Friuch Etymology

Etymology is the study of the history of words. Many of our customers ask “how do your pronounce your company’s name” and “what does it mean”? Friuch Consulting started as a sole proprietorship operating without a name. It wasn’t until 2005 that Aaron Cruikshank, Principal of Friuch Consulting decided that this growing firm needed a catchy name.

After rejecting some “Web 2.0” names like Yodeo, Mylith and Truva, it became clear that the firm’s name needed to reflect the unique characteristics of the founder. Aaron Cruikshank had a reputation for his unconventional presence and personality. He also had a growing reputation for high quality work. Therefore, the branding of the firm needed to be organic, rich in context yet professional. That’s how Friuch came to be the name of Aaron’s company.

How do you pronounce Friuch?

In traditional Celtic, Friuch would be pronounced something like “Vree-ook”. That doesn’t exactly roll off the Canadian tongue so the chosen pronunciation for Friuch Consulting is “Fry-uk”.

Where does the word Friuch come from?

Friuch is the Celt word for the bristles (or whiskers) of the boar. Boars hold a special place in Celtic mythology as a powerful animal symbol. The whiskers of the boar (symbolizing intelligence) were thought to be the most powerful feature of the boar. Aaron chose the word Friuch to keep in touch with his Celt roots (German and Scottish) and to draw a symbolic parallel to the intelligence business.