Maui Nui Marine Resource Council

What Maui Nui Marine Resource Council does

Maui Nui Marine Resource Council (MNMRC) is a 501(c)(3) nonprofit founded in 2007 and headquartered in Kahului, Hawaii, that operates a portfolio of marine conservation programs across Maui County. Its core work spans three integrated tracks: water quality monitoring via the Hui O Ka Wai Ola program (41 coastal sites measuring turbidity, pH, salinity, temperature, nitrogen, and phosphorus, with samples analyzed at the University of Hawai'i SOEST Laboratory); coral reef monitoring and restoration through CRAMP surveys, Community-Based Coral Restoration Areas (CBCRAs), and the Olowalu Biomarker Research Project with UH Manoa Kewalo Marine Lab; and land-based pollution prevention through Hawai'i's first Reef-Friendly Landscaping (RFL) certification program, including a 10-subject curriculum delivered on Thinkific, a Gold-level property certification integrated with NOFA Organic Landcare standards, and BMP guidance for builders. Supporting programs include limu-based nutrient pollution tracking, sunscreen pollution advocacy (preceding the 2021 state and 2022 Maui County sunscreen bans), and the Maui Nui Makai Network supporting 9 Community Managed Makai Areas.

Name

Maui Nui Marine Resource Council

Legal name

Maui Nui Marine Resource Council

Website

https://mauireefs.org

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Maui Nui Marine Resource Council is a Maui County 501(c)(3) nonprofit that monitors water quality at 41 coastal sites, runs Hawai'i's first Reef-Friendly Landscaping certification program, and restores coral reefs — serving resorts, agricultural operations, government agencies, and community volunteers.

Ownership category

akta.pro rank

Product category

Marine Conservation Services

NAICS

Environment, Conservation and Wildlife Organizations (813312), Environmental Consulting Services (541620)

akta.pro primary industry

Marine & Freshwater Conservation (BPAGAGAE)

Keywords

• Coral reef monitoring
• Water quality testing
• Marine conservation programs
• Reef restoration services
• Watershed management

Headquarters

HQ city

Kahului

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Individual Donations: Tax-deductible donations from individuals supporting marine conservation. Includes stock donations, IRA withdrawals, and estate/planned giving options.
2. Corporate Sponsorships: Three-tiered partnership program (Shoreline Supporter $3,000, Wave Rider $7,000, Reef Champion $15,000) offering social media recognition, logo placement, newsletter features, and annual report acknowledgment.
3. Grants and Government Funding: Funding from County of Maui, State of Hawaii DOH, National Fish and Wildlife Foundation, Hawaii Community Foundation, DLNR Division of Forestry and Wildlife, and federal programs.
4. Membership Program: Annual membership supporting clean ocean water and reef protection with various benefit levels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Maui Nui Marine Resource Council is a 501(c)(3) nonprofit that delivers marine conservation programs in Maui County, including coral reef monitoring surveys, water quality testing, community-based coral restoration, reef-friendly landscaping certification, watershed pollution reduction, and real-time ocean monitoring via smart buoys. The organization serves individuals (donors/volunteers), businesses (corporate sponsorships and RFL certification), and government agencies (grants and data partnerships).

Product overview

Maui Nui Marine Resource Council operates as a nonprofit organization offering a portfolio of marine conservation programs focused on protecting Maui's coral reefs, water quality, and native fish populations. The core offerings include coral reef monitoring and restoration (CRAMP surveys, CBCRA coral restoration, Olowalu Biomarker Research), water quality monitoring (Hui O Ka Wai Ola testing at 41 sites, limu-based pollution tracking, Pohakea Watershed Project), and land-based pollution prevention (Reef-Friendly Landscaping certification and test plots, BMPs for builders, sunscreen pollution prevention). Supporting programs include the Aqualink smart mooring network for real-time ocean monitoring, Community Managed Makai Areas, Fish Rest Areas, and the Maui CARES employment initiative. The organization also employs advanced technology including 3D reef mapping with underwater drones and machine learning for automated species identification.

