Leading the Green Change: Visionary Keter CEO Alejandro Pena on the Pursuit of Sustainability

We are increasingly living in informed times. Companies nowadays have to pay attention to how they present themselves, taking special care to accommodate the consumers seeking them out. Alejandro Pena is the CEO of Keter Group, a company known worldwide for producing sustainable resin-based home and garden decor.

As the leader at Keter Group, Pena has been particularly forceful concerning his commitment to greener outcomes and sustainability initiatives. Pena stated, “It is a commitment deeply ingrained in our corporate values and reflected in our day-to-day operations.”

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

Let’s look at how Alejandro Pena guides his team toward more sustainable outcomes.

The Keter Difference

Keter was founded in Israel over 75 years ago as a home and garden decor leader. Making a name for its sustainable practices, Keter would make waves within its industry by sourcing sustainable recycled resin for its products. While offering premium aesthetics, this recycled resin was much more affordable and provided better environmental outcomes.

Now available in 100 countries worldwide, Keter continues to grow thanks to Pena’s commitment to greener and more transparent outcomes. Pena stated, “The era of Greenwashing will eventually end as consumers become more aware and demand real action.”

Pena stated, “Climate Change already has a profound impact on our planet. But the good news is that we are not powerless. We have a role to play in building the future, and we can make it sustainable.”

The Sustainability Report

With more than 75 years of operational outcomes on its resume, Keter has made a name for itself as a leader in sustainable practices. Pena pointed out that the company produces more than 40% of its products from sustainable materials.

Alejandro Pena went on to tout a few of the biggest successes for Keter and its environmentalist efforts.

  • 5 Keter Plants Have Achieved Zero Landfill Waste
  • Keter Re-used 80% of its Total Waste in 2022
  • 2025 Goal to Reduce Greenhouse Gas Emissions by 25%
  • 55% of Recycled Materials in Products by 2025

Alejandro Pena said of his efforts with the company, “Anyone can dream. At Keter, we dream, then we make.”

Pena’s focus on sustainability lines up with a report published by McKinsey & Company. The report revealed that nearly 40% of U.S. consumers considered sustainable packaging essential. These same surveyed individuals pointed to the impact of ocean litter as a generational issue that impacts people of every region and neighborhood.

Alejandro Pena added, “It is encouraging to know that raising awareness is having a lasting, positive effect on the consumer.”