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When Sustainability and Corporate Responsibility Intersect: Alejandro Pena and Keter Group Thrive Under Corporate Responsibility

As the CEO of Keter, Alejandro Pena has been charged with leading an international team of more than 5,000 employees as they navigate a complicated supply chain while delivering high-quality goods to their customers.

Living with the mindset of ‘Driven to Invent”, the slogan behind Keter Group’s 75+ years of existence, Alejandro Pena has been particularly invested in helping his team to overcome sustainable goals while improving operational outcomes.

Let’s dive into the world of the Keter Group to understand how Alejandro Pena is leading his team at Keter Group toward a more prosperous, equitable, and sustainable future.

Welcome to the Keter Group

Keter was established in the 1940s in Israel, where the company had made a name for itself as a supplier and manufacturer of sustainable and recyclable resin products. With high-quality goods that matched a stunning curbside appeal, it didn’t take long for Keter to find its way into a host of new regions.

Eddie Johnson, Managing Director at Keter Group, added, “Part of our DNA is being entrepreneurial and agile, and I think the original mindset that was brought in with the business was that nothing is impossible.”

Keter Group now specializes in offering the best products possible from recycled materials that are durable, long-lasting, and ultimately renewable. This is the natural outcome of Alejandro Pena’s focus on curating a company that is focused on sustainability, an effort further underscored by the 2020 Sustainability Report published by Pena’s team.

The sustainability report outlined what Pena and his team at Keter Group are focused on doing, implementing cost-saving measures while introducing ways to limit exposure to unnecessary waste and pollution.

Pillars of Success for Keter Group

To help make this a reality, Johnson and Pena have focused on developing energy-saving initiatives wherever and whenever possible. Aside from the company’s use of recyclable materials, Keter is also implementing advanced waste collection measures to bring back items that have been bought and discarded, keeping their products out of the landfill one item at a time.

Managing Director Eddie Johnson would go on to say, “What Keter has done is implement a standard process cycle to cover sales functions, marketing and operations, and logistics.”

Johnson went on to explain how he and Pena had focused on creating an effective and simple supply chain that is on a monthly cycle for both outdoor and indoor businesses. Johnson added, “The main piece is our forward outlook and clarity on what sales and marketing are doing to drive the business.”

Alejandro Pena and Keter Group are far from the first businesses to attempt to embrace and cater to environmental efforts. Still, they are definitely one of the leading businesses with regard to turning it into their brand. When ingrained within a company’s ethos, positive outcomes can come as a result of continued efforts.

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