becca millstein + caroline goldfarb & fishwife

becca millstein + caroline goldfarb & fishwife

From Quarantine Idea to Gourmet Tinned Fish Revolution

we're creating space for the brains behind the brands we love, and asking good questions along the way. the result is a deep dive into the how and why of brand-building, from blueprints to launch day, customers as community and the detours in between. big lessons, easy listening.

In this episode of Read Receipt, we are thrilled to welcome Becca Millstein and Caroline Goldfarb, co-founders of Fishwife, a brand dedicated to bringing gourmet tinned fish to the forefront of American cuisine. Born out of a shared love for tinned fish during quarantine, Becca and Caroline recognized a gap in the market for high-quality, delicious, and beautifully packaged tinned seafood. Fishwife is their answer to making tinned fish an exciting, sustainable, and healthy option for consumers. Join us as Becca and Caroline share their entrepreneurial journey, the challenges of launching during a pandemic, and their vision for the future of tinned fish.

Tune in to discover how these dynamic founders turned their passion into a unique and thriving brand.

Sit back, relax, and enjoy the conversation!

the Show Notes


Becca Millstein and Caroline Goldfarb, co-founders of Fishwife, share their inspiring journey from a quarantine idea to launching a gourmet tinned fish brand. Fishwife focuses on high-quality, sustainable tinned seafood, aiming to make it a staple in American kitchens. Becca and Caroline discuss the evolution of Fishwife, the importance of beautiful packaging, and the challenges of starting a brand during the pandemic. The conversation explores their entrepreneurial experiences, the development of Fishwife's products, and their vision for the future.


tinned fish, entrepreneurship, brand building, sustainable seafood, Fishwife, Becca Millstein, Caroline Goldfarb


  1. Becca Millstein and Caroline Goldfarb’s journey from quarantine idea to founding Fishwife is driven by a passion for gourmet tinned seafood and sustainability.
  2. Fishwife focuses on creating high-quality, beautifully packaged tinned fish that promotes overall well-being and environmental consciousness.
  3. Building a brand involves understanding market needs, listening to customer feedback, and maintaining a clear vision.
  4. The COVID-19 pandemic has presented unique challenges, but also opportunities for brands like Fishwife to adapt and thrive.
  5. Becca and Caroline’s dedication to sustainable practices and innovative product design drives the success of Fishwife.

Sound Bites:

  • "Fishwife started as a way to create gourmet tinned seafood that combines quality, sustainability, and beautiful packaging."
  • "Our goal is to provide high-quality, delicious tinned fish that people can trust and enjoy."
  • "Building a brand requires understanding market needs and staying true to your vision."
  • "The COVID-19 pandemic highlighted the importance of adaptability and innovation in business."
  • "Fishwife is about providing sustainable, gourmet tinned seafood solutions that people can trust and feel confident using."


00:00 - Becca and Caroline’s Background and Journey-
Becca and Caroline introduce themselves and share their journey from quarantine idea to founding Fishwife.

08:01 - The Inspiration Behind Fishwife-
Becca and Caroline discuss the personal and professional experiences that inspired them to create Fishwife and the early days of the brand.

12:30 - Transitioning from Music and Comedy to Food Entrepreneurship-
Becca and Caroline explain their transition from their respective industries to starting a tinned fish brand and the lessons learned.

23:17 - The Importance of Sustainable Practices and Beautiful Packaging-
The conversation delves into how Fishwife emphasizes sustainable practices and beautiful packaging in its products.

25:30 - Challenges and Opportunities During the Pandemic-
Becca and Caroline talk about the challenges of pivoting during the COVID-19 pandemic and the opportunities it presented.

27:26 - Commitment to Quality and Innovation-
Becca and Caroline highlight Fishwife’s dedication to creating high-quality, gourmet tinned seafood.

31:23 - Building a Strong Brand Identity-
The discussion explores the importance of a strong brand identity and connecting with consumers authentically.

36:02 - The Vision for Fishwife-
Becca and Caroline share their vision for the future of Fishwife and their goals for the brand.

47:37 - Patience and Persistence in Entrepreneurship-
Becca and Caroline emphasize the need for patience and persistence in achieving long-term success.

51:43 - Final Thoughts and Insights-
Becca and Caroline wrap up the conversation with final thoughts and valuable insights for aspiring entrepreneurs.

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