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Umpqua taps hiking theme for ice cream Pacific Crest Trail brand to sell in NW By DAVID PRESZLER Umpqua Dairy Products is making a pitch for the Pacific Crest Trail in hopes that its ice cream sales will take a hike. Now, outdoorsy dessert lovers can enjoy Rocky Rogue or Crater Lake Delight, also known as cookies and cream. "We thought it would be a good way to promote the outdoors and the West," says Doug Feldkamp, Umpqua's president and an Eagle Scout who says he's spent a lot of time on the 2,665-mile trail from Canada to Mexico. The Roseburg company has launched a 14-flavor line of half-gallon boxes of Pacific Crest Ice Cream to replace its Quality Chek'D brand. Each box has a short description of the region it's named for and a map, information that was provided by Umpqua National Forest. The boxes also have a few general hiking guidelines from Leave No Trace, a Colorado-based outdoor ethics organization. Mike Bratland, Umpqua's marketing director, says many flavors hit stores last week; a few, like Jefferson Java Bean, will be out next week. The ice cream will be distributed in Oregon, Washington and California. "We wanted something to symbolize all three states and this was perfect," Bratland says. Most products in the new line are traditional flavors like cookie dough, rocky road and chocolate. But there are a few new ones, like Lava Flow, a cookie crumb ice cream with a cinnamon twist. Other flavors include Three Sisters' Vanilla, Backpackers' Blackberry, Cascade Cookie Dough, Paradise Peanut Butter, Sky Lakes Strawberry, French Vanilla Falls, Irish Mountain Mint, Windigo Pass Pecan, Crescent Lake Chocolate and Thielsen's Tin Roof. Today's Business Index Mail Tribune Copyright � The Mail Tribune 1998, Medford, Oregon USA