Mountville, Pa.—AHF Products has appointed Mike Bell, previously the COO for the company, as CCO. In this position, Bell will be responsible for global sales, product management, marketing, R&D and customer service. In addition, Darrell Keeling, formerly COO of Northwest Hardwoods, will be joining AHF as its new COO. Keeling will be responsible for global manufacturing, safety, procurement, logistics, supply chain management and engineering.
The CCO’s role will be to segment and expand AHF’s customer and distributor base, both domestically and internationally, and also to introduce industry leading products with widespread appeal, leveraging best-in-class styling and features at compelling values.
“We will be launching literally hundreds of new products under our various brands for our channel and retail partners. This will expand our market reach dramatically and allow all of our partners to grow their businesses profitably with AHF,” said Brian Carson, president and CEO, AHF Products. “With Mike dedicated to driving this growth, we will continue to expand on the innovation, excitement and hustle we have established in the industry.”
Bell is a veteran operational executive with over 30 years in wood products manufacturing and product development, five of which have been in flooring. In addition to his year as COO with AHF Products, Bell served as vice president of the Armstrong Flooring Wood Division and vice president of operations for Europe with Armstrong World Industries. Prior to Armstrong, Bell led operational responsibility for Ashley Furniture in Mississippi.
Keeling’s expertise includes over 31 years in wood products. Prior to joining AHF, Keeling served as the COO for Northwest Hardwoods, where he led operations for over 20 locations, including safety and environmental, capital and asset management, procurement of raw materials, quality standard adherence, transportation, sales of by-products and green lumber. Prior to Northwest Hardwoods, Keeling held manufacturing leadership roles with Flakeboard/Arauco and Roseburg Forest Products.
“In addition to expanding our customer reach and product innovation, we have tremendous operational opportunities to provide better, more innovative products faster,” Carson said. “Chief among these is quadrupling the capacity at our Cambodia plant to support the tremendous demand for our world class duty free/tariff free products. Darrell’s operational expertise will take us to whole new levels of capacities and capabilities. We are thrilled to have him on board.”