Firehook Appoints Becca Millstein to Board of Directors

Firehook, the #1 brand of artisan crackers in the U.S., is proud to announce the appointment of Fishwife CEO and Co-Founder, Becca Millstein, to its Board of Directors. In this role, Millstein will bring fresh perspectives that will help further fuel Firehook’s marketing and innovation strategies.

“We are thrilled to welcome Becca to Firehook’s Board of Directors. Her vision and creativity will play a vital role in shaping Firehook’s strategic direction and amplifying the brand,” said Firehook’s CEO, Maura Mottolese.

The news comes a little over a year after Forward Consumer Partners (“Forward” or the “Firm”), a private investment firm focused on branded consumer businesses, acquired Firehook in April 2024.

Matt Leeds, Managing Partner at Forward and Firehook’s Chairman, added, “It has been inspiring to watch Becca build Fishwife over the past few years. We admire her ability to bring vibrancy to a well-established category, and we feel that Becca’s ability to connect brands into culture can be incredibly impactful as we continue building Firehook in the coming years.”

Firehook was founded in 1992 in Alexandria, Virginia as a neighborhood bakery specializing in organic sourdough breads and simply-made baked goods. The Company’s name was inspired by a tool dating back thousands of years to the first-known bakers, who used a hook-shaped implement to pull their creations out of clay pots in sunken fire pits. Fueled by its local success, Firehook expanded nationally into artisanal crackers, guided by a commitment to its team of bakers and its loyal customers.

“Firehook's decades-long commitment to the highest-possible quality resonates deeply with me,” said Millstein. “I have such admiration for Firehook’s Founder, Pierre Abushacra, his original vision, and the care he’s taken in patiently building his beloved business since 1992. I look forward to working with the brilliant teams at Firehook and Forward to help shape their exciting next chapter and unlock new avenues for success."

About Fishwife: Fishwife Tinned Seafood Co. is a Los-Angeles based tinned fish company that strives to make ethically sourced, premium, and delicious tinned seafood a staple in every American cupboard. We source from healthy fisheries and responsible aquaculture farms to bring the vibrance of conservas culture to the North American table and have led the growing tinned fish movement in the U.S. since launching in December 2020. Fishwife Tinned Fish products are currently sold in three-packs online ($23.99 - $32.99) and individually ($7.99 - $13.99) in retailers throughout the U.S. For more info, visit www.eatfishwife.com and follow along on social at @fishwife.

About Firehook: Founded in 1992, Firehook is an artisan baking business built on an unwavering commitment to quality. As the #1 brand of artisanal crackers in the U.S., Firehook is beloved for its small-batch offerings which deliver exceptional crunch, simple ingredients, and distinctive flavors to elevate every snacking or entertaining experience. Firehook bakes all of its products in-house in Chantilly, VA, ensuring consistent quality with every bite. Our signature line of crackers is proudly Organic, Non-GMO Project Verified, Kosher and SQF Certified. To learn more about Firehook and stay updated on the brand’s growing portfolio of innovations, please visit firehook.com or follow @firehook on Instagram.

About Forward Consumer Partners: Forward is a private investment firm focused on powerful brands that make beloved products. The Firm was created to help build enduring consumer businesses, providing each portfolio company with the partnership, resources, experience, and ambition to make progress toward its potential. Forward currently manages $425 million of committed capital through its debut fund, which closed in December 2023. The Firm’s portfolio includes Firehook, Kodiak, Xochitl, Bar Keepers Friend, Via Carota Craft Cocktails, and Papatui. For more information, please visit forwardconsumer.com.

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