In May 2016, the NOAA Science Advisory Board, Ecosystem Services and Management Working Group, submitted a report to the NOAA Administrator entitled, An Assessment of the Use and Potential Use of Ecosystem Service Valuation (ESV) within NOAA: A Report from the NOAA Science Advisory Board”. While the report covers all ecosystem service valuation, its primary emphasis is on non-market valuation, and particularly non-use value. We present our interpretation of the major findings of the report and the potential NOAA response. The report finds that the demand for ecosystem services valuation is evolving at NOAA and is likely to increase, but the capacity of the organization to assimilate findings needs to be further developed. On the supply side, the capacity to deliver ecosystem services valuation is limited to a few “hot spots” within the agency. We explore the challenges to expanding this capacity by leveraging with other federal agencies and the academic community. Other recommendations related to the use of benefits transfer and “off-the-shelf” valuation approaches that have not been fully vetted.