Keter & CEO Alejandro Pena Set Sights on Benefits of Recycled Goods; Improved Economy

The role of corporations has changed significantly while under the scrutiny of the public spotlight. Once upon a time, it was enough for companies to simply appease their shareholders, but now there is the concept of corporate responsibility to be considered.

Keter Group has long been lauded as one of the most forward-thinking producers of resin-based home and garden decor. Based out of Israel, where they have been producing items for decades, Keter Group brought in Alejandro Pena to help guide its outward expansion into newer markets while maintaining green outcomes.

Pena recently spoke about the different challenges and efforts that the company has undertaken during his tenure.

Leading the Charge in Corporate Responsibility

Keter CEO Alejandro Pena came to Keter Group after spending 25 years of his life in the field of product experience, including helping to expand the legacy company Rubbermaid. Brought into the company in 2017, Pena has been active in heading expansion efforts.

Fortunately, Pena’s work has been made more accessible by the Keter Group’s affinity for greener outcomes. Established more than 50 years ago, Keter made a name for itself thanks to its use of recycled resin materials. Pena says, “One of the benefits of using resin materials is that they can be recycled.”

Pena went on to add that they were working hard to make customers more aware of their sustainability efforts. “We are starting to be more proactive in trying to collect back many of these products that are being discarded.”

According to the team of researchers and statisticians at Keter, the company prevents over 680 metric tons of greenhouse gases from entering the environment every year. This is the equivalent of nearly 600 passenger vehicles driving on the road for an entire year.

Improved Conservation Efforts

As the head of the Keter Group, Alejandro Pena has been uniquely focused on creating a streamlined experience that helps both customers and the environment. This means putting production facilities in regions where consumers will eventually purchase products.

Pena says, “60% of our production is in the country and the region where the product will eventually be purchased.”

As the CEO of Keter Group during the COVID-19 pandemic, Pena was able to engineer change and direction to help set the company for prolonged success. Pena added, “During the pandemic, we were able to leverage our global footprint and avoid long lead times that our competition had.”

To additionally support their conservation efforts, Alejandro Pena and the team at Keter have built their future on three concepts: material innovation, design innovation, and, finally, responsible business practices.

In a pledge to combat supply chain in the supply chain, Keter has pledged to improve overall operational efficiency while reducing greenhouse gas emissions by 25%. Keter is also focused on reaching its target of zero landfill waste.

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