Sera was founded in 1970 by Josef Ravnak, a well-respected seller of live pet-food. 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. Mr. Ravnak capitalized on this innovation, and over the years has continually improved sera’s product quality through advanced production methods and stringent quality control. Today – more than thirty years later – sera freeze-dried (FD) foods are the refined result of this original process, and they represent an important part of the sera product line.
The early years
During the company’s first years the product line was continuously expanded and optimized, and sera vipan flakes, 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 aquatan 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 to equal the quality of those in their popular aquarium lines. 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. sera continued its development into natural biological methods for maintaining clean water, and the highly effective sera siporax media for bio-filters was introduced to the public and was requested by the US Space program – where it is still used today.