The Ocean Wise program is growing in Vancouver and across Canada. The study determined that restaurateurs committed to the Ocean Wise program were more likely to adhere to a set of green values. While general environmental attitudes were unrelated to membership in the program, specific environmental attitudes related to knowledge of sustainable seafood were associated with membership. Ocean Wise restaurateurs felt that membership played an important role in creating the image they sought for their restaurants. Economic factors did not appear to play a major role in decisions about membership. The program was seen as highly trustworthy by both member and non-member restaurants. It appears that a niche market for sustainable seafood restaurants is developing, and this study seeks to help Ocean Wise to take advantage of this opportunity. Recommendations are included for how the program can improve and continue to grow.