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Peter van Aartrijk
It’s pronounced “R-trike,” as in “bike.” Turns out Peter van Aartrijk’s family hails from a small farming town in northwestern Belgium named Aartrijke. Apparently his family dropped the “e” at the end to make it easier to pronounce. (Not sure how much that helped, though!) The town was founded by the Romans in 893 as “Artiriacum.” The translation? “Kingdom of fertile soil.” That’s pretty cool, since we’re in the “fertile ideas” branding business.
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