Is Alternative Meat the Recipe for a Healthier Planet? | Tao Zhang | TED

譯者: Lilian Chiu 審譯者: 麗玲 辛

My wife is the last person in the world

我的妻子是世界上

who would consider me a foodie type of person.

最不可能把我視為美食家的人。

She is always puzzled at why, sometimes,

她總是搞不懂

為什麼有時我連牛肉 和豬肉都分不出來？

I couldn't even tell the difference between beef and pork

when shopping or eating.

買菜時或用餐時都是如此。

So a few years ago,

所以，幾年前，

當我告訴她我在食物領域找到 我的天命：當個影響力投資人，

when I told her that I found my calling in food, as an impact investor,

she was shocked, and thought I had a midlife crisis.

她很吃驚，以為我出現了中年危機。

(Laughter)

（笑聲）

But the impact logic behind my midlife crisis,

但影響我的中年危機或中年頓悟

or midlife epiphany,

背後的邏輯其實很簡單。

is simple.

Given its size and reach,

從規模和範圍的層面來看，

there's no way the world can achieve its climate goals

世界不可能達成其氣候目標的，

without engaging China in a significant way.

除非能讓中國也有重量級的參與。

This is why I've spent much of my career

這就是為什麼我的職涯大半 投入在支持中國的環保企業家，

focused on supporting environmental entrepreneurs in China,

mainly in the industrial space,

主要是工業領域，

things like energy or recycling.

比如能源或回收。

但我一直很納悶要如何接觸到 為數眾多的中國消費者。

But I've always wondered about how to reach

the vast number of Chinese consumers.

I found my answer in alternative proteins,

我在替代蛋白中找到了我的答案，

or what we prefer to call new proteins nowadays in China.

或者，在中國，我們現在 喜歡稱它為新蛋白質。

New proteins can be plant-based, microbial, or cell-based alternatives

新蛋白質可以是 植物性的、微生物的，

或細胞性的替代品，

to resource-intensive,

用來取代要用大量資源製造 又會危害環境的動物性蛋白質。

environmentally challenging animal proteins.

Let's look at some numbers quickly.

咱們來快速看一些數字。

China consumes 26 percent of the world's meat

中國消費的肉類佔全世界的 26%，

and 45 percent of the world's seafood.

海鮮則佔全世界的 45%。

It's also worth mentioning

也值得一提的是，

that China accounts for 43 percent of the world's pork consumption,

以肉類來說，中國

消費的豬肉佔全世界的 43%。

in the meat category.

This number is massive.

這個數字相當大。

But if you look per person, meat consumption in China is still low,

但若從人均的角度來看， 中國的肉類消費還算低，

about half, compared to the US.

只有美國的一半。

For milk, consumption per person is less than half, in comparison.

每人消費的牛奶則不到美國的一半。

And driven by rising incomes and demand,

在收入和需求都增加的情況下，

these figures can only go up.

這些數字只會越來越高。

Meantime,

同時，

global investments in innovative foods,

全球對於創新食物的投資，

with new proteins as the majority,

其中主要是新蛋白質，

were over 10 billion dollars, from 2020 to 2022.

從 2020 年到 2022 年 就超過了一百億美金。

But China had only 3.5 percent of the total, at 362 million dollars.

但這總額中，中國只佔 3.5%，

即三億六千兩百萬美金。

I realized that investing in new proteins should be China's answer.

我意識到中國的解決方案 應該是投資新蛋白質。

Chinese consumers can be a part of the country's environmental solution,

中國消費者可以成為 中國環境解決方案的一部分，

and by extension,

並因此，

part of the global solution to tackle climate change.

成為全球處理氣候變遷之 解決方案的一部分。

Without a doubt,

無庸置疑，

it is a huge business opportunity in the long run as well.

長遠來看這也會是個巨大的商機。

But how exactly do we get people in China to embrace new proteins,

但我們究竟要如何 讓中國人擁抱新蛋白質，

as has happened in other parts of the world?

