Born and raised in Dunlap, Tennessee, Susan Vandergriff grew up in a close-knit community that emphasized social impact and engagement. Her family’s involvement in local politics instilled in her a deep sense of responsibility and leadership. She pursued higher education at The University of Tennessee at Chattanooga, earning a Bachelor of Science in Sociology and Anthropology. Her academic background in human behavior would later help her navigate diverse career transitions and ultimately fuel her entrepreneurial success.
Career Beginnings
Susan started her professional journey in banking, working for 17 years at SunTrust Bank, where she honed her financial and business acumen. Even during her tenure in banking, her entrepreneurial spirit shone through when she became a Licensed Kindermusik Educator and managed her own small business teaching music to children. Handling marketing, operations, and customer relations, she gained first-hand experience in running a business.
However, Susan’s true calling lay in creating meaningful impact. She transitioned from banking to the nonprofit sector, joining A Step Ahead Chattanooga, an organization focused on providing free access to long-term birth control for women. Rising from Director of Operations to Executive Director, she showcased exceptional leadership, but her journey was about to take another transformative turn.
A Serendipitous Discovery
In 2019, amidst personal struggles, Susan tried a mindfulness exercise to ease anxiety. During this practice, she became captivated by the sounds of birds singing outside her home. This small moment of curiosity led her to download a bird identification app, and soon, she found herself immersed in the world of birdwatching. What started as a simple exercise quickly turned into an all-consuming passion. Her family encouraged this newfound interest, gifting her bird feeders and binoculars, which deepened her fascination.
From Passion to Business
Susan’s entrepreneurial instincts kicked in when she faced a common frustration—store-bought birdseed was ineffective, often attracting the wrong species and leading to waste. Determined to improve the experience, she researched bird diets and started mixing custom seed blends at her kitchen table. The results were astounding. Her backyard was suddenly alive with diverse bird species, proving her formula worked.
Her husband, a data scientist, saw immense potential in her customized approach. He suggested that her formula could be applied nationwide, creating region-specific birdseed blends. Recognizing the business opportunity, Susan took a bold step—she left her stable nonprofit leadership role in 2021 to launch The Happy Birdwatcher Company.
Building an Innovative Business
Susan’s approach was revolutionary—her company became the first in the U.S. to use data-driven customization to create birdseed blends tailored to specific geographical regions. She also introduced a subscription-based model, ensuring birdwatchers received premium-quality blends regularly. This not only created a loyal customer base but also provided her business with a sustainable revenue stream.
She further strengthened her business acumen by participating in The Company Lab’s Lifestyle & Consumer Goods Accelerator, a program designed to help innovative startups scale. This learning experience, combined with her leadership skills and financial expertise, helped her refine and expand her company.
A Purpose-Driven Business Model
Beyond business success, Susan infused her company with a strong social and environmental mission. The Happy Birdwatcher Company operates as a Registered Benefit Corporation, ensuring that its goals extend beyond profit. She committed to three core values:
- Environmental Sustainability – The company uses plastic-free packaging, reducing waste and promoting eco-friendly practices.
- Mental Health Awareness – A portion of every sale is donated to mental health and addiction services, reinforcing the connection between birdwatching and emotional well-being.
- Promoting the Joy of Birdwatching – Susan actively educates people about the benefits of birdwatching for reducing stress, anxiety, and depression, advocating for a deeper connection with nature.
National Recognition and Shark Tank Success
As her company grew, Susan’s story gained media attention. The Happy Birdwatcher Company was featured in The Washington Post’s holiday gift guide, as well as numerous regional publications. But the biggest breakthrough came when she appeared on the hit show Shark Tank on March 7, 2025. The national television exposure put her company in the spotlight, proving that passion-driven entrepreneurship can lead to extraordinary success.
Conclusion
Susan Vandergriff’s journey is a masterclass in how passion, resilience, and innovative thinking can create a thriving business. From a mindfulness exercise to a nationally recognized brand, she transformed a simple hobby into a purpose-driven company that benefits both people and the environment. Her story is a testament to the fact that great businesses are born from personal experiences and a desire to create positive change. For aspiring entrepreneurs, Susan’s journey proves that success isn’t just about making money—it’s about building something meaningful that resonates with the world.
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