Our Story

Stepping onto the Shark Tank stage to share The Happy Birdwatcher Company with the world was an entrepreneur's dream.

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 (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 matters most hasn't changed.

At the heart of everything we do is a love for birds, a connection to nature, and the simple belief that seeing more birds can add a little more happiness to your day.

If you're new here, welcome.

Here's how it all began...

From the Tank

to Your Backyard

It All Started One Summer Morning

In the summer of 2019, I was sitting on my porch with a cup of coffee, wrapped in a blanket and trying to quiet my mind during a difficult season. I began using the 5-4-3-2-1 grounding technique, focusing on what I could see, hear, and feel around me, and that’s when I really noticed the birds. I found myself listening to their songs and wondering who they were, so I downloaded a bird identification app and before long, I was hooked. Birdwatching became part of my daily life, giving me a reason to slow down, pay attention, and find a little peace right outside my own door.

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 brought home attracted very few birds, left a mess in the yard, and contained plenty of seed they simply didn’t seem to eat.

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 50 states and have been featured in The Washington Post, Forbes.com, Southern Living, and more! Today, we're still doing what inspired me from the beginning: making it easier for people to attract a greater variety of birds, enjoy their backyards more, and feel a little happier along the way.

Susan Vandergriff, Founder of The Happy Birdwatcher Company

As a Registered Benefit Corporation,

we have a mission that goes beyond making a profit.

We believe birdwatching makes life better. We also believe that caring for birds means caring for the world they live in, and that the joy birdwatching brings can have a meaningful impact on our well-being.

That’s why we are committed to the following:

Using plastic-free packaging whenever possible to reduce our environmental impact
Donating $1 for every 10 lbs of birdseed sold to organizations supporting mental health and addiction recovery
Promoting the joy of birdwatching and the positive role nature can play in our well-being