to examples such as anchovies sold under alternative brands.
While supporters credit Fishwife for modernising the category and expanding interest in tinned seafood, critics view the premium pricing as a branding premium rather than a reflection of unique sourcing or production.
Market Context
According to Circana, US canned seafood sales have grown from $2.3 billion in 2018 to over $2.7 billion in 2023. Many sources suggest that the canned goods trend will continue.
The average seafood consumption in the US is among the lowest in the world. Fishwife aims to contribute to changing that by continuing to produce ready-to-eat tinned fish and educating customers about seafood sustainability.
