City Roots Hospitality Acquires Plant-Based Raw Fish Brand Fysh Foods

City Roots Hospitality, a plant-based restaurant group in New York, has acquired Fysh Foods, a plant-based raw fish brand founded by Zoya Biglary. The deal, which was an all-cash transaction, was finalized last month, although the purchase price was not disclosed. Fysh Foods, known for its pea protein-based alternatives to sushi-grade tuna, salmon, and yellowtail, will now be exclusively available within City Roots restaurants, with plans to expand the brand as the restaurant group grows.

Biglary, who self-funded Fysh Foods and took no venture capital, expressed excitement for the brand's future under City Roots leadership. The decision to sell was driven by Biglary's belief that the brand deserved further innovation and growth beyond what she could achieve on her own. She stated that recognizing when to hand over control to someone with the necessary experience, such as Chef Vaknin from City Roots, was crucial for Fysh Foods to reach its full potential.