FishNook was launched in 2024 by Jared Garner, the company's founder and self-professed "Chief Scallop Officer," after he started noshing on tinned fish and, as a foodie, wanted to learn more. "I quickly became obsessed," admits Garner. He researched all things tinned fish — the history, various flavors, countries of origins and, ultimately, how he could source and sell the fish to markets in the States.
His company doesn't pack the fish — yet, says Garner — but sources already-tinned fish from producers who have been doing this for years. The selection comes largely from Spain and Portugal, countries that have been serving up tinned fish on the regular for decades.
Garner started by selling about 35 different tins at a booth in the Pearl Street Farmers' Market, where he usually received one of two responses: excitement because someone had just visited Spain or Portugal and had conservas — their word for tinned fish — or confusion. Some people asked Garner whether the tinned fish — which is usually boxed in colorful and goofy or formal and classy packaging — were soap or decks of cards.
If people know tinned fish, they know how good it is; for those that don't know, FishNook will help guide them.
Courtesy of FishNook
Garner realizes that he and others in the industry still need to raise awareness of the benefits of tinned fish. Garner gets a lot of questions about how his tinned fish is better than tuna in a can, something American consumers are more familiar with. But these tins aren't your Spam can or typical tunafish tin. First, tinned fish can be pricey, usually costing $6 to $15. The fish are packed with oils and flavors like garlic and sumac, olive oil, ragout sauce, lemon verbena and more.
The quality is on a different level. Garner recalls the time he opened La Curiosa's small sardines with Padron pepper and savored them, one by one. "It can truly be a special experience," he says.
And then there is the gourmet — or "Collector's Reserve," as FishNook dubs the fancier options — that can cost up to $60 a can.
Many people add tinned fish to a charcuterie-esque grazing board (Cart-Driver has one on its menu, and Ultreia is all about tinned fish), but FishNook wants to help people integrate tinned fish, which can be a sustainable alternative to fresh seafood with its longer shelf life, into their usual meal planning. "I'm trying to expand everyone's minds and palates," Garner says. "People should think of tinned fish as a bit of an adventure. The element of discovery is exciting."
The company regularly emails recipes to give people more ways to use tinned fish and recently partnered with Outside Pizza, which just opened in Cerebral Brewing's West Highland location, to offer a salad with tinned tuna.
Right now, the company is only selling direct to consumers online, but Garner hopes to start working with more restaurants and retailers. The company is growing fast, particularly after a notable "brutally busy" first holiday season last year, he says. He now offers 15 brands and 150 different tins, including gift bundles and the gourmet options for the tinned fish connoisseur. The company also has a monthly subscription — with three levels between $30 and $80 a month.
Jared Garner, who launched FishNook in 2024, makes sure he has lots of photos of open tins so newbies know what they are getting.
Courtesy of FishNook
"I want to be the most popular marketplace for tinned seafood," he says. "It's an old industry, but at the same time it feels small. All of the producers are doing amazing things, and we've come to the consensus that this is just the beginning."
Fishnook's website for online ordering is shopfishnook.com.
