Drivers and barriers to SJF in the U.S. Pacific Northwest (PNW) are examined. Chain-of-custody issues and future SJF market share projections are examined. Airlines are perceived to be the predominant driver of SJF in the PNW region. High cost (price) of SJF vs. petro-jet was the most-mentioned barrier. Blended SJF logistics issues are complex and misperceptions may be widespread.