Got Millet? How Marketing Could Improve the Lives of African Farmers | Zoë Karl-Waithaka | TED

翻译人员: Tiantian Yang 校对人员: Helen Chang

Avocados.

牛油果。

Americans love them.

美国人爱吃牛油果。

For what other food would you pay 15 dollars

有什么别的食物是你愿意花15美金

to have someone bring it to your table and mash it up in front of you?

让人打成糊糊给你端到桌上来？

There's probably a hipster in Brooklyn right now

我们说话的这会儿布鲁克林的时髦精

ordering a 15-dollar avocado toast as we speak.

很有可能就点了这么一个 15美金的牛油果吐司。

And that's on the cheap side.

这还有点便宜了。

Give me, like, 25 dollars.

给我，来一个，25美金的。

I mean, that's insanity, honestly.

我说,有点夸张了，真的。

So I have a question.

所以我有个问题。

Why would people pay seemingly absurd prices for something so simple?

为什么人们愿意花这看起来离谱的价钱 来买一些明明就很普通的东西呢？

Marketing.

市场营销。

There was probably a time in the US

在美国的某一个时期

when you couldn't pay people to eat avocados

人们根本就不吃牛油果

and actually they were known as “alligator pears”.

那时候它们被大家叫做“鳄鱼梨”。

And then something changed.

之后事情起了变化。

In the 1990s,

到了1990年代，

there was a Super Bowl marketing campaign

在超级碗橄榄球联赛的营销活动中

where NFL players shared their favorite guacamole recipes.

橄榄球运动员向大家分享 他们喜欢的牛油果沙拉酱食谱。

With the help of this, over time,

有了这一主推，一段时间之后，

avocados went from a relative obscurity in the US

牛油果从无人问津一跃而成为了美国

to one of the most consumed fruits.

最畅销水果之一。

Now what’s interesting about this is who was behind the campaign:

在这场营销活动的背后 有什么有趣的事情呢；

Californian avocado farmers.

加州的牛油果种植者。

They had a product,

他们有了产品之后，

they funded a highly visible and successful marketing campaign,

出资进行了一场针对 大众的极为成功的营销活动，

put money in their pockets and ultimately changed the way people eat.

赚得盆满钵满不说， 还永远改变了人们的饮食习惯。

So today I want to talk to you about how marketing can be a catalyst

所以今天想告诉大家市场营销 这一催化剂是怎么发挥作用

to improve the livelihoods of farmers,

改善农民生计的，

but not in the US, in Africa.

但不是在美国，而是在非洲。

And how the development community,

发展共同体、

and by that, I mean NGOs, philanthropists

非营利组织、慈善家

and international development agencies

和国际发展中国家政府机构

can use marketing to positively impact society,

可以用市场营销为社会提供积极影响，

the economy and the environment.

改善经济与环境。

So I am South African and American,

我既是南非人也是美国人，

I have lived and worked throughout Africa

我在非洲生活和工作

with a professional focus on food and agriculture.

我是粮食与农业方面的专业工作者。

And I've had the opportunity to study lots of development programs

我有机会研究很多的发展项目

and even work on some myself.

甚至亲身参与其中。

And through that I have met farmers,

因为我有机会和农民见面，

spoken to them, and some of them have said,

和她们交谈，有些人告诉我，

"I have a product,

“我有农产品，

but I don't have a market in which to sell it."

但没有可以销售它的市场。”

Or, "I have a market, but it's too small."

或 “我有市场，但是它太小了。”

So I want to talk about how to change that.

所以我想谈的是怎样改变这种局面。

Now, just a reminder, Africa is a continent, not a country.

大家注意，非洲是一块大陆， 而不是一个国家。

And in sub-Saharan Africa,

在撒哈拉沙漠以南的非洲地区，

agriculture makes up a large part of the economy.

农业构成了经济的主要部分。

It makes up 20 percent of GDP,

农业占国民生产总值的百分之20，

about 60 percent of employment,

百分之60的就业人口，

and many of the people in agriculture are smallholders.

