The introduction of the Back to Nature backgrounds at the Interzoo 1994 was observed and reported on by many aquarist magazines from all over the world. This is an article that was printed in the Swedish magazine Akvariet.

When the Back to Nature aquarium backgrounds were introduced for the first time on a grand scale at the Inter Zoo 1994, they caused a tremendous sensation since they were a nearly perfect imitation of nature, down to the last detail. So much so in fact, that it was difficult to detect any difference between the backgrounds and nature itself.

There was another novel feature about these backgrounds - they could be installed inside the aquarium thus making it possible to hide filter material, pumps, heaters etc. behind the background and therefore keeping all of the technical equipment out of sight.

Since the introduction in 1994, there have been countless attempts to introduce copies of these unique backgrounds onto the pet and aquarium market, however, Back to Nature remains the undisputed number one when it comes to beauty, durability and quality. It didn't all just start in 1994; the history of the Back to Nature backgrounds goes back much farther.

Joel Malmström, Stockholm, Sweden
Joel (known to most as Charlie) is currently the sole proprietor of the company "On the Rocks AB" which produces the Back to Nature backgrounds.

Joel has extensive experience in the aquarium and terrarium hobbies, going back to when he was a young boy and was very interested in all sorts of animals. At the age of 20, he realised his dream to start his own company based on this interest in animals. He began as a breeder of aquarium fish, and shortly thereafter, he started a pet shop moving on to a fish import business dealing in tropical fishes. But Joel was also interested in animals other than fish, an interest which led to the breeding of snakes and small mammals. After some time, he began to produce terrariums.

Joel Malmström visiting one of several exhibitions.

The company known today as "On the Rocks AB" was established in 1989 and was, from the beginning, primarily a workshop for terrariums as well as being a normal retail outlet for the local market in Stockholm. Over the years, his interest in animals has remained firmly intact, as well as his interest in the environment in which they live. In addition to the production of terrariums, he also experimented with castings for aquariums and terrariums over the years.

In 1992 Joel met Sune Holm and they began a collaboration that in time would result in the production of the Back to Nature backgrounds.



Sune Holm, Stockholm, Sweden
Sune has also had a devout interest in aquarium fish that dates back to his childhood, a hobby that gradually became more specialised to include decorations for aquariums. As early as the 1970s, he was a much sought-after lecturer in the Scandinavian countries. Over the years, thousands of aquarists have been inspired by Sune's lectures and articles, and have built their own aquarium backgrounds from Isopor.

Sune Holm in front of a Back to Nature aquarium.

In his previous profession (purser for SAS airlines), Sune traveled very often throughout the world and since his hobby was aquarium fish, he naturally took advantage of the opportunity to visit and take photographs of the natural biotopes of the fishes. He later used these photos as a source of inspiration when he would go to decorate his own aquariums.

As a raw material for decorations, Isopor is limited in that it occupies a great deal of space in the aquarium and for this reason, Sune therefore began to test several new casting techniques. Over the course of several years, he conducted many experiments with different kinds of material in order to create the perfect aquarium background.

Coincidentally, Joel had been doing the exact same thing for several years, and once the two met, they decided to work together. In this way they were able to take advantage of their collective experience and began to produce backgrounds for aquariums and terrariums on a small-scale basis. One of their first clients was a large aquarium leasing company in Stockholm.

Kjell Fohrman introduced the Back to Nature backgrounds together with Sune and Joel. In the photo he is sitting in front of one of his own personal Back to Nature aquariums.

Kjell Fohrman, Jonsered, Sweden.
In late 1993, Kjell Fohrman visited this leasing company and saw an aquarium there featuring a gigantic rock as a decorative element. He was amazed by the fact that it was possible to install such a rock in an aquarium, but was even more surprised when he was told that it was plastic and not a real rock.

