In a New York Times article on how the American Museum of Natural History's food court has achieved a "green" standard, there was a reference to the green standard setter, the Green Restaurant Association.
As noted in the Times article, the Association created the rating, awards the certification, AND, "as it turns out, specializes in consulting with restaurants to get them up to this standard".
First, let me be clear: I am very much committed to the Association's goals and standards. We, America and the world, need what the Association has to offer and rating systems are an excellent way to raise all boats, uh, well, restaurants. Certifications, as it turns out for other organizations that do certifying (think "Fair Trade), are excellent sources of revenue for nonprofits that would likely have an otherwise difficult time with sustainability.
But, (yes, there is a but) would I really withhold certification from an organization I had spent lots of time (and charged lots of money) to try and make certifiable? I am not so sure. Yes, it is in the best interest to have as many groups as possible certified and paying their certification fee. But the guidelines should be enough to help folks know what the standards are, and roughly how to achieve them. Working to help folks achieve the standards -- I'm just not sure about that.