Sera (company)
Encyclopedia
sera is a company that was founded in 1970 by Josef Ravnak, a seller of live pet food. Headquarters of the company are in Heinsberg
(North-Rhine Westfalia), Germany. At this time, a new process called lyophilization was being introduced and was already highly acclaimed for preserving food animals with optimal retention of their nutrients and vitamins.
Ravnak capitalized on this innovation, and over the years has continually improved sera's product quality. The name sera is a combination of Ravnak's first name, SEpp (nickname of Josef), and his family name, RAvnak.
, the company's flagship food, was introduced in 1972. The company focus broadened to include the aquarium
hobby as a whole and throughout the decade they developed water conditioners, such as sera aqutan and sera morena – aquatic plant fertilizers, such as sera florena – and aquarium fish medications, such as sera costapur and sera baktopur. The first series of water testing kits were also developed.
Towards the end of the seventies, sera turned to the garden pond
sector and developed a complete range of pond care products. Turtle
and other reptile
products were also being added at this time.
Throughout the eighties, sera continued to raise the company profile by increasing the product lines with innovative and scientifically advanced foods, vitamins, and technological products. During these years the acclaimed sera Bio-Denitrator was launched, which was the first mechanism to actively target the biological breakdown of nitrate
in an aquarium.
As technology progresses, pressured by the demands of the scientists, sera has been a leader in developing new forms of food such as the flake, tablet, freeze-dried, and granulates that can now meet the individual nutritional requirements and natural feeding habits of the animals it was formulated for.
Specialty foods such as long-term sera holiday tabs, Koi Snacks for hand feeding, and Catfish chips for a nutritional treat based on natural textures are only a few of the novel additions that have combined nutrition with variety.
Along with developments in foods, sera continues to add and refine water conditioners for biological cleaning and algae control, and technical products such as filters, pumps, CO2 units, UV filters, lamps, testing instruments, and accessories.
Education and information are part of sera activity, and company undertakes many seminars, publishes guide book series, sera News periodicals.
Heinsberg
Heinsberg is the capital of the district Heinsberg in North Rhine-Westphalia, Germany. It is situated near the border with the Netherlands, on the river Wurm, approx...
(North-Rhine Westfalia), Germany. At this time, a new process called lyophilization was being introduced and was already highly acclaimed for preserving food animals with optimal retention of their nutrients and vitamins.
Ravnak capitalized on this innovation, and over the years has continually improved sera's product quality. The name sera is a combination of Ravnak's first name, SEpp (nickname of Josef), and his family name, RAvnak.
The early years
During the company's first years the product line was continuously expanded and optimized, and sera vipan flakesFish food
Aquarium fish feed is plant or animal material intended for consumption by pet fish kept in aquariums or ponds. Fish foods normally contain macro nutrients, trace elements and vitamins necessary to keep captive fish in good health. Approximately 80% of fishkeeping hobbyists feed their fish...
, the company's flagship food, was introduced in 1972. The company focus broadened to include the aquarium
Aquarium
An aquarium is a vivarium consisting of at least one transparent side in which water-dwelling plants or animals are kept. Fishkeepers use aquaria to keep fish, invertebrates, amphibians, marine mammals, turtles, and aquatic plants...
hobby as a whole and throughout the decade they developed water conditioners, such as sera aqutan and sera morena – aquatic plant fertilizers, such as sera florena – and aquarium fish medications, such as sera costapur and sera baktopur. The first series of water testing kits were also developed.
Towards the end of the seventies, sera turned to the garden pond
Pond
A pond is a body of standing water, either natural or man-made, that is usually smaller than a lake. A wide variety of man-made bodies of water are classified as ponds, including water gardens, water features and koi ponds; all designed for aesthetic ornamentation as landscape or architectural...
sector and developed a complete range of pond care products. Turtle
Turtle
Turtles are reptiles of the order Testudines , characterised by a special bony or cartilaginous shell developed from their ribs that acts as a shield...
and other reptile
Reptile
Reptiles are members of a class of air-breathing, ectothermic vertebrates which are characterized by laying shelled eggs , and having skin covered in scales and/or scutes. They are tetrapods, either having four limbs or being descended from four-limbed ancestors...
products were also being added at this time.
Throughout the eighties, sera continued to raise the company profile by increasing the product lines with innovative and scientifically advanced foods, vitamins, and technological products. During these years the acclaimed sera Bio-Denitrator was launched, which was the first mechanism to actively target the biological breakdown of nitrate
Nitrate
The nitrate ion is a polyatomic ion with the molecular formula NO and a molecular mass of 62.0049 g/mol. It is the conjugate base of nitric acid, consisting of one central nitrogen atom surrounded by three identically-bonded oxygen atoms in a trigonal planar arrangement. The nitrate ion carries a...
in an aquarium.
Today
With more than 200 products in the assortment, a team of scientists at its Heinsberg, Germany headquarters, international product distribution, and subsidiaries in North America, France, Italy, Chile and Japan – sera has gained a reputation as one of the leading forces in aquaculture today.As technology progresses, pressured by the demands of the scientists, sera has been a leader in developing new forms of food such as the flake, tablet, freeze-dried, and granulates that can now meet the individual nutritional requirements and natural feeding habits of the animals it was formulated for.
Specialty foods such as long-term sera holiday tabs, Koi Snacks for hand feeding, and Catfish chips for a nutritional treat based on natural textures are only a few of the novel additions that have combined nutrition with variety.
Along with developments in foods, sera continues to add and refine water conditioners for biological cleaning and algae control, and technical products such as filters, pumps, CO2 units, UV filters, lamps, testing instruments, and accessories.
Education and information are part of sera activity, and company undertakes many seminars, publishes guide book series, sera News periodicals.