[00:01.72]and say we’re only going to buy food 继续为了生活的便利
[00:02.72]from the most-perfect system 而从这个所谓完美的系统中获取食物
[00:07.08]within 100 miles of us, we’re never gonna get there. 我们就永远无法达成我们的目标
[00:13.76]As an environmentalist, it was pretty clear to me 作为一个环保主义者,在我看来
[00:16.96]that business was the source of all the pollution, 工商业是所有污染的根源
[00:19.64]business was the source of basically all the things 工商业是一切我们破坏这个世界行为的
[00:21.12]that were destroying this world. 罪魁祸首
[00:25.84]In college I came across this little institute 在大学的时候,我参加了一个社团
[00:29.16]called New Alchemy Institute, 叫新炼金术协会
[00:32.36]which was a group of renegade biologists. 成员都是思想反叛的生物学家
[00:35.84]My hope is to give you-- 我希望能告诉你的是
[00:37.88]Hirshberg: We were preaching a kind of a new religion, 我们就像在传播一种新的宗教
[00:41.88]trying to develop food and waste-treatment alternatives, 尝试发展不同的食品及污染物处理系统
[00:44.56]but we were preaching to the convinced. 但是我们都是发展志同道合的人
[00:46.92]We were depending on sources of support that were dried up 我们的支持者越来越少了
[00:49.24]and we weren’t reaching the audience 我们的信息
[00:51.60]that really needed these messages. 没能传达给最需要它们的人
[00:54.76]I realized we need to not be David 我认识到,我们不应该
[00:59.80]up against Goliath. We need to be Goliath. 像对抗哥利亚的大卫一样,而是应该成为哥利亚
[01:04.16](clacking)
[01:13.16]Hirshberg: When we started out, we were a seven-cow farm. 最开始的时候,我们的农场只有7头牛
[01:16.20]We wanted to prove that business could be part of the solution 我们想证明食品生产可以为
[01:20.04]to the globe’s environmental problems. 解决全球环境问题出一分力
[01:24.88]At the same time we had to prove 我们还想证明
[01:26.72]that we could be highly profitable. 我们这样做的同时还能盈利
[01:30.24]Today in 2008, not only are 2008年,我们不但排在
[01:31.44]we the #3 yogurt brand in America, 美国畅销酸奶品牌的第3位
[01:36.28]but we’re among the most profitable. 我们还是盈利最高的品牌之一
[01:38.24]Stonyfield品牌最终 被身价230亿美元的达能集团所收购 Gary继续负责运营Stonyfield (这个集团在中国大陆以其强硬做派罪恶连连)
[01:48.64]See, this is the interesting thing. 你看,有趣的地方就是
[01:50.48]A little company like this is now Kraft, 这样一个小公司,现在被卡夫公司收购了
[01:52.32]but you don’t have any idea that it’s Kraft. 你都根本不会想到它是属于卡夫的
[01:54.52]This is now Pepsi. That’s now Kellogg’s. 这家被百事公司收购了,那家被家乐氏公司收购了
[01:57.84]- Man: Kashi is Kellogg’s? - Yeah. -卡什被家乐氏收购了 -是的
[01:58.52]- This is Colgate now. - Oh, is it? -这家现在属于高露洁公司了 -噢,是吗?
[02:01.56]Yeah, this is one of those companies that started like us. 对,这些公司最初都是像我们一样的
[02:07.80]他们还能保持自己的理念吗？
[02:08.24]- Well, it’s-- - Make them different? -看,这是 -（还是）让它们不一样了?
[02:10.24]Or make them successful, basically. 或者是根本让他们变得很成功
[02:12.24]The jury is out. I have to put it that way. 没人研究这事。反正我不得不被他们兼并
[02:17.92]Hirshberg: These large companies don’t grow organically. 大型食品公司的扩张不是通过自身的增长来实现的
[02:20.60]They grow by acquisition. 而是通过收购
[02:23.96]Coke, Pepsi, Kellogg’s, General Mills-- 可口可乐,百事,家乐氏,通用磨坊公司
[02:25.48]all of them are running, 它们都是以冲刺的方式
[02:26.16]not walking, into the organic food business. 而不是渐进的方式进入有机食品市场
[02:31.12]LILAC RIDGE农场： 是STONYFIELD酸奶的供应商 位于佛蒙特州的BRATTLEBORD
[02:37.36]Hirshberg: For me, when a Wal-Mart enters the organic space, 对我来说,如果有像沃尔玛 这样的公司进入有机食品市场
[02:40.36]I’m thrilled. It’s absolutely one of the most exciting things. 我会很激动的,这绝对是最让人兴奋的事情之一
[02:44.20]when I could sit with corporate titans 我可以跟这些食品业的巨人们
[02:44.72]I have dreamed of the day 我曾经梦想有一天
[02:46.24]and have conversations 当面对话
[02:48.88]about organics and sustainability. 谈论有机食品和可持续发展
[02:50.92]- This is Amanda. This is Rand. - Hi Amanda. I’m Rand. 这位是阿曼达,这位是兰德,你好,阿曼达,我是兰德 AMANDA ELLIS：有机农场主
[02:55.40]- Tony. Great. - Nice to meet you. -托尼,你好 -很高兴认识你 AMANDA ELLIS：有机农场主
[02:55.76]- Rand, nice to meet you. - Tony. -兰德,很高兴认识你 -这位是托尼 AMANDA ELLIS：有机农场主
[02:58.92]Okay, help me figure out where-- 好吧,告诉我这是怎么回事
[02:59.12]- We both work for Wal-Mart. - You’re with Wal-Mart. -我们都是沃尔玛的员工 -你们为沃尔玛工作
[03:02.80]Yup. 对
[03:04.44]Do you know that we don’t go to Wal-Mart? 你知道我们都不去沃尔玛吧?
