As Founder of Fireweed Group Inc., I am often asked why
I chose to name the company after a plant. Here is the story.
It is a story about perseverance, strength, growth and beauty.
As a child, I would drive through the mountains with my
mom and dad en-route to a holiday destination. As an inquisitive
6-year-old, I would peer from the back seat of our Volkswagen
Beetle and look at the scorched sides of one of those mountains.
What happened here? I would ask. When
was this fire, dad? I asked the same questions on
As an adult, on a return trip to that same vacation spot
a few years ago, I stopped at this mountain. Its face was
no longer dark or scarred by fire. Although it still showed
signs of a past story, over the years it had grown and flourished
with life and I smiled as I realized this mountain and I
had almost grown up together.
Instead of getting back in my car, I wandered over to the
trailhead and began my walk into the welcoming lodge pole
pines. There were markers along the trail that spoke of
the fire that I had asked about for so many years. It all
began from a spark delivered by a bolt of lightening. The
markers went on to describe the rejuvenation and growth
the plant that had started it all. Fireweed. I was standing
on the Fireweed Trail.
The beauty of this plant is that it is the foundation of
a forest. Its roots are so deep that it cannot be destroyed
by fire. When everything on the grounds surface is
eliminated by flame, the roots of the fireweed are quick
to reach the surface. Its expediency to live again allows
the opportunity for growth for everything else.
President of Fireweed Group Inc.
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