Female-founded tinned seafood company, Fishwife,  announced its national expansion into select Whole Foods Market stores. The brand, which aims to make thoughtfully sourced, premium, and delicious tinned seafood a staple in every cupboard, will be exclusively available in Whole Foods Market 

“Since we started conversations in 2021, Whole Foods Market has been an unbelievably committed supplier to Fishwife,” said Becca Millstein, CEO and Co-Founder of Fishwife. “We’re grateful to have an innovation and retail relationship that we can grow with for years to come to further expand our grocery footprint nationwide.”

“We’re thrilled to expand Fishwife to more Whole Foods Market shelves,” said Julia Seidner, Category Merchant at Whole Foods Market. “We’re so excited for customers to try the exclusive line of Albacore Tuna in Olive Oil and Albacore Tuna in Spicy Olive Oil. I love these products because they are deliciously tender and rich in flavour!”

Fishwife prides itself on sourcing from Marine Stewardship Council-certified fisheries, fishery improvement projects, and Aquaculture Stewardship Council-certified aquaculture farms to bring the vibrance of European conservas culture to the North American table. The brand’s albacore tuna is MSC-certified, and pole and line caught in the Bay of Biscay in Spain.

Additional products available for purchase at select Whole Foods Market nationwide stores include Cantabrian Anchovies in Extra Virgin Olive Oil, Sardines with Preserved Lemon and Sardines with Hot Pepper, and Smoked Salmon with Fly By Jing Sichuan Chili Crisp .

“While the growth in the conventional tinned fish category grew only 1% from 2022 to 2023, we saw our business grow nearly 180% YoY, with no signs of a slowdown,” said Millstein. “There has been so much discovery of tinned fish over the past three years that we’re now seeing that the product has assimilated into the regular diets of our consumers.”

Fishwife source from Marine Stewardship Council-certified fisheries, fishery improvement projects, and Aquaculture Stewardship Council-certified aquaculture farms. They aim to bring the conservas culture to the North American table and have been a leading voice in the growing tinned fish movement in the U.S. since launching in December 2020. Fishwife Tinned Fish products are currently sold in three-packs online ($23.99 – $32.99) and individually ($7.99 – $13.99) in select retailers around the U.S.