Shelf Life 129: Former DTC Brands Are Making Grocery Displays Good Again

Pierre Jamet spent the week between Christmas and New Year’s the way most of us spend that strange, formless stretch of the calendar. And by that I mean not working. Of course, if you like your job, you’re loosely thinking about work and fusing that with some whimsical thoughts. Unlike what I was pondering, Jamet chose to sketch a boat. 

More precisely, a half-pallet shaped like a sailing boat, designed to hold tins of fish. 

Jamet runs sales at Fishwife, but he’s a civil engineer by training, and he admits he can’t look at a pallet display without seeing a tiny building with thoughts of structure, load, and sightlines from across the aisle. His logic was, in his words, almost too obvious: “Every tin of fish starts its life on a boat, and somehow nobody in the category had thought to put the fish back on one.”