Petra Higby is the CEO and co-founder of The Caviar Co., a San Francisco–based purveyor of fine caviar and roe sourced from around the world with a deep commitment to sustainability, transparency, and integrity. Founded in 2015 with her sister Saskia, The Caviar Co. was built on a mission to demystify caviar and make it more approachable and inclusive. Petra is especially passionate about education in an industry often clouded by misconceptions, famously saying, “There’s a caviar for every day of the week — from Hackleback on a Monday afternoon to Golden Osetra on a Saturday night.”

What began in a San Francisco apartment with a single oversized refrigerator has grown into a nationally recognized brand, serving both direct-to-consumer customers and top restaurants — from neighborhood favorites to Michelin-starred establishments. Today, The Caviar Co. operates a retail shop on Union Street in San Francisco and a Champagne & Caviar tasting room in downtown Tiburon. As the company’s strategic lead, Petra oversees growth, sourcing, and partnerships, while remaining deeply hands-on — from curating tastings to pioneering innovative experiences that redefine modern caviar culture.