How Alejandro Pena of Keter is Tackling Corporate Responsibility and Recycling

The ethical role that corporations play has changed dramatically in the past ten to fifteen years. Corporate responsibility and social sustainability have become hot topics for every significant market player, no matter the industry that they exist within.

Alejandro Pena was brought on to lead the Keter Group as its CEO while guiding the company toward more sustainable endeavors. With a focus on expanding its global footprint while reducing negative outcomes for the environment, Keter has enjoyed monumental steps forward while under Pena’s leadership.

Let’s take a closer look at the ambitious recycling plans of Keter Group as told by CEO Alejandro Pena.

Recycling For a Better Future

Keter Group was established more than 50 years ago in Israel as a producer of recycled resin-based home goods, furniture, and outdoor decor. With low prices that are improved by the longevity and high quality of its prices, Keter has enjoyed sustained growth in a number of major markets, which has led it to have more than 20 manufacturing facilities around the world.

Keter uses recycled resin materials for all of its products while focusing on communal recycling and sustainability. Keter CEO Alejandro Pena said, “It is very important to understand that tall Keter products can and should be recycled.”

Pena went on to add that his company was becoming more proactive when it came to trying to collect discarded products. One aspect of its sustainability mission included a commitment to keeping materials from its manufacturing facilities out of landfills.

With more than 5,000 employees and 20 manufacturing facilities around the world, Keter has been an industry mover and shaker with regard to greener outcomes and initiatives.

Sustainable Production Facilities

To offset greenhouse gas emissions while reducing their overall impact on the environment, Alejandro Pena and Keter have focused on building manufacturing facilities in the regions where products will eventually be sold.

Pena said of this goal, “During the pandemic, we were able to leverage our global footprint and avoid long lead times that our competition had.”

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

This means that lightweight products are designed in the United Kingdom for consumption there, while bigger products are built across the ocean in the United States. No matter where products are created, Pena and Keter make sure that they don’t find their way into local landfills.

For Keter, Pena has built the future of the company around three core concepts: material innovation, responsible business, and design innovation. Keter continues to invest in product development and sustainability while moving away from single-use consumer products.