Sera -Excellent quality and competence worldwide

With is primary plant located in Heinsberg, Germany, today sera is a company employing a staff of approximately 180 people. The product range includes far more than a hundred different products for aquariums, terrariums, and garden ponds.

Development and history

The main reason behind the establishment of sera in 1970 was the purchase of a vacuum freeze-drying plant, which finally offered a solution to the problems of live food preservation in Europe. For the first time, it became possible to manufacture dry food for tropical fish with the best possible preservation of all of the vital proteins, vitamins and minerals. The major advantages of the freeze-drying procedure are the careful treatment of the live food and the killing of all parasites.

The high quality of the manufactured food is an important feature from the very beginning. Due to careful product control and production methods which are being improved continuously, it was possible to increase the product quality. Also today, after more than 30 years, the very high quality flake, granulated, tablet and freeze dried (FD) food represents a large and important part of the sera product range.

The different nutritional demands of fish and turtles are taken into account in the development of the numerous types of food (various flake-, tablet-, granulated- and FD foods). Carefully researched water conditioners, medications and care products (e.g. the biological water conditioner sera nitrivec) add to the range as well as the well-proven water test kits and technical equipment. The "technical" product range includes such different products as aquarium and pond filters, electronic PH value and conductivity meters, a well-assorted range of aquarium heaters and, last not least, a modern CO2 fertilisation system for the optimum supply of CO2 to aquatic plants.

International structure

Sera is an internationally operating enterprise, with facilities in France, Italy, the Czech republic, Japan, China and Canada.

These outlets work in close cooperation with sera Germany, but naturally also comply with the different market approaches required in the various countries. Conducting both local and overlapping market research is a very important task, as different markets may have a lot in common yet still reveal plenty of differences at the same time.

Of course one major goal of these subsidiary companies is to ensure excellent market penetration. A well-trained and highly motivated team of sales representatives is the key to success. The representatives are not only considered salespeople, but they also ensure that optimal advice is provided to the trade. This kind of advice does not end with product knowledge but extends deeply into any practically oriented aspects of aquarium and pond care. This is the only way to ensure the best possible servicing of the market.

Also, company and logistic structures must fit in with the local markets, as there are great differences between the countries. Typically, these differences are mostly connected with the size of the country itself, the current infra-structure, and of course the mentality and social and cultural backgrounds of inhabitants.

Last but not least, advertisement and marketing campaigns must also match the needs of the specific market. This is another reason to work with a strong and efficient team within the country in question.

Considering this and acting accordingly is the only way to transfer knowledge and competence to the specialist trade, and consequently increase markets and improve sales.

Sera Heinsberg delivers directly to the Netherlands and to the UK, with regard to all of the items mentioned above, and works closely with local representatives. There is now even a subsidiary office in the Netherlands.

All in all, sera is present In more than 80 countries worldwide. In countries in which there is no sera office, the company works with exclusive importers. The basic approaches and targets are similar to the countries in which sera maintains an office. Sera supports all outlets and importers with its regular participation at all important exhibitions worldwide.

History: sera – A quality brand worldwide

1960     Josef Ravnak begins catching and selling live food for ornamental fish

1970     The company sera is founded and develops rapidly from there

1971     The product range expands to include several kinds of freeze dried food, the first flake food sera pan, plus a goldfish food and the treatments costapur and mycopur.

1972     The birth year of sera vipan, sera's leading brand product

1974-1978 Within short time, the sera product range for aquariums is expanded by more than 20 additional products.

1979     The sera pond range is launched and very quickly gains larger maket shares.

         The first pellet turtle food – which will later become raffy P – and sera reptilin and cyprinopur for goldfish are launched on the market during this year.

1981     The carefully palnned relocation to Heinsberg's industrial location takes place.

    The total area of the new halls is 4000m², the number of employees increases to 20.

SERA France is founded

1983     Flake food production is manufactured in a fully electronic process.

1985     Another hall (25000 m²) is added.

        SERA Italia is founded.

1990    Another expansion of the company buildings by an additional 2.500 m² is urgently required to meet the ever-increasing demand for sera products.

1995    Sera celebrates its 25^th anniversary. It is now a company with over 120 employees and a range exceeding 100 different sera products.

1996    By popular demand from many pet retailers, the sera seminars are offered again.

        For the first time, sera also offers special seminars for apprentices and those who have previously worked in other industries.

1998    Due to the worldwide constantly increasing demand for sera quality products, yet another expansion becomes necessary. The company's property is enlarged by 12,000 m² and now comprises 40,000 m² total in size, half of which is occupied by buildings.

              Sera Japan is founded.

2002    Another milestone in ornamental fish nutrition: sera vipagran is the first granulated food suitable for all fish, from livebearers and small tetras to larger fish such as angelfish.

              Sera China is founded.

            Within seven years the number of sera Germany employees has increased from 120 to 162 people.

2003    Sera takes over the rights for Siporax^TM  and produces the high performance filter medium in the Heinsberg plant.

            Also, sera begins operations in the Dutch market.

 PETS International Magazine ISSUE 4-2004