Alejandro Pena was brought aboard Keter Group to operate as their Marketing Managing Director for the North American division. After finding success, he was eventually appointed to the Chief Executive Officer position in 2018. Leaning on the importance of corporate responsibility and sustainability, Alejandro Pena would help continue the shift toward environmentalism and corporate stewardship with the business under his leadership.

At the helm of Keter Group, Alejandro Pena has recently helped to push the Sustainability Report that the business recently published in 2022. Making good on the importance of sustainability, Alejandro Pena took the lead to discuss where Keter Group is making massive improvements while underscoring the areas they still must tend to.

The Core Pillars of Stewardship

Alejandro Pena and Keter Group have long been focused on environmentalism, which can be traced to the early days of the business more than 70 years ago. Keter Group was launched as a leading purveyor in producing sustainable lifestyle solutions for indoor and outdoor furniture in the Middle East. Using sustainable resin has allowed Keter Group to emulate natural wood and rattan materials, all at a fraction of the price of actual wood.

Pena said of these goals, “We think up the impossible and turn it into the possible. When we are told something can’t be done, we dare to do it.”

The team at Keter Group has been focused on culminating three core pillars of stewardship as they seek to continue implementing greener efforts as they expand into 100+ countries. Pena said, “Climate change already has a profound impact on our planet, but the good news is that we are not powerless.”

Even though Pena is focused on the corporate efforts at Keter Group, he knows that change can happen in the home. Pena added, “We all have a role to play in building the future, and we can choose to make it sustainable.”

The Three Pillars of Keter Group

The Three Pillars introduced by Keter CEO Alejandro Pena are focused on Better Products for Better People, a Better Planet, and Better Business. Alejandro points out that these three pillars feature intertwined goals leading to a circular economy focused on recycled concepts, recycled content, and recycled product designs.

The proof is in the pudding for Keter Group as its recent 2022 Sustainability Report detailed past achievements while underscoring future goals. Pena added, “We don’t produce any single-use plastic consumer products,” before saying, “We have incorporated recyclable and reusable materials in our production as part of our commitment to sustainable practices.”

In 2022 alone, Keter would recycle or reuse 80% of its total waste. At the same time, Keter is slated to improve its use of up to 55% recycled materials on products beginning in 2025.

Pena said, “Anyone can dream. At Keter, we dream, and then we make.”