評論
打印
Sales were up.
銷量提升了
And then, we had a chat with the farmers, and we said,
接著，我們和種植者交流，我們說
"We're really serious about this,"
"我們對這件事情很認真"
but they didn't actually believe us, so we thought,
但他們并不怎么相信我們，于是我們想
okay, what should we do? I know. If we can create
好吧，我們該做什么? 我知道，如果我們能創造出
a campaign around one product and show them
圍繞一個產品的活動，然后向他們展示
there is local loyalty to that product,
確實對這種產品有很高的忠誠度
maybe they'll change their mind and see we're serious.
也許就能改變他們的看法，讓他們明白我們是認真的
So we launched a campaign -- because it just amuses me --
于是我們舉行了一個活動--僅僅是自我娛樂
called Every Egg Matters.
名字叫做"每個雞蛋都很重要"
And what we did was we put people on our egg map.
我們做的是把人們放到我們的雞蛋圖上
It's a stylized map of Togmorden.
是個托德莫登的形象圖
Anybody that's selling their excess eggs
每個人在公園門口
at the garden gate, perfectly legally, to their neighbors,
向鄰居出售超額的雞蛋，完全合法
we've stuck on there. We started with four,
我們迷戀上了那，我們以四個開始
and we've now got 64 on, and the result of that was
現在我們有64個了，結果是
that people were then going into shops
人們紛紛走到商店
asking for a local Todmorden egg, and the result of that
要買當地托德莫登雞蛋，結果是
was, some farmers upped the amount of flocks they got
一些農民大幅增加了他們得到的
of free range birds, and then they went on to meat birds,
自由放養的鳥的數量，接著他們繼續
and although these are really, really small steps,
盡管是十分，相當微小的幾步
that increasing local economic confidence
對當地經濟的信心日漸增長
is starting to play out in a number of ways,
開始以不同的方式體現
and we now have farmers doing cheese
我們現在有農民做奶酪
and they've upped their flocks and rare breed pigs,
他們大幅增加了稀有品種的豬的數量
they're doing pasties and pies and things
他們在做著餡餅和派和一些
that they would have never done before.
他們之前從沒做過的東西
We've got increasing market stalls selling local food,
我們有逐漸增長的販賣當地食品的市場攤位
and in a survey that local students did for us, 49 percent
在一個當地的學生參加的調研中 49%的
of all food traders in that town said that their bottom line
城鎮里的食品商人說他們的賬本底線因我們切實在做的東西
had increased because of what we were actually doing.
而有所增長
And we're just volunteers and it's only an experiment.
我們只是志愿者，它僅僅只是一項實驗。
Now, none of this is rocket science.
現在，這并不是件復雜的事
It certainly is not clever, and it's not original.
它肯定不算明智，不算原始
But it is joined up, and it is inclusive.
但它接合起來，很具有包容性
This is not a movement for those people
這對那些
that are going to sort themselves out anyway.
急于把自己分門別類的人來說并不是改革
This is a movement for everyone.
這是每個人的行動
We have a motto: If you eat, you're in.
我們有個箴言：如果你吃東西，我們就是一伙的了
Across age, across income, across culture.
跨時代，跨收入，跨文化
It's been really quite a roller coaster experience,
這真的是一項過山車似的刺激體驗
but going back to that first question that we asked,
但回到我們問的第一個問題
is it replicable? Yeah. It most certainly is replicable.
這是可復制嗎? 是的，它當然是可復制的
More than 30 towns in England now are spinning
超過30個的英格蘭城鎮現在現在都在復制著
the Incredible Edible plate.
令人難以置信的食用板塊
Whichever way they want to do it, of their own volition,
不管是以何種方式，都是在他們的決斷下
they're trying to make their own lives differently,
他們正在嘗試著讓生活過得與眾不同
and worldwide, we've got communities across America
在全球，我們已經建立了這樣的社區橫跨美洲
and Japan -- it's incredible, isn't it? I mean,
和日本---很驚人，對吧，我是說
America and Japan and New Zealand.
