Alejandro Pena leads Keter’s innovative engagement at Spoga+Gafa, showcasing the company’s strategic approach to industry events.
Keter has distinguished itself in the outdoor living industry by strategically participating in global trade shows, especially Spoga+Gafa, the premier international trade fair that is a crucial meeting place for the green industry. Held annually in Cologne, Germany, it features over 2,000 exhibitors from around 60 countries and draws 28,000 visitors from 113 nations, highlighting its significance in the global green industry.
CEO Alejandro Pena posted on LinkedIn, “This is the world’s largest exposition of Outdoor Living products. Keter showcased its latest innovation, In Full Colour, a tagline that reflects our ability to create amazing spaces in the backyard and describes the diverse nature of our company.”
The event is renowned for its comprehensive range of products uniquely covering the entire gardening spectrum, including outdoor furniture, decoration, sports and play equipment, garden tools, and barbecue advancements. Spoga+Gafa is unparalleled in its ability to showcase the latest trends and cutting-edge innovations, making it an essential platform for industry professionals to network, exchange ideas, and discover cutting-edge products. This trade fair fosters business connections and sets the stage for future gardening and outdoor living developments.
The company’s engagement with this premier event embodies a strategic initiative that aligns with corporate culture, innovation, and sustainability. “This trade show represents an important place and time when Keter employees from around the world gather in one place for three days. Spoga+Gafa brings the Keter global regions — from Israel, Europe, the U.K., North America, etc. — together, making this a cultural convergence,” stated Pena.
The convergence of Keter’s global workforce at Spoga+Gafa facilitates a unique opportunity for cross-cultural exchange and strategic alignment. Representatives from diverse markets convene to share insights, align objectives, and cultivate a unified corporate ethos. This global assembly is a microcosm of the company’s international operations, fostering opportunities that continue beyond the event’s duration.
Innovation and Sustainability at Spoga+Gafa
The event serves as a platform to showcase its commitment to progress and sustainability, two pillars of its corporate strategy. This dual focus was prominently displayed at the event.
“Spoga was all about making an impact after five years, both internally and externally. Our booth was the talk of the entire show, displaying our unrivaled leadership in product innovation,” stated Alejandro Pena. “No one at Spoga even came close to matching our level of excellence! This event was also an incredible platform to connect with our dedicated employees from around the globe, as well as our valued retail partners and agents.”
The Keter team comprises the top talent, which Pena highlighted on LinkedIn. He credited Udi Sagi, co-CEO of Keter Israel, for leading the way at the event. “He and his team put together an amazing Spoga show,” Pena stated. He added that Michal Eisenberg and Yael Fridman, the company’s marketing director, “poured their heart and soul into making Spoga 2024 an unforgettable experience!”
Alejandro Pena also praised Kim Wijnhoven for working “very hard to make sure the show experience was seamless for all who participated.”
The strategic implications of the company’s approach to Spoga+Gafa extend beyond immediate business outcomes. By positioning itself at the intersection of global collaboration, innovation, and sustainability, Keter is cultivating a distinctive corporate identity within the industry. This positioning differentiates it from competitors and aligns the company with broader societal trends toward environmental consciousness and social responsibility.
From an operational perspective, the company’s strategy at Spoga+Gafa exemplifies effective resource allocation. By leveraging a single event for multiple strategic objectives — including team building, product showcase, and brand positioning — Keter maximizes return on investment while reinforcing its core values and goals.
Sagi stated, “This exhibition is the perfect expression of teamwork, with each person contributing their best to make it a success.”
The long-term implications of this approach are significant. As Spoga+Gafa grows in scope and influence, Keter’s established presence and strategic engagement position the company favorably for future market developments. The connections forged and insights gained during the event contribute to the company’s adaptive capacity, enabling it to anticipate and respond to emerging trends in the outdoor living sector.
Moreover, Keter’s approach sets a precedent for industry engagement that may influence how other companies approach similar events.
Keter’s Signature Collection: A Blend of Aesthetic Appeal, Durability, and Environmental Responsibility
Keter continually innovates, producing a diverse array of advanced products. In May 2024, the company introduced its Signature Collection, a product line that exemplifies its ability to synthesize aesthetic appeal with functional durability and environmental responsibility. Addressing the market gap for aesthetically pleasing, functional outdoor storage solutions demonstrates its capacity for market-driven innovation. The collection’s design, which features a unique DecoCoat finish, offers a maintenance-free alternative to traditional wood products while maintaining a natural aesthetic.
Sagi stated, “I’m confident that our groundbreaking DecoCoat technology will forever change the world of outdoor living.”
The Signature Collection, constructed from 100% recyclable materials, is emblematic of this commitment. Furthermore, the company’s progress towards reducing emissions by 25% per ton (with 23% achieved by the end of 2023) underscores its dedication to environmentally responsible business practices.
The company distinguishes itself from its outdoor living and storage solutions space competitors by consistently integrating strategic engagement and eco-friendly initiatives and solidifying its reputation as a leader in driving industry-wide progress and responsible business practices.
“We are powered by our shared passion for a better future, and we work together with our partners to overcome all challenges, even in the most testing of circumstances,” Alejandro Pena stated in Keter’s 2023 sustainability report. “Shaping what’s next for a better day is no quick fix, but we are doing more each day, and this adds up to a meaningful contribution to sustainable development for our people, our communities, and our planet as we continue on our path.”
The next spoga+Gafa event is scheduled for June 2025 and will revolve around the theme “Design Gardens.” This edition will emphasize aesthetic and innovative design solutions while reflecting on historical design concepts. By doing so, the trade fair aims to highlight the superior quality and design standards prevalent in the garden and barbecue sectors.
Written in partnership with Tom White.
