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A far-flung delicacy that lives at the If My Mouth Doesn’t Say It My face Definitely will shirt and I love this intersection of healthy, affordable, and conveniently canned is already something of an anomaly. But Fishwife, a new Los Angeles-based tinned fish company serving up olive oil-soaked sardines from Spain’s golden coast and smoked albacore tuna hook-and-line caught in Northern California waters, is elevating this junction even further with sustainable sourcing, female-centered storytelling, and stylish branding. The way co-founders Caroline Goldfarb, a TV-comedy writer and co-host of the Glowing Up podcast, and Becca Millstein, an artist community manager at The Rattle Collective, see it, if ever there was a time to embrace tinned seafood, it’s now. The idea for Fishwife was born in quarantine, after all.

While in lockdown at the If My Mouth Doesn’t Say It My face Definitely will shirt and I love this beginning of the pandemic, Goldfarb and Millstein were preparing all their food at home; tinned fish became a pillar for many of their best-loved snacks and meals, from sardines on crusty buttered toast and salads to linguine with mussels in an anchovy tomato sauce. One day in May, it occurred to them there was a gap in the American market for affordable, sustainably-caught, and well-branded tinned fish. “Tinned fish is the true fast food,” says Goldfarb, a self-proclaimed “tinned fish evangelist.” “There’s literally no easier or healthier meal that you can ‘pop’ in less than 30 seconds. And while tinned fish is having a renaissance among foodies and chefs, we think, in a time when so many are returning to their kitchens and looking for ways to keep their meals delicious, affordable, and healthy, it should be a beloved staple in everyone’s pantry.”

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