In the world of backyard bird feeding, knowledge and expertise are just as important as the high-quality food, feeders, and accessories that customers rely on to attract and support local birds. As a Backyard Bird Feeding franchise, your success depends not only on offering the best products but also on providing expert guidance to customers who are passionate about the hobby. That’s where the role of a Chief Naturalist becomes invaluable.
Brian Cunningham, Chief Naturalist for Wild Birds Unlimited, has a love for the outdoors, nature and birds. His greatest passion is helping others experience nature and opening their eyes to the wonder, beauty and joy of birds. Brian has been helping Wild Birds Unlimited stores bring people and nature together for three decades. It’s all about the joy of the birds.
As WBU’s Chief Naturalist, he enlists scientific research about birds in the development of new bird feeding products and nature education resources, partners with WBU store owners to create a hobby experience that fosters community and loyalty and inspires nature enthusiasts to embrace the joy of birds and conservation.
What is a Chief Naturalist?
The Chief Naturalist at Wild Birds Unlimited serves as the guiding expert for franchise store owners and their teams, equipping them with the knowledge and resources needed to become their community’s go-to Backyard Bird Feeding Specialists. The Chief Naturalist also plays a crucial role in ensuring that franchise locations do more than just sell bird feeding products—they provide education, solutions and foster community as well as deeper connections to nature for their customers.
The Chief Naturalist’s Role in Supporting Franchise Owners and Teams
- Education & Training
The Chief Naturalist provides ongoing education for franchise owners and their employees, ensuring they are well-versed in the local bird species, feeding habits, seasonal changes, and best practices for attracting and supporting backyard birds. By fostering expertise at the store level, this role ensures that every customer interaction is informed and helpful. - Helping Customers Overcome Challenges
Backyard bird feeding is a rewarding hobby, but it can come with challenges—seasonal fluctuations in bird activity, determining the right foods in the right seasons, and dealing with unwanted guests or bird behaviors. The Chief Naturalist develops materials and guidance to help store teams provide customers with practical, science-backed solutions to these issues, enhancing customer satisfaction and success in the hobby. - Enriching Customer Experience
By arming store teams with the knowledge to give expert advice, the Chief Naturalist ensures customers leave the store feeling confident and excited about their backyard bird feeding experience. Whether they are beginners or seasoned bird enthusiasts, customers receive personalized guidance that deepens their connection with nature and increases their enjoyment of the hobby.
Innovation & Product Development
Another essential function of the Chief Naturalist is contributing to the development of new products that enhance the bird-feeding experience. By staying up to date with scientific research, industry trends, and customer feedback, Brian helps design innovative products that attract a greater variety of birds, improve feeder functionality, and support bird conservation efforts. This ensures that your franchise remains a leader in the backyard bird feeding industry, offering solutions that truly benefit both customers and birds.
A Voice for the Joy of Birds and Conservation
Being the expert in the bird feeding hobby is more than just knowledge and quality products. The Chief Naturalist promotes the joy of the birds and the bird feeding hobby. Leading with passion, expertise and vision. Representing WBU as the leading voice in bird and nature education. Supporting and cultivating strategic partnerships and alliances that create enduring bird conservation throughout North America and at the local level via franchise stores.
A Competitive Advantage for Your Franchise
Having a Chief Naturalist supporting Wild Birds Unlimited stores sets them apart. It creates a culture of expertise and trust, reinforcing the brand’s reputation as a source of reliable information and high-quality products. This not only leads to customer loyalty but also fosters a deeper appreciation for birds and nature, ensuring the long-term success of the business and the sustainability of the hobby.
By investing in a Chief Naturalist, WBU empowers store owners and their teams to be more than retailers—they become community educators, problem solvers, and ambassadors of nature conservation. This role enhances customer experiences, supports product innovation, and solidifies your franchise’s reputation as the authority in backyard bird feeding.
At the heart of it all, the Chief Naturalist ensures that backyard bird feeding remains a joyful, fulfilling, and educational hobby—one that helps people connect with nature in a meaningful way. And that’s a win for customers, franchise owners, and most importantly, the birds themselves.