Fishwife, Whole Foods tote bag collaboration sees immediate success. Tinned seafood company Fishwife recently partnered with U.S. grocery chain Whole Foods Market to create a limited-edition cotton tote bag, marking a collaboration Fishwife CEO and Co-Founder Becca Millstein called an "incredible honor." "We were already stoked to be part of their 'Kitchen Couture' trend forecast earlier this year, so when they came to us to collaborate on their first-ever retail merchandise partnership, it was an immediate yes," Millstein told SeafoodSource. The totes did not take long to catch on with shoppers, as Millstein said they quickly began flying off the shelves. "It's been wild to watch. The response was so far beyond our wildest expectations: 70 percent of our total inventory sold out on the very first day, and we hit a 99.3 percent sell-through rate by the end of week one," Millstein said, adding that the bags have since popped up on eBay for "resale at crazy markups." "You always hope a launch will resonate with your community, but seeing people swarm the aisles with such excitement has been an incredibly affirming experience for Fishwife as a brand." Millstein further explained Fishwife's and Whole Foods' values are deeply aligned, especially their shared commitment to high-quality products and sustainable sourcing, so the collaboration gave Fishwife an "amazing opportunity to take the vibrant, joyful world we've built inside the pantry and bring it out into the physical world alongside a retail partner we deeply respect." The canvas totes essentially function as walking billboards, Millstein said, but in a way that feels completely organic and design-forward. "When someone carries our tote to the farmer's market or a coffee shop, it's a physical touchpoint that sparks curiosity in the real world. Someone might see the bag, love the aesthetic, and then naturally gravitate toward our colorful tins the next time they are walking down the canned goods aisle at Whole Foods," she said. "Making Fishwife a recognizable piece of people's daily routines is a really effective way to introduce the brand to new shoppers." Fishwife Illustrator Danny Miller designed the totes, which are available in three sizes at Whole Foods stores across the country. The Whole Foods collaboration came as Fishwife rolled out another partnership with restaurant chain Sweetgreen. Sweetgreen recently debuted a limited edition Sweetgreen/Fishwife Summer Niçoise - a salad that comes with a custom co-branded tin of Fishwife Albacore Tuna with Spanish Lemon for guests to open and add themselves. This is the first time Sweetgreen, which operates more than 285 restaurants around the country, is featuring tinned fish on its menu, and it also marks Fishwife's first national restaurant collaboration. The dish is the centerpiece of Sweetgreen's Summer of Fish promotion the chain has dubbed a "late-summer menu moment celebrating bold, seafood-forward flavors." "Fishwife has built an exciting brand around exceptional tinned seafood, bold flavor, and thoughtful sourcing," Sweetgreen Chief Concept Officer and Co-Founder Nicolas Jammet said. "We saw an opportunity to create something that went beyond a traditional ingredient collaboration by making the tin part of the meal itself." Contributing Editor Christine Blank, a veteran freelance writer and editor, covers all aspects of the seafood industry, from fishing to processing to selling and serving the final product. When she is not writing for SeafoodSource, Christine gets to taste scrumptious seafood dishes at U.S. restaurants for her food and travel blog, Flavorful Excursions (www.flavorfulexcursions.net). Christine loves to eat seafood of any kind, but lobster, crab and crawfish are among her favorites. In addition to SeafoodSource.com and SeaFood Business, Christine's articles have been published in hundreds of leading magazines and newspapers, such as The New York Times, USA Today and Associated Press.

The new Whole Foods x Fishwife tote bags are quickly going viral. Over the years, different grocery store chains have begun leaning into sustainability practices in many ways, but the most notable one was the sale of branded, reusable tote bags to make your shopping experience even just a tad more eco-friendly. While this trend has been consistently spearheaded by Trader Joe's and their various limited-edition totes that seem to sell out in seconds, many other brands have begun working on their own cute totes that look nice and don't just need to be used for grocery shopping. The latest in this market is the new release of Whole Foods totes in collaboration with the brand Fishwife. The totes come in three sizes: the large, the medium, and the tiny ones, which, according to the brand, fit exactly two tins of fish. The timing for this collab is not surprising, as at the beginning of the year, Whole Foods expressed its prediction for leading trends in what they coined as "Kitchen Couture," an idea of bringing your personal style into your pantry. In their 2026 trend report, the grocery store brand explained that people are looking for products that do not need to be kept hidden in order not to clash with their personal decor aesthetic, including brands like Fishwife in their examples of this trend, making this collab seem almost inevitable. What is Fishwife? Fishwife is a female-founded and led company that focuses on making "ethically sourced, premium, and delicious tinned seafood." The company aims to make nutritious tinned seafood that will eventually become a staple in every household. Their seafood tins are incredibly cute, packaged in colorful designs that make them even more desirable to have in your home. Why should you get these perfect summery totes? The new totes are all adorned with different designs that display summery scenes and different activities that involve fresh fish and produce, like a day by the beach, a small picnic, and grocery shopping. The bags are plain canvas, but the designs are made with vibrant colors that stand out against the plain background, helping to really lean into the summer aesthetic. The shoulder straps themselves are also a pop of color, in a bright royal blue, displaying both brands' names throughout. The totes also have various large pockets alongside the main bag that fit seamlessly into the design and are perfect for storage, making these totes great for everyday use. When can you get one? The Fishwife x Whole Foods totes were released July 29. If you are interested in buying one, though, you should run to the nearest Whole Foods location because the totes are quickly running out. The totes are only available in person at select locations, and they are available for a limited time only. If you are a fan of tote bags and are in need of a new one, this might just be the one for you. Ana Lorena Vega Leal is a National Writer for Spoon University, where she explores trending food news around social media that concern college students' daily lives. She is currently an undergraduate Comparative Literature major at the University of California, Berkeley, where she focuses on Spanish, Latin American and French literature for her studies. Beyond Spoon University, Ana Lorena has worked on UC Berkeley's Comparative Literature magazine Vagabond as an editor and social media manager. Ana Lorena is a Mexican student whose interest in food was ingrained early in life by her family and her culture. Through her interests in food and culture, Ana Lorena is determined to explore the world, most recently having spent a year studying abroad in Lyon, France, a culinary capital of the world. In her daily life, Ana Lorena has a passion for cooking for her loved ones or even just for herself, as a way to relax and explore creatively. Aside from food, Ana Lorena loves reading and spending time with her cat, Romeo.

Assembled Brands formed a new partnership with Fishwife, a woman-founded company. This new credit facility will fuel Fishwife’s growth, providing the capital