就像世界上其他地方那樣？

Growing up in China,

我在中國長大，我向來把食物視為 是中國文化不可缺的一部分。

I always see food as an integral part of my culture.

On all occasions, big or small, there's some banquet.

任何場合，不論大小， 都會有某種宴請。

Like when babies are born,

比如當新生兒出生、親人過世、

loved ones pass away,

friends getting together to bid farewell to one another.

為了送別而辦的友人聚會。

And we always need the so-called hard dishes, ying cai,

我們向來都需要所謂的「硬菜」，

as a core part of these occasions,

來做為這些場合的核心，

meaning dishes with abundance and varieties of meat.

硬菜就是有豐富多樣肉類的菜餚。

Chinese people don't just enjoy eating.

中國人不只享受吃。

Eating defines who we are and where we stand in society.

「吃」決定了我們是什麼樣的人 以及在社會上的地位。

As the Chinese saying goes, wu rou bu huan,

中國有句俗語，無肉不歡。

meaning that there's no pleasure in eating without meat.

意思就是吃的時候 沒有肉類就沒有樂趣。

Meanwhile, China has a long history with plant-based foods,

同時中國又有一段 漫長的植物性食物歷史，

which sounds positive for new proteins, but is actually a challenge.

這聽起來對新蛋白質來說是好事，

實際上卻是個難題。

Old-generation mock-meat products especially

主流消費者對於舊一代的模擬肉 產品特別抱持著負面的觀感。

have had a negative perception with mainstream consumers.

They are seen as cheap, distasteful, unhealthy alternatives,

它們被視為是廉價、 難吃、不健康的替代品，

且偏向是提供給宗教上的 素食者或純素消費者吃的。

and more intended to serve religiously vegan or vegetarian consumers.

Environmental and animal-welfare advocacy groups

環保及動物福利的倡導團體

have shifted consumer mindsets in the West,

已經改變了西方消費者的心態，

吃植物性肉類被認為 是重視道德的行為。

and eating plant-based meat is considered morally positive.

But in China,

但在中國，

mainstream consumers aren't easily swayed by the moral argument for now.

目前主流消費者不容易 被道德論點給動搖。

Chinese consumers are also highly demanding regarding taste,

中國消費者在這幾方面也很難搞：

口味、價格，和方便性。

price and convenience.

China is incredibly diverse

中國在烹飪風格和 食品應用上也極具多樣性。

in terms of styles of cooking and food applications.

Basically, each province or region has a style of cooking.

基本上，每個省或每個地區 都有一種烹飪風格。

There's Beijing cuisine, Shanghai cuisine, Hunan cuisine,

有北京菜、上海菜、

湖南菜、四川菜、

Szechuan cuisine and Cantonese cuisine, to name a few.

廣東菜，還有很多其他的。

And unlike Chinese restaurants in the US,

不像美國的中國餐廳，

these regional cuisines are not just different in the name,

這些地區性菜餚不只是名稱不同，

they do taste different.

嚐起來也不同。

(Laughter)

（笑聲）

(Applause)

（掌聲）

To be successful and to have an impact,

為了取得成功和造成影響，

企業家不能單單只是推出一種產品

entrepreneurs can't just come out with a product

that swaps out neatly for meat product.

來完全取代肉類產品。

Alternative products will need to be tasty,

替代產品必須要美味、

平價，且適合所屬地區。

affordable and regionally appropriate.

This calls for investments in innovation, research and development.

要達到這個目標就需要投資、 創新、研究，和發展。

Moreover, we need new distribution channels,

此外，我們需要新的分銷管道，

beyond specialty stores and vegetarian restaurants,

不能只透過特色商店 和素食餐廳來賣，

and they must be widespread, nationwide, especially in China,

這些管道必須要廣佈在全國，

特別是在中國， 線上銷售的角色越來越重要。

where online selling plays an increasingly dominant role.

And with the young generation mainstream consumers,

就年輕一代的主流消費者來說，

it certainly helps to engage high-end chefs

邀請高檔主廚把新蛋白質納入 他們的菜單中肯定有助益。

to put new proteins on their menus.

