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Sierra Forest Products and Upper Canada Forest Products have announced new leadership appointments aimed at strengthening operations and customer service in both the U.S. and Canadian wood products markets.
Eric Larson has been promoted to Chief Operating Officer of Sierra Forest Products, while Jeff Floyd has been named Chief Operating Officer of Upper Canada Forest Products. The move reinforces the Group’s strategy of operating as one integrated North American organization while giving each country dedicated leadership focused on its own market conditions.
According to the company, the dual COO structure is designed to better address the unique business environments in the United States and Canada, including differences in housing cycles, regulations and supply chain conditions, while maintaining a unified platform for customers, suppliers and partners.
“In both the U.S. and Canada, our customers are dealing with different housing cycles, regulatory frameworks, and supply chain realities, and they are looking for partners who understand those nuances and respond quickly,” said Bryan Hoyt, President, UCS Forest Group. “By elevating Eric and Jeff into country-specific roles, we are sharpening our focus in each market while reinforcing our promise to deliver exceptional service across the entire Group.”
The company said the appointments reflect a broader investment in long-term growth, leadership depth and operational performance across its North American business.
Sierra Forest Products and Upper Canada Forest Products continue to position themselves as a market-responsive supplier by combining the scale and product breadth of a larger North American group with the agility of locally led operations. With Larson and Floyd in COO positions, the Group said it is placing added emphasis on operational excellence, dependable lead times, warehouse and fleet efficiency, and proactive customer communication.
“In our industry, the winners are the companies that make life easier for customers on the ground through smarter inventory, dependable delivery, and knowledgeable teams who know their markets inside and out,” Hoyt added. “Eric and Jeff embody that mindset, and their leadership will help us continue to raise the bar on service and partnership in both countries.”
The leadership changes are intended to help Sierra Forest Products and Upper Canada Forest Products respond more effectively to regional customer needs while preserving the advantages of a coordinated North American platform.