[03:04.64]- We’ve never been. - Rand: Oh yeah. -我们从来不去 -是的
[03:06.12]- Isn’t that amazing? - So we had to come to you. -很不可思议吧? -所以我们就来找你了
[03:11.64]Yeah, we’ve never been. 我们从来没去过沃尔玛
[03:13.32]We just started boycotting a long time ago 我们很久之前就开始抵制沃尔玛了
[03:14.16]and we just kept riding on that. 我们一直坚持不去
[03:15.84]Hirshberg: Wal-Mart is terribly sensitive 沃尔玛对自己的声誉
[03:20.68]They’ve obviously been vilified, 沃尔玛被妖魔化的程度
[03:24.20]in our current economy. 都来的更深
[03:24.68]probably more than any retailer 比起市场上其他的零售商
[03:26.20]Actually, it’s a pretty easy decision 事实上,根据客户的需要
[03:29.72]to try to support things like organic, or whatever it might be, 而支持有机食品,或者其他什么东西都好 TONY ARIOSO：沃尔玛的乳品采购部主任
[03:34.92]based on what the customer wants. 是显而易见的决定
[03:35.60]We see that and react to it. 这是我们对需求的回应
[03:37.76]So if it’s clear the customer wants it, 因此,如果客户对此有需求
[03:39.60]it’s really easy to get behind it, 那我们就自然会介入
[03:43.44]to push forward and try to make that happen. 并努力促进这个市场的发展
[03:47.64]Hirshberg: When I run into my old environmental friends, 当我碰见以前和我一起宣传环保的朋友时
[03:49.32]many are initially horrified 他们中很多人都非常震精
[03:51.16]by the kinds of company that I’m keeping these days. 因为看到我竟然在经营这种公司
[03:54.84]But when I then go on to explain 但是当我给他们解释
[03:59.84]what the impact of one purchase order from Wal-Mart is, 沃尔玛订单给我的生产带来的影响
[04:02.84]in terms of not pounds but tons of pesticide, 不是数以吨计的杀虫药
[04:03.52]tons of herbicide, tons of chemical fertilizer, 不是成顿的除草剂和化肥之后
[04:08.56]the discussion-- we get away from the emotion 我们之间讨论就没那么情绪化了
[04:09.40]and we get down to the facts. 而是纯粹基于事实展开
[04:11.56]This is really key, though, what you guys are doing here. 你们实际上是怎么做的,这是关键问题
[04:18.60]I have no illusions about this. 我从来不会抱有幻想
[04:21.28]I don’t believe that Wal-Mart has come here 我不相信沃尔玛来找我们的原因
[04:22.60]because they’ve suddenly had a moral enlightenment. 是他们的道德觉悟忽然间提高了
[04:25.80]It’s because of economics. 他们其实只是为了经济利益
[04:30.28]I can debate with my radical friends all day long, 我可以跟我那些激进的朋友们讨论一天
[04:33.12]but nobody can challenge the fact 但是没有人可以否认
[04:33.16]that a sale of another million dollars to Wal-Mart 我们从沃尔玛上百万美元的订单中赚到的钱
[04:38.32]helps to save the world. 能够帮助我们拯救环境
[04:47.20]Pollan: Back around the turn of the last century, 在20世纪初的时候
[04:50.56]the average farmer could feed six or eight people. 每个农民的收成可以养活6到8个人
[04:54.40]Now the average American farmer 现在一个普通农民的收成
[04:58.40]can feed 126 people, okay? 可以养活126个人,你看
[04:59.08]These are the most productive humans that have ever lived. 这是有史以来最具生产力的人 |