HackingRetail & ConsumerRetailCustomer Data InvolvedIdentity (basic)Government IDMediumContained

Birdsong Peanuts

bd_3f20d4a4bd0f0749 · schema v1 · pii pii-v1

Severity

Medium

Discovered

Jul 9, 2025

Filed

Jul 18, 2025

To disclose

9 days

Affected

4state residents only

Linked

4 filings

Confidence

65%

Full breach record for Birdsong Peanuts →

Birdsong Peanuts reported an external system breach (hacking) on June 23, 2025, discovered on July 9, 2025. The incident affected 4 Maine residents. Personal identifiers were compromised. The company provided 12 months of credit monitoring and identity theft restoration services through TransUnion.

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Maine clockDiscovered Jul 9, 2025 → Filed with AG Jul 18, 20259d ✓ ME AG ≤30d9 days discovery → filing

⚠ AG web formThe discovery date came from the AG web-form field, which is systematically later than the detection date stated in the letter. Treat the clock as indicative.

Incident timeline

undetected · 16 days

discovery → filing · 9 days

Jun 23, 2025

Begins

Jul 9, 2025

Discovered

Jul 18, 2025

Filed

vs. sector median

7 wks faster

This filing is one of 4 about the same incident.View merged incident

Linked disclosures

Why this link?

Regulatory filings (3) · sorted by filing gap

Vermont State AGbd_44aa11487b986ef02025-07-18Verified
Massachusetts State AGbd_64e0d5efb20a74792025-07-18Verified
Texas State AGbd_86dedb4aa07804622025-07-22 · +4dVerified

Name: Kevin Mekler
norm: kevin mekler

Name: Birdsong Peanuts
norm: birdsong peanuts
Industry: Retail & Consumerllm

Discovered: Jul 9, 2025
Breach occurred: Jun 23, 2025
Undetected for: 16 daysoccurrence → discovery
Materiality determined: —
Notification sent: Jul 18, 2025
Affected individuals: 4state-resident count only
Data types: Identity (basic)Government ID
Attack vector: Unauthorized Access
MITRE ATT&CK: T1190 Exploit Public-Facing Application
Threat actor: External
Regulator citations: Filed notification with Maine Attorney General
Initial access: exploit_public_facing

During the incident: Offered TransUnion credit/identity monitoring and identity theft restoration assistance
Source: Quoted from the filing itself, not independently verified.

Time to disclose: 9 days(9 days from discovery to filing)
Compliance flags: ME AG ≤30d · 9d
Discovery-date grounding: AG web formThe discovery date came from the AG web-form field, which is systematically later than the detection date stated in the letter. Treat the clock as indicative.
Clock breakdown: Statute Window Elapsed Threshold Status
Maine
Discovered: Jul 9, 2025
→ Filed with AG: Jul 18, 2025
9d 30 days ME AG ≤30d

Statute	Window	Elapsed	Threshold	Status
Maine	Discovered: Jul 9, 2025 → Filed with AG: Jul 18, 2025	9d	30 days	ME AG ≤30d

Status: No extraction artifact recorded for this disclosure.

Filing propagation · 4 filings · 4 states

View merged incident ↗

Vermont State AGJul 18 · first

Massachusetts State AGJul 18 · first

Maine State AGJul 18 · first · this page

Texas State AG+4d

Evidence ladder

Leak-site claim

Attacker assertion only. Establishes: claim date, group, alleged victim.

Press / market report

Unlocks: incident narrative, operational impact. Still no compliance clock.

State AG / regulator filingThis record

Unlocks: discovery date, data types, affected count, compliance clock.

SEC 8-K / victim statement

Unlocks: materiality, stated response, full audit trail. Ceiling removed.

Source URL: https://www.maine.gov/agviewer/content/ag/985235c7-cb95-4be2-8792-a1252b4f8318/caf3d0da-c0da-4e82-92a0-8c43962790c8.html
DisclosureLens links to the originating regulator URL — full filing bodies are not redistributed from public surfaces (§4.5).
Filed at: Jul 18, 2025
Raw hash: b2c5dc4850237025722220fad57d0b28f053d1789ddba6bc39e2c7f7fad19dda

Linked disclosures

Regulatory filings (3) · sorted by filing gap

Reporting entityKevin Mekler

Victim entityBirdsong Peanuts

Incidentdiscovered Jul 9, 2025

Stated responseOffered TransUnion credit/identity monitoring and identity theft restoration assistance

ComplianceME AG ≤30d

Extraction provenanceno artifact recorded

Source provenancewww.maine.gov