大部分的农业人口是小佃农。

So they live on less than two hectares of land

他们靠不足两公顷的土地生活，

and have very small incomes that put them at or below the poverty line.

微薄的收入让他们处于 甚至低于贫困线以下。

For decades, the development community has been trying to change this,

数十年来，发展共同体 都在致力于改变这一现象，

primarily with a supply side-focus of working with farmers,

起初是聚焦于补足 农民需要的生产资料，

giving them access to seeds and fertilizers,

给他们获得种子和肥料的途径，

showing them how to improve their productivity

演示怎么提高产量，

so that they could grow more,

那么他们可以提高收成，

have more to sell and eat

有更多的产品可以拿去买或者自己吃，

and ultimately increase their incomes,

从而增加他们的收入，

which is the end goal.

这是最终的目标。

Billions of dollars have been spent on this.

数十亿美金花在了这上面。

And unfortunately, today, many African farmers are still poor.

不幸的是，到了今天， 很多非洲农民依旧贫困。

So why is that?

为什么？

Well, farmers are part of the equation.

农民其实是这个产业等式中的一部分。

They supply food, but obviously we know the other part of the equation is demand.

他们提供食物，很明显 我们知道等式的另一边是需求。

They need to have demand for the goods that they're growing.

他们需要为他们 正在种植的作物寻找需求。

And it's true that the international development community

国际上的发展中社区确实

is increasingly linking farmers to markets

正在致力于加强农民与市场的联系，

so that they have places to sell what they grow.

这样他们才能找到市场 销售他们的作物。

And that's good.

这很好。

But they need to go a step further,

但是他们需要再进一步，

by proactively helping to shape and grow markets

那就是主动为非洲农民的农作物

for goods grown by African farmers.

主动培育和形成市场。

So in other words,

换句话讲，

in addition to sending seeds and fertilizer,

除了给农民送种子和肥料，

they need to send them advertising geniuses.

他们还需要再送点广告人才。

So I'm going to share a couple of examples

我接下来就要分享一系列的例子

of the type of impact marketing can have.

来说明市场营销影响的几种类型。

And I’m going to refer to the US a lot,

我会提到美国很多次，

and that's because the US knows how to do this really well.

因为美国人在这方面真的很懂。

Maybe a little too well, some might argue,

有的人可能会争论， 美国人是营销过了头，

but that's not the topic of the talk today.

但这就不是今天的重点啦。

So this is the slogan

看看这条广告语，

of arguably one of the most iconic ad campaigns of all time.

这是一个最具代表性的广告里的 最棒的一句话。

[got milk?]

[喝牛奶了吗？]

Funded by American dairy farmers.

一个由美国牛奶农场主 出资制作的广告。

What's very interesting about dairy in the US

在美国奶制品市场 有一个特别有趣的现象就是

is that companies don't leave it up to individual businesses

企业主不会单打独斗

to market their brands.

宣传自己的品牌。

They actually work together as an industry to promote milk drinking.

实际上他们以行业为纽带进行联合 从而共同宣传饮用牛奶。

And they do this by, you know,

他们的渠道是，你明白，

many companies contributing to a common fund

公司联合起来成立一个基金

that goes towards campaigns like this.

运行像这样的营销活动。

Now they have a little help from government also.

他们可以从政府那里 得到一些帮助。

How many of you went to school and got milk on your tray?

你们当中有多少人在学校里会喝牛奶？

In many instances, that milk was subsidized.

很多情况下喝牛奶是有补助的。

Actually the National School Lunch Program dates back to the 1940s,

1940年代开始的国家学校午餐计划，

and it's still ongoing today.

目前依然在运行良好。

You go to school, you taste something, it's at a good price,

你去上学，你吃的东西，价格能接受，

you keep getting it, you like it, maybe you start eating more of it.

