Adding the market orientation approach to a traditional global value chain analysis of four farmed seafood value chains from two Asian countries to the EU enables a critical evaluation of whether, and to what extent, access to market information is the key to unlocking the potential of developing countries to create greater value: whether knowledge is power. The research explores the generation of market information in seafood value chains, the conditions under which it is, is not or is partially disseminated, and the role of market information in responses by chain agents that create value. The research advances existing understanding of seafood value chains by revealing that successful integration of developing country producers into global markets is also partly dependent on governance and industry development in the exporting country.