Keter Group CEO Alejandro Pena: Achieving Environmental Impact Goals

Keter Group was founded more than 70 years ago to offer consumers throughout Israel access to affordable, sustainable, and recyclable home and lifestyle goods. Keter became a hit thanks to their utilization of sustainable resinous material, providing consumers with products that echoed rattan and natural wood without any associated costs. Along with making more affordable products, Keter Group would establish itself as a leader in sustainability, utilizing reusable materials as often as possible.

Alejandro Pena is the present CEO of Keter Group and its former regional director. After finding success in North American markets, Pena would climb the ladder into the CEO’s office to lead the team going forward. Pena has led the charge concerning Keter’s recent growth, adhering to his affinity for sustainability and environmentalism.

Alejandro Pena said of their focus on sustainability while focusing on growing an international business, “We think up the impossible and turn it into the possible.”

The Three Core Pillars of Sustainable Growth

Alejandro Pena was brought onto Keter Group to help guide its transition into newer markets. Along the way, Pena reiterated the company’s focus by releasing a Sustainability Report. The sustainability report explored how Pena and the team at Keter had been making good on their goals of improving sustainability.

Improving sustainable outcomes at Keter Group was made to mirror its three core pillars of growth: Better Products for Better Places, a Better Planet, and Better Business. Each commitment at Keter Group aims to underscore and improve the importance of better, healthier, and sustainable living. Keter hopes to create a circular economy wherein recycled content and recyclable product design lead to operational efficiencies.

Alejandro Pena pointed out that Keter has products available in 100+ countries that focus on durable and elegant designs with unmatched functionality. With more than 70 years of industry innovation, it should surprise nobody to see the team succeed.

Pena added, “Our purpose drives us to shape what’s next for a better future and by our principles to design with people and planet in mind.”

According to the sustainability report delivered by Keter Group in 2022, the company is on track for most of its goals outlined by 2025. Keter made this information as accessible and transparent as possible by posting these goals on their company website.

Pena added, “The era of greenwashing, in which businesses make exaggerated claims about their environmental initiatives, will eventually end as consumers become more aware and demand real action.”

Pena nodded to the transparent sustainability report before adding, “Companies will increasingly have to provide transparent, verifiable data on their environmental impact as evidence of their commitment to the planet.”