UMPQUA Names Geri Norton Administration Manager


Geri NortonFrom Umpqua:

Umpqua is pleased to announce that Geri Norton will take on the role of Administration Manager in which she will oversee all Accounting, Customer Service, and Human Resource functions. For the past 10 years, Geri has worked in and made significant contributions to virtually every aspect of Umpqua, from Sales & Marketing to the Warehouse, Packaging and Production. This places her in an advantageous position to synchronize and streamline the efforts of these vital and related business departments. Her most recent role was that of Customer Service Manager.

“Geri’s profound knowledge of Umpqua’s business practices, customers and brand are virtually unmatched, and will serve her — and all of us — extremely well in steering these critical business functions. She’s also a passionate angler — which never hurt anyone! ”

JEFF FRYHOVER, President/CEO, Umpqua Feather Merchants


Since being founded in Glide, Oregon by the late Dennis Black in 1972, Umpqua has been an innovator in the fly-­‐fishing industry. In creating the first-­‐ever Royalty Signature Fly Tyer Program, Umpqua altered the course of the industry by making flies more readily available and affordable to anglers everywhere, while at the same time enabling designers to receive recognition and compensation for their creativity. Today, Umpqua has nearly 200 Signature Fly Designers and has introduced hundreds of revolutionary, game changing fly patterns throughout the years. Umpqua’s innovations extend far beyond just flies, and include award-­‐winning  fly boxes, packs and vests; industry unique, ultra-­‐effective leader tapers; and a comprehensive assortment of high quality streamside accessories, hooks, fly-­‐tying tying materials, tools and more.


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