Under Green Leadership With Keter: Alejandro Pena on Achieving Sustainability Goals

The COVID-19 outbreak ended up changing many of the ways that we interact with one another. With the rise of online educational initiatives and the increased reliance on digital adoption, the pandemic altered how we view it. Our lives and perspectives have changed from increased reliance on digital communication to increased importance regarding sustainability efforts.

Keter is a company based out of Israel that has helped foster support for sustainable home and garden decor for over 75 years. An industry leader in sustainability efforts, Alejandro Pena’s team at Keter has embraced its role in the spotlight as more conscious-conscious shoppers seek them out.

Pena took time out of his day to discuss the company’s efforts as they sought environmental goals.

Embracing Keter’s Environmental Approach

Keter has been offering resin-based products for homes and gardens worldwide for over 75 years. Now led by the work of CEO Alejandro Pena, Keter is aiming to increase its focus on environmentally friendly practices while urging its followers to do the same.

Pena said of his company, “We see Keter becoming more of a consumer-centric company where our brands will play an even bigger role in our business model.”

To help set the tone for what those brands will offer, Pena gestured to the recently released Sustainability Report published by Keter. Pena added, “Our purpose drives us to share what’s next for a better future and driven by our principles to design with people and planet in mind.”

The company helps its clients decorate their homes and gardens with sustainable products that are elegantly designed and about price and functionality. Keter offers raised garden beds, household organizational products, garden furniture, sheds, patio furniture, and more.

For a long time, businesses would promise to make good on environmental goals without ever actually publishing that data. He hopes his Sustainability Reports will continue pushing other businesses to do the same.

Pena stated, “The era of greenwashing – in which businesses make exaggerated claims about their environmental initiatives – will eventually end as consumers become more aware and demand real action.”

The Keter Sustainability Pledge

Understanding that green initiatives are important is different from making them a reality. Keter has made significant strides in greener living, which they proudly published in their 2022 Sustainability Report.

Pena gestured to the report to tout a few ways the business has succeeded regarding its sustainability efforts.

  • Keter Makes 40% of its Products With Reprocessed Materials
  • 2025 Goal of Reducing Greenhouse Gases by 25%
  • Already Recycled 80% of Total Waste
  • Slated to Use 55% Recycled Materials in Products by 2025

Alejandro Pena said, “Anyone can dream. At Keter, we dream, then we make.”

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