Sardines swirling in preserved lemons. Mackerel basking in curry sauce. Chargrilled squid bathing in ink. All are culinary delicacies long popular in Europe that are now making their mark on US menus. The country’s canned seafood industry is moving well beyond tuna sandwiches, a pandemic-era trend that began with Americans in lockdown demanding more of their cupboard staples.
Since then, the US market has only expanded, fuelled by social media influencers touting the benefits of the high-powered protein food in brightly coloured metal containers. On the TikTok channel Tinned — Fishionado, Kris Wilson posts recipes for quick meals, including one mixing leftover rice, soy sauce, avocado and a runny egg with a tin of smoked mussels from the Danish company Fangst.
Tinned fish, as it’s called in Europe, is now a regular offering on menus at wine bars from San Francisco to Houston to New York, where patrons scoop the contents straight out of the can. There are even tinned fish clubs that mimic wine clubs by sending members monthly shipments of various seafood packed in various combinations of spices, oils and sauces. Videos on tinned fish, from tastings to how-to tips on cleaning the fishy smell from cans, have generated more than 30 million views on TikTok.
US canned seafood industry sales have grown from USD 2.3 billion in 2018 to more than USD 2.7 billion so far this year, according to market research firm Circana. Becca Millstein opened a Los Angeles-based tinned fish business in 2020 after eating more of it during coronavirus lockdowns.
“When we were all quarantining at home, preparing 100 per cent of our meals day in and day out, it was very time consuming to create satiating meals,” she said. “I just found myself eating so much canned fish, and at the same time, the options that I found when strolling up and down the aisles of my local grocery store just were not great.”
Millstein lived in Spain in college and spent time in Portugal, both countries where tinned fish has long been a part of people’s diets, so she knew there were better options to be had.
“I was eating the same canned fish that my great grandmother Rose in Brooklyn was eating in the 1930s,” she said. “I thought that was just insane.”
Her company, Fishwife Tinned Seafood Co., set out to offer high-quality, sustainably sourced seafood. Millstein said she sought out canneries in Spain and Portugal and contacted fishers along the West Coast who connected her to canneries in Oregon and Washington.
“Our mission is really to just galvanize the canned fish industry and transform and make it what we think it can be,” Millstein said, adding that means offering much more “than tuna fish sandwiches.”
Priced from USD 7.99 to USD 10.99 per tin, Fishwife products are meant to be delicacies that can be served over rice bowls, on charcuterie boards or in salads, Millstein said. She added that her company’s sales grew by 250 per cent from 2021 to 2022, and are on track to jump about 150 per cent this year, though she declined to release dollar figures. To that end, Fishwife’s products include smoked salmon brined in salt, garlic salt and brown sugar then hand-packed into cans with Sichuan chile crisps crafted in the Chinese city of Chengdu. Its anchovies from the Cantabrian Sea are packed with premium Spanish extra virgin olive oil, sourced directly from farmers in northern Spain.
