Fishwife
DealCanned fish
Fishwife is a canned fish that got its big break on Shark Tank in Season 15, and convinced Lori Greiner and Candace Nelson to invest.
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From the show
The Shark Tank pitch
- $350K
- Asked for
- 4%
- Offered equity
- $8.8M
- Sought valuation
- $350K
- Deal amount
- 6%
- Deal equity
- $5.8M
- Deal valuation
Founder Becca Millstein stepped onto the carpet in Season 15, Episode 10 in the episode that aired January 12, 2024. Fishwife, the canned fish, pitched in the Food & Drink category, one of 318 food & drink businesses to brave the Tank across all 17 seasons.
The ask was $350,000 for 4% of the company, an implied valuation of $8.8M.
Lori Greiner and Candace Nelson teamed up at $350,000 for 6% equity. That priced the company at $5.8M, a haircut from the $8.8M the founders walked in asking for, which is how negotiations in the Tank usually go.
Season 15 saw 87 pitches, and 59 of them closed a deal on air. In the Food & Drink category overall, roughly 61% of pitches have landed a shark across the show's history.
The full story
Everything to know about Fishwife
Fishwife is a premium tinned seafood brand that turns canned fish into something stylish and modern, with products like smoked salmon, trout, and rainbow tinned tuna in bold packaging. Founder Becca Millstein built the company around the idea that high-quality, sustainably sourced tinned fish deserved a place in trendy American pantries, not just European ones. The brand became closely tied to the broader cultural rise of tinned-fish enthusiasm in the mid-2020s.
Millstein came to Season 15 asking for 350,000 dollars for 4 percent, a low equity figure that reflected strong momentum and a buzzy brand. Guest shark Candace Nelson, who knows the food world well, teamed up with Lori Greiner, and the two closed a deal at 350,000 dollars for 6 percent plus an advisory stake. The negotiation reflected how hot the tinned-fish category had become and the value the sharks placed on Fishwife's brand and audience.
Fishwife stood out for branding as much as product. It made canned fish feel aspirational with eye-catching design and a clear sustainability story, riding and helping shape the tinned-seafood trend. Bringing in Candace Nelson, a food entrepreneur, alongside Lori Greiner gave the brand both culinary credibility and retail reach, a fitting pairing for a company built on taste, design, and cultural timing.
Where Fishwife is now
Fishwife kept building on its momentum after the show. The brand expanded distribution from regional shelves toward national partnerships with major retailers, and it broadened its catalog with new products developed alongside its cannery partner in Spain. Becca Millstein also co-wrote a Fishwife cookbook published by a major house, reinforcing the brand's place in the broader food conversation rather than just the canned-goods aisle.
As of 2026 Fishwife is still operating and growing. Coverage points to wider retail availability including large national grocers and warehouse clubs, plus continued product launches such as new tinned shellfish. The company has expanded its team and marketing as the tinned-fish trend matured into a lasting category. A separate co-founder dispute predating the show was settled, and that co-founder is no longer involved.
Where to buy Fishwife
Fishwife sells through its official site, eatfishwife.com, where you can buy single tins, multipacks, and gift bundles of its smoked salmon, trout, tuna, and newer shellfish. The products are also increasingly stocked in national grocery and warehouse retailers. Prices sit above commodity canned tuna, so this is a buy for quality and presentation rather than the cheapest protein, but fans consider the taste and sourcing worth the step up.
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Frequently asked questions
Where can I buy Fishwife?
Check current price and availability on Amazon. Note that some Shark Tank products are discontinued or sold under a new name. The company's official website is another option.
Did Fishwife get a deal on Shark Tank?
Yes. Fishwife closed a deal for $350,000 in exchange for 6% equity, with Lori Greiner and Candace Nelson.
Which shark invested in Fishwife?
Lori Greiner and Candace Nelson invested in Fishwife ($350,000 total as aired).
What season of Shark Tank was Fishwife on?
Fishwife appeared in Season 15, Episode 10, which aired January 12, 2024.
How much was Fishwife asking for on Shark Tank?
The founders asked for $350,000 for 4% of the company, a $8.8M valuation.
What does Fishwife sell?
Premium tinned seafood, including smoked salmon, smoked trout, rainbow tinned tuna, and newer shellfish products. The brand focuses on quality, sustainable sourcing, and distinctive packaging.
Did Fishwife get a Shark Tank deal?
Yes. Guest shark Candace Nelson and Lori Greiner invested together on Season 15, closing at 350,000 dollars for 6 percent equity plus an advisory share.
Where can I buy Fishwife?
On the official site, eatfishwife.com, with single tins, multipacks, and gift sets, and increasingly in national grocery stores and warehouse clubs.
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