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Fulton Fish Market is reimagining this fragmented, largely opaque business. They have become convinced that the fresh seafood health benefits are too important to let shifty practices continue to prevent people from enjoying the incredible taste of truly fresh seafood. The seafood business is as old as time. It is largely done the way it was two thousand years ago. Lots of charming family fishers and fishmongers work in small businesses handed down from generation to generation. And some not so charming pirates, fish tales and fish oil salespeople take advantage whenever they can.