Wagner's
Wagner's, LLC is a privately-held US manufacturer of wild bird food founded in 1894, headquartered in Jericho, NY. It sells branded seed blends across value to gourmet tiers via wholesale distribution to leading nationwide retailers, serving backyard bird feeding hobbyists and enthusiasts.
- Company typePrivate
- Founded1894
- HeadquartersJericho, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wagner's does
Wagner's, LLC is a US-based, privately-held producer of wild bird food headquartered in Jericho, New York. Founded in 1894, the company manufactures and sells packaged wild bird food under five product lines: Gourmet Blends/Seeds, Specialty Blends, Specialty Seeds (single-ingredient), Deluxe Blends, and Value Blends — collectively spanning roughly two dozen SKUs in sizes from 7 oz to 40 lb bags and 12–22 lb buckets. The company's core technology is bird food formulation and packaging innovation, with a documented history of category-firsts including the 1930 Four Season Wild Bird Food (pioneering year-round feeding), 1953 Black Oil Sunflower Seed, 1968 re-closable bag, 1975 Deluxe, 1983 Premium, 1998 stand-up bag, 2006 Regional Blends and Slider Top packaging, and 2010 Quad-Seal Slider Package. The "Four Season Wild Bird Food" mark is a registered trademark.
Wagner's generates revenue through one-time wholesale sales of its branded bird food products to leading US retailers, who in turn sell to end consumers — backyard bird feeding hobbyists, experts, and enthusiasts. Specific pricing is not publicly disclosed; product pricing varies across bag sizes and tiers (value to gourmet). The company does not appear to operate a direct-to-consumer e-commerce channel; its public-facing website routes retailer inquiries to a dedicated sales email and phone line. Marketing is modest and primarily organic: Facebook, Twitter, an educational Bird Feeding Fundamentals content hub, a Bird Identifier tool, a monthly customer photo contest, and an FAQ resource.
The company is a member of the Wild Bird Feeding Industry (WBFI) trade association. It is a privately held LLC with no disclosed parent company, institutional investors, or PE/VC backing, and has remained independently operated since founding. Wagner's self-identifies as the oldest and largest privately-owned wild bird food products company in the United States. Employee count is reported in the 101–250 range, and no subsidiaries, funding rounds, M&A activity, leadership disclosures, or AI/data capabilities are referenced in the available material.
Wagner's firmographics
Firmographics- Name
- Wagner's
- Legal name
- Wagner's, LLC
- Website
- https://wagners.com
- Company type
- Private
- Founded year
- 1894
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Wagner's, LLC is a privately-held US manufacturer of wild bird food founded in 1894, headquartered in Jericho, NY. It sells branded seed blends across value to gourmet tiers via wholesale distribution to leading nationwide retailers, serving backyard bird feeding hobbyists and enthusiasts.
- Ownership category
- akta.pro rank
Wagner's industry classification
Industry- Product category
- Wild Bird Food
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Bird Feed (Companion & Aviary) (AFADAFAJ)
- akta.pro secondary industry
- Bird Food (CRADAFAK)
Keywords
Where Wagner's is headquartered
LocationHeadquarters
- HQ city
- Jericho
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wagner's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Wild Bird Food Product Sales: Wagner's generates revenue through the manufacture and sale of premium wild bird food products, including gourmet blends, specialty blends, specialty seeds, deluxe blends, and value blends. Products are sold through retail partners nationwide at various price points and bag sizes.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Wagner's product offering
Product offeringCore offering
Wagner's manufactures and sells wild bird food products for backyard bird feeding, organized into five product lines: Gourmet Blends/Seeds, Specialty Blends, Specialty Seeds, Deluxe Blends, and Value Blends. Products are distributed through leading retailers across the United States and target bird feeding hobbyists and enthusiasts seeking to attract songbirds and other wild birds year-round.
Product overview
Wagner's is a single-product company specializing in premium wild bird food products, organized into five product lines: Gourmet Blends/Seeds (5 products including Songbird Banquet, Waste Free, Nut N' Fruit, Nyjer Seed, and Sunflower Hearts & Chips), Specialty Blends (9 products including Greatest Variety, Cardinal Blend, Finches Supreme, Shell Free, Nutty Fruit Harvest, Songbird Supreme, Hot Pepper, Nature's Best, and Backyard Wildlife Food), Specialty Seeds (6 single-ingredient products including Four Season Sunflower, Cracked Corn, Safflower Seed, Oil Sunflower Seed, Striped Sunflower Seed, and Mealworms), Deluxe Blends (6 products including Deluxe Blend, Deluxe Treat, Regional Blends, Finches Deluxe, Fruit'n Nut, and Woodpecker Blend), and Value Blends (3 products including Four Season Wild Bird Food, Classic Wild Bird Food, and Farmer's Delight). The company has a 129-year history since 1894 and is the oldest and largest privately-owned wild bird food products company in the United States.
