a b s t r a c tThe past few decades have witnessed the reconfiguration of a sweep of industries and sectors to more closely mirror economic models, often interpreted as a hallmark of neoliberal reordering in the growing body of scholarship on the topic. Analyses have emphasized not simply the primacy of market designs in these transformations, but also their performative force: the degree to which they bring into being the phenomena they would seem to merely describe. While studies have begun to probe how transformations are effected through market devices, less attention has been directed toward understanding the conditions under which performative properties take hold, or are confounded. This article outlines recent shifts in the operations of a commercial salmon fishery in southwest Alaska in order to examine how broader modes of industry restructuring are accomplished, at least in part, through the material reworking of everyday objects and actions, such as market goods and the practices through which they are produced and consumed. It demonstrates that the abstract designs that inform fishery change, including rationalization and niche-marketing efforts, emerge not merely from the minds of economic analysts but also, and perhaps even more consequentially, through the material reconfiguration of fish flesh. At the same time, ethnographic evidence from southwest Alaska reveals the limits of performative reordering as well: Salmon fishers and their products are never very smoothly remade in the image of market models. The article argues that market materialities thus constitute both vehicles for and disruptions to the worldly realizations of neoliberal designs.