Fishwife

Whether you've seen those colourful tins all over TikTok and Instagram, caught founder Becca Millstein's pitch on Shark Tank, or you're simply searching for premium tinned fish that tastes as good as it looks, Fishwife delivers. Smoked salmon, rainbow trout, albacore tuna, sardines, mackerel, anchovies, mussels — every tin is ethically sourced, hand-packed, and made with the kind of care that the old-guard canned fish brands never bothered with.

The Fishwife Story — How a College Semester Abroad Sparked a Tinned Fish Revolution

Fishwife didn't start in a boardroom. It started in southern Spain, where founder and CEO Becca Millstein was studying abroad at Brown University and discovered the European tradition of conservas for the first time. In countries like Spain and Portugal, tinned seafood isn't a last-resort pantry filler — it's a culinary art form. Beautiful tins filled with premium fish, served alongside crusty bread and good wine at tapas bars. Millstein couldn't understand why nothing like that existed back home in the US, where the canned fish aisle was dominated by bland, generic tuna from brands that hadn't changed in decades.

That question sat with her for years until the pandemic hit in 2020. Stuck at home like the rest of us, Millstein found herself reaching for tinned fish constantly — it was healthy, affordable, shelf-stable, and endlessly versatile. She saw the gap in the market clearer than ever, hired illustrator Danny Miller to design the brand's now-iconic packaging, and Fishwife launched in December 2020. The response was immediate and overwhelming. Within months, the brand had been covered by the New York Times, Vogue, Forbes, and Bon Appétit. By 2023, Fishwife had secured a national partnership with Whole Foods and was available in over 1,800 retail locations across the US.

The name itself is a reclamation. Historically, "fishwife" was a derogatory term for women who sold their husbands' catches at market — women considered too loud, too bold, too assertive. Millstein chose the name deliberately, honouring those women's business acumen while building a brand that celebrates the same kind of unapologetic energy.

Buy Fishwife Tinned Fish Online in Canada

Natura Market carries a wide selection of Fishwife products, spanning the brand's core smoked fish lineup, their bold collaboration tins, and flavour-forward options you won't find on typical grocery store shelves. Here's what's available.

Gold Label Smoked Atlantic Salmon

This is the tin that put Fishwife on the map. The Gold Label Smoked Atlantic Salmon features salmon sourced from Kvarøy Arctic, a certified sustainable aquaculture farm in Norway's Arctic Circle. The fish is smoked in small batches over a blend of beech, maple, and birch wood, then hand-packed by a fifth-generation family-run cannery in Washington State. The result is buttery, flaky, caramelized salmon with a deep smoky richness. Toss it into pasta, serve it over rice, spread it on toast, or stir it into a quick smoked salmon dip. This is the tin that converts tinned fish skeptics.

Smoked Salmon with Fly By Jing Sichuan Chili Crisp

Fishwife's biggest collaboration and a perennial best-seller. The Smoked Salmon with Fly By Jing Chili Crisp pairs the brand's signature smoked Atlantic salmon — brined in garlic salt and brown sugar — with the tingly, aromatic heat of Fly By Jing's cult-favourite Sichuan Chili Crisp. The combination of sweet smoke, fermented chili, Sichuan peppercorn, and silky salmon is genuinely unlike anything else in the tinned fish world. If you're already a fan of Fly By Jing products, this collab is a must-try.

Smoked Rainbow Trout

Two years of R&D went into this one. The Smoked Rainbow Trout is caramelized on the outside, buttery and flaky on the inside, with a smoky, slightly sweet character that makes it incredibly versatile. It's the kind of tin that works just as well crumbled over a grain bowl as it does eaten straight with a fork.

Smoked Rainbow Trout with Red Chimichurri

Building on the trout above, the Smoked Trout with Red Chimichurri takes things in a bold new direction. The same buttery smoked trout gets marinated in a vibrant red chimichurri made with tangy grilled red pepper, fresh herbs, garlic, and a bright splash of vinegar. It's zippy, herby, and genuinely hard to stop eating.

Albacore Tuna in Olive Oil

Simple, clean, and beautifully done. The Albacore Tuna in Olive Oil uses just three ingredients: premium albacore, Spanish olive oil, and salt. The tuna is line-caught in the Bay of Biscay by small-boat Spanish fishermen and packed tender and buttery in olive oil that tastes fresh and fruity. If you want a tinned tuna that shows what the category can actually be, this is it.

