Finding a mainstream business or organization that needs attention to its environmental impacts would take a long time. In recent decades, consumers have increasingly turned toward businesses that they believe to be operating as stewards of the environment. Keter CEO Alejandro Pena was brought onboard of the Middle Eastern home and garden decor brand to help lead the company’s expansion into newer markets while still embracing its environmentalist roots.
In the latest Sustainability Report for Keter Group, Alejandro Pena wrote, “At Keter, we recognize that sustainability is not just a buzzword but a fundamental responsibility we owe to our planet, society, and future generations.”
Pena would go on to say, “Our purpose drives us to shape what’s next for a better future and driven by our principles to design with people and planet in mind.”
How Keter Is Embracing Greener Outcomes
Keter Group is a global leader in outdoor furniture and lifestyle solutions. Leading on the effectiveness of their sustainable resin materials, Keter Group has brought its products to over 100 countries around the globe, delivering elegant designs, functionality, and exceptional durability along the way.
With over 70 years of operational history, Keter took a significant step toward greener outcomes by delivering its fourth annual Sustainability Report in 2022.
Pena pointed to this report to say, “The era of greenwashing – in which businesses make exaggerated claims about their environmental initiatives will eventually come to an end as consumers become more aware and demand real action.”
The Keter Group CEO would point to the sustainability report as proof that the business acted in honor of its initiatives. Pena underscored the importance of the work by saying, “Climate change already has a profound impact on our planet. But the good news is that we are not powerless.”
Keter Sustainability Initiatives and Outcomes
Keter was founded more than 75 years ago and in that time the company has evolved in order to continue fueling its innovation in sustainability. Keter management is focused on the company’s work on impacting the planet positively for society and future generations.
CEO Alejandro Pena said of the company’s work, “We have incorporated recyclable and reusable materials in our production as part of our commitment to sustainable practices.”
Pena would go on to underline some of the major accomplishments that the 2022 Sustainability Report had highlighted, including:
- Recycled Content Up to 41.8% from 39% in 2021
- Keter Recycled / Reused 80% of Total Waste in 2022
- Keter Hopes to Use 55% Recycled Materials by 2025
Alejandro Pena would discuss other ways that Keter is looking to change how businesses approach environmental outcomes. Pena pointed out that the company aims to achieve zero landfill waste while completely stopping the production of any single-use plastic consumer products.