Brent Rogers posted the news on Facebook in 2023: “The Jolly Rogers ice cream truck is settled in at it’s new home!” After five years of driving through Sterling neighborhoods, the mobile service had stopped. His youngest child was graduating high school. It was time for something different.
Table of Contents
End of the Road for Mobile Service
The Jolly Roger’s Taste of Paradise launched in July 2016 as a snack van serving Sterling, Alaska. Rogers drove regular routes through residential areas on the Kenai Peninsula, selling pre-packaged ice cream, popsicles, and snacks from his truck based at 36297 Cottontree Lane.
The operation built a local following. By the time Rogers made his announcement, the Facebook page had 810 followers and earned six customer reviews with a 96% recommendation rate. The business maintained an A+ rating with the Better Business Bureau and kept prices in the budget range.
In 2022, Rogers posted an earlier message that hinted at changes ahead: “We are officially done for the season, but will continue to keep you posted on the future of The Jolly Rogers ice cream truck!” A year later came the confirmation. The mobile service had wrapped up.
“We will miss seeing all of your smiling faces, and delivering sweet treats throughout the ‘hoods!” Rogers wrote. “Our final Scallywag graduates high school this week, so it was time for a change.”
He thanked supporters: “We want to thank all of our Peninsula Peeps for all of your support over the past 5 years! We are grateful and blessed!”
What The Business Provided
Rogers kept the menu straightforward:
- Pre-packaged ice cream treats
- Popsicles in various flavors
- Snack items
- Private party bookings
The mobile format worked well for Sterling, where homes spread out across a wide area along the Kenai River. Rather than waiting for customers to drive to a shop, Rogers brought frozen treats directly to neighborhoods. During Alaska’s short summer season, families could count on seeing the truck on regular routes.
Operating a mobile ice cream vendor meant higher costs for fuel and vehicle maintenance. But it also meant flexibility to adjust schedules around weather, local events, and customer demand.
Sterling’s Ice Cream Market
Sterling sits 11 miles from Soldotna on the Sterling Highway, home to roughly 5,900 residents. The community borders the Kenai National Wildlife Refuge and serves as a hub for fishing and outdoor recreation.
Local ice cream options include The King Cone, The Caribou Caboose, and several other vendors. The Jolly Rogers competed by offering convenience and consistent neighborhood service rather than a storefront location.
Rogers operated the business as a sole proprietorship while raising his family. The timing of his youngest child’s high school graduation gave him a natural endpoint for the mobile operation.
Transition to Fixed Location
Rogers’ Facebook announcement mentioned the truck had “settled in at it’s new home,” but didn’t provide details about the new location or format. Posts suggested uncertainty about what would come next.
“We still aren’t certain what our future holds but we never would have made it this long without all of your support,” he wrote in 2022.
The business maintained contact information through the transition:
- Phone: (907) 394-0403
- Email: tjr.icecreamtruck@gmail.com
- Facebook: TJRScallywag
- Instagram: tjr.icecreamtruck
Business directory listings continued to show The Jolly Rogers Taste of Paradise among Sterling ice cream vendors into 2025, though the mobile service had already stopped years earlier.
What Changed for Sterling Families
For five summers, Rogers created a routine. Families knew when to expect the ice cream truck. Children listened for the vehicle approaching their street. The service became part of summer rhythm in Sterling neighborhoods.
When that routine ended, it left a gap. Sterling residents looking for ice cream now head to established shops or contact Rogers directly at his new location. The convenience of neighborhood delivery gave way to whatever format Rogers set up after the mobile operation closed.
Small food businesses in Alaska face compressed selling seasons and high operating costs. A mobile vendor adds fuel expenses and vehicle wear to already thin margins. Rogers ran the operation for five years while managing family commitments, a longer run than many seasonal food businesses achieve.
Current Status
Rogers hasn’t publicly detailed his plans for the fixed location or whether he continues selling ice cream. The infrastructure remains in place: active phone number, email address, social media accounts, and BBB accreditation.
The Facebook page still exists with photos from the mobile operation days. The final posts show a business owner grateful for community support and ready to close one chapter.
For Sterling families who spent five summers waiting for the ice cream truck, that chapter closed when Rogers’ youngest graduated. The truck that rolled through their neighborhoods settled into its new home, wherever that turned out to be.