Differentiator

Problem solved

Functional benefit

Products and services

• Coral Reef Monitoring (CRAMP Surveys) Reef health assessment surveys following University of Hawaii CRAMP protocols to assess coral and fish health in South Maui. Data is shared with DAR and HIMARC.
• Reef-Friendly Landscaping (RFL) Program Program helping resorts, farms, and homeowner communities move away from synthetic lawn-care chemicals and adopt reef-safe practices. Includes certification, test plots, and property certification.
• Hui O Ka Wai Ola Water Quality Testing Program Community-based water quality monitoring program co-founded with The Nature Conservancy and West Maui Ridge to Reef Initiative. Monitors 41 sites along Maui's south and west shores testing turbidity, pH, salinity, temperature, nitrogen, and phosphorous.
• Community-Based Coral Restoration Areas (CBCRA) Program that collects detached corals and re-plants them on bare reef to extend their lifespan and increase coral cover in low-presence areas, with training from Kuleana Coral Restoration.
• Aqualink Smart Mooring Network Real-time ocean monitoring buoy network measuring sea temperature, wind, and wave conditions. MNMRC manages three buoys at Kalama/Kihei, Ma'alaea, and Olowalu.
• Wildfire Response Reef Mapping 3D imaging and reef mapping project using underwater drones and machine learning algorithms to assess reef health before and after wildfire runoff events.
• Reef-Friendly Landscaping Certification Course Hawaii's first Reef-Friendly Landscaping certification course with a 10-subject curriculum integrating NOFA Organic Landcare standards, available in virtual and hybrid format.
• Tracking Water Pollution with Limu Program analyzing limu (marine algae) to determine levels of nitrogen enrichment and identify presence and source of pollution in Maui's coastal waters.
• Sunscreen Pollution Prevention Education Education and advocacy program working with snorkel cruise operators to provide safer sunscreen alternatives and educating public and lawmakers about reef harm from oxybenzone and octinoxate.
• Best Management Practices for Builders & Developers Supplemental guidelines for preventing sediment run-off at construction sites to protect coral reefs from land-based pollution.
• Community Managed Makai Areas (CMMA) Support Support for Maui's network of 9 CMMAs under the Maui Nui Makai Network, using traditional Hawaiian management practices to sustainably manage marine resources.

Quantifiable outcome

• 300,000+ reef survey points analyzed for reef health monitoring
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability4 records

