Gold Crest Distributing in Mexico started small in the summer of 1995, when Toellner realized there was a need for products specifically directed at the backyard naturist. After attending a trade show in Atlanta, Toellner noticed his was the only company concentrating solely on products for creatures that typically make back yards their home. By specializing in everything from bird feeders to bug magnets, songbird stationery to feed scoops and everything necessary to keep birds, bugs, squirrels and even toads happy, Toellner's wholesale and retail business took flight. These days, Gold Crest Distributing has almost 5,000 products available wholesale to customers in all 50 states and Canada. "We can tell where it's cold and snowing by where the faxes and phone calls are coming from," Toellner says.

In response to the company's rapid growth, Gold Crest Distributing recently moved to a new location at 1600 Bassford Drive in Mexico. The new facility combines both Gold Crest Distributing's retail store, Songbird Station, and a large warehouse for the wholesale and shipping side of the business. In fact, Gold Crest Distributing's new building is so big, Toellner is now in the warehousing business, using the extra space to stock, store and ship products for other companies. And, Gold Crest Distributing runs a second Songbird Station located in the Forum Shopping Center in Columbia.

Although Songbird Station's annual retail sales of $220,000-$230,000 pales in comparison to the $6.5 million to $9 million the wholesale business generates, the retail outlets serve an important function in Gold Crest Distributing's business.

"These locations give us a chance to test our products," Toellner says. "Will people like something enough to buy it and be happy after they buy it?" Only after a successful testing period does Gold Crest Distributing begin stocking a product by the truckload.

One of Gold Crest Distributing's successful products is a line of bird feeders they purchased two years ago. The Feather Feeder was so good at its job, it earned a new name from Gold Crest Distributing: the All-Weather Feeder. This feeder is also one of Gold Crest Distributing's local products. The plastic parts are made in Perry, and the metal parts are manufactured in Mexico. The complete feeder is then assembled and packaged at Gold Crest Distributing.

Keeping it local is important to Toellner. "Our goal is to try to do business in central Missouri whenever we can," he said.

With that goal in mind, the manufacture of Gold Crest Distributing's Songbird Cedar and Songbird Shake Shingle wooden products is also contracted locally, in Wellsville and Columbia.

Much like their unique product focus, Gold Crest Distributing also takes a unique approach to marketing. About a year ago, Toellner did away with all Gold Crest Distributing advertising except the newsletter and flyers in favor of an information kiosk at the Columbia Mall. It was a huge success. After the kiosk had been open only one weekend, the Songbird Station store at Forum Shopping Center had more than 100 people come in with mall flyers.

Gold Crest Distributing also does not publish a catalog for wholesale clients. Instead, Toellner collects brochures from his suppliers, three-hole punches them, puts them in a binder, and sends them to his wholesalers. The goal is to offer quality pictures of the products the company supplies without incurring additional costs.

There isn't a catalog on the retail side either, but interested customers can visit the company's Web site, www.goldcrestdistributing.com, which is filled with pages of nature products, articles about the company and a copy of the Gold Crest Distributing newsletter.

Toellner, however, does not promote the Web site, so as not to compete with his wholesale clients.

"I'm here to keep my customers, not compete with them," he said.

The lack of direct marketing doesn't seem to be hurting business. Although sales have slowed recently, even Toellner can't complain about the 30-percent increase in business each month over the same month last year (down from doubling each month a year ago). Toellner believes Gold Crest Distributing's products are popular because they carry an emotional element for consumers.

One of the main reasons Toellner himself became interested in backyard birding was the opportunity it gave him to bond with his children by spending time together as a family. The emotional sell has kept Gold Crest Distributing strong through the rocky economic times lately. "Sept. 11 actually helped our business," Toellner said. "People kind of cocooned in their homes, spending more time watching the birds in the back yard."

Toellner also credits his success to his employees in Mexico. Same-day shipping of quality products demands a high level of dedication from workers. "I couldn't do it without them," he said. "The folks in Mexico have a good work ethic. I can count on them, and that means a lot."

The city of Mexico's support for Gold Crest Distributing's growth plan also means a lot to Toellner. The city's initiatives to grow existing businesses have kept Gold Crest Distributing in Mexico.

"That's why we're still here instead of having to move somewhere else," Toellner said. "[Their support] is greatly appreciated. I'd encourage anybody to look at Mexico as a location for a new business."

Ultimately, though, Toellner says being successful and keeping his customers happy comes down to being able to provide outstanding value and service. "In business, there are always two people in line right behind you if you stub your toe."

View a copy of the front page of the Dec. 16-29, 2002 issue of The Mid-Missouri Business Journal.