In late 2024, I walked onto the Shark Tank stage excited to share Happy Birdwatcher with the world. Pitching the Sharks is an entrepreneur's dream.
Although I didn’t get a deal, the exposure was huge, and it brought in waves of new customers who wanted to see more birds in their own backyards.
Kevin O’Leary called me “the premier birdseed woman in America.”
Lori Greiner said, “I will definitely gift this because I think it’s so smart and so good.”
Barbara Corcoran told me, “You’re going to add a lot of joy to my terrace in New York City.”
Since the episode aired on March 7th (Season 16, Episode 12), sales have exploded, and we’ve been able to help even more people bring more birds to their yards.
Shark Tank gave us a national platform, but what hasn’t changed is the heart behind it all—a love for birds, a connection to nature, and a desire to make people a little happier right outside their window.
If you're new here, welcome. Let me tell you how it all began...
From the Tank
to Your Backyard
It All Started One Summer Morning
In the summer of 2019, I sat on my porch, wrapped in a blanket with a cup of coffee, trying to quiet my mind during a difficult time. I decided to try the 5-4-3-2-1 technique to ease my anxiety—focusing on my senses. As I listened, I noticed birds singing and wondered what kinds they were. I downloaded a bird identification app and was instantly hooked. Birdwatching became my daily escape, bringing me peace without ever leaving home.
A few months later
I received binoculars for my birthday and a bird feeder for Christmas. My love for birdwatching grew, and as it did, I noticed my stress shrinking. It wasn’t just me—scientific articles began confirming that birdwatching really does bring happiness! But one part of the hobby was frustrating: birdseed. I just wanted to fill my feeders and have pretty birds come hang out in my yard, but the birdseed aisle at the store was overwhelming. The first few bags I bought barely attracted birds, left a mess in my yard, and were filled with junk seeds.
Then we took flight
In 2021, I started experimenting with my own birdseed blends right on my kitchen table. As I fine-tuned the mix, the activity in my yard exploded, drawing in both year-round residents and migratory visitors. Excited to share this experience with others, I decided to turn my passion into a business. From those early days in my kitchen, Happy Birdwatcher quickly grew, and we soon expanded to a warehouse in Dunlap, Tennessee.Today, we serve customers across 49 states and have been featured in The Washington Post, Forbes.com, Southern Living, and more! Happy Birdwatcher was born from a desire to bring the joy and peace of birdwatching to others, offering premium, customized birdseed without the hassle.
Susan Vandergriff, Founder of The Happy Birdwatcher Company
As a Registered Benefit Corporation,
we have a mission that goes beyond making a profit. Our passion for birds and people doesn’t stop with quality birdseed, we also think it is important to take care of the Earth and our mental health.
That’s why we are committed to the following:
- Fostering environmental sustainability by using only plastic-free packaging
- Supporting charities that serve those with mental health issues or addiction by donating $1 for every 10 lbs of birdseed sold
- Furthering the public good by promoting mental health through the joy of birdwatching