This transcript is automatically generated
And okay here's a fish tale for -- at the seafood you buy into retail stores.
Typically thirty days -- basket at 70% of all the fish caught in the world.
Is profit that China and quite a 50% -- -- catch it ends up going batting never make it -- and distort we're joined by two seafaring men watching Jeff Martin read.
Its founder of I -- blue sea.
Rocky burns the second generation fisherman so Martin read tell us.
It also turns out -- 13 of the -- you get is utterly mislabeled intentionally this kind of counterfeit and somewhat how you guys gonna fix this.
Intentionally mislabeled as to what we wanna do is eliminate all the -- -- that mislabeling of fraud occurs and allow people to buy directly from the -- -- do it.
So we have e-commerce platform I Love Lucy dot com will -- on -- see what's being caught in real time they -- -- directly from the fishermen.
And get it shipped directly to them it's 24 to 48 hours out of the water.
They are doing this you start off instead of just killing yesterday went off -- opening up there Boston we actually learned -- a local catch to -- -- consumer exactly what -- directly to your door.
OK and -- Iraqi burns.
This actually would also helped a lot of come of into the defector diesel fish mature grown up enough -- ministry was.
It was clear CB.
The struggles that are to -- -- -- -- an industry that's been virtually unchanged for thirty years under the current system.
Fishermen are being paid -- Close the same price they were in 1989 adjusted for inflation now so with skyrocketing fuel prices it's become increasingly difficult every year for fishermen.
To continue to afford to make a living in this industry to -- -- to sell their catch to the big huge process that they're just keeping their prices down.
And you're telling fisherman that you guys can actually get a better price if you go straight to our service share so by trading platform connecting art to -- -- directly to consumers.
We can get fishermen the prices they deserve.
Consumers the freshest highest quality seafood available to complete transparency of who caught -- where was caught.
And how was heart and that's really the fish that they're saying that it is is that right.
Now -- that's another benefit here is that if we can cut down on the -- the -- straight.
Which you may be stopped overfishing -- she's this she's right past those who improve we sort of -- rewarding fishermen for the quality of the catch and the sustainable harvesting practices.
We can -- set -- -- that with a higher price and they can -- less and still make more money.
Now what is your cut.
It depends on on the catch.
I mean are you taken -- -- -- 2% he shouldn't have to put me in touch but that local fisherman.
So -- all we're doing is every fisherman and every region that in every community it's gonna require something different everyone has different costs.
So we do is we collaborate with these fishermen and come up with a model tailor to their needs.
Basically the end goal is to get them the profit margin they need.
To keep fishing and make a good living thing get meat fish and it's sitting around -- thirty days profits in China.
And been frozen twice once on the bottom of that process all right fantastic good lucky gentleman thanks to be a list -- read CEO and capped rocky burns the fishermen they could.