Samuel Fox is the Co-Owner and Co-President of American Bird Products, proud manufacturers of the internationally-known Audubon Bird Call. He is a student at Yale University.
The American Bird Products dates back to 1951. How did you first get involved?
My interest in the company came from the respect I had for my late grandfather, Roger Eddy. My brother, Martin, and I purchased the business, with the support of our mother from Roger Eddy’s (my grandfather) estate about a year after he died. I was a junior in high school when I first got involved. The challenge of running a successful business and putting my own mark on a company that had been in operation for more than fifty years was the truly enticing part.
What is your role/what does it require of you? How long have you been with American Bird Products?
My brother and Martin and I have been at the helm of ABP, Inc since 2004. We are each 49% owners. My mother and father each hold 1% for voting purposes if Martin and I ever have any disagreements we cannot resolve ourselves (so far we have not). With such a small company it is not a stretch to say that I do everything necessary for the business to thrive. I am involved with everything from production of the products, to customer service and sales, to packing orders and shipping them out. During the school year I spend a limited amount of time at our physical location but am able to keep up with everyday operations via computer. I normally spend about 5-6 hours a week in the office and I dedicate about an hour a day to general upkeep on my computer or on the phone. During the summer though, it is a full time job.
About how many people work for American Bird Products?
My brother and I are full time employees. We also employ an office manager who comes in on a part time basis. She does regular office maintenance, packs and ships orders, keeps the books (deposits checks, etc). And during production runs (usually about three months long, twice a year) we employ at least two full time laborers.
How difficult is it for you to juggle between studying at Yale and running a business?
It has been difficult to prioritize all of my responsibilities. On top of my schoolwork I am also on the Yale track team which takes up even more time than school or work. Admittedly, since taking over the company, I have put business before schoolwork, but, mostly because of geographic constraints it has been difficult to spend enough time working for ABP. I look forward to graduation for a number of reasons, including the fact that ill have more time to dedicate to my company.
American Bird Products produces the Audubon Bird Call and the Soda Bottle Bird Feeder. Could you explain the uses of each? Which one is the most popular?
The Audubon Bird Call is a simple device. It is comprised of a small Birchwood cylinder a
nd a zinc-cast plug connected by a short screw. The wood and metal plug are dusted with a rosin which is essential in producing the call’s voice. When twisted together, the friction creates a squeaking sound reminiscent of many wild song bird sounds. The Soda Bottle Bird Feeder is an environmentally friendly and durable zinc-cast adapter meant to turn a recycled 2 liter soda bottle into a bird feeder. The soda bottle simply screws right into the feeder adapter which includes two feeding trays and perches. We like to think that the feeder is also virtually squirrel proof, as squirrels have difficulty balancing on the slippery plastic of a soda bottle. Our Bird Call is our classic product and sells much more successfully around the world.
Do you plan on introducing new products?
We have begun to introduce some new services for our customers. Bird Calls are now customizable as we are able to laser engrave any image that will fit onto the Call. Certain customers use the Bird Call as a promotional item. We can provide Calls in a range of colors and can imprint company, or organizational logos directly onto the Call. We are also always looking to expand deeper into the gift market as that is the market that we have been most successful in.
Your grandfather, Roger Eddy, was known for handcrafting the bird calls and refused to use mass production. Do you still do the same?
We still manufacture our Audubon Birdcall by hand in the same fashion as my grandfather almost 60 years ago. It is important to do so because our strongest marketing position for the product is “all-american and hand-made.”
American Bird Products distributes not only in the US but throughout the world in places such as Japan and Australia. Did these distributors become a part since your leadership of the company? If so, how did you go about doing this?
Our European distributors came with the company when we took over, but most of our others have been cultivated in the last 5 years. Persistence and asking a lot of questions is key when looking for customers. In Australia we spoke to our small customers to find out who their main suppliers were domestically, then we went after those companies as possible distributors. Same for the UK and Japan. There is also an element of luck. We have been approached by individuals from many different countries looking to become distributors of our products.
Where do you see American Bird Products in the next five years? Do you plan to continue with the company after you graduate?
There is certainly a cap to the success of our products. We are not producing hot new electronics or revolutionary software etc. We make a classic American tool/toy and our sales are better described as steady rather than explosive. However there is definitely room for improvement. I would like to delve deeper into the promotional market and also cultivate more international customers. The infusion of energy that ABP stands to receive when I graduate and am able to work side by side with my brother on a regular basis will no doubt lead to growth in sales and production. And, as mentioned, we are always looking to extend our product and service line.
Do you enjoy what you do?
Running a business is fun. Every sale, every order, every shipment seems to be your own creation. Seeing a business interaction go from early phone calls, to price quotes, to logistical coordination, to shipment, to payment is one of the most fulfilling things I can think of.
