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Now I've talked about milk, avocados, but how many of you eat kale or pomegranate or blueberries because you've heard that they're superfoods packed full of antioxidants?
我已经讲了牛奶、牛油果，你们吃羽衣甘蓝、石榴或者蓝莓吗?你们肯定听说过这些食物都是超级抗氧化的食品吧？
That's marketing.
这就是市场营销。
So how do we take these examples that I've talked about and use them to improve the livelihoods of farmers?
那我们从我举的例子当中学到什么？如何用它们来改善农民的生计？
Three things.
三件事。
First, development community.
第一，发展共同体。
Increase funding for demand in addition to supply.
加大对需求开发的资金投入。
So in addition to funding farmers to grow food, donors need to fund world-class marketing campaigns that help farmers to sell food.
除了对农民种植加大投入外，捐赠者需要向世界级的营销活动注资用以帮助农民卖货。
This should be done at local, regional and international levels, helping to promote the foods grown by African farmers and create trade within Africa, but also outside African borders with consumers in wealthier countries.
这需要从地方、区域和国际层面多管齐下，帮助促进非洲农民种植的农作物销量并且激发非洲大陆内部的贸易需求，和非洲海外的与发达国家的外贸需求。
Second, governments.
第二，政府。
Use your budgets to ensure constant pools of demand.
投入预算以保证开发源源不断的需求。
As one of the largest procurers for schools, hospitals and other government facilities, governments can use their budgets to ensure that farmers have constant marketplaces in which to sell what they grow.
作为学校、医院和其他政府设置最大的出资者，政府可以投入预算来确保农民可以有持续的市场来销售他们的农作物。
It can be done, as we've seen in Kenya.
这是可以做到的，如同我们在肯尼亚看到的那样。
And then third.
第三。
Farmers, work together to support your common interests.
农民，联合起来维护你们的共同利益。
By jointly funding marketing campaigns through industry bodies and cooperatives, farmers can promote what they grow, put money in their pockets and ultimately change their lives, which is the end goal.
通过行业与合作者对市场营销的联合出资，农民可以提升农作物的销量，让农民增收并且最终改善他们的生活，这就是最终的目标。
Warning, big warning in case anyone was losing me.
警告，大警告，要不然有人走神了。
Marketing can be a force for good, but it can go too far, especially if it's used to promote foods that are full of fat, salt and sugar.
市场营销对于商品销售有强大的作用，但是它有可能会太过，尤其是当它被用来宣传高油高盐和高糖食品时。
So what if, in addition to everything I've said, we not only use marketing to promote foods grown by African farmers but we use it to promote foods that are more nutritious and also better for the environment.
所以，如果这样，除了我刚才说过的，我们不仅仅是用市场营销手段来推广非洲农民的农作物，我们也用它来推广有营养的、对环境友好的食物。
If we do that, then we've got the triple play of agriculture development: increased farmer livelihoods, more nutritious foods for consumers and more sustainable agriculture.
如果我们这样做，我们对于农业发展将有三赢：改善农民的生计，向消费者提供更有营养的食品，更加可持续的农业生产。
So I'll give one last example using rice.
我要用大米举最后一个例子。
Rice is a staple crop, and in many countries it is consumed as a large part of diets.
大米是一种重要的农作物，在很多国家它都占据着主食的地位。
However, white rice in particular is low in nutrients, it takes lots of water to grow, and current techniques for growing rice are contributing to a lot of greenhouse gas emissions.
尽管如此，精致大米并不富含营养物质，在种植过程中很费水，现有的种植大米技术会排放很多温室气体。
So what if we replace rice with millet?
如果我们用小米来代替会怎么样？
Millet is a grain just like rice.
小米是一种和大米相似的谷物。
It is rich in fiber and antioxidants.
它富含纤维素和抗氧化成分。
It has more calcium than milk per serving.
同等重量下相比牛奶它含有更高的钙。
It takes 70 percent less water to grow, and it is drought- and pest-resistant, which is increasingly important in today's world.
种植时只需要大米三成的水份，而且它耐旱耐干，现在当今的环境下这种特性越发重要。
Sounds like a good alternative, right?
听起来是一个不错的替代品，对吧？
Well, there are lots of other foods like this that are both more nutritious and more sustainable for the environment, such as pumpkin leaves, sweet potatoes, lentils, moringa and many others.
其实还有很多其他有这种特点的食物，它们不仅更富有营养，对于环境而言也更加符合可持续发展的要求，像南瓜叶、红薯、小扁豆、辣木等等等等。
So we need to promote these foods, develop tasty and affordable recipes with them, and importantly, get celebrity chefs on board.
所以我们需要推广这些食物，开发与这些食物有关的、美味的、大众能负担的吃法，还有很重要的是找知名的厨师来站台推广。
Because at the end of the day, people need to want to eat these foods, not be told they have to.
因为当一天的忙碌结束，人们发自内心地想吃这些东西，而不是被教育得吃。
So I'll leave you with this.
这个问题我就说到这。
Africa is still relatively early in its development trajectory versus other markets, and it has the opportunity to do things differently and better.
非洲相对来说还处在发展的早期阶段，对比其他市场来看，它有机会去做点不同和更好的事情。
By using marketing and a demand-led approach, Africa can boost economic growth, reduce incidences of diet-related diseases and adapt to the challenges of climate change.
使用市场营销和需求导向的方式，非洲可以促进经济发展，减少发生于饮食相关的疾病，并且应对来自于气候变化的挑战。
Got millet? Thank you.
来点小米？谢谢。
