Que SERA sera?

I've just come across an organisation called SERA that promotes "sustainable environmental policies within government and the Labour Party." From what I can tell its a Labour Party affiliated pressure group, presumably funded by Labour as I can't see the membership fees raking much in.

Having said this, the amusing thing is that an explanation of the acronym SERA doesn't actually appear on the site. That couldn't be because it stands for "Socialist Environment and Resources Association" could it? How very un-New Labour sounding. I wonder if the Blairites' who are members demanded the name purge?