那你就会继续吃，喜欢吃， 也许你还会试着多吃点。

You purchase at home, stock your fridge.

你在家里会买这些吃的，放在冰箱里，

Does that sound anything like product promotion and sampling?

这听起来像不像促销和样品派送？

Importantly, what this does is it creates a whole category of consumers.

重要的是，这样做的结果 就是培养了一类消费者。

And it gives farmers a constant market in which to sell what they grow,

农场主因此就有了稳定的市场 去销售他们的农作物，

and that's actually really important, right?

这实在意义非凡，对吗？

You can't create a product

如果你不是确定某样产品 能拥有持续的市场需求

if you don't know that there's going to be constant demand for it in the market.

你就不会去生产它。

Now this combination of industry marketing plus government support

这个联合了行业营销活动 外加政府助力的模式

is quite powerful.

力量无穷。

So powerful, in fact, that the United States

力量大到什么程度，美国

has one of the highest rates of consumption of dairy in the world:

有世界上消费最高的乳制品市场；

653 pounds of dairy per person per year.

每人每年消费592斤。

Try to imagine that.

想想看。

That's a lot, right?

这数值真的很大，对吧？

Now, this has actually been done outside of the US, too.

现在，美国之外也有这么干的。

In Kenya in the 1980s under former president Moi,

1980年代的肯尼亚，莫伊总统当政，

there was a National School Milk Program,

有一个国家学校牛奶项目，

dubbed Nyayo Milk,

俗称尼亚牛奶，

and many Kenyan children went to school and received packets of milk.

去学校上学的肯尼亚孩子 都会得到盒装牛奶。

So it became a lot more a part of the local diet.

就这样牛奶也成为了当地人 餐桌上常常出现的食品。

And as they grew up, they continued to consume it.

他们长大以后， 也一直保持着喝牛奶的习惯。

And today, Kenya has the highest rate of consumption of dairy

到了今天，肯尼亚拥有整个东非最高的

in East Africa.

牛奶消费水平。

And it's got a much more developed dairy industry

也因此肯尼亚的牛奶行业发展得比

than its regional neighbors.

邻国要好得多。

Now, both of those examples are about marketing to domestic consumers.

这两个例子都是关于 市场营销对国内消费者的影响。

But you're probably thinking,

也许你会想，

"Well, what about, you know,

“嗯，你看，

in countries where there's lower purchasing power?"

对于购买力比较弱的国家 又会怎么样呢？”

You can use marketing to create demand beyond borders as well.

你依然可以用市场效应 去跨越边界创造需求。

If you've ever watched the Super Bowl,

如果你看过超级碗橄榄球联赛，

and I never thought I'd talk so much about the Super Bowl

其实我从来没想过我可以讲 这么多关于超级碗的事，

because I kind of don't watch it.

因为我就是那种 从来不看超级碗的类型。

But if you have ever watched the Super Bowl

但是如果看过，

and you’ve heard this jingle “Avocados from Mexico” --

你也听过这首广告歌 “墨西哥来的牛油果”——

and you kind of have to dance when you sing it

那你多半会忍不住一边哼 一边跟着旋律跳起来，

because it’s just so catchy, honestly --

因为这歌真是很让人上头——

if you’ve heard that jingle,

如果你听过，

then you've been marketed to by the Mexican avocado industry.

那你就已经被墨西哥牛油果行业 给俘虏了。

Mexico exports 2.5 billion dollars worth of avocados to the US every year.

墨西哥每年向美国出口 价值25亿美金的牛油果。

That's obviously a lot of avocados

很明显这说明进入美国的 牛油果数量巨大

and a lot of money going to Mexican avocado farmers.

一大笔钱已经进了 墨西哥牛油果农场主的口袋。

And Kenya exports avocados, too, but not that much.

肯尼亚也出口 牛油果， 就是数量没那么多大。

So, you know, this is all about how they can do that.

