Why Fable Fish Said No to Private Label (and Bet on Brand)

In this episode of Recipe to Revenue, Meghan Luck, founder of Fable Fish Company, talks about how she transformed a commodity by-product into a premium CPG brand—and why she rejected a massive private label contract to do it.

Sometimes the hardest decision in business is turning down revenue—especially when you’re just starting out.

Watch or listen to learn more about:

• How to turn supply chain waste into a premium CPG brand
• Why saying “no” to easy revenue protected long-term equity
• The reality of finding a manufacturing partner who truly cares
• How to scale from kitchen recipes to industrial production
• Why simple trade show presence beat big budget booths
• How to balance daily fires with proactive growth strategy
• Why authentic founder stories win retail partnerships

Whether you’re a bootstrapped founder, a CPG operator, or navigating a family business transition, this episode offers a blueprint for prioritizing long-term value over short-term cash.

Fable Fish Company makes wild Alaskan sockeye salmon jerky—with the skin on—so you get a real-food, shelf-stable protein snack that’s packed with nutrients (including omega-3s) and made to use more of the fish. Each 2 oz bag delivers 31g of protein, and the salmon is sourced from Bristol Bay, Alaska.

Flavor Guide: Which flavor should you try first?

• Sea Salt: clean, savory, simple.

• Teriyaki: sweet + umami punch.

• Sweet Chili: a subtle kick (not too spicy).

Want to try Fable Fish? I ordered the variety pack so I could compare flavors (Sea Salt / Teriyaki / Sweet Chili). Here’s my link to check it out on Amazon.

Full Disclosure: As an Amazon Associate, we earn from qualifying purchases.