Businesses include desert agriculture, educational tourism, technical writing, Web publishing, an agricultural research station, a graduate-level ecological studies program, and a variety of individual entrepreneurial projects.
Ketura is the only kibbutz in Israel which has a kosher dining hall, and public observance of the Shabbat and holidays, without being formally affiliated with any religious movement. As a result, it has attracted members with a wide variety of religious backgrounds, and garinim from the Israeli Scouts, which has a similarly pluralistic policy. It also hosts groups from Noam, the Masorti (Conservative) youth group.
The community has a strong ecological focus.