Fishwife Canned Fish Update | Shark Tank Season 15

During the COVID lockdowns, Becca Millstein saw people buying more canned fish, but most of it didn’t taste good. Years earlier, while studying in Spain, she had tried tinned fish that was fresh, flavorful, and high quality. That’s what gave her the idea to start Fishwife, a premium tinned seafood brand that brings that same quality and flavor to shelves in the U.S. Will her bright packaging and high-energy pitch be enough to win over the sharks? Find out in our Fishwife update and pitch recap.

If you’re short on time, here’s a quick overview of what happened to Fishwife after Shark Tank.

Becca pitched her fish company on Shark Tank Season 15, seeking $350,000 for 4% equity. Fortunately, after her pitch, she got a two-shark deal. Guest shark Candace Nelson and Lori Greiner partnered up to give Becca $350,000 in exchange for 6% equity and 2% advisory shares.

In terms of a Fishwife update, the company expanded by launching in select Midwest Costco locations. Further, they released new tinned mussels in July 2025, developed over two years with a Spanish cannery.

Shark:	Result:
Candace Nelson and Lori Greiner	Accepted deal for $350,000 for 6% equity, plus 2% advisory shares
Kevin O’Leary	$350,000 as a loan at 11% interest for 3 years. Plus 5% equity
Daymond John	$350,000 and $0.15 per can in perpetuity
Mark Cuban	No offer

Shark Tank Fishwife Pitch

• Entrepreneur: Becca Millstein
• Business: Canned fish
• Ask: $350,000 for 4% equity
• Result: $350,000 for 6% equity, plus 2% advisory shares
• Sharks: Candace Nelson and Lori Greiner

Becca started her pitch by explaining the name behind her brand.

In the 16th century, “fishwives” were the women who sold fresh fish at markets. They had to be bold and loud to move their products before they spoiled.

Becca said she relates to that energy because she’s doing the same thing in a modern way.

Fishwife offers ready-to-eat, high-quality canned fish sourced responsibly from top fisheries and canneries around the world.

Becca said her goal is to wake up the canned fish market by changing the way people think about it.

Her fish isn’t just for sandwiches. Customers use it in rice bowls, pastas, salads, and even on charcuterie boards.

To show the difference, she gave the sharks samples. They tried smoked salmon with crème fraîche on a chip, smoked trout dip on pita, and smoked mackerel on a gyro.

Guest shark Candace Nelson called it a “flavor bomb.” Lori Greiner liked the salmon. Kevin O’Leary said the salmon “doesn’t suck” and kept eating.

Becca explained that the canned seafood trend is growing, especially among younger buyers on social media. Tinned fish has also become popular in high-end restaurants and bars.

She was also inspired to start Fishwife after studying abroad in Spain, where elevated canned seafood is common.

Lori asked about oil-free options. Becca said all her products currently contain oil. She then shared pricing: each tin retails for $7.99 and costs about $2.09 to produce.

Becca walked the sharks through her sales. In 2021, she did $750,000. In 2022, that grew to $2.6 million.

For 2023, she was on track to hit $5.8 million. Sales are split 50% direct-to-consumer and 50% retail. Fishwife is already in 1,300 stores, mostly regionally.

She also secured a national deal with Whole Foods, set to launch in April 2024. She came to the Tank looking for help to scale.

Kevin made the first offer of $250,000 as a loan at 11% interest for three years, plus 5% equity. He said the product was good, but execution would be everything.

Daymond John asked if she believed she could sell 1.5 million cans. When Becca said yes, he offered $350,000 for a $0.15 royalty per can in perpetuity, with no equity.

Mark Cuban said the product wasn’t for him and dropped out. Candace and Lori teamed up to offer $350,000 for 10% equity.

Lori mentioned her success with Boarderie and said Fishwife would be a strong fit alongside that brand.

Becca countered with $350,000 for 6% equity, plus 2% in advisory shares split between Lori and Candace. They accepted the deal.

With that, Becca left with a deal!

Did the deal end up benefiting Becca following Shark Tank? Keep reading our Fishwife update to find out!

Shark Tank Fishwife Update

Research for our Fishwife update reveals that there is no public confirmation that the deal with Candace and Lori actually closed after the show aired.

However, in the days that followed, sales jumped sharply and traffic to their site surged.

In early 2024, Fishwife’s products landed in over 3,200 retail stores, including a major rollout at Whole Foods.

A few months later, they expanded into select Midwest Costco locations, making their tins even more accessible to customers across the U.S.

Fishwife recently launched tinned mussels in basil pesto and sweet pepper + garlic.

The new products were released in July 2025 after two years of development with their partner cannery in Galicia, Spain.

The bestselling Starter Pack is priced at $35 and includes a sample of four tins.

They’ve also added merchandise, recipe bundles, and even The Fishwife Cookbook, co-written by Becca Millstein and Vilda Gonzalez and published by HarperCollins in early 2024.

In the past year, Becca expanded her team, made key hires in finance and sales, and led several marketing campaigns.

She’s also been featured by Klaviyo and The Cut for her unique approach to building a modern food brand.

As for Caroline Goldfarb, who co-founded Fishwife but didn’t appear on Shark Tank, she’s no longer part of the company. 

In mid-2023, Becca filed a lawsuit over equity and access to company accounts. The case was settled in August 2023, and Caroline has since returned to writing and podcasting.

You can also follow them on Instagram. For more about this company, stop by the Fishwife website.

If we learn anything new about a Fishwife update, we will certainly let you know.

In the meantime, you can check out our other company updates from Season 15 Episode 10 by following the links below!

• Dingle Dangle Update
• VibeRide Update
• Heather’s Choice Update

Before you go, be sure to check out our list of all the Shark Tank Season 15 products.