Knowseafood Transforms The Way Americans Buy Seafood Company launches the first nationwide direct-to-consumer online seafood market offering an array of sustainable and fully traceable seafood, authenticated by blockchain technology. New Bedford, MA (GLOBE NEWSWIRE) - New Bedford-based startup KnowSeafood is launching a game-changing direct-to-consumer online seafood market using blockchain technology to bring traceability and trust to the seafood chain. American consumers can now purchase a variety of sustainable, natural seafood and track it from the moment it’s caught or landed to the moment it’s delivered to their door. In the U.S., seafood typically goes through an average of four to seven middlemen before it arrives in grocery stores, and 90% is imported. But as much as half of that is actually American-caught seafood being reimported to the U.S. after being processed overseas—often in China or Southeast Asia. Such a long and complicated supply chain inevitably leads to more middlemen with no way to trace its provenance. This often results in mislabeling and rampant fish fraud—for example, 25 percent of seafood in New York stores was mislabeled, according to an investigation by the state’s Attorney General.