What is the impact of the recent spike in Eastern Atlantic and Mediterranean bluefin tuna catch on the global price of bluefin and its substitutes? Will boosting the eastern bluefin quota even further benefit the fishing industry? And who stands to win and lose from supply increases? Using a novel data set from the Japanese Tsukiji fish auction market, a general synthetic inverse demand system is estimated to identify the impact of overall landings on bluefin tuna prices. When these price changes are considered through the lens of who gets what, however, the overall policy interpretation can change significantly.