Differentiator
Problem solved
Functional benefit
Products and services
- Songbird Banquet
Companies that use Wagner's
Customer profileSegments1 record
Ideal customer profiles2 records
Wagner's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Wagner's partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Wild Bird Feeding Industry (WBFI)minorIndustry trade association dedicated to promoting responsible feeding and enhancing the wild bird feeding experience for North American consumers. Wagner's is a proud member of this organization.
Scale indicators4 records
Recent moves4 records
Expansion highlights4 records
Wagner's competitors and assessment
Company assessmentDirect peers
- Cole's Wild Bird Products: Cole's is a specialty wild bird food brand focused on premium blends like Hot Meats, Nutberry Suet, and specialty seed mixes. Comparable to Wagner's premium and specialty product lines with a similar target customer of hobbyist bird feeders.
- Brown's Bird Food: Brown's is a wild bird food brand offering economy and premium blends, including no-mess and species-specific mixes. Comparable to Wagner's in product format, bag sizing, and distribution through farm and home improvement retailers.
- Perky-Pet: Perky-Pet, owned by Spectrum Brands, manufactures wild bird feeders and complementary wild bird food. Directly comparable to Wagner's in the backyard bird feeding category with overlapping retail distribution and consumer audience.
- Kaytee: Kaytee is one of the largest US wild bird food brands, offering a broad portfolio of seed mixes, suet, and specialty bird foods. Directly comparable to Wagner's as a national wild bird food brand sold through mass and specialty retailers, often sitting on the same shelf.
- Lyric Wild Bird Food: Lyric is a specialty wild bird food brand offering no-waste, premium blends and specialty seeds, owned by Central Garden & Pet. Comparable to Wagner's in product format (bagged wild bird seed mixes) and retail distribution through hardware, farm, and mass channels.
- Audubon Park: Audubon Park is a value-tier wild bird food brand owned by Central Garden & Pet, sold across mass and farm supply retail. Directly comparable to Wagner's value blend segment (Four Season Wild Bird Food, Classic, Farmer's Delight), competing at the entry price point.
- Pennington Seed: Pennington is a major US seed company with a strong wild bird food line (including the Pennington and Audubon Park brands). Directly comparable to Wagner's as a national wild bird seed brand distributed through farm supply, mass, and hardware retailers.
Emerging players
- Heath Outdoor Products: Heath manufactures bird feeders and complementary wild bird food offerings, with a focus on specialty feeders and specialty food. Comparable to Wagner's at the intersection of bird feeding hardware and consumables, with overlapping retail distribution.
Broad incumbents
- Central Garden & Pet: Central Garden & Pet is the parent company of Kaytee, Pennington, Audubon Park, and Lyric, making it the largest US wild bird food conglomerate and Wagner's principal large-scale competitor. Comparable as the dominant multi-brand player in the same category, though it competes through multiple brand portfolios rather than a single specialized brand.
- Spectrum Brands (Pet Care): Spectrum Brands owns Tetra, GloFish, and Perky-Pet in the pet category, with relevant exposure to bird feeding through Perky-Pet. Comparable as a broad incumbent in pet/wildlife feeding with overlapping wild bird food distribution and retailer relationships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Wagner's social profiles
Digital presenceWagner's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wagner's leadership team
Management profileNumber of profiles
Wagner's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wagner's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wagner's
What does Wagner's do?
Wagner's manufactures and sells wild bird food products for backyard bird feeding, organized into five product lines: Gourmet Blends/Seeds, Specialty Blends, Specialty Seeds, Deluxe Blends, and Value Blends. Products are distributed through leading retailers across the United States and target bird feeding hobbyists and enthusiasts seeking to attract songbirds and other wild birds year-round.
Is Wagner's a public or private company?
Wagner's is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wagner's founded?
Wagner's was founded in 1894. It employs 101 to 250 people.
Where is Wagner's based?
Wagner's is headquartered in Jericho, United States, in the North America region.
How does Wagner's make money?
One revenue line is on record: wild Bird Food Product Sales.
Who are Wagner's's main competitors?
Direct peers on record are Cole's Wild Bird Products, Brown's Bird Food, Perky-Pet, Kaytee, Lyric Wild Bird Food, Audubon Park and Pennington Seed. Heath Outdoor Products is listed as an emerging player. Broad incumbents are Central Garden & Pet and Spectrum Brands (Pet Care).
Does Wagner's have an API?
No public API is recorded for Wagner's.
What industry is Wagner's in?
Wagner's's product category is Wild Bird Food. Its primary akta.pro industry code is AFADAFAJ, Bird Feed (Companion & Aviary), with a secondary code of CRADAFAK, Bird Food. Its SIC code is 2000.