Sera (company)

Sera is a company that produces and sells home aquaculture and aquarium products and food for pet fish. The company is based in Heinsberg (North Rhine-Westphalia), Germany.

History
The company was founded in 1970 by Josef Ravnak, a fish food salesman. The name “Sera” is a combination of Ravnak's first name: Sepp (nickname for Josef), and his family name: Ravnak.

Shortly after its founding, the company began to specialize in a new process called lyophilization, which preserves food animals with optimal retention of their nutrients and vitamins.

Early years
In 1972, Sera Vipan flakes became the flagship product of the company, marking a shift in focus towards the broader aquarium hobby. Throughout the 1970s, Sera expanded its product range to include water conditioners such as Sera Aqutan and Sera Morena, aquatic plant fertilizers like Sera Florena, and aquarium fish medications including Sera Costapur and Sera Baktopur. The company also developed a series of water testing kits during this period.

By the late 1970s, Sera had extended its reach to the garden pond sector, introducing a range of comprehensive pond care products. This period also saw the addition of products for turtles and other reptiles.

During the 1980s, Sera continued to broaden its offerings with new lines of foods, vitamins, and technological products. Notably, the era featured the launch of the Sera Bio-Denitrator, the first device designed to biologically reduce nitrate levels in aquariums.

Today, Sera products are sold in more than 80 countries.