Today we’d like to introduce you to Marissa Fellows
Hi Marissa, we’d love for you to start by introducing yourself. What has been your career journey to-date?
I often think about the notion that “there’s nothing more powerful than an idea whose time has come.” There have been many important inflection points in the span of my career that have guided me to the here-now, and I think I’m most proud of the way that I’ve listened to that inner voice when it has whispered “it’s time”…whether to make a small pivot or big, bold shift. As someone whose mission has always been to bring people together — through shared space or common ground — I’ve explored many avenues to bring meaning to my life and career at every stage. Whether by embracing my voice as a writer and experience designer over the years, building my marketing consulting practice (Goodfellows Creative), or, most recently, expanding my areas of expertise as the founder of a CPG company, creative leadership has always guided me. Because, to me, creativity — generative, flexible, empathy-driven — is at the heart of growth…and at the heart of what remains true in following my own path regardless of whatever else that may change. Starting Great Lakes Tinned Fish has felt like a culmination of all that I’ve learned in the ever-evolving world of tech, the fast-paced world of agency life, and the locally-minded, scrappy and tenacious world of food and hospitality.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Nothing worth doing comes without challenges. I’ve learned through experience to pick my “hard”. Building a business from the ground up (twice) isn’t without setbacks, pivots and even false starts or failures. Those inflection points are actually a powerful part of every story: what’s a plot without an inciting incident, complication, or crisis? You certainly don’t advance without trudging through these low points to get to the moment of truth and resolution. Beginning to look at challenges with excitement — curiosity, especially — instead of fear is one of the ways I’m harnessing my learnings into leadership…and that’s a beautiful thing.
Building Great Lakes Tinned Fish in particular had many bumps in the road, because I had to create the supply chain for the region. I explored vertical integration early on (purchasing the equipment and leasing manufacturing space) while keeping my mission of supporting local ecosystems at the forefront in as many ways as possible. Setbacks feel less daunting when the mission remains in focus. It makes me proud to be able to make short-term decisions with contingencies in mind and with more fervor and motivation than ever to see long-term goals to fruition that will show a steady commitment to overcoming obstacles with time. Obstacles don’t just “move” out of our way, but we redirect our path to clear them. We may have to take multiple steps — sideways, in place…backwards, even — to make that happen. To keep the entrepreneurial spirit alive, these moments require introspection so that they don’t discourage us to the point of abandoning the course. This process creates great leaders, and it’s a humbling one at that.
Appreciate you sharing that. What should we know about Great Lakes Tinned Fish?
At Great Lakes Tinned Fish, we’re building the first-ever Midwest-based tinned fish company sourcing exclusively from the Great Lakes Region. Our brand was built on three principles: 1) celebrating Great Lakes flavor and culinary innovation, 2) supporting sustainable fishing practices and the region’s commercial fishing industry, and 3) embodying the spirit of Midwestern hospitality.
I love to introduce people to tinned fish by saying “this isn’t your grandma’s tuna fish” — the gateway for many into this broader category, unless we have some anchovy or sardine lovers here. It’s so much bigger than that. More than a passing fad, the tinned fish “moment” we’re having in the US — with domestic trailblazers like Fishwife and the TikTok #tinnedfishdatenight craze — is becoming a groundswell. There’s staying power in its simplicity…and consumer love for this product — and its many varieties — is really catching on.
The idea struck me back when I was living in Boston, shucking oysters and devouring seafood aplenty. I remember vividly the night I first stumbled upon Haley Henry: a woman-owned, natural wine bar that paired its star lineup with — you guessed it — tinned fish. I immediately thought, “Why doesn’t this exist in the Great Lakes, where love of our waterways, fishing and the joy of a fresh catch was a way of life?” The simplest things — done well — offer us the ultimate enjoyment. What deserves the spotlight now more than ever are the things that have stood the test of time. That ask for no praise, but instead delight us with their consistency. The things that may appear unassuming may just be the secret to happiness, and fresh coast vibes embody that. I’m on a mission to crack open more of this very essence, bringing people together ’round a table in powerful, meaningful ways.
We’re excited to be casting our vision for 2025 and beyond, focused on small batch collaborations, deepening relationships with family-owned fisheries, chefs and local food ecosystem partners to bring new species and flavors to market and tapping into tasting experiences at wineries and restaurants as much as specialty retailers and grocery.
Do you have any advice for those looking to network or find a mentor?
I hate the word networking: it feels so transactional. I approach networking in the spirit of authentic connection. If I go into an event treating it like a matter of how many hands I’ve shaken or business cards I’ve collected (who has them these days, anyway?) then I’ve missed the point entirely. In that way, community-building events inspire and uplift me instead of draining me. The goal? One conversation of substance, where I feel seen by the other person who moments prior had been a stranger. Especially as someone who often works with remote clients, creating community is a survival skill and a necessity for creativity to flourish, to replenish ideas boosted by collaboration and varied perspectives, and to walk away with some new insight or fuel for further investigation to spark ongoing curiosity.
My advice in pursuing mentorship? Be clear and be persistent. Articulate your need and express enthusiasm for how and why it’ll benefit you in your current stage (everyone loves to feel like they’re a part of the bigger picture as they decide how best to invest their time). And never forget how busy and often forgetful the person you may be following up with can be: don’t take it personally if they don’t respond right away, try to find purposeful ways to follow up (using context from the original meeting or conversation) and know when timing is simply off. Finding a mentor is like so many well-meaning things in life: it could be a “wrong place, wrong time” situation that you can learn to let go of instead of force to make way for something better. Just be sure to give yourself the shot at building something of value by knowing you have agency in driving the relationship forward.
Pricing:
- Tinned smoked whitefish – $15.99/tin
Contact Info:
- Website: https://www.greatlakestinnedfish.com
- Instagram: https://www.instagram.com/greatlakestinnedfish
- Other: https://www.tiktok.com/@great_tins
