I have been asked many times why I named my company Alder and, more specifically, what the Alder icon means.In this blog I'll share the story behind the brand name, and why finding the name ended up being an interesting journey into ancient history. Finding a company name was really tough and took several months of thought and research. It was so important that the name would reflect the integrity of my British made products. It also would have to appeal to my customer and organically connect