Checkout Chats: Becca Millstein, Founder of Fishwife

When Becca Millstein launched Fishwife in 2020, she wasn't just creating another food brand—she was igniting a cultural movement around tinned fish that would transform a humble pantry staple into an aesthetic experience. Now, with the release of her cookbook last week, Millstein has proven what industry insiders have known since 2020: Fishwife is a cultural movement with enough loyal followers to warrant its own culinary bible.

We sat down with Millstein to explore the journey from startup to cult brand phenomenon.

Building a Cult Brand: Authenticity as the Secret Ingredient

"I feel like there are two ways to go about building this level of brand affinity," Millstein explains. The first path involves authentic, homegrown branding—often created without formal agencies, instead relying on personal connections and a clear founder vision.

The second path involves meticulous curation of a brand from the start, working with established partners to build a comprehensive brand vision. From the very beginning, the brand is well-curated and established—think: brand book, agency partners, and a clear formula for growth.

Fishwife embodied the first approach from day one. Rather than hiring agencies or following strict brand guidelines, Millstein poured her tinned-fish obsession into every element of the brand, collaborating with a friend to create those now-iconic illustrations. This organic, founder-driven approach gave Fishwife an authenticity that consumers could feel—something that couldn't be engineered by a marketing team.

The Tinned Fish Renaissance

While authentic branding laid the foundation, Millstein understands that aesthetics alone don't create cult followings. Fishwife's cultural impact stems equally from its product—premium tinned fish that delivers on its promise and creates memorable experiences for consumers.

"Tinned fish is this highly aesthetic product. We mimic authentic Spanish brands—they're known to have this gorgeous packaging on the outside,” But it goes beyond the packaging. "There's also this gift-like experience of actually opening the tin and having this beautiful hand-packed fish be revealed," she adds.

And it’s this gorgeous unpacking experience and the subsequent ritual of consumption—pairing with wine, tearing a baguette, adding butter—that creates a moment of accessible luxury that's proven remarkably resilient even as economic uncertainty looms. This perfectly positions Fishwife to benefit from the "lipstick effect"—consumers' tendency to splurge on small luxuries during downturns. "Instead of going to Spain, they're going to buy a tin of Fishwife," she explains.

This strategy paid off in 2024 when their business tripled despite economic headwinds. By creating an affordable premium experience rather than just another product, Fishwife has built a brand that satisfies the craving for luxury even when consumers are tightening their belts.

Profitable Growth Through Strategic Channels and Collaborations

When asked about predictions for successful CPG brands in 2025, Millstein's advice is clear: focus on profitability. "Unfortunately, I do think the number one thing that a brand should do is just focus on profitability," she states, noting the extremely difficult fundraising environment.

Fishwife puts this philosophy into practice through several key strategies. First, their disciplined approach to distribution channels—keeping limited editions and collaborations primarily in direct-to-consumer while focusing retail on core products—allows them to experiment without disrupting their main revenue streams. This strategic separation helps them maintain both innovation and stability.

Their collaborations exemplify this profit-minded approach, particularly their partnership with Fly by Jing. This collaboration was so successful it transitioned from limited edition to permanent offering—a rarity in CPG that demonstrates how the right partnerships can create sustainable growth rather than just momentary buzz.

Perhaps most impressive is their extensive demo program—70 to 100 demos per month at Whole Foods stores. Unlike many brands that find demos to be a money-losing marketing channel, Fishwife has achieved positive ROI. The key, Millstein says, is instilling "an entrepreneurial mindset in your brand ambassadors early on." By empowering these ambassadors to be creative—bringing chalkboards to create daily menus or dreaming up unique presentations—they ensure the in-person experience captures the brand's cultish appeal while driving trial and recruiting new customers.

This approach perfectly positions Fishwife to benefit from the "lipstick effect"—consumers' tendency to splurge on small luxuries during downturns. "Instead of going to Spain, they're going to buy a tin of Fishwife," she explains. This strategy paid off in 2024 when their business tripled despite economic headwinds, though she notes their ambassadors have recently reported "heightened sensitivity around pricing" from some customers.

By creating an affordable premium experience while maintaining profitability, Fishwife has built a brand that satisfies the craving for luxury even when consumers are tightening their belts.

From its distinctive illustrations to its premium positioning, Fishwife demonstrates that even in challenging economic times, brands built on authenticity, creativity, and strategic discipline can thrive. The recently launched cookbook represents just one more step in the evolution of a brand that has transformed tinned fish from a forgotten pantry staple to the centerpiece of a culinary lifestyle.

Whether you're enjoying their smoked salmon with Fly by Jing chili crisp or wondering if using Fishwife for a tuna melt is "sacrilege" (it's not, but Millstein jokes she "can't even imagine using anything for a tuna melt except Fishwife"), the brand remains true to its original vision: elevating everyday moments through thoughtfully crafted food experiences that inspire cult-like devotion.