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

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Sometimes the hardest decision in business is turning down revenue—especially when you’re just starting out.
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In this episode of Recipe to Revenue, host Leah Messina talks with Meghan Luck, founder of Fable Fish Company, 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.

Watch to learn:
🐟 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.

Learn more about Fable Fish:
🌐 https://fablefish.co/

🚀 Learn More About Our Sponsors:
Intercontinental Beverage Capital: https://inbevcapital.com/
Sinuate Media: https://sinuatemedia.com/

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