WHAT THE F? The Feast of the Seven Fishes
The Feast of Seven Fishes, or La Vigilia, is a cherished Italian-American feast celebrated on Christmas Eve. This elaborate dinner features at least seven seafood courses representing multiple symbolic elements: the seven sacraments of the Roman Catholic Church, the seven days of creation, the seven virtues, the seven deadly sins, and the seven days it took Mary and Joseph to reach Bethlehem before baby Jesus was born. With no mention of the Feast of Seven Fishes in the Roman Catholic calendar, its origins remain unknown. However, we do know that the practice began to popularize in the United States with the immigration of South Italian immigrants in New York’s Little Italy in the late 1800s.
This holiday dinner is intensely regional. What you find on the plate in one city may not be the same in the next. Typical "fishes" include baccalà (salt cod), frutti di mare (shellfish), capitone (eel), calamari (squid), scungilli (conch meat), and vongole (clams). If you’re thinking of adding tinned fish to the menu, you’ll notice the category has become, well, stylish. Purveyor Fishwife has done an incredible job transforming the dull $2.6 billion U.S. tinned fish market into a premium, sustainably sourced, and undeniably sexy pantry product.
Founded by Becca Millstein, a former marketer involved in brand partnerships and artist marketing at Atlantic Records and ICM Partners, the company’s name pays homage to the wives of fishermen who historically sold their husbands’ catches at markets. Fishwife has given tinned fish a second lease on life that no one could have predicted. But Fishwife isn’t really a fish company. It’s a packaging powerhouse that thrives on shaping perception. By redefining how we see and value a commodity like tinned fish, Fishwife demonstrates the transformative power of packaging ideas. With the right presentation, even the simplest concepts can be elevated into cultural phenomena.
In the capital markets, value is often determined by how well a story is told. Yet many CEOs underestimate the power of storytelling, relying instead on metrics and fundamentals. While balance sheets and revenue forecasts are, of course, essential, they rarely inspire excitement on their own. A well-crafted narrative bridges the gap between numbers and vision, turning raw data into a compelling investment case. Great stories don’t obscure the numbers but amplify them by providing context and meaning that inspires confidence.
Imagine if Santa Claus didn’t rely on storytelling. He’d be known as a global logistics provider delivering an estimated 526 million presents in a single night with a flawless 100% on-time delivery rate. His operations, powered by a proprietary workforce of specially trained reindeer and elves, would be praised for their unparalleled scalability and strategic use of time zones for maximum efficiency. With nearly 100% brand recognition worldwide and a zero-return policy, Santa would still impress—but without the magic of his story, would he truly inspire?
As we approach the final days of 2024, Santa Claus and Fishwife serve as a valuable reminder that thoughtful branding and meaningful narrative can have a huge impact on perception. Storytelling is not a marketing gimmick, but a strategic imperative. As markets grow increasingly noisy and crowded with competition for attention, investors seek more than just the "what" of a company’s performance—they crave the "why" behind its success and the "where next" of its vision.
The markets, like the Feast of Seven Fishes, offer a table full of opportunities, each with its own unique flavor. The true challenge—and ultimate reward—lies in savoring each dish, appreciating the distinct flavor it brings to the table, while preparing for what comes next.
--
