Tetbury company helps US consumers connect with wildlife

A wildlife product manufacturer based in Tetbury has increased its exports to the USA in the last year by 87 % while its overall sales have increased by 40%. Its sales to the US are forecast at £4 million over the next five years. 

To mark Mental Health Awareness Week, which this year is focusing on nature and its positive impact on wellbeing, we spoke to Wildlife World’s Sales Manager, Vanessa McDonald. 

Vanessa says: “the business has benefitted from the fact that this year, people have been staying at home, spending more time in their gardens, and connecting to nature.”

Research by the Mental Health Foundation found that getting out in nature and going for walks was one of the main coping strategies during the coronavirus pandemic. They also found that websites streaming nature showed an increase in hits of over 2000%, evidencing people’s desire to connect with nature and the outdoors. 

The business was born out of the founder Norman Seller’s desire to design and manufacture products that are fit for purpose, look attractive and work well, which according to Vanessa isn’t always the case with wildlife products. She said: “Quite often you come across nest products for example that don’t have the right specifications for wildlife.”

The company’s trade relationship with the US started with exporting bee houses as the two markets have similar species of bees. The company is now exporting a range of products to the market including those suitable for butterflies and birds. It’s also looking at product development and innovating specifically for the US. 

Vanessa said: “We have a long history with the US and that started about ten years ago whereby large American garden companies came to visit us at trade shows in the UK and began buying our products. This is how we discovered that there was an interest.

“We then found a fulfilment centre in North Carolina about four years ago. We ship into the fulfilment centre and distributors pick and pack the products before supplying them to wholesalers, retailers or direct to consumers.

“A fulfilment centre is the first step because you need this to be able to make it easy for your American customers by offering flexible minimum order quantities and short lead times.”

The company’s export sales to the US have increased during the Coronavirus pandemic with help from The Department for International Trade (DIT). Vanessa said:

“With the COVID lockdown, I wasn’t able to travel to America and attend trade shows. This meant we really had to invest in our online presence in the US. 

“We set up a new website and DIT provided us with some funding which has allowed us to pay for an online specialist in the US. 

“We’re also getting support with our IP protection and DIT has introduced us to a group of specialist consultants, lawyers and accountants.”

Vanessa said that while companies might initially think breaking into the US market is relatively easy due to the language similarity, there are substantial differences between the two markets.

“We can sell most products in the US, except that in some instances they have different species of wildlife, so we have to filter our product range.

“It’s important not to assume that because they speak English they work in the same way as we do. It’s a fast-paced market and there is a lot of diversity over the states with different tax regulations for instance.

“The Northern and Southern states are very different both in terms of culture and their climates.”

Vanessa has worked in export for over 25 years, so she is well attuned with the considerations businesses need to take when exporting to a market like the US. She says:

“There are import restrictions on some products which make them expensive to send. We avoid products that might be liable to cause legal issues like toys or wildlife cameras. There is a big culture in the US of liability and getting insurance to cover “hold harmless causes” common in most contracts, so you need to be cautious.

“If you’re looking to supply B2B, in most cases and certainly for B2C, finding a fulfilment centre is crucial.

“A lot of states in America aren’t used to importing from the UK. Having a fulfilment centre will give you full access to the market.

“You also need to ensure you have pricing structured in dollars, and have shipping rates and a payment facility set up before trading with the US market. 

“I had a bit of surprise the first time I exhibited at a New York gift show. A lady approached the stand and asked me for some prices on items and I wasn’t able to answer her quickly enough. 

“What I learnt is that if you go to America you need to be ready to do business and that means you need to have your prices, terms and shipping all set up. You need to put the work in and be prepared.”

“To discuss your own export development options and find out more about the support available from DIT,  call 01275 370944, email ditsw@mobile.trade.gov.uk or visit www.great.gov.uk/advice

DIT’s services in the South West are delivered by Business West. For further information, click here.”