Monterey Bay Aquarium launched the Seafood Watch program in 2000. The program's Seafood Watch pocket guide is a simple tool that visitors can use to identify seafood from environmentally responsible sources. Since its inception, more than 2 million pocket guides have been distributed to Monterey Bay Aquarium visitors and 20 million have been distributed through partnerships across the United States. Partner institutions such as aquariums, conservation organizations, and businesses also conduct outreach and are working to influence their local seafood purveyors. An evaluation conducted in 2003 and 2004 assessed the program's strategies for increasing awareness and shifting consumer buying habits as they relate to sustainable seafood, including use of the pocket guide. Visitors who picked up pocket guides were surveyed immediately after their aquarium visit, and again four months later. The evaluation found that most visitors continued to use the guides and had changed their seafood buying habits in several respects. Those interviewed also reported some barriers to using the guides. The elements that appear to be critical to the success of the strategy with respect to changing consumer purchasing habits include: a focused distribution approach; providing credible and specific information on problems and solutions to increase action-related knowledge; providing a trigger or prompt that is available at the time of purchase; and reducing barriers to action, at the point of action, by working with seafood purveyors and the broader sustainable seafood movement to increase knowledge and available options. In response to the evaluation, Seafood Watch has strengthened these elements and expanded to help meet the needs of the broader sustainable seafood movement. A process of strategic planning, evaluation, cooperation among partners, and adaptability to the movement's natural evolution has proven to be critical to the program's success in contributing to the development of a marketplace for sustainable seafood.

ABSTRACT. Sustainable seafood labeling programs have been developed as one of several efforts to address the current dire trends in fish stocks. The Ocean Wise (OW) program, started at the Vancouver Aquarium (Canada), works with restaurateurs and suppliers to simplify sustainable purchasing decisions. By aiding restaurateurs with responsible purchasing, OW hopes to shift demand to sustainable seafood products. OW has grown in numbers and spread across Canada quickly; we examine the factors associated with individual and organizational decisions to participate in the program, including personal, business, and program-related factors. These factors were examined in relation to OW membership by Vancouver restaurateurs. Results show that restaurateurs with greater knowledge of seafood issues and restaurants with greater commitment to a range of green initiatives are more likely to participate in the OW program. By focusing efforts on education and incorporating a range of green values into marketing, OW can maximize their limited resources to grow membership.