In the endless pursuit of profit and the bottom line, many companies and individuals are willing to sacrifice quality, sustainability, and reusability.
Keter Group CEO Alejandro Pena was brought on board by the company in 2017 to ensure that the business stayed focused on all of those concepts, imbuing sustainability into every action and reaction the company has made.
Keter recently celebrated 75 years in operation by taking a closer look at some of the moments and methods that have made them successful. Alejandro Pena took charge of the announcement by sharing some of his thoughts on the business, sustainability, and his goals for the future.
Global Branding and a Focused Business
Keter Group was originally borne out of Israel in 1948, where it became a hotspot for home goods and outdoor decor. Keter would become revered for its sustainable resin materials that made for affordable products that were enduring and classy in appearance.
After success in its home markets, Keter would expand into newer markets, most recently finding its way into Europe, Australia, and even North America.
The company has long been focused on renewable energy and sustainability, seen throughout its international operations. Keter utilizes renewable energy to help offset greenhouse gas emissions while investing in other energy efficiency concepts to help reduce its overall consumption.
Pena said, “Our vision is that through the power of our innovation, the power of our brands, and by leveraging our global footprints, we will become the leading company in our space and global consumer products.”
Embracing the Adirondack Chair by Keter
Keter’s Adirondack Chairs are currently the totem of the company’s latest achievements. The Adirondack Chair is made in America from sustainable resin materials that are easy and easy to reuse.
The Adirondack Chair by Keter is built from LumberTech material, a proprietary material developed by Keter to provide weatherproof characteristics. LumberTech helps protect Adirondack Chairs from harmful UV rays and other elements.
Considered low-maintenance, the Adirondack Chair by Keter is a perfect example of what the business is capable of.
Additional features of the Adirondack Chair include easy folding materials, a simple locking mechanism, and simplified transportation characteristics.
Alejandro Pena says of his company’s efforts, “We are not only a leading player in our industry, but also a responsible member of our community and the place where people would want to come and work and be a part of our company.”
Keter is looking to continue using its recycled content in all its products, hoping to raise the percentage used to 55% by 2025. The company is one of the largest consumers of post-consumer and postindustrial plastics in the entire industry.
