Fishwife launched in 2020 with a simple, slightly radical bet: that Americans would buy beautiful, well-sourced tinned fish if someone made it feel modern instead of foreign. The bet paid off. Founders Becca Millstein and Caroline Goldfarb built a brand whose label does the marketing the European houses never bothered with, and behind that label is a lineup — smoked Atlantic salmon, smoked rainbow trout, sardines, and tuna — that is consistently competent and occasionally excellent. Fishwife is the rare brand that earns both its hype and its skeptics, and it remains the best on-ramp into the category for an American newcomer.