Alejandro Pena Keter CEO Discusses The Importance of Brand Authenticity

Alejandro Pena, Keter CEO, works to keep the brand true to community values through its commitment to sustainability. Taking bold approaches to social responsibility, Keter sets a goal of creating eco-friendly products that also minimize their use of virgin resources and eliminate waste at each stage in the production chain. With a mission beyond corporate responsibility, Alejandro Pena is passionate about serving the environment and the communities in which Keter operates.

Under Pena’s leadership, the company launched its Keter Everyday Sustainability 2025 Pledge, which promises to adhere to five commitments over five years that focus on reducing emissions and eliminating plastics. It also focuses on raising environmental awareness while increasing the use of recycled resin in products from 40% in 2020 to 55% by 2025, with a near zero-waste process already in place by 2021, with 98% of scrap used for new Keter products.

The company uses weather-resistant resin-based materials like Adirondack chairs and sheds instead of traditional materials, ensuring more durable products for customers. However, this has come under fire as many questions about how environmentally friendly these synthetic resins can be. CEO Alejandro Pena, alongside CFO Pasquale Iannone, is invested in finding solutions to ensure their business has as small an environmental impact as possible while still utilizing these reliable materials. Through initiatives like 100% recyclable designs, they can show consumers they are environmentally responsible while still providing quality goods.

Keter’s dedication exceeds corporate responsibility, with Alejandro Pena and his team remain focused on this mission to protect those who would use its products but guarantee sustainability for future generations. Embodying the desire for progress, Keter’s approach allows them to provide services now and invest relevancy into eco-friendly resins showing everyone else how worthwhile using sustainable sources can be, plus illustrating positive examples set forth where doing what’s best is better than any short-term gain financially or publically from polluting sources.