'We lost 97% of our business in six weeks': The Pished Fish on its D2C reinvention
‘We lost 97% of our business in six weeks’: The Pished Fish on its D2C reinvention The ups and downs suffered by The Pished Fish, a UK brand that makes Scandinavian-inspired alcohol- and botanical- infused smoked salmon, illustrate the shift in consumer behaviour towards online shopping and the new food categories created by the pandemic. The company was launched in 2017 by James Eagle with a vision to showcase salmon’s 'more audacious, booze-infused ambitions' and step away from the fish’s historical ‘mild-mannered’ reputation. The range -- which inclu...