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Sales were up.
销量提升了
And then, we had a chat with the farmers, and we said,
接着，我们和种植者交流，我们说
"We're really serious about this,"
"我们对这件事情很认真"
but they didn't actually believe us, so we thought,
但他们并不怎么相信我们，于是我们想
okay, what should we do? I know. If we can create
好吧，我们该做什么? 我知道，如果我们能创造出
a campaign around one product and show them
围绕一个产品的活动，然后向他们展示
there is local loyalty to that product,
确实对这种产品有很高的忠诚度
maybe they'll change their mind and see we're serious.
也许就能改变他们的看法，让他们明白我们是认真的
So we launched a campaign -- because it just amuses me --
于是我们举行了一个活动--仅仅是自我娱乐
called Every Egg Matters.
名字叫做"每个鸡蛋都很重要"
And what we did was we put people on our egg map.
我们做的是把人们放到我们的鸡蛋图上
It's a stylized map of Togmorden.
是个托德莫登的形象图
Anybody that's selling their excess eggs
每个人在公园门口
at the garden gate, perfectly legally, to their neighbors,
向邻居出售超额的鸡蛋，完全合法
we've stuck on there. We started with four,
我们迷恋上了那，我们以四个开始
and we've now got 64 on, and the result of that was
现在我们有64个了，结果是
that people were then going into shops
人们纷纷走到商店
asking for a local Todmorden egg, and the result of that
要买当地托德莫登鸡蛋，结果是
was, some farmers upped the amount of flocks they got
一些农民大幅增加了他们得到的
of free range birds, and then they went on to meat birds,
自由放养的鸟的数量，接着他们继续
and although these are really, really small steps,
尽管是十分，相当微小的几步
that increasing local economic confidence
对当地经济的信心日渐增长
is starting to play out in a number of ways,
开始以不同的方式体现
and we now have farmers doing cheese
我们现在有农民做奶酪
and they've upped their flocks and rare breed pigs,
他们大幅增加了稀有品种的猪的数量
they're doing pasties and pies and things
他们在做着馅饼和派和一些
that they would have never done before.
他们之前从没做过的东西
We've got increasing market stalls selling local food,
我们有逐渐增长的贩卖当地食品的市场摊位
and in a survey that local students did for us, 49 percent
在一个当地的学生参加的调研中 49%的
of all food traders in that town said that their bottom line
城镇里的食品商人说他们的账本底线因我们切实在做的东西
had increased because of what we were actually doing.
而有所增长
And we're just volunteers and it's only an experiment.
我们只是志愿者，它仅仅只是一项实验。
Now, none of this is rocket science.
现在，这并不是件复杂的事
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.
但它接合起来，很具有包容性
This is not a movement for those people
这对那些
that are going to sort themselves out anyway.
急于把自己分门别类的人来说并不是改革
This is a movement for everyone.
这是每个人的行动
We have a motto: If you eat, you're in.
我们有个箴言：如果你吃东西，我们就是一伙的了
Across age, across income, across culture.
跨时代，跨收入，跨文化
It's been really quite a roller coaster experience,
这真的是一项过山车似的刺激体验
but going back to that first question that we asked,
但回到我们问的第一个问题
is it replicable? Yeah. It most certainly is replicable.
这是可复制吗? 是的，它当然是可复制的
More than 30 towns in England now are spinning
超过30个的英格兰城镇现在现在都在复制着
the Incredible Edible plate.
令人难以置信的食用板块
Whichever way they want to do it, of their own volition,
不管是以何种方式，都是在他们的决断下
they're trying to make their own lives differently,
他们正在尝试着让生活过得与众不同
and worldwide, we've got communities across America
在全球，我们已经建立了这样的社区横跨美洲
and Japan -- it's incredible, isn't it? I mean,
和日本---很惊人，对吧，我是说
America and Japan and New Zealand.
美国，日本和新西兰
People after the earthquake in New Zealand visited us
新西兰地震后的人们拜访了我们
in order to incorporate some of this public spiritedness
就是为了想把这样一种当地种植公共的意识
around local growing into the heart of Christchurch.
带到耶稣教堂的心头上来
And none of this takes more money
这并不需要很多钱
and none of this demands a bureaucracy,
这并不需要有官僚作风
but it does demand that you think things differently
但这需要你创新性地思考
and you are prepared to bend budgets and work programs
和你得准备紧缩预算和开始一些
in order to create that supportive framework
以创造支持性的框架为目的的项目
that communities can bounce off.
这样社区就比较灵活
And there's some great ideas already in our patch.
还有一些伟大的想法正完善我们的程序
Our local authority has decided to make everywhere
我们地方当局已经决定让各处
Incredible Edible, and in support of that
变得可以食用，和通过支持
have decided to do two things.
如下两件事以实现
First, they're going to create an asset register of spare land
第一，他们打算创建备用土地资产登记册
that they've got, put it in a food bank so that communities
放置于食物银行这样社区
can use that wherever they live,
就能使用他们居住的土地
and they're going to underpin that with a license.
而且他们将以使用许可证以支持
And then they've said to every single one of their workforce,
他们对每个他们的员工说
if you can, help those communities grow,
如果可以的话，帮助社区植物的生长
and help them to maintain their spaces.
帮助他们保留自己的空地
Suddenly, we're seeing actions on the ground
忽然间，我们看见了当地政府
from local government. We're seeing this mainstreamed.
切实地行动，我们见证了这种主流的力量
We are responding creatively at last to what Rio demanded
最后我们创新性地回应了里约
of us, and there's lots more you could do.
对我们的需求，有很多你们可以做的事情
I mean, just to list a few. One, please stop putting
我指，就从列几个要求开始吧，首先，请不要
prickly plants around public buildings. It's a waste of space.
在公众建筑附近移栽植物，这很浪费空间
Secondly, please create--please, please create
其次，请一定要--一定要创造
edible landscapes so that our children start to walk
可食用的景观，这样我们的孩子就可以
past their food day in, day out, on our high streets,
早上走过食物，晚上从食物处归来，在我们的公路上
in our parks, wherever that might be.
在我们的公园，或者是其他任何地方
Inspire local planners to put the food sites at the heart
以激励我们当地的城市规划者把食物区
of the town and the city plan, not relegate them
放到城市的中心地带，而不是归入到
to the edges of the settlements that nobody can see.
没人能看到的安置地的边缘
Encourage all our schools to take this seriously.
鼓励我们的老师认真对待
This isn't a second class exercise.
这并不是一个二等的课堂训练
If we want to inspire the farmers of tomorrow,
如果我们想激励未来的农民
then please let us say to every school,
那么请让我们在每个学校宣讲
create a sense of purpose around the importance
以创造一种围绕环境重要性
to the environment, local food and soils.
当地食物和土壤的氛围
Put that at the heart of your school culture,
把这放置于学校文化的核心
and you will create a different generation.
这样，你们就能创造不同的下一代
There are so many things you can do, but ultimately
有很多你能做的事，但最终
this is about something really simple.
这其实是件十分简单的事
Through an organic process, through
通过一个有机的过程，通过
an increasing recognition of the power of small actions,
对小行动的力量的日益认可
we are starting, at last, to believe in ourselves again,
我们开始，最后，再次相信自己
and to believe in our capacity, each and every one of us,
相信我们的能力，相信我们每一个人
to build a different and a kinder future,
都将建造一个不同的更友善的未来
and in my book, that's incredible.
而在我的书里，这难以置信
Thank you.
谢谢
