Becoming Better, Greener, and More Sustainable With Keter CEO Alejandro Pena

Most businesses will at least make a pretense of caring about the environment. Some corporations will even go so far as to create a mission statement with steps taken to accomplish their goals. Keter Group founded more than 70 years ago, has been living the realities of a sustainable and environmentally friendly business since it opened its doors.

Now led by the work of CEO Alejandro Pena, who acquired the position in 2018, Keter Group has become increasingly focused on becoming not just the face of outdoor and indoor lifestyle solutions but also of sustainable resourcefulness.

Guided by CEO Alejandro Pena, the company recently took a turn to discuss some of its recent accomplishments in the sustainability field, as told through an Environmental Sustainability Report. The report outlined Keter Group’s goals and some actions taken to accomplish those goals so far.

The Core Pillars of Business Success

Alejandro Pena firmly believes in conceptualizing goals before turning them into a reality. Annoyed at the least by companies that over-promise and under-deliver, Pena stated, “The era of greenwashing will eventually come to an end as consumers become more aware and demand real action.”

Pena went on to gesture to the ESG that Keter Group had released, emphasizing that more and more companies will soon have to provide their own transparent, verifiable data on environmental impacts to showcase their commitment to the planet.

Alejandro Pena said of his company’s success in pursuing sustainable endeavors in the home and lifestyle solutions sector, “We think up the impossible and turn it into the possible. When we’re told something can’t be done, we dare to do it.”

Keter works with its engineers and tech experts to ensure the utilization of techniques and materials that are good for the environment and its customers. Pena said, “Climate change already has a profound impact on our planet. But the good news is that we are not powerless. We all have a role to play in building the future.”

Pillars of Sustainability

Pena would publish the three core pillars of sustainability when publishing its pledge: Better Products for Better Places, Better Planet, and Better Business. Pena said of this goal, “We push ourselves to do more with less and to make new from old.”

Through its 2022 Sustainability Report, Keter Group made tangible steps of progress toward greener outcomes. Among the many successes the EGS report revealed was Keter’s improvement of recycled content from 39% in 2021 to nearly 42% in 2022. Other notable enhancements include reducing greenhouse gas emissions by 22% since 2018.

Alejandro Pena hopes that by 2025, Keter can reduce gas emissions by up to 25%, which includes plans to establish renewable energy resources at numerous work sites.

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