Alejandro Pena Keter CEO On The Importance of Sustainability

Alejandro Pena is the founder and CEO of Keter Group, one of Europe’s largest international manufacturers of household products. Keter is a world leader in designing, developing, marketing, and distributing housewares to customers worldwide, including Europe, Asia, and North America. Alejandro Pena was born in Bogota Colombia on November 12 1963. He graduated from North Carolina State University in Marketing with an MBA from ESCP-EAP European Business School, where he was awarded “Best Graduating Student.”

  1. Business Strategy

Keter Group is a leading international manufacturer of household products. The company sells over 1.1 billion products annually in over 100 countries and is the world’s leading manufacturer of PVC patio furniture. In 2013, the group was named among the 50 Most Admired Companies by Latin Trade Magazine.

  1. Business Challenges

Alejandro Pena says, “Sustainability is not just a new trend. It is the responsibility of how we do business.” He added that Keter has been implementing a Sustainability Policy since 2010. The company believes Sustainability is important because it increases its credibility among consumers, and the consequences of poor environmental performance impact its short and long-term objectives. The group believes that innovation can only be achieved if you align with sustainability goals; hence innovative new ideas are an important part of Product Development process.

  1. Approach To Sustainability

Keter’s approach to Sustainability includes four main pillars. Corporate Responsibility, Environment Management, Work Environment, and Better Balance. This approach results from the company’s commitment to social responsibility and environmental issues. In 2010 the group announced a Sustainability Policy. This policy focuses on several corporate responsibilities, including the proper use of natural resources, improving the quality of life for individuals, and promoting social solidarity.

Keter has implemented a Sustainability Policy, and they believe that innovation can only be achieved if you align with sustainability goals. The group is strongly committed to maximizing its employees’ quality of life and minimizing their environmental impact.