The main purpose of this research is to provide the commercial seafood industry of the Pacific Northwest information on preferences of restaurateurs, retailers, and wholesalers for whole albacore, low-value added albacore products (chunks, medallions, and steaks), albacore loins, and high-value added albacore products (hot smoked and lox). All of these products were categorized as non-traditional market forms of albacore products, except whole albacore. The empirical analysis was based on self explicated and conjoint analysis. The demand models for albacore products were estimated using weighted least squares. Profitability equations for albacore products were estimated using a two-limit Tobit model. From the self explicated section, it was found that the attributes of price, flavor, blood spots/bruising, and bleeding of whole albacore were considered highly important by respondents. From the conjoint analysis section, it was found that, as expected a priori, price had a statistical significant effect on the demand and profitability models for all albacore products. Other variables, such as location of the firm, type of firm, experience with tuna species, and ranking of albacore had statistical significant effects on the demand and profitability equations. Wholesalers, restaurateurs, and retailers agreed that quality is a major concern and will influence their preferences when purchasing albacore can products. Overall, the findings from this research provide guidance to the commercial seafood industry of the Pacific Northwest to enhance the markets for albacore products. / Graduation date: 1997