The elements of a consumer-based initiative in contributing to positive environmental change: Monterey Bay Aquarium's Seafood Watch program.

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.