Slow-Smoked Mackerel with Chili Flakes

The Slow-Smoked Mackerel is hand-cut, sweet-cured, and slowly smoked over natural wood for a rich, deeply savoury flavour. It's packed in Spanish olive oil infused with chili flakes and garlic for a gentle heat that complements rather than overwhelms. Mackerel is naturally loaded with omega-3s, vitamin D, and protein, making this one of the most nutritionally dense tins in the lineup.

Little Sardines in Olive Oil

For sardine skeptics, these are the tins that change minds. Fishwife's Little Sardines are wild-caught during the winter months when the fish are at their peak, lightly smoked, and packed in Spanish olive oil with a hint of lemon zest, garlic, and sea salt. They're tender, not fishy, and naturally rich in omega-3s, vitamin D, and B12.

Cantabrian Anchovies in Extra Virgin Olive Oil

These are not your average anchovies. The Cantabrian Anchovies are sourced from Europe's first MSC-certified sustainable anchovy fishery in Spain's Cantabrian Sea, caught using the traditional artisanal purse seine method. They're salt-cured for 12 months for a rich, buttery texture and hand-packed in premium Spanish extra virgin olive oil. Spread them on bread, lay them over pizza, toss them into a Caesar salad, or just eat them straight from the tin.

Mussels with Sweet Pepper & Garlic

Fishwife's newer offering brings shellfish into the mix. The Mussels with Sweet Pepper & Garlic are packed in Spain with tender mussels bathed in olive oil, red pepper, tomato, smoked paprika, garlic, cloves, and cayenne. They're bold, layered, and bring a Mediterranean warmth that makes them perfect for toast, pasta, or straight-from-the-tin tapas.

Why Fishwife? What Makes This Tinned Fish Brand Different

The tinned fish aisle has been the same for decades. Blue and white packaging, generic imagery, zero personality. Fishwife approached the entire category as if it had never been done before, and the result is a brand that's genuinely different in every way that matters.

Sustainable Sourcing That's Actually Verified — Fishwife doesn't just claim sustainability; they back it up with third-party certifications. Their Cantabrian anchovies carry MSC Chain of Custody certification, verifying that every step of the supply chain meets the Marine Stewardship Council's standards for sustainable wild-catch seafood. Their Atlantic salmon comes from Kvarøy Arctic, a Norwegian aquaculture farm that raises fish without antibiotics or chemicals in the Arctic Circle. The brand works with independent seafood sustainability advisors and partners with small, family-run canneries in Washington State and Spain's Galicia region.

Clean, Short Ingredient Lists — Every Fishwife tin reads like a recipe you'd actually make at home. Fish, olive oil, salt, and real seasonings. No fillers, no preservatives, no artificial flavours, no mystery ingredients. The products are gluten-free, and the tins are BPA-free.

Hand-Packed, Small-Batch Production — Fishwife partners with small canneries rather than industrial operations. Their smoked salmon and trout are smoked in small batches and hand-packed at a fifth-generation family-run cannery. Their sardines and anchovies are hand-packed at partner canneries in Spain. This artisanal approach ensures consistency and quality that mass production can't match.

Art-Forward Packaging That Doubles as Decor — Fishwife's tins are designed by illustrator Danny Miller, who has worked with the brand since day one. The bold, colourful, maximalist artwork draws from the European conservas tradition while feeling distinctly modern. People collect them, display them, and post them on social media. It's one of the reasons the brand built a community of over 350,000 followers online.

Fishwife on Shark Tank — The Deal That Made Headlines

In early 2024, Becca Millstein walked onto the Shark Tank stage and pitched Fishwife to the sharks. She shared the brand's journey from a pandemic-era idea to a company doing roughly $6 million in annual revenue, split evenly between direct-to-consumer sales and retail. With each tin retailing at around $7.99 and costing about $2.09 to produce, the margins caught the sharks' attention. After fielding multiple offers, Millstein closed a deal with Lori Greiner and guest shark Candace Nelson. The appearance brought a massive wave of new customers to the brand and cemented Fishwife's position as the leader of the premium tinned fish movement in North America.

Where to Buy Fishwife in Canada — Toronto, Vancouver, Montreal & More

If you've been searching for Fishwife near you in Canada, here's the reality: as a US-based brand, Fishwife has limited physical retail presence north of the border. You won't consistently find it at Walmart Canada, Costco Canada, or on Amazon.ca with reliable selection and pricing.