美國，日本和新西蘭
People after the earthquake in New Zealand visited us
新西蘭地震后的人們拜訪了我們
in order to incorporate some of this public spiritedness
就是為了想把這樣一種當地種植公共的意識
around local growing into the heart of Christchurch.
帶到耶穌教堂的心頭上來
And none of this takes more money
這并不需要很多錢
and none of this demands a bureaucracy,
這并不需要有官僚作風
but it does demand that you think things differently
但這需要你創新性地思考
and you are prepared to bend budgets and work programs
和你得準備緊縮預算和開始一些
in order to create that supportive framework
以創造支持性的框架為目的的項目
that communities can bounce off.
這樣社區就比較靈活
And there's some great ideas already in our patch.
還有一些偉大的想法正完善我們的程序
Our local authority has decided to make everywhere
我們地方當局已經決定讓各處
Incredible Edible, and in support of that
變得可以食用，和通過支持
have decided to do two things.
如下兩件事以實現
First, they're going to create an asset register of spare land
第一，他們打算創建備用土地資產登記冊
that they've got, put it in a food bank so that communities
放置于食物銀行這樣社區
can use that wherever they live,
就能使用他們居住的土地
and they're going to underpin that with a license.
而且他們將以使用許可證以支持
And then they've said to every single one of their workforce,
他們對每個他們的員工說
if you can, help those communities grow,
如果可以的話，幫助社區植物的生長
and help them to maintain their spaces.
幫助他們保留自己的空地
Suddenly, we're seeing actions on the ground
忽然間，我們看見了當地政府
from local government. We're seeing this mainstreamed.
切實地行動，我們見證了這種主流的力量
We are responding creatively at last to what Rio demanded
最后我們創新性地回應了里約
of us, and there's lots more you could do.
對我們的需求，有很多你們可以做的事情
I mean, just to list a few. One, please stop putting
我指，就從列幾個要求開始吧，首先，請不要
prickly plants around public buildings. It's a waste of space.
在公眾建筑附近移栽植物，這很浪費空間
Secondly, please create--please, please create
其次，請一定要--一定要創造
edible landscapes so that our children start to walk
可食用的景觀，這樣我們的孩子就可以
past their food day in, day out, on our high streets,
早上走過食物，晚上從食物處歸來，在我們的公路上
in our parks, wherever that might be.
在我們的公園，或者是其他任何地方
Inspire local planners to put the food sites at the heart
以激勵我們當地的城市規劃者把食物區
of the town and the city plan, not relegate them
放到城市的中心地帶，而不是歸入到
to the edges of the settlements that nobody can see.
沒人能看到的安置地的邊緣
Encourage all our schools to take this seriously.
鼓勵我們的老師認真對待
This isn't a second class exercise.
這并不是一個二等的課堂訓練
If we want to inspire the farmers of tomorrow,
如果我們想激勵未來的農民
then please let us say to every school,
那么請讓我們在每個學校宣講
create a sense of purpose around the importance
以創造一種圍繞環境重要性
to the environment, local food and soils.
當地食物和土壤的氛圍
Put that at the heart of your school culture,
把這放置于學校文化的核心
and you will create a different generation.
這樣，你們就能創造不同的下一代
There are so many things you can do, but ultimately
有很多你能做的事，但最終
this is about something really simple.
這其實是件十分簡單的事
Through an organic process, through
通過一個有機的過程，通過
an increasing recognition of the power of small actions,
對小行動的力量的日益認可
we are starting, at last, to believe in ourselves again,
我們開始，最后，再次相信自己
and to believe in our capacity, each and every one of us,
相信我們的能力，相信我們每一個人
to build a different and a kinder future,
都將建造一個不同的更友善的未來
and in my book, that's incredible.
而在我的書里，這難以置信
Thank you.
謝謝
