Gardman has invested to create a unique wild bird care offer for its retail partners.  Featuring 58 great new products and 28 ShaRRPer Prices, the complete range spans the essential basics to the high quality seeds and tables from the specialist wild bird care brand new to the garden centre sector, The Ernest Charles Co.

“We’ve listened carefully to the market and have innovated our complete wild bird offer in response to consumer feedback,” explained Sarah Downing, Marketing Director at Gardman.  “The Ernest Charles Co. is a premium wild bird care brand with a unique proposition for this market.  With its UK heritage, British made products and proven quality, it gives retailers all they need to trade up consumers and so boost sales and profit.”

The Ernest Charles Co.’s roots reach back to 1844 when Exeter chemist Isaac Lang began selling medicinal seed alongside traditional medicines.  

The brand is still true to its original commitment to technical excellence; each of its five specialist seed blends is 100% wheat free and selected, blended and packed in the UK.  Its bird tables are hand-crafted in the UK and each comes with a 15 year guarantee.  Eye-catching new packaging stands out in store and the resealable feature makes it simple for consumers to keep the feeds fresh.  Bespoke point-of-sale materials and merchandising units have been also developed to offer in-store theatre. 

Complementing the introduction of The Ernest Charles Co., Gardman has made sure its core wild bird care offer is stronger than ever, with the ShaRRPer Pricing so crucial in this price sensitive market.  New products include feeders and feeder sets; the improved packaging has a premium look and feel, is easy to merchandise and resealable to maintain freshness; and the Stronger Off£ers include feeding sets that will help retailers drive volume sales. 

“We have also simplified our range of feeders; we now offer Flip Top, Premium Flip Top and durable Black Steel feeders in just two sizes, standard and large,” said Duncan Ross, Garden Centre Sales Director at Gardman.  

“Our research showed that the variety of sizes previously available meant consumers rarely opted for the higher value, larger products.  This simpler, clearer choice means consumers can differentiate more easily between the products on sales and so will help drive up sales of the large feeders.”