How Keter CEO Alejandro Pena is Guiding His Team Toward Greener & More Profitable Outcomes

    Product development, premier prices, and a focus on environmental stewardship. The team at Keter Group has been setting itself apart from the rest of the manufacturing industry for over 50 years. After appointing Alejandro Pena as the head of Keter in 2017, the company has continued to expand its operations while focusing on improving its impact and imprint on the environment.

    Now considered one of the premier green companies in the industry, Keter’s CEO Alejandro Pena took center stage to share some of the efforts that have led them to their spot.

    Improving Environmental Outcomes

    Simply flipping through the Keter catalog will reveal a host of products that have been designed with environmentalism in mind. Keter Group is a specialist in manufacturing recycled resin-based products for both homes and gardens. Sustainable and long-lasting, Keter’s products have gained a reputation for looking better and lasting longer than their price point might indicate.

    Keter makes all of its products from recycled resin-based materials that require little by way of maintenance. This leads to Keter’s focus on sustainability, and it is best exemplified by the “Zero Wood Chair.” The Zero Wood Chair earned its nickname because, for every 1,000 chairs produced, its sustainability saves 50 trees and more than 27 pounds of virgin wood.

    Pena says, “It is very important to understand that all Keter products can and should be recycled.”

    The Keter Group suggests that its efforts at sustainability help to take off the equivalent of more than 565 passenger vehicles from the road every single year.

    Maintaining Manufacturing Markets

    Keter Group is a company with more than 5,000 employees and a host of production facilities around the planet. With a focus on sustainability, Keter implements manufacturing facilities to best facilitate quick and capable processing. By keeping its facilities in its destined sales markets, Keter is able to reduce transportation costs while improving its environmental footprint.

    Pena added on this subject, “About 60% of our production is in the country and the region where the product will be purchased. During the pandemic, we were able to leverage our global footprint.”

    At the time of this writing, Keter has more than 20 manufacturing facilities around the world, with cross-category innovation fueling them. As an example of sustainability efforts through marketing targets, the U.K. facilities focus on lightweight products, while shoppers in America profit from facilities for larger homes.

    No matter where the Keter production facility is located, Pena assures customers that they are working to keep their products out of a landfill.

    Pena added, “We commit as part of our sustainability to make sure that no waste coming out of our factories ends up in a landfill.”