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How Alejandro Pena of Keter is Bringing Green Initiatives to the Forefront

Alejandro Pena is the CEO of Keter Group and a former industry leader at the legacy company Rubbermaid. With 25 years of product experience and a track record of creating reliably profitable growth, Pena was brought on to Keter in 2017 to help expand their product goals, marketing designs, and manufacturing facilities.

With a unique focus on creating greener outcomes backed by decades of recycled resin-based materials, Keter and Pena teamed together to create marketable change in an industry desperately in need of it.

Let’s explore how Alejandro Pena and the Keter Group are improving the environment while bringing better products to homes around the world.

Meet Alejandro Pena

Alejandro Pena first began his trek in the industry by establishing himself at Rubbermaid. After developing his skills with the company, Pena would utilize his track record and foundation of profitability to acquire his role as Keter Group’s North American Market Managing Director. By 2018, Pena was brought on to operate as the company’s CEO, wherein he delivered year-after-year growth and company profits.

Pena has focused on expanding his company’s manufacturing footprint while adhering to the tenants of environmental responsibility put in place before him. Pena says, “About 60% of our production is in the country and the region where the product will eventually be purchased.”

A veteran of the pandemic and ready to take his talent to a post-COVID world, Pena looks back at his time during lockdowns as pivotal for business. Pena says, “During the pandemic, we were able to leverage our global footprint to avoid long lead times that our competition had.”

Sustainable Goals and Greener Outcomes

As the leader at Keter Group, Pena is focused on expanding manufacturing operations while keeping green outcomes and sustainable initiatives at the forefront of their mind.

Pointing to the recycled resin materials that put Keter on the map, Pena pointed out that their “Zero Wood Chair” alone saves 27 pounds of virgin wood and more than 50 trees for every 1,000 chairs produced.

Keter utilizes recycled resin over virgin resin because it requires less energy along the way. Recycled resin provides inherent sustainability benefits. Pena added on this subject, “It is very important to understand that all Keter products can and should be recycled.”

To further the cause, Pena has helped make it a goal to improve upon their collection of efforts in areas where Keter provides manufacturing. Pena says, “We are starting to be more proactive in trying to collect back many of these products that are being discarded.”

Pena went on to add that their company was focused on ensuring that products from their manufacturing team never made it back into the landfill in the manufacturing region. Pena hopes that Keter can continue to implement and improve upon these operational efficiencies.

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