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Why Avid?

4/6/2013

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As Grand Valley Fibre Company is now the exclusive processor for Alpaca Central’s spectacular fibre, it became critical to find a brand name for the final products that reflected our passion for the fleece.
av·id [av-id]
adjective
1.  showing great enthusiasm for or interest in: an avid moviegoer. Synonyms: enthusiastic, ardent, keen; devoted, dedicated; zealous, fanatic. Antonyms: indifferent, apathetic; reluctant.
 2.extremely desirous (often followed by for  or sometimes of  ): avid for pleasure; avid of power. Synonyms: eager; hungry, greedy, insatiable; covetous. Antonyms: disdainful, loath.
 Origin: 1760–70;  < French avide  < Latin avidus,  equivalent to av(ēre)  ‘to crave’ + -idus
Related forms
av·id·ly, adverb
av·id·ness, noun
un·av·id, adjective
un·av·id·ly, adverb
un·av·id·ness, noun
Synonym Study 
Avid, eager, keen  all share the sense of strongly desirous. Avid  suggests a desire akin to greed, so strong as to be insatiable: driven by an avid need for fame and recognition. Eager  implies a desire that is strong and impatient but less than overpowering: eager to try his hand at new tasks. Keen  carries a sense of zest and active, alert desire: an amateur painter, ever keen to try new techniques.
Word story 
The word avid  is relatively new, coming into the language in the 18th century from the French word avide,  which comes from the Latin word avidus.  That word, in turn, comes from the Latin verb avēre,  a multifaceted word that is translated as “to crave, long for,” but incorporates many levels of desire, from eagerness to hunger to outright lust. 
As used in English, the sense of physical craving or hunger is very rare, as in this 1866 translation of a line from Ovid's Metamorphoses: “Or dragon avid for his prey.” Instead, we tend to use avid  synonymously with “intensely eager.” What avid  lends to “eager” is the added dimension of intensification by either enthusiasm (an avid fan of indie films) or desire, which can sometimes morph into greed (avid for company; avid for gold). An excess of any of these qualities may lead to darker territories, as shown by this 1953 quote from The New Yorker: “He was writing for a public avid for gruesome details.”

*Dictionary.com http://dictionary.reference.com/

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    Serious corporate by day; consumed by fibre the rest of the time.

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