Feature3 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Kuleana Coral RestorationcoreStrategic or Co-development Partner · 1 February 2025Oʻahu-based coral restoration organization providing training and guidance to MNMRC for establishing Community-Based Coral Restoration Areas (CBCRA) in South Maui. Trained MNMRC team on coral rescue and reattachment techniques over more than a year of planning.
• Kaʻanapali Operations AssociationminorStrategic or Co-development Partner · 1 January 2025Collaborated on Maui's First Reef-Friendly Landscaping Summit in 2025, bringing together landscaping professionals from West Maui resorts.
• Maui Gold PineapplecoreStrategic or Co-development Partner · 1 May 2024Historic pineapple farm piloting 1-acre RFL test plot. First agricultural partner implementing regenerative practices with biological soil amendments.
• Flying Fish TechnologiescoreTechnology or Integration · 1 September 2023Australian technology company providing 3D reef mapping using underwater drones. Captured 800,000 images to generate 3D maps and trained machine learning algorithms for coral/fish identification.
• UH Manoa Kewalo Marine Lab (Dr. Bob Richmond)coreStrategic or Co-development Partner · 1 February 2018Performing Olowalu Biomarker Research Project studying coral core samples to identify key stressors and genetic strains most resistant to stressors for restoration projects.
• The Nature Conservancy (TNC)coreStrategic or Co-development PartnerCo-founder and co-manager of Hui O Ka Wai Ola water quality monitoring program. Long-standing partner supporting community-based marine conservation in Maui.
• West Maui Ridge to Reef InitiativecoreStrategic or Co-development PartnerCo-founder and co-manager of Hui O Ka Wai Ola. Partnership focuses on land-based pollution reduction in West Maui watershed.
• State of Hawaii Department of Health Clean Water BranchcoreImplementation/ SI/ Consulting PartnerHui O Ka Wai Ola was created to support the State DOH by expanding ocean water quality testing capabilities and providing quality-assured data to County, State, and Federal agencies.
• HIMARC (Hawaii Institute of Marine Biology)coreTechnology or IntegrationResearch program at University of Hawaiʻi receiving coral reef monitoring data from MNMRC CRAMP surveys. Data sharing agreement supports reef health understanding.
• County of MauicoreStrategic or Co-development PartnerMajor funder and partner including Department of Environmental Protection and Sustainability, Mayor's Office of Economic Development, and Department of Parks and Recreation. Supports RFL programs and water quality initiatives.
• Pilikahakai FoundationminorStrategic or Co-development PartnerPartnered with MNMRC on the Reef-Friendly Landscaping Summit, supporting sustainable land management education.
• ʻĀina MomonaminorStrategic or Co-development PartnerCollaborated on Reef-Friendly Landscaping Summit focused on connecting land and sea conservation efforts.
• DLNR Division of Aquatic Resources (DAR)coreStrategic or Co-development PartnerOngoing collaboration including coral reef monitoring data sharing, CBCRA site evaluation, and staff training on coral restoration methods. Tova Callender serves as Ridge to Reef Coordinator.
• Maui Nui Makai NetworkcoreStrategic or Co-development PartnerMNMRC is Kākoʻo (supporting) member providing coordination, technical expertise, facilitation training, and financial support to 9 Community Managed Makai Areas.
• SoilThrive Hawaii LLCcoreStrategic or Co-development PartnerLocal natural land-care company providing biological soil amendments for RFL test plots at Maui Gold Pineapple, Waiehu Golf Course, and other sites.
• AqualinkcoreTechnology or IntegrationPhilanthropic engineering organization donating smart mooring buoys with satellite communication for real-time ocean monitoring. Supports NOAA Coral Reef Watch model improvement.
• Four Seasons Resort LānaʻicoreStrategic or Co-development PartnerFirst resort to achieve Gold-level RFL certification. Manages 12 acres organically, eliminated single-use plastics, implemented composting, declared marine reserve offshore.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Reef Check Foundation: International nonprofit focused on citizen-science reef monitoring and reef-friendly business certification; closely comparable to MNMRC's CRAMP surveys and Reef-Friendly Landscaping program in mission, method, and reliance on volunteer data collection.
• Coral Reef Alliance (CORAL): Dedicated coral-reef conservation nonprofit working across the Pacific on reef monitoring, sustainable financing, and tourism-sector engagement; directly comparable to MNMRC's RFL certification and reef-restoration work, especially in engaging resort partners.
• Hawaiian Islands Land Trust: Hawaiʻi-focused land conservation nonprofit; overlaps on land-based stewardship, watershed protection, and coastal land management connected to reef health, and shares board members with MNMRC — a close regional peer in funding pools and stakeholder networks.
• The Nature Conservancy (Hawaiʻi Program): Global environmental nonprofit with a deep Hawaiʻi marine and freshwater program; co-manages the Hui O Ka Wai Ola water quality network with MNMRC, operating the same kind of community-based monitoring and reef-protection model with significantly larger scale.
• Malama Maunalua: Oʻahu-based community marine conservation nonprofit focused on nearshore reef restoration, water quality, and community management; highly comparable in size, mission, and mauka-to-makai approach to MNMRC but operating on a different island.

Emerging players

• Waitt Institute: Marine-focused nonprofit known for Blue Halo ocean policy initiatives in Pacific island jurisdictions; relevant peer given its work at the reef-coast-community-policy nexus that parallels MNMRC's advocacy and community-management efforts.

Broad incumbents

• Conservation International Hawaiʻi: Large global conservation NGO with significant Hawaiʻi-Pacific presence working on oceans, climate, and biodiversity funding — competes for similar foundation and government grants while offering adjacent, broader programming.
• NOAA Coral Reef Watch: Federal satellite-based global coral bleaching monitoring program; relevant given MNMRC's Aqualink buoy data feeds directly into Coral Reef Watch models and their mutual dependence on reef-monitoring data infrastructure.

Regional players

• Hawaii Wildlife Fund: Hawaiʻi-based nonprofit focused on marine wildlife and coastal ecosystem protection, including sea turtle and monk seal programs; comparable scale and conservation orientation but different species focus.
• Sustainable Coastlines Hawaiʻi: Hawaiʻi-based nonprofit focused on coastal cleanup, watershed restoration, and reef-protection awareness; comparable mission and outreach channels to MNMRC, with overlapping volunteer communities.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@mauireefs
• Facebookfacebook.com/MauiReefs
• Instagraminstagram.com/mauireefs
• LinkedInlinkedin.com/company/maui-nui-marine-resource-council-inc

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maui Nui Marine Resource Council