Umpqua Dairy

I have to admit that having lived in Oregon at one time, I love Umpqua ice cream...but what exactly does ice cream have to do with Native Americans? Why does the Umpqua Dairy logo have the head of an American Indian in full headdress?

Again, the answer to this question seems to go back to the association between Native Americans and nature and, thus, naturalness. Umpqua wants to convey a message about the purity and naturalness of its products. They do this by perpetuating the stereotype that Native Americans represent this state of nature and purity. It plays upon the noble savage stereotype that has been passed down through our culture, in the form of novels, movies, television, and conversations. This stereotype will not leave us as long as products and companies exploit the association for the selling of goods.