By Nate Bash
In a bold move towards environmental stewardship, Keter, a global leader in outdoor living and storage solutions, has released its 2023 Sustainability Report under the leadership of CEO Alejandro Pena. The report highlights the company’s significant achievements and ambitious goals in creating a more sustainable future for the home and garden industry.
Keter’s commitment to sustainability is evident in its impressive recycled content rate. Despite the challenges in obtaining recycled resins for large-scale manufacturing, the company maintained a rate of just above 41% recycled content in 2023. This achievement is attributed to two key factors: the regular stream of recycled content from Trigon, Keter’s in-house recycler in the U.S., and the relentless efforts of the company’s technical experts in exploring new recycling opportunities.
The company’s environmental initiatives extend beyond recycling. Keter has made substantial progress in reducing its carbon footprint, achieving a 24.6% reduction in emissions per ton compared to 2018. This puts the company within reach of its pledge to reduce emissions by 25%, demonstrating its commitment to combating climate change.
Alejandro Pena articulated Keter’s mission, stating, “At Keter, 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.” This philosophy underpins the company’s approach to product development and business operations.
Keter’s global presence plays a crucial role in spreading sustainable practices. The company sells its products in over 110 countries through over 25,000 retail stores and online platforms. With 20 manufacturing sites across ten countries, Keter is well-positioned to implement sustainable practices on a global scale.
Keter has taken proactive steps in the Benelux region to support the EU’s circular economy action plan. The company has implemented product take-back and recycling programs with key retailers such as Blokker and Action. These initiatives reduce waste and create new products from recycled materials. For instance, the partnership with Action, operational since August 2023, has already produced round, black organizer containers in various sizes from recycled materials.
Keter’s commitment to sustainability extends to its organizational structure. The company has established a dedicated sustainability network led by a global chief sustainability officer and supported by regional heads. This structure ensures consistent implementation of sustainable practices across Keter’s international operations.
Communication is a critical component of Keter’s sustainability strategy. 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.
Employee engagement is crucial to Keter’s sustainability efforts. In 2023 alone, 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.
Looking ahead, Keter has set ambitious goals. The company aims to increase its recycled content to 55% by 2025, a target that underscores its industry leadership and commitment to environmental stewardship. This goal is supported by various initiatives to enhance recycling capabilities and reduce reliance on virgin materials.
Keter’s membership in the Circular Plastics Alliance, which aims to boost the EU market for recycled plastics to 10 million metric tons by 2025, further demonstrates its commitment to industry-wide sustainability efforts. The company also participates in national and industry recycling schemes, such as Valorlux in Luxembourg, a nonprofit that organizes the collection of household packaging waste for reuse and recycling.
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 approach demonstrates that combining business growth with environmental responsibility is possible, shaping a more sustainable future for the sector and inspiring others to follow suit.
