Can this Cannery Compete in the Wild World of Tinned Fish
A peek into Wildfish Cannery’s mild but strong web image.
The Plug
What are we even doing here? I’ve been asking myself this a lot lately. Ever since becoming addicted to tinned fish, I find myself engulfed in all of its digital subject matter. Fully invested in tinned fish mania, I’ve become consumed by the overwhelming content provided by the tinned fish community. From recipes, reviews, and brand comparisons to #TinnedFishTok trends and seacuterie porn, I’ve seen it all. This includes an embarrassing amount of time watching Matt Carlson’s “Canned Fish Files w/Matthew Carlson” on YouTube where he also uses the phrase “What are we even doing here?” to begin every video. Matt and others (Ali Hooke, DaywithMei) have become my tinned fish gurus so when they all recommended Wildfish Cannery, I listen. After watching a number of videos of my new faves raving about the brand, I had to do my research.
The Site
Wildfish Cannery, an Alaskan based tinned fish company in business for 30 years had a lot of hype to live up to. My first impression upon entering the site was that there were no pretentions. Unlike some newer companies, this site was minimally designed with only five simple main tabs and no blaring pop-ups asking before they’ve given anything. This was clearly an established brand who knows who they are. One of the first things to stand out to me was their “Spend $100 or more to get free shipping!” strip banner at the top of the page. Is this what it’s come too? Are we spending over one hundred bucks on tinned fish now? It was obvious that this brand and site were for real enthusiasts and I may be out of my league. Next, I was overcome with their carousel of main imagery or “hero images” as I’m told they’re called. They were photographed beautifully and reflected the variety and obvious freshness of the products available. However, the images took up two thirds of the page requiring me to scroll down for additional information. I wondered if this was intentional. If so, it worked on me (a tinned fish addict) but could potentially be off-putting to someone less invested. Scrolling revealed a few more “featured” items, a brief blurb confirming their commitment to and expertise in sustainable fishery and preservation, and (a little further down) an invitation to join their newsletter. But I felt no pressure. The small read button offering 10% in the bottom left corner of the page never assaulted me with an unexpected pop-up. I felt safe here and continued to visit each section dutifully in tab order.
I learned that this was a third-generation company run by a Chef who is also the grandson of the founder. They offer an array of smoked fish and conservas including some rare options specific to that region like Gooseneck Barnacles and Geoduck (pronounce gooey duck) a phallus shaped clam that’s become popular on the weird side of TikTok. Don’t ask. The tinned fish algorithm takes you to strange places.
After placing my order, I abandoned the cart to be purchased later from the mobile site which had the exact same feeling and ease of use. I realized that it’s not just about pretty pictures, packaging, and making sales here. These people are really serious about their craft. They actually refer to themselves as a “craft Alaskan smokehouse” and that’s exactly the vibe you get. From the start, the website imparts their love for the sea, sea-fairing, and seafood and how much they want you to know it.