所以，你懂的， 他们是用了什么方式做到。

Now I've talked about milk, avocados,

我已经讲了牛奶、牛油果，

but how many of you eat kale or pomegranate or blueberries

你们吃羽衣甘蓝、石榴或者蓝莓吗?

because you've heard that they're superfoods

你们肯定听说过这些食物都是

packed full of antioxidants?

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

那我们从我举的例子当中学到什么？

and use them to improve the livelihoods of farmers?

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,

除了对农民种植加大投入外，

donors need to fund world-class marketing campaigns

捐赠者需要向世界级的营销活动注资

that help farmers to sell food.

用以帮助农民卖货。

This should be done at local, regional and international levels,

这需要从地方、区域 和国际层面多管齐下，

helping to promote the foods grown by African farmers

帮助促进非洲农民种植的农作物销量

and create trade within Africa,

并且激发非洲大陆内部的贸易需求，

but also outside African borders

和非洲海外的

with consumers in wealthier countries.

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,

作为学校、

hospitals and other government facilities,

医院和其他政府设置最大的出资者，

governments can use their budgets

政府可以投入预算

to ensure that farmers have constant marketplaces

来确保农民可以有持续的市场来销售

in which to sell what they grow.

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,

通过行业与合作者 对市场营销的联合出资，

farmers can promote what they grow,

农民可以提升农作物的销量，

put money in their pockets and ultimately change their lives,

让农民增收并且最终改善他们的生活，

which is the end goal.

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。

(Laughter)

（笑声）

Marketing can be a force for good, but it can go too far,

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，

especially if it's used to promote foods that are full of fat, salt and sugar.

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,

所以，如果这样，除了我刚才说过的，

we not only use marketing to promote foods grown by African farmers

我们不仅仅是用市场营销手段 来推广非洲农民的农作物，

but we use it to promote foods that are more nutritious

我们也用它来推广有营养的、

and also better for the environment.

对环境友好的食物。

If we do that,

如果我们这样做，

then we've got the triple play of agriculture development:

我们对于农业发展将有三赢：

increased farmer livelihoods,

改善农民的生计，

more nutritious foods for consumers

向消费者提供更有营养的食品，

and more sustainable agriculture.

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,

大米是一种重要的农作物，

and in many countries it is consumed as a large part of diets.

在很多国家它都占据着主食的地位。

However, white rice in particular is low in nutrients,

尽管如此，精致大米 并不富含营养物质，

it takes lots of water to grow,

在种植过程中很费水，

and current techniques for growing rice

现有的种植大米技术

are contributing to a lot of greenhouse gas emissions.

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,

种植时只需要大米三成的水份，

and it is drought- and pest-resistant,

而且它耐旱耐干，

which is increasingly important in today's world.

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

其实还有很多其他有这种特点的食物，

that are both more nutritious

它们不仅更富有营养，

and more sustainable for the environment,

对于环境而言也更加符合 可持续发展的要求，

such as pumpkin leaves, sweet potatoes,

像南瓜叶、红薯、

lentils, moringa and many others.

小扁豆、辣木等等等等。

So we need to promote these foods,

所以我们需要推广这些食物，

develop tasty and affordable recipes with them,

开发与这些食物有关的、 美味的、大众能负担的吃法，

and importantly, get celebrity chefs on board.

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,

因为当一天的忙碌结束，

people need to want to eat these foods,

人们发自内心地想吃这些东西，

not be told they have to.

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

非洲相对来说还处在发展的早期阶段，

versus other markets,

对比其他市场来看，

and it has the opportunity to do things differently and better.

它有机会去做点不同和更好的事情。

By using marketing and a demand-led approach,

使用市场营销和需求导向的方式，

Africa can boost economic growth,

非洲可以促进经济发展，

reduce incidences of diet-related diseases

减少发生于饮食相关的疾病，

and adapt to the challenges of climate change.

并且应对来自于气候变化的挑战。

Got millet?

来点小米？

(Laughter and applause)

(笑声和掌声)

Thank you.

谢谢。