When Alejandro Pena was brought aboard Keter Group to operate as its CEO, he quickly understood what he was tasked with. Pena came aboard to help guide the company’s outward expansion into Western markets and Europe. Throughout the expansion efforts, Pena has been charged with driving his team through the importance of environmental stewardship.
For Keter, founded in Israel, life has been good for 70 years of its lifespan thus far. The company was based on the backbone of its sustainable resin-based garden and home products that look great and cost a fraction of the expense that similar items might demand. Now found in 100 nations around the globe, Keter is delivering durable and elegant designs with unmatched functionality to seemingly every market.
Keter would release its Sustainable Report for 2022 to explore some of the concepts and goals that the business has undertaken with Alejandro Pena in charge.
One Step at a Time
Environmentalism is as much about awareness as it is about action. For Alejandro Pena, movement and understanding have become one thing and the same. Pena said of his goal with the company, “Our purpose drives us to shape what’s next for a better future.”
Keter Group is a global leader in producing outdoor furniture and lifestyle solutions, including high-quality sheds, patios, and other household organizational products. With 70 years of production experience, Keter Group has set the tone for living by the ideas of quality.
Keter has embraced the work that has fueled its success for so many years, and that was backed in a statement by Alejandro Pena himself. Pena said, “The era of greenwashing will eventually end as consumers become more aware and demand real action.”
Greenwashing, as used by Alejandro Pena, refers to businesses making exaggerated claims instead of doing the work and taking action on environmentalist concepts.
Looking to the Future of Sustainability
Pena gestured to the sustainability report published by Keter in 2022 to say, “Companies will increasingly have to provide transparent, verifiable data on their environmental impact as evidence of their commitment to the planet.”
While environmentalism has long been a subject of concentration for businesses worldwide, Keter is taking that idea and making it one of its core ideas through its three pillars of strategy: “Better Products for Better Places, Better Planet, and Better Businesses.”
Keter hopes their three pillars will support one intertwined goal as they machinate a circular economy of recycled content and reusable products. Pena added, “Most people think how things are is how they’ve always been, and I’ll always be. Not with us.”