AHF Announces New C-Suite Appointments

Mountville, PA, February 3, 2020-AHF Products has announced that Mike Bell, previously the chief operating officer (COO) for the company, has been appointed as the company’s chief commercial officer (CCO), and Darrell Keeling, formerly COO of Northwest Hardwoods, with be joining AHF as its new COO.

The chief commercial officer’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. 

As CCO, Bell will be responsible for global sales, product management, marketing, R&D, and customer service. 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 VP 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. As COO, Keeling will be responsible for global manufacturing, safety, procurement, logistics, supply chain management, and engineering.