For many years, Kjell had owned a company involved in the aquarium trade (at that time mainly a wholesaler of aquarium equipment, but also a trade in tropical fish) and immediately contacted Joel and Sune to buy a background for his own private 700- litre aquarium, as well as to discuss a future cooperation involving the backgrounds.

The result of this discussion was an agreement which provided that Sune's and Joel´s company would be responsible for the development and production aspects, and that Kjell's company would handle the marketing, sales and distribution of the finished products. It was also at that time that the backgrounds were given their present name - Back to Nature.

1994
At the Interzoo exhibition in Nuremberg, Germany (the largest pet trade fair in the world), the first Back to Nature models (Amazonas 200 cm, Malawi, Tanganyika and the modules) were introduced to the public and as was mentioned above, the success was tremendous. A new trend within the aquarium trade was born - "nature look-a-like" backgrounds for inside the aquarium.

1995
Sales increased rapidly and the company soon outgrew its facilities. Production was moved from Stockholm to newer, much larger facilities in Kopparberg (approx. 80 km north of Örebro and approx. 180 km west of Stockholm).

Joel and Sune together with some of their employees and an elk in the Back to Nature stand in Nuremberg.

1996
In this year, the assortment was complemented by a number of backgrounds that were also suitable for smaller aquariums (the initial models were 150-200 cm long). The new backgrounds were named Rocky and Miniamazonas (currently called Amazonas 60, 80, 100, 120, 130, 150 and 160).

In that same year, a new model was introduced that was designed especially for marine aquariums - Red Sea.

In November of 1996 tragedy struck - the entire factory where the Back to Nature backgrounds were produced was destroyed completely in a fire. Within two months the production started up again in new facilities.

1997
Sune retired (due to age) but is still an active and popular lecturer on subjects as "Decoration in aquariums" and "How to build a background in your aquarium."

During this year, the assortment was expanded to include large module stones. Using these modules makes it possible to create enormous decorations in public places such as hotels, restaurants, public aquariums, etc.

On the Rocks also produces large modules for public aquariums, banks, hotels (this photo was taken in a hotel).

1998
A new background model was introduced, the Rocky Juwel series. This model was flatter than the others and therefore better equipped for use in aquariums that are not as deep.

Kjell Fohrman reduced his activities and his involvement in the company, selling his share in Back to Nature backgrounds back to Joel. Kjell still is active in the trade and even publishes a line of aquarium books entitled "Back to Nature."

1999
A new "flat" background was introduced - the Orinoco-Juwel series.

2000
In the millennium year, a large background that was intended for use more specifically as a paludarium than as an aquarium (although it is of course possible to use it as an aquarium as well) was introduced on the market - the Spring Rock.

2003
By this time, production had grown enormously as compared with the initial years and the production facilities had once again become too small. For this reason, Joel bought a large factory building (also located in Kopparberg) with ample space for larger and much more effective production.

2004
At the Interzoo exhibition in Germany this year (in commemoration of the 10th anniversary), Back to Nature is introducing a completely new system of aquarium backgrounds - the Woodrock series.

These new backgrounds incorporate the benefits of the older backgrounds and their amazing resemblance to nature and combine them with the possibility of placing the technical equipment (filter, etc.) behind the background. At the same time, these backgrounds eliminate the disadvantage found within the old system of being relatively complicated to install. The Woodrock is based on a system containing different sections which may be combined in different ways while at the same time being connected by canals through which the water may pass.

The new factory in Kopparberg, Sweden.

Today Back to Nature is a well-established and leading trade name of aquarium backgrounds. Back to Nature is still produced and distributed throughout Sweden and exported to a network of distributors located across the globe. Back to Nature is sold in all of the Scandinavian countries, Germany, the Netherlands, Switzerland, Austria, France, Great Britain, Italy, the Czech Republic, Hungary, Russia, the USA, South Korea).

With the launch of this new product line - Woodrock - the expectations for the success in the coming years are quite high, and expected to increase even more as the number of companies in which the Back to Nature backgrounds are distributed continues to grow.