History

Wagner's was founded in New York in 1894. It is now in the fifth generation of Wagner family ownership and management. The company started as a general store selling feed for chickens and horses. Caged bird seed, pigeon feed, and various pet supply items were introduced and sold through pet and feed stores. The Wagner company became the largest United States importer of bird seeds to fulfill the growing caged bird seed market.

Although people have been feeding wild birds for centuries, the joy of feeding special seed mixtures started to develop in the United States during the 1930?s. Wagner?s concentrated on developing this growing wild bird food market. In the beginning, bird feeding was strictly a winter activity so a WINTERLIFE? Brand was introduced. As the activity progressed, the FOUR SEASONS? Brand was marketed and promoted for year-round bird feeding. Recognizing that the high cost of domestic sunflower was discouraging potential customers, Wagner?s located and imported a unique black oil sunflower seed from Africa in the early 1950?s. Today, this oil sunflower has become the most widely used type of sunflower in the bird feeding industry.

The Wagner organization continued to introduce wild bird food into new retail formats and to expand nationally with innovative, industry leading products. Their orange flavored seed was introduced in 1960. As the first flavored and vitamin enriched mixture on the market, NUTRI-FRUIT? is still a major selling item today! In 1972, Wagner?s launched its specially formulated SONGBIRD SEEDS?. Other inventive Wagner?s products include bird bells, HONEYBELL? and FRUIT?N BERRY? bell, which have a unique netting system with a built in twist tie. Wagner?s introduced the first private label wild bird food plus many unique blends for specific birds. Innovation continues today with the recent development of a complete line of pet bird and small animal foods. Today, Wagner?s? is the Number 1 selling brand in the country. Manufacturing plants are strategically located in Oakes, North Dakota; Flagler, Colorado; Wellington, Ohio; and Milford, Illinois.

In summary, the wild bird food category is approaching one billion dollars in retail sales with over 60 million Americans feeding wild birds. Wild bird feeding is rapidly becoming the most popular outdoor hobby ? with gardening currently being the most popular. This market combined with the growing demand for pet and small animal food should assure continued company growth for the next century. Wagner?s, through experience, buying power, aggressive merchandising, new product development, and attention to quality and service, is ?AMERICA?S LEADING PRODUCER AND MARKETER OF BIRD AND PET FOOD PRODUCTS.?

Wagner's Philosophy :

Our sole business is the production and marketing of quality foods for wild birds, pet birds, and small animals.

We are committed to producing a wide assortment of products within these markets that increase the bird watching pleasure of our customers or contribute to the nutritional health of our customer's pets.

We believe in being a least cost producer so that products can be brought to the marketplace at a reasonable price level for the consumer without compromising high quality standards and service levels.

We accept our role in promoting environmental awareness in the value that wild birds provide so that future generations will be able to enjoy the colorful beauty and songs of the birds that exist today.

We trust and depend on our Wagner personnel and believe in their ability to provide products that meet our customer's requirements, contribute to our industry, and support the communities in which they work and live.

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