This is a decision teaching case study, where the Program Manager, Michigan Agriculture Environmental Assurance Program (MAEAP) is faced with the problem of determining the future direction of the MAEAP going forward from 2010. During the case discussion students should be able to: 1. Identify and model various motivations for participation in voluntary environmental programs. 2. Recognize motivational conflicts among various participants/stakeholders. 3. Appreciate the political economy of self-regulation. 4. Analyze design tradeoffs in VEPs. 5. Analyze implications of VEP evolution. 6. Analyze the role of VEPs in environmental labeling and green marketing strategies.