As a trusted voice in wild bird care, Honeyfields is supporting retailers in encouraging bird lovers to take a consistent approach to feeding garden birds throughout the summer months.
“It’s a common myth is that summer is the ‘easy season’ for birds,” says Sarah Kitson, Head of Marketing. “The reality, backed by science, is more complex than this.”
While it’s often assumed that birds can rely solely on natural food at this time of year, seasonal pressures tell a different story. Summer is a period of intense activity, with adult birds working tirelessly to raise young just as natural seed supplies are at their lowest.
“This ‘hunger gap’ can be more stressful than the coldest winter months,” continues Sarah. “Stopping food supplies at this critical time doesn’t encourage birds to ‘be natural’ it risks starving them when they need help the most.”
For fledglings, the risk is even greater. Young birds need protein to help support the growth of strong bones and feathers, but natural insect numbers don’t always match the demand. Published research shows that suddenly removing food sources in summer can backfire.
“Birds don’t simply stop eating, they move to neighbouring gardens,” explains Sarah. “This creates two problems; the pressure on those few remaining feeders increases and crowding can result in more competition, more stress, and higher chances of spreading disease such as Trichomoniasis. Secondly, it creates energy waste; birds burn precious calories flying further afield to find what they could have had more easily in the gardens that they rely on.”
Not only does a reliable source of appropriate food help bridge the gap between natural supply and increased demand but it can also reduce health risks Feeding birds across more gardens helps to naturally disperse feeding activity, reducing crowding at individual sites. This can help minimise stress and support better hygiene conditions when combined with good feeding practices.
For retailers, reinforcing consistent feeding habits also helps sustain customer engagement with wild bird care beyond the traditional winter peak. The key is to emphasise the importance of feeding responsibly. Added-value features, including a feeding and hygiene guide and a QR code linking to the Honeyfields Discover hub that shares seasonal feeding tips and insights for feeding responsibly, help build trust and encourage repeat purchase.
Protein-rich foods like kibbled peanuts, kibbled sunflower hearts and mealworms, will help adult birds refuel quickly while supporting the healthy development of chicks. Suet products or pellets with added insects or seeds can also be especially helpful during the breeding season with their high protein and calories.
Alongside product recommendations, Honeyfields® encourages retailers to share simple best-practice health and hygiene guidance with customers:
Honeyfields Simply Range: Bird Health First is a new premium wild bird food collection spanning key subcategories including seed mixes, straights, suets and treats. Every pack includes a feeding and hygiene guide and a QR code linking to the Honeyfields® Discover hub that shares seasonal feeding tips and insights for feeding responsibly, helping to build trust and encourage repeat purchase.
- Feed little and often, using fresh food
- Space feeders to reduce crowding
- Clean feeders and water sources regularly
- Provide fresh water daily
- Remove uneaten food and debris
“Think of summer feeding as a bridge, one that carries struggling birds across the toughest weeks of the year. Without it, many simply won’t make it,” said Sarah. “By continuing to feed responsibly, putting bird health first, we can help birds cope better with one of the busiest and most demanding times of their year.”
With clear guidance and the right product offering, retailers can position themselves as trusted advisors helping customers care for garden wildlife all year round.
To find out more contact your Regional Sales Manager or call us on 0845 257 0232.
