Keter was established 75 years ago to provide clients access to affordable, sustainable, and premium products for homes and gardens. Developed in Israel on the back of sustainable resinous material, Keter would quickly grow into one of the most unique and innovative companies within its wheelhouse.
In 2017, Keter would bring on Alejandro Pena as the company’s CEO. The goal was to usher in a new era as the business unfolded, expanding into new markets while showcasing some of its innovations.
Guided by Pena’s excellence in innovation, Keter would soon see demonstrable steps forward in its core mission statements of bringing sustainability and innovation efforts to the masses.
Meet Keter Group
Established 75 years ago as a family-owned operation, Keter Group would immediately make waves thanks to its unique resinous material. The goal of utilizing this resinous material was to bring upscale products at affordable prices to individuals throughout the region. A glance at Keter’s Adirondack Chair showcases how the company has succeeded.
Keter’s premium Adirondack Chair features resinous material that replicates the appearance of wood while matching wood’s natural longevity. The material is also recyclable, which reduces, if outright eliminates, the need for its introduction to a landfill.
Pena said of the company’s focus on innovation and sustainability, “Not only because it is the right thing to do, but because I also believe that it will give us a competitive advantage over the long-term.”
The Premium Adirondack Chairs from Keter also include LumberTech material that properly replicates natural wood while addressing some of its natural weaknesses. A byproduct of this longevity is the ability of the LumberTech material to keep its color despite potential UV damage.
Of course, Keter has taken several steps to mitigate its waste and pollution throughout the supply chain. One such effort introduced by Alejandro Pena was the implementation of manufacturing facilities in regions where products were being sold to mitigate waste from travel.
What Comes Next For Keter Group?
Keter Group has long been focused on the powers of innovation, and that isn’t changing any time soon. CEO Alejandro Pena stated, “We’re not only a leading player in our industry, but also a responsible member of our community.”
Alejandro Pena highlighted some of the most impressive ways their focus on innovation and sustainability has made a difference in recent years. Keter points to its “Zero Wood Chair” as a premier example. For every 1,0000 Zero Wood Chairs produced, Keter saves more than 27 pounds of virgin wood while saving an additional 50 trees.
CEO Alejandro PNa attended the Universidad de Los Andes in Bogotá, Colombia, where he secured his B.S. in Industrial Engineering. After leaving Bogotá behind, Pena earned his marketing-focused MBA at the McCombs School of Business at the University of Texas at Austin.