Established in 1969, the Huntsman Marine Science Centre is a not-for-profit marine biology research and education centre located in St. Andrews, New Brunswick. Its mission is to inspire stewardship by engaging the community in ocean exploration. Prior to 2005 Huntsman’s financial model relied on federal government grants and university membership programs. The model became unsustainable due to changes in grant eligibility criteria. This, combined with aging infrastructure meant Huntsman began looking for a new model to attract new research projects and deliver a number of education programs. To adopt a new approach and focus on long-term economic viability Huntsman’s Board of Directors engaged the services of ReThink Inc.