Sierra Forest Products and Upper Canada Forest Products Elevate Market-Focused Leadership with Dual COO Appointments
Feb 22, 2026
Sierra Forest Products and Upper Canada Forest Products announced the promotion of Eric Larson to Chief Operating Officer of Sierra Forest Products and Jeff Floyd to Chief Operating Officer of Upper Canada Forest Products, strengthening the Group’s country-specific leadership while continuing to operate as one integrated North American organization.
The decision to appoint dedicated Chief Operating Officers for Canada and the U.S. sharpens the Group’s focus on the distinct dynamics of each market, while preserving the advantages of a unified platform for customers, suppliers and partners. This enhanced structure reflects a deliberate investment in long-term growth, leadership depth, and exceptional service.
“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.”
Sierra Forest Products and Upper Canada Forest Products are differentiating in a competitive landscape by combining the scale, product breadth, and reliability of a North American group with the intimacy and responsiveness of country-led businesses that understand local markets. With Eric and Jeff in COO roles, the Group is doubling down on operational excellence, prioritizing consistent lead times, efficient warehouse and fleet operations, and proactive communication that helps customers plan and execute their own projects with confidence.
“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.”
About Sierra Forest Products
Sierra Forest Products is a leading distributor of wood products serving customers across the United States. Leveraging strong supplier partnerships and a broad, high-quality product catalog, Sierra focuses on reliability, unmatched service, and technical support that help customers execute projects efficiently and competitively.
About Upper Canada Forest Products
Upper Canada Forest products is a leading distributor of wood products serving customers across Canada. With strategically located facilities and a reputation for trusted, service-oriented partnerships, Upper Canada delivers tailored solutions that respond to the distinct needs of its customers.
Sierra Forest Products and Upper Canada Forest Products operate under the parent company UCS Forest Group.
For media inquiries, please contact:
Julia Sims, Marketing Communications Manager, UCS Forest Group
416-580-6235