SUN COUNTRY FARMS: STRICTLY FOR THE BIRDS

April 4, 2004

Shelled Sun Country Farms black oilseeds drew four different species of birds to this Estevan backyard.

March and April can be the most stressful months of the year for wild birds, yet those who feed wild birds often become neglectful at this time of year. This is a mistake, says the wildlife biologist who is the scientific advisor for, and part-owner of, Sun Country Farms at Langham.

"According to Dr. Scott Shalaway, our expert on attracting backyard birds, fall and winter foods are almost exhausted in early spring, while most insects are still dormant and plants are just beginning to awaken. At this time, furthermore, moulting, nesting and territorial defence increase the birds' need for energy. So a dependable supply of supplemental food in the spring can be even more important than in January and February," says Monty Bergquist, who founded Sun Country Farms with his wife, Carol, in 1998.

The Bergquists didn't always know so much about birds. In fact, they established their bird-food company because their business, a small-agricultural-equipment leasing company, had reached a plateau. Wild bird food suggested itself when they read about the changing North America demographics: as the baby boomers age, birding has become the fastest growing hobby, even ahead of gardening. And when the Bergquists read the packaging on existing wild bird seed, all of it produced everywhere but on the prairie, they realized that most of the crops grow in Saskatchewan.

Thus inspired, they began attending wild bird trade shows: "Trade shows are an excellent place to learn. I'd recommend it to anyone getting into a new business," says Bergquist. It was at such a show in Atlanta, Georgia, that they met Shalaway. They asked to buy his bird-food recipes and testimonials, but he refused, asking to buy into the company instead. The subsequent partnership has worked to everyone's advantage.

With Shalaway's recipes, the purchase of a Saskatchewan Wheat Pool elevator, the construction of a 6,000 square foot building, and a supply of raw product from Saskatchewan farmers, Sun Country had its first products ready for sale in April 1999. They soon discovered the difficulties of selling through Canadian retailers, however, so they went back to the trade shows taking place in the United States that summer. As a result, 50 per cent of Sun Country's current sales are in the U.S.

With the exception of nuts and niger seed, all the raw supplies are in Saskatchewan. And, because all birds like them, 75 per cent of that raw supply is the black oil sunflower seed. Bergquist says these seeds also make a high-quality bird food, either alone or in a mix. It was a tube of shelled Sun Country black oil sunflower seeds in an Estevan backyard, in fact, that drew four different species to it at one time, and resulted in the photograph that now graces the front page of the Sun Country Farms Web site at www.suncountryfarms.com.

"Black oil sunflowers grow so well in Saskatchewan, I think this province is going to be the black oil sunflower capital. We have lots of growers along the Canada-U.S. border, and we also have growers in the Prince Albert/Shellbrook areas."

Bergquist is not only proud that his product is almost entirely made in Saskatchewan, he's also proud of its quality. He says many inexpensive bird feeds are high in fillers that birds won't or can't eat, so they cost more because of waste: "The evolution of a birder begins with the purchase of the biggest and cheapest bag of bird food. But, as birds look for the best seeds, most of this seed ends up on the lawn, so the new birder either quits because of the mess, or buys bird seed that costs more but, as one of our mottos states, they get 'More birds. Less Waste."

He credits Shalaway with much of the company's success as well. The Sun Country Farms e-mail, postal, and toll-free telephone address is on the packaging so, when Bergquist receives any customer inquiries, he is able to respond to them with Shalaway's advice. Having a U.S. expert has been a sales boon in the U.S. as well.

Shalaway's expertise is also suggested by customized products such as "Woodpecker, Chickadee & Nuthatch Blend" and "Finch Feast." Other products included in the company's seven-item line-up are "Waste-Free Gourmet," which is composed of black oil sunflower kernel and a mix of almonds, walnuts and pistachios, and "Critter Crunch" for squirrels, deer, wild turkeys, ducks, pheasants and quail.

"We have received lots of pictures from a woman in Pennsylvania who buys 'Waste-Free Gourmet' instead of the less expensive 'Critter Crunch' for 'Walter the ground hog.' We first heard from her because shells from the pecans were working their way into her patio, so we fixed the problem. That's one of the pleasures of this business: talking to our customers and, often, receiving their pictures," says Bergquist.

Another pleasure is bird watching, which he and his wife have recently taken up now that they have become, in his no-pun-intended words, "empty-nesters." He says they've found it to be relaxing, therapeutic. They have become such avid birders, in fact, their children are urging them to "get a life."

But the Bergquists do have a life, a busy life: not only do they need an additional staff of four for cleaning, blending, hulling and bagging in the winter, they are responsible for marketing. And that marketing means greater expansion into Canadian retail stores.

"Sure we're successful, but we don't want to stop here. There are still many things to be done. We want to get more product out there. And we keep working at the design of our packaging - this is our third design - to make it the best on the market. It's always a win-win situation when we grow, process and package in Saskatchewan, and sell our products in a ready-for-retail package out of province and out of Canada," says Bergquist.