AHF Products announced that Hardwoods West, a distribution company headquartered near Portland, Oregon, will lead the effort to grow the Bruce flooring market in the Northwest. Hardwoods West is a partnership between Michael Patron and Nathan Carter.

“This market is very important for Bruce, and we believe that Hardwoods West dedication and leadership in value-added service will bring growth to dealers in place and open new opportunities,” said Richard Middaugh, strategic account executive, Western states, AHF Products.

“Hardwoods West has a simple straight-forward goal. We want to deliver the highest quality products where our customers need them,” Michael Patron of Hardwoods West.

With more than 20 years of experience in managing daily operations and creating strategic marketing efforts, Patron compliments Carter's extensive product and industry knowledge, the company said. Having worked in multiple aspects of the hardwood flooring industry including importing, distribution, product representation and inspections, Carter will lead sales efforts in the Northwest. He also serves on the NWFA CP Board of Directors and has authored article content for Hardwood Magazine.

For more information, visit  hardwoodswest.com and bruce.com.