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January 24, 2006

Contact:  Janelle Williams
317.816.9760
jwilliams@hickmanassociates.com

BirdsChoice Takes Flight

Backyard Nature Products launches new branding and merchandising strategy

(January 24, 2006 – Chilton, Wis.) Backyard Nature Products today announced the launch of BirdsChoice, the company’s new product name that integrates the company's former bird feeding/watching product lines into one brand family.

In recent years the Chilton, Wisconsin-based supplier of bird products had strategically acquired a variety of companies that added products that complimented and completed the Backyard Nature Products existing lines.  The acquired product lines continued to be marketed under their existing names.  Subsequent evaluationrevealed the company’s need to integrate its complete line of products under one common name.

“Our decision to adapt the BirdsChoice brand will allow Backyard Nature Products to be recognized as the creator and manufacturer of a complete line of bird-watching products,” said Dan Bloedorn, President of Backyard Nature Products. “From wooden, recycled and metal bird houses and feeders to nectar feeders, bird baths and other water products, BirdsChoice provides a one-stop supplier source for innovative, patented products for retailers that sell to bird feeding/watching enthusiasts,” he added.

The new BirdsChoice brand will feature the same high-quality, attractive and innovative bird-feeding/watching products formerly sold as Wood Country, Country Classics, Bird Stuff, Avian Aquatics, Nature Products and Second Nature products. The new brand will also be merchandised with new packaging designed to highlight the unique craftsmanship and features of each product.

"A unifying brand name and integrated packaging design will make it easier for customers to recognize the quality engineering and craftsmanship that lie at the heart of every BirdsChoice product.  They can purchase any product under the BirdsChoice brand and have confidence that it will deliver the satisfaction they expect," said Ruth Bloedorn, Marketing Director.  “Backyard Nature Products' focus has always been to provide the best bird-friendly products for the specialty bird stores.  These store owners and their employees provide a professional service by educating the consumer on how to attract and keep healthy birds coming to their backyard,” added Bloedorn. 

Backyard Nature Products has recently become enrolled in the Wild Bird Feeding Industry (WBFI) Quality Standards Program which ensures that the consumer has a positive experience while feeding wild birds. BirdsChoice products that meet the quality standards established by the WBFI will show a designated logo on the label, which makes it easy for the consumer to recognize which bird feeders meet a certain level of quality.  When consumers are rewarded with a favorable experience, they make repeat purchases, sales increase, and the entire category grows according to WBFI.  Backyard Nature Products is also a contributor to the WBFI Project Wildbird, the purpose is to advance the knowledge of wild bird feeding through scientific research and the study of food and feeder preferences of wild birds across North America.  Backyard Nature Products is also a member of the Cornell Lab of Ornithology and the National Bluebird Society.

Backyard Nature Products has been providing bird feeding/watching enthusiasts with the highest quality bird feeders and accessories available for more than 12 years. For more information about Backyard Nature Products, visit their Web site at www.birdschoice.com or www.backyardnatureproducts.com or call 1-800-817-8833.