Seafood markets are the inflection point in the fish-to-food transformation, and act as windows into revealed consumer preferences for seafood selection. These preferences have far-reaching implications for fisheries management, food security, and marine conservation. This study reveals consumer preferences for seafood in San Diego County by quantifying the relationship between the prices of seafood products, trophic level, and eco-labeling using data collected from a random selection of markets over the course of a year across San Diego County. The prices of seafood products reflect supply and consumer preferences in demand. Hedonic analysis shows price per unit weight increases with trophic level of the seafood species. The economic effect of third-party eco-labeling (Marine Stewardship Council, Monterey Bay Aquarium Seafood Watch, Best Aquaculture Practices, etc.), and keyword labeling (the use of keywords such as ‘local’, ‘sustainable’, and ‘responsible’) are also analyzed. The discussion considers the implications of revealed consumer preference for high trophic level seafood species, externalities inherent in seafood production, and opportunities for harnessing consumers as assets in the shift towards a more holistic approach to seafood consumption.