Have been watching these guys since the end of last year, and I must say I think this could quite possibly be a sleeping giant!
Here in Australia BlockGrain has already been operating for a number of years, and is officially supported by the Queensland State Government.
Its no surprise that Blockgrain is obviously a viable business case in it own right...they are not just strapping Blockchain to an idea just to raise money like too many other startups these days!
This is a Real World use case and the perfect application for blockchain imho.