Keter’s Sustainability Journey: Alejandro Pena Shapes a Greener Future for Outdoor Living

In a world increasingly focused on environmental responsibility, Keter, a global leader in outdoor living and storage solutions, has made significant strides in its sustainability efforts. The company’s 2023 Sustainability Report, released under the leadership of CEO Alejandro Pena, highlights impressive achievements and ambitious future goals.

Despite the challenges in obtaining recycled resins for large-scale manufacturing, Keter maintained a recycled content rate of over 41% in 2023. This achievement is mainly due to the company’s in-house recycler in the U.S., Trigon, and the tireless efforts of its technical experts in exploring new recycling opportunities. Pena emphasized the importance of this milestone, noting that it marks a significant step toward the company’s long-term sustainability goals.

Keter’s commitment to reducing its environmental impact extends beyond recycling. The company reported an 8% reduction in absolute Scope 1 and 2 greenhouse gas emissions across its global operations. This reduction is attributed to ongoing efficiency efforts by operational teams and the procurement of electricity from suppliers offering energy from renewable sources. By the end of 2023, Keter had achieved a 24.6% reduction in emissions per ton compared to 2018, bringing it tantalizingly close to its pledge of a 25% reduction.

The company’s sustainability strategy is deeply ingrained in its business model. Alejandro Pena shared Keter’s purpose: “We continue to pursue our purpose and our passion, which is to shape what’s next for a better day by creating, inventing, designing, and building solutions for homes, gardens, and storage so that our customers and communities can live comfortably and adopt more sustainable lifestyles.”

Keter’s commitment to sustainability is evident in its waste reduction efforts. In 2023, the company significantly reduced its landfill waste to just 6%, a substantial improvement from 20% in 2022. Looking ahead, Keter has set an ambitious target of increasing its recycled content to 55% by 2025, further solidifying its position as an industry leader in environmental stewardship.

The company’s global reach plays a crucial role in spreading sustainable practices. In the Benelux region, Keter has implemented product take-back and recycling programs in collaboration with key retailers. These initiatives support the EU’s circular economy action plan and involve partnerships with prominent retailers like Blokker and Action. For instance, the collaboration with Action, operational since August 2023, has already produced round, black organizer containers in various sizes made from recycled materials.

Keter’s commitment to sustainability extends to its organizational structure. The company has established a dedicated network led by a global chief sustainability officer and a team of specialists at the corporate center. This network works with regional heads who are also members of the worldwide sustainability team, ensuring sustainable practices are applied effectively across Keter’s international operations.

Communication is a vital pillar of Keter’s sustainability efforts. In 2023, the global sustainability team met weekly and reported quarterly progress on their strategy and goals to executive management. Additionally, quarterly meetings were held at the regional level to monitor operational progress toward environmental goals in each area. To keep employees informed about sustainability matters, Keter uses various communication channels, including quarterly newsletters that update employees on progress and share best practices from across the company.

Keter’s dedication to sustainability goes beyond internal efforts. In 2023, the company organized over 65 sustainability-focused meetings and training events for employees. Moreover, sustainability managers and teams actively participated in more than 20 external conferences and webinars throughout the year, demonstrating Keter’s commitment to being a leader in the broader conversation around sustainability.

As Keter continues to innovate and expand its sustainable practices under Alejandro Pena’s leadership, it sets a new standard for the outdoor furniture industry. The company’s global presence, commitment to recycling, and focus on reducing carbon emissions prove that combining business growth with environmental responsibility is possible. As Keter moves closer to its 2025 recycled content goal, it continues to demonstrate that sustainability and profitability can go hand in hand, setting an example for others in the industry to follow.