New Brand Supports Long-Term Vision of Becoming North America’s Leading Fire Products Company
Seymour, WI – Performance is pleased to announce the launch of Better Flame, a new consumer products division created to support the company’s long-term growth strategy and expand its presence in the outdoor living and fire products marketplace. Over the years, Performance has grown into North America’s leading supplier of premium packaged firewood through a commitment to product quality, dependable service, strong customer partnerships, and operational excellence. The launch of Better Flame marks the next step in the company’s evolution as it looks to build on that foundation and pursue new growth opportunities.
Better Flame was established to support Performance’s vision of becoming North America’s leading fire products company. While firewood remains a core part of the business, the new brand provides a platform for expanding into complementary product categories and developing innovative offerings designed to enhance outdoor experiences for consumers.
“Better Flame represents an exciting new chapter for our organization,” said Courtney Heagle, Chief Executive Officer of Performance. “Our success in the packaged firewood industry has created opportunities to think bigger about how we serve consumers and retail partners. This new division allows us to invest in innovation, brand development, and strategic growth while staying true to the values and commitment to quality that have driven our success.”
The formation of Better Flame positions the company to explore adjacent product categories, strengthen consumer engagement, and create new solutions that support outdoor recreation and gathering around the fire.
As the business continues to grow, Performance remains committed to the employees, customers, suppliers, and retail partners who have helped make that growth possible.
“We’re proud of what we’ve accomplished together and excited about what lies ahead,” Heagle said. “Better Flame reflects our confidence in the future and our commitment to building products and brands that create memorable outdoor experiences.”
About Better Flame
Better Flame is the consumer products division of Performance, focused on developing innovative fire and outdoor living products for consumers and retail partners across North America. The brand was created to support the company’s vision of becoming North America’s leading fire products company through innovation, strategic growth, and a commitment to enhancing outdoor experiences.