August 2020 - 12

BIRDING
actually talked [with Cold Creek] before we closed, and they
bought some of our leftover product, " Brenneman says. " But
then they asked if I would come and work part-time to help
them expand the [birding] section. "
Expanding Birding Selection and Education
With Brenneman's decades of expertise, Cold Creek worked
to expand their birding section - both adding products from
Birds & Butterflies, as well as working with Brenneman to
determine other areas of need.
" When I first started, they had a very small birding section, "
he says. " We came in and expanded that many times, helping
put up new displays and helping get new products in. "
Focusing on sourcing a larger quantity of product isn't the
only thing to consider, however, when expanding your birding
section. Brenneman said that educating your customers on
the products and processes can be just as important as, if
not more than, the product itself.
Cold Creek began having Brenneman come in on busier
days and be available to answer
questions for customers on
anything birding-related.
He also hosted several
seminars a year, with
topics ranging from
identifying birds to
hummingbird care.
Finally, Cold Creek
started hosting a " Wild
Bird EXPO " one Saturday
each of the last two years,
featuring guest speakers,
displays, exhibits and live birds
- drawing in large crowds and
promoting the nursery's new birding
products and expertise.
" It's important to have
someone on board that
has some knowledge of
bird feeding and products.
12 | LAWN & GARDEN RETAILER | AUGUST 2020
(Above) The birding
section at Cold
Creek Nurseries.
(Inset) Former
wildlife biologist
and birding expert
Ron Brenneman.
If you're just relying on your people at the counter, it's not
going to [be as profitable], " Brenneman says. " You need to
have someone that can expound upon getting a quality feed
versus just a cheap one at Walmart - that part is very, very
important. It doesn't have to be a wildlife biologist, but needs
to be someone who knows the product. "
Focusing on Quality
When it comes to sourcing new products, Brenneman said
there's one area that a lot of nurseries and garden centers
neglect, and that's ensuring that the products you bring
in aren't just in a wide variety - but higher quality than
what can be found at big-box stores. Having higher-end bird
feeders that are not just aesthetically pleasing but also sturdy
and durable in the elements, for example, is one area garden
centers should focus on.
" If a garden center is thinking about getting into birding
(or expanding their current selection), I would first look at
the quality of the products you're buying, " Brenneman says.
" You can buy all sorts of bird feeders and products at Lowe's
or Walmart, but people coming to the nursery are looking
for products that are better quality, that are going to last and
that they know are going to work. "
Another product where garden centers should favor quality
over pricing and quantity is in the bird seed itself. Although
bird seed at big-box stores is relatively cheaper, Brenneman
said the quality of the seed and benefits customers are
missing out on by " saving " are tremendous.
" Getting quality bird seed is going to help your birding
section. You can buy all sorts of feed at big-box stores, but
the quality isn't very good, " he says. " It will take some time to
educate customers on [the benefits of quality seed] because
August 2020

Table of Contents for the Digital Edition of August 2020
