The brand-neutral initiative of different companies wants to present the pet industry appropriately and raise interest in pet keeping. The background lies in the quite negative media coverage that ignores the many positive aspects of aquarium and pond care. This, among others, includes valuable contributions of pet keeping to human life, for instance by enriching everyday life or creating awareness for nature in children and young people. The FLH e.V. wants to emphasize these aspects by positive media coverage and so enhance the readiness of people to keep pets.
Since enjoying the hobby is also an important factor for sera, the company is also committed to the FLH e.V. and once again shows the close partnership with aquarium and terrarium enthusiasts.