That's exactly why Natura Market exists. As one of Canada's leading online retailers for hard-to-find wellness and food brands, Natura Market carries the full Fishwife range and ships directly across the country. Whether you're in Toronto, Vancouver, Montreal, Calgary, Edmonton, Ottawa, Winnipeg, or anywhere in between, you can order Fishwife tinned fish online and have it arrive at your door without customs fees, cross-border headaches, or guessing whether your local shop has it in stock.

While you're shopping, you can pair your Fishwife order with other premium pantry finds at Natura Market. If you love the Fly By Jing collab salmon, check out the full Fly By Jing lineup of chili crisps and sauces. For more sustainably sourced tinned seafood, browse the full canned fish and seafood collection featuring brands like Safe Catch and Wild Planet. And if you're building out a seacuterie board, the snack aisle has plenty of crackers, olives, and accompaniments to round things out.

How to Eat Fishwife Tinned Fish — Ideas for Every Tin

One of the best things about Fishwife is how versatile every tin is. This is high-quality, ready-to-eat protein that requires zero cooking. Here are some of the easiest ways to enjoy it:

The smoked salmon tins are incredible on toast with cream cheese, capers, and a squeeze of lemon. They also stir beautifully into hot pasta, fold into scrambled eggs, or work as the centrepiece of a rice bowl. The Fly By Jing collab salmon is especially good over steamed white rice with a drizzle of soy sauce and some sesame seeds.

The trout, mackerel, and sardines all shine on a seacuterie board alongside crackers, cornichons, good mustard, olives, and fresh bread. You can also crumble the trout over salads, toss the mackerel into grain bowls, or mash the sardines into a quick spread with olive oil and herbs.

The anchovies are a kitchen workhorse. Melt them into pasta sauces for umami depth, drape them over pizza, layer them onto bruschetta, or use them to build an authentic Caesar dressing from scratch.

And the mussels? Warm them gently and serve over crusty bread, stir them into a quick tomato pasta, or eat them straight from the tin with a squeeze of lemon for an effortless tapas moment.

Fishwife Canada — Frequently Asked Questions

Where can I buy Fishwife tinned fish in Canada?

You can buy Fishwife tinned fish online in Canada at Natura Market. Natura Market carries a wide selection of Fishwife products and ships directly to customers across Toronto, Vancouver, Montreal, Calgary, Edmonton, Ottawa, Winnipeg, Quebec City, and every province in between.

What is Fishwife?

Fishwife is a female-founded, Los Angeles-based tinned seafood company that launched in 2020. Founded by Becca Millstein, the brand offers premium, sustainably sourced canned fish in distinctive, art-forward packaging. The lineup includes smoked salmon, rainbow trout, albacore tuna, sardines, mackerel, anchovies, and mussels. Fishwife has been featured in the New York Times, Vogue, Forbes, Bon Appétit, and on ABC's Shark Tank.

Was Fishwife on Shark Tank?

Yes. Fishwife appeared on Shark Tank Season 15 in early 2024. Founder Becca Millstein pitched the brand and secured a deal with Lori Greiner and guest shark Candace Nelson. At the time of filming, Fishwife was generating approximately $6 million in annual revenue and was available in over 1,300 retail locations across the US.

Is Fishwife sustainably sourced?

Yes. Sustainability is central to Fishwife's sourcing. Their Cantabrian anchovies carry MSC (Marine Stewardship Council) certification from Europe's first MSC-certified anchovy fishery. Their Atlantic salmon comes from Kvarøy Arctic, a certified sustainable farm in Norway. The brand works with independent sustainability advisors and partners with responsible fisheries and small-batch canneries in the US and Spain.

Is Fishwife gluten-free?

Yes. All Fishwife tinned fish products are gluten-free. Ingredient lists are short and clean, typically featuring just fish, olive oil, salt, and natural seasonings. There are no fillers, preservatives, or artificial ingredients.

What is the best Fishwife tinned fish to try first?

If you're new to Fishwife, the Gold Label Smoked Atlantic Salmon is the best starting point. It's the brand's flagship product and showcases what makes Fishwife special. If you like a bit of heat, the Smoked Salmon with Fly By Jing Chili Crisp is the brand's most talked-about tin. The Fishwife Gift Set is also a great way to sample multiple products at once.