Just a decade ago, tinned fish was hardly a premium product. Most Americans likely associated cans of tuna with thrift. But that has changed a lot in recent years. The category took off during Covid and now shoppers are shelling out for high end brands like Fishwife. Today's guest Becca Millstein started the company in 2020, positioning it as a distinct, artisanal product, more akin to one might find in European grocery stores. In addition to the sheer challenges of scaling, the nature of the business itself has changed, influenced by climate change and geopolitics (shortages have led Morocco to suspend frozen sardine exports for instance). We discuss the tinned fish supply chain and how a new brand positions itself in today's media market.

Read more: What the American Tin Can Reveals About Trump’s Volatile Tariff Policy

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Just a decade ago, tinned fish was hardly a premium product. Most Americans likely associated cans of tuna with thrift. But that has changed a lot in recent years. The category took off during Covid and now shoppers are shelling out for high end brands like Fishwife. Today's guest Becca Millstein started the company in 2020, positioning it as a distinct, artisanal product, more akin to one might find in European grocery stores. In addition to the sheer challenges of scaling, the nature of the business itself has changed, influenced by climate change and geopolitics (shortages have led Morocco to suspend frozen sardine exports for instance). We discuss the tinned fish supply chain and how a new brand positions itself in today's media market. Read more: <a href="https://www.bloomberg.com/news/features/2026-07-26/how-trump-s-steel-tariffs-impact-america-s-tin-can-industry?utm_medium=referral&amp;utm_source=podcast&amp;utm_campaign=odd_lots&amp;utm_content=article">What the American Tin Can Reveals About Trump&rsquo;s Volatile Tariff Policy</a> Only Bloomberg.com subscribers can get the Odd Lots newsletter in their inbox, plus unlimited access to the site and app. <a href="https://www.bloomberg.com/subscriptions/oddlots?in_source=oddlotspodcast" data-link-cookie="1" data-destination="https://www.bloomberg.com/subscriptions/oddlots?in_source=oddlotspodcast">bloomberg.com/subscriptions/oddlots</a>

Bloomberg's Joe Weisenthal and Tracy Alloway explore the most interesting topics in finance, markets and economics. Join the conversation every Monday, Thursday, and Friday

Bloomberg's Joe Weisenthal and Tracy Alloway explore the most interesting topics in finance, markets and economics. Join the conversation every Monday, Thursday, and Friday

Bloomberg's Joe Weisenthal and Tracy Alloway analyze the weird patterns, the complex issues and the newest market crazes. Join the conversation for interviews with the most interesting minds in finance, economics and markets.

Odd Lots

On Bloomberg’s Odd Lots podcast Joe Weisenthal and Tracy Alloway explore the most interesting topics in finance, markets, and economics. Join the conversation every Monday, Thursday, and Friday.

On Bloomberg&rsquo;s Odd Lots podcast Joe Weisenthal and Tracy Alloway explore the most interesting topics in finance, markets, and economics. Join the conversation every Monday, Thursday, and Friday.

How a Sardine Gets From the Ocean to a Can

https://api.omny.fm/orgs/e73c998e-6e60-432f-8610-ae210140c5b1/clips/253af1b0-6485-46c3-b506-b49e01625633/transcript