By: Zach Miller
Keter CEO Alejandro Pena is shaping the future of outdoor living and storage solutions with a trained eye on sustainability.
Spoga+Gafa is a reputable global trade show for the outdoor living industry, attracting over 2,000 exhibitors from around 60 countries and approximately 40,000 visitors from more than 110 nations. However, for one company, Keter, this event represents far more than just another industry gathering.
Alejandro Pena, CEO of Keter, recently took to LinkedIn to highlight the unique significance of Spoga+Gafa for his organization. “This trade show represents an important place and time when Keter employees from around the world gather in one place for three days,” Pena stated. This perspective offers a glimpse into the company’s distinctive approach to the event, one that goes beyond mere product showcasing.
Spoga+Gafa is a cultural convergence point for the company, bringing together team members from diverse regions, including Israel, Europe, the U.K., and North America. This assembly under one roof exemplifies the company’s commitment to amplifying a unified corporate culture despite geographical distances. Pena stated, “No other event brings more global Keter people together than Spoga+Gafa!”
This approach aligns closely with Pena’s vision for global collaboration. “I am continually inspired by our global team at Keter, a group of dedicated, intelligent, and compassionate individuals,” Alejandro Pena noted. “United by our shared vision for a better future, we collaborate with our partners to surmount all challenges, even under the most testing circumstances.”
The company distributes its products in more than 110 countries through over 25,000 retail outlets, its own website, and other online platforms. It operates 20 manufacturing facilities across ten countries. Its extensive reach, including support centers in all major markets, allows it to cater to the varied home needs of consumers worldwide.
Alejandro Pena on Meeting Market Demands With Functional and Stylish Outdoor Storage Solutions
While Spoga+Gafa serves as a unifying force for Keter’s global team, it also provides a platform for the company to showcase its latest innovations and commitment to sustainability. This dual focus was evident in May 2024 when it introduced its new Signature Collection, a range of products that blend timeless wood-grain aesthetics with the durability of DecoCoat resin-based material.
The Signature Collection addresses a gap in the market for functional outdoor storage solutions that harmonize with natural surroundings. It features a realistic wood appearance, is available in various options, is maintenance-free, and is resistant to rot, rust, splintering, and peeling.
Keter consumers are placing greater value on sophisticated backyard designs. Alejandro Pena stated, “The Signature Collection now fills that gap with storage solutions designed to be seen, not hidden away.”
Space holds significant value, be it a garden, garage, balcony, or shed. The company provides tools to turn these areas from ordinary to extraordinary. For more than 75 years, Keter has made quality design accessible to all, offering various products that inspire while being practical and durable. Good design is about aesthetics and functionality, enabling any space to reach its full potential. Keter ensures every space matters.
Keter’s Eco-Friendly Approach
Keter’s commitment to sustainability matches this innovative approach to product design. Like many Keter products, the Signature Collection is constructed from 100% recyclable materials. This dedication to environmental responsibility is a core part of the company’s business strategy and is prominently displayed at its Spoga+Gafa booth.
Keter’s environmental commitments extend beyond product design. It has set ambitious goals for reducing its environmental impact, including a target to reduce emissions by 25% per ton. As of the end of 2023, the business had already achieved a 24.6% reduction, demonstrating significant progress toward this goal.
Trigon, Keter’s U.S.-based recycler, is a crucial part of its recycling plan. Trigon is vital in sourcing and using recycled materials for Keter’s products. Its advanced recycling methods allow the company to reclaim and repurpose waste into new, valuable materials, supporting Keter’s goal of a circular economy.
Beyond its recycling efforts, the company has launched product take-back and recycling programs with key retailers. It has collaborated with customers in the Benelux region, comprising Luxembourg, Belgium, and the Netherlands, to support the EU’s circular economy plan. It set up systems with Blokker and Action to collect and recycle plastic products, whether unsalable or returned, at the end of their lives. Since August 2023, the partnership with Action has created black organizer containers from recycled materials. The collected items are processed by partners GP Groot and Van Werven, who prepare the materials to meet Keter’s standards.
Keter has a dedicated network to ensure consistent implementation of sustainability practices. A global chief sustainability officer and specialists at the corporate center lead this network. They collaborate with regional heads, who are part of the global sustainability team and oversee local teams to implement sustainable practices worldwide.
Effective communication is crucial to the company’s sustainability efforts. In 2023, the global sustainability team held weekly meetings and reported quarterly to executive management. Regional teams also had quarterly meetings to track environmental progress and monthly meetings to review individual advancements.
Keeping employees informed is a priority for the business. The company uses various communication channels, including quarterly newsletters, to update staff on sustainability progress and share best practices.
“We’re a brand driven to invent — we challenge our material engineers and technical experts to tirelessly seek the most innovative technologies to build and create with sustainable materials,” stated Alejandro Pena.
The impact of its approach to Spoga+Gafa and its broader business strategy extends beyond the company itself. Keter is setting a new standard for the industry by emphasizing global collaboration, innovation, and sustainability. The company’s success at the trade show, regarding team unity and product showcase, is a model for how international events can transcend traditional business goals.
As Alejandro Pena pointed out, “Shaping a better day is not an overnight task, but our daily contributions add up to a significant impact on sustainable development for our people, our communities, and our planet.”
Published by: Holy Minoza