評論
打印
“In many ways, the Nespresso pod is the microwave meal of coffee,” said James Hoffman.
詹姆斯·霍夫曼表示，“在許多方面，奈斯派索膠囊咖啡都是微波咖啡餐。”
“Nespresso is expensive for what it is.
奈斯派索膠囊咖啡就其本身而言是很貴的。
It’s fine in terms of its quality, but with a little bit of effort you could make something far better at home.”
它的質量還不錯，但只要稍加費力，你在家里就能做出更好的咖啡。”
But as Maxwell Colonna-Dashwood, who runs an independent coffee shop in Bath, told me,
馬克斯韋爾·科隆納-達什伍德在巴斯開了一家獨立咖啡店，他告訴我，
Nespresso was never meant to rival true specialty coffee.
奈斯派索膠囊咖啡從未打算與真正的特色咖啡相匹敵。
“They don’t want it to taste like that. They want it to have mass appeal.”
“他們不想做出那種口味。他們希望它可以吸引大眾。”
“I love small-batch, third-wave coffee, too,” Ranitzsch said, admiring his silos.
“我也愛喝小批量的，第三次咖啡運動倡導的高質量咖啡。”對咖啡膠囊稱贊有加的拉尼茨施說道。
“The guys with tattoos and beards stirring their beans in Brooklyn. It is artisanal.
“布魯克林的紋身和大胡子男人在攪拌他們的豆子。它是手工制作的。
But here we want consistency.” After the tour of Nespresso’s facilities, Ranitzsch and I sat in the “coffee campus”.
但是，在這里我們想要的是一致性。”在參觀完奈斯派索的設施后，拉尼茨施和我在“咖啡園區”歇腳。
Sitting at a tasting table, we sniffed, slurped and spat out a variety of different brews.
我們坐在品酒桌旁，聞著，咂著，吐著各種不同的啤酒。
He suggested aromas of flowers, fruit, earth and caramel and grew slightly wistful.
他提到了花香、水果、泥土和焦糖的味道，有點傷感。
“Coffee comes with history and memories,” he said.
“咖啡伴隨著歷史和記憶，”他說。
“Growing up, you didn’t like it, but you wanted to be like the adults. It has something to do with belonging.”
“長大后，你不喜歡它，但你想像成年人一樣。它與歸屬有關。”
Favre, too, sometimes turns poetic when he talks about coffee.
法弗爾在談到咖啡時，有時也會變得富有詩意。
He told me that his invention didn’t make him rich, but that didn’t bother him.
他告訴我，他的發明沒能讓他變得富有，但是這并沒有讓他感到煩惱。
“I don’t mind about the money,” he said.
他說：“我不在意金錢。”
“I see Nespresso like a daughter who is always telling me: look at what you can do and look at what you did.
“我將奈斯派索視作自己的女兒，她總是告訴我：看看你能做什么，看看你做了什么。
I am very proud of her. She is mine, she is in my heart, she is always in my mind.”
我為她感到驕傲。她是我的，她在我心里，她永遠在我心里。”
In the summer of 2020, buffeted by Covid-19, Nespresso trundles on.
2020年夏天，在新型冠狀病毒的沖擊下，奈斯派索咖啡機緩慢地繼續前進。
In a recent email, a spokesperson reported “mid single-digit growth,”
在最近的一封電子郵件中，一位發言人報告了“中等個位數的增長，”
and the company has announced it will be expanding the Romont facility, but the mood is different.
該公司已經宣布將擴大在羅蒙的工廠，但氣氛有所不同。
A new CEO, Guillaume Le Cunff, another long-term employee,
新任首席執行官紀堯姆·勒坎夫是另一位長期雇員，
who had previously worked on many of the company’s sustainability initiatives, took over earlier this year.
他之前曾參與過公司的許多可持續發展項目，今年早些時候出任首席執行官。
In late May, a new ad appeared on Nespresso’s YouTube page.
五月底，一個新的廣告出現在奈斯派索的油管頁面上。
Over shots of farmers and waterfalls and thoughtful-looking agronomists,
在展示著農民、瀑布和沉思的農學家的鏡頭中，
a female voice talks about ecosystems, farmers and recyclable aluminium.
一個女性的聲音在談論生態系統、農民和可回收鋁。
“Now, more than ever, doing the right thing matters,” she says.
她說，“現在，做對的事情比以往任何時候都重要。”
“Those who know most about exceptional coffee, know exceptional coffee comes from care.” George Clooney is nowhere to be seen.
“那些最了解優質咖啡的人，知道優質咖啡來自于關懷。”廣告里沒有了喬治·克魯尼的身影。
