SUPPLY AND DEMAND

THOSE FAMILIAR with my writing know how much I love to start my stories on a weird tangent that normally only vaguely relates to the story that follows. Well I’m going to disappoint here and take a tangent that directly relates to the story. That tangent is down the path of Greek mythology.

Specifically, we will be talking about the mythical creature that shares its name with Ian Irvin’s Canberra-based company Phoenix Trucking. In Greek mythology the phoenix is a bird that cyclically regenerates (fancy words for ‘gets reborn over and over’). It’s written that the phoenix obtains new life by rising from the ashes of its predecessor. It’s this basic premise that drove Ian to name his first venture into road transport back in 2004 – Phoenix Trucking Co.

For the record it’s also reported the phoenix dies in ‘a show of flames and combustion’ before regeneration, but that’s only every 500