Assembled Brands and Fishwife Partner to Bring Ethically Sourced Tinned Fish to the Mainstream

The tinned fish market is having its moment, and Fishwife is leading the charge. Assembled Brands is proud to announce its new partnership with the trailblazing, woman-founded company that has redefined a classic CPG category. This new credit facility will fuel Fishwife's strong growth, providing the flexible, founder-friendly capital required to scale operations and further expand its reach across wholesale and ecommerce channels.

Founded in 2020 by Becca Millstein, Fishwife has quickly become a standout brand, making ethically sourced and delicious tinned seafood a pantry staple.

The company sources its products from healthy fisheries and certified sustainable aquaculture farms, bringing the vibrant culture of conservas to the North American market. With a diverse and expanding product line that includes smoked salmon, rainbow trout, and sardines, Fishwife has established a strong presence across multiple channels, with a majority of its sales coming from top-tier retailers.

“Finding a partner that truly understood our mission-driven brand was critical,” says Becca Millstein, CEO/cofounder of Fishwife. “The team at Assembled Brands saw the opportunity in us to not only grow a business but to change a category. Their non-dilutive capital gives us the freedom to scale operations and expand our reach without compromising on the values that make Fishwife unique.”

As with all Assembled Brands' partnerships, the facility is structured with scalable terms, offering crucial working capital without the typical restrictions of bank financing, such as lockbox requirements or equity dilution. This enables Fishwife to maintain complete control and the ability to focus on its core mission.

"Fishwife has done an incredible job of taking a traditional product and transforming it into a modern, compelling brand with a mission," said Abby Jonathan, AVP of Originations at Assembled Brands. "The company’s impressive year-over-year growth, margin improvement, and profitability are a testament to its strong business model and market leadership. We are thrilled to provide them with the founder-friendly capital they need to continue their expansion."

"At Assembled Brands, our mission is to be more than just a lender; we are a true partner in a brand's growth journey," said Kunal Kohli, Managing Director. "Our flexible, non-dilutive capital is designed to scale as brands grow, allowing founders to focus on building their businesses without sacrificing equity. We believe Fishwife is poised for incredible success, and we're super excited to be a long-term capital partner in their continued growth."

This partnership is a testament to Assembled Brands' commitment to empowering visionary founders of high-growth CPG brands. By providing the flexible, founder-friendly, and non-dilutive terms that other lenders can’t, we’re empowering brands like Fishwife to focus on what they do best: building a market-leading business that resonates with today’s consumer.