Homemade startup takes flight

Johanna Braat has launched a handmade bird feeder and food business. Photos by Michael Thompson.

A late-in-life pivot toward entrepreneurship has helped hatch a Midlothian startup that’s geared toward bird lovers.

In December, Johanna Braat launched Bird Allure, a company that makes a bird feed spread and bird feeders.

Braat has created two blends of the bird food spread. She makes and packages the spread in her kitchen and makes Bird Allure’s feeders from poplar wood in a workshop in her backyard.

“It incorporates seeds and fruits which birds like to eat,” Braat said. “When you go buy bird food, it’s usually in bags of seed blends. I decided, ‘Why don’t I develop my own special blend and sell it online?”

Braat, 57, said she started making bird feeders when she lost her job as an administrative assistant at HCA in 2012.

Braat’s bird feeders are made with spaces to fill in with her spreadable feed.

“I had about a year where I couldn’t find a job,” Braat said. “I’m starting out late in life but pursuing a dream I’ve always had. I’ve always been into hand-making things.”

Braat said that her mom was always fond of feeding birds. And it was while watching and listening to the starlings, blue birds, finches and nuthatches near her house that Braat got the idea to start a business.

The idea got some extra wind beneath its wings from a chance encounter at a Starbucks. Braat said one day she struck up a conversation with Shirley T. Burke, a local radio and television host, who encouraged and helped her find resources to launch the company.

Burke would eventually host Braat on her weekly show called Something Different to discuss her products.

“She turned me onto a web developer and a whole crew of networking women,” Braat said. “It was just one of those chance meetings that you have in your life ? who you’ll meet will change your life.”

Braat, who also works part-time at Home Depot, said she’s put about $4,000 of her own money into the business. She’s made more than 100 bird feeders and has sold about half of them.

She said buyers so far have mostly been in their 40s or above and are often bird watchers.

Braat fills a bird feeder with spread.

“It’s a very soothing thing to do – to watch them and listen to all the different sounds,” Braat said. “It’s an appreciation for nature.”

Half a pound of bird food spread costs $6 and a full pound costs $11. Her bird feeders sell for $18.

Braat said a farm in Massachusetts carries some Bird Allure products and she’d eventually like to see products on more store shelves.

“My hope is to grow this business into carrying specialty wild bird products,” Braat said. “I’d really like to delve further in promoting other products. I’d mostly like to promote handcrafted items.”