And these new products need personality:

且這些新產品需要有個性：

brands that seem hip and compelling to younger consumers.

在年輕消費者眼中看起來 既時尚又吸引人的品牌。

New proteins must also enter the consumer consciousness

新蛋白質也必須要 在批發層面上進入消費者的意識，

on a wholesale level,

meaning the entire industry needs good marketing campaigns.

也就是說，整個產業 都需要好的行銷宣傳。

Entrepreneurs need to support one another and all relevant stakeholders

企業家需要支持彼此

以及所有的利害關係人， 才能加速發展。

to gain momentum.

All of this requires investment and patience, of course.

所有這些都需要投資，

當然，還有耐心。

The good news is that we're starting to see some progress.

好消息是我們開始看見一些進展了。

For example, look at the alternative dairy company, Oatly.

比如，看看替代乳製品公司歐特力。

The Oatly Tea Master,

歐特力茶飲大師，

an oat-based drink developed in China, replacing cow's milk for milk tea,

一種中國開發的燕麥飲料，

取代奶茶中的牛奶。

was introduced to the Chinese market in March 2022.

它在 2022 年三月在中國上市，

By the end of 2022,

到 2022 年底，

the product had entered over 50,000 tea stores around China,

該產品在已經進入了 中國各地超過五萬間茶飲店，

with 20 million units sold.

售出兩千萬瓶。

Oatly's initial success in China

歐特力在中國的初步成功

has resulted from its localized product and marketing strategy,

歸功於其在地化的產品及行銷策略、

investment in local production

投資當地生產製造，

and distribution-channel expansion in collaboration with local partners.

並和當地的合作夥伴 聯手拓展銷售管道。

Meanwhile, mainstream Chinese consumers

同時，主流的中國消費者

have been drinking all flavors of plant-based milk

一直都在喝各種口味的植物性牛奶，

because of the past lack of cow milk products.

因為過去缺乏牛奶製品。

I believe plant-based drinks are low-hanging fruit

我相信，用植物性飲料很容易就可以

for introducing new proteins

推動新蛋白質，

and having impact in China more quickly

且更快在中國產生影響，

and in a more capital-efficient way.

這種方式的資本效益也會比較高。

Dao Foods, the investment firm I cofounded,

「道夫子」是我共同 創辦的投資公司，

has invested in about 20 new protein companies in China and for China.

該公司已經在中國且為中國 投資了約二十間新蛋白質公司。

Products from Starfield, Xing Qi Ling,

星期零（Starfield）的產品，

such as their plant-based tuna, beef and chicken,

比如他們的植物性鮪魚、 牛肉，和雞肉，

are showing up at restaurant chains and store shelves across China.

出現在中國各地的連鎖餐廳裡 以及商店陳架上。

Its clients include Sam's Club, KFC, FamilyMart

其客戶包括山姆會員商店、

肯德基、全家，

and China's equivalent of Starbucks, Luckin Coffee, to name a few.

以及在中國相當於星巴克 等級的瑞幸咖啡等等。

Plant Now!, Zhi Wu Jia Dao,

植物駕到（Plant Now!）

a plant-based milk tea venture,

是一間植物奶茶企業，

has recently entered more than 500 local convenience stores in Qingdao,

最近進入了青島當地 超過五百間的便利商店，

a new tier-one city on China's east coast,

青島是中國東部沿岸的新一線城市，

and is ready to enter another 1,000 stores in China's Anhui province

它還準備好要進入中國 安徽省的另外一千家商店，

with their coconut milk tea product.

引進他們的椰子奶茶產品。

These young generation entrepreneurs

這些新世代的企業家試圖開發的產品

are trying to develop products that appeal to mainstream consumers

要在各方面都能吸引主流消費者。

in every way.

Equally important,

同樣重要的是，

they are helping overcome the negative perception of plant-based products

他們在協助大家克服 對植物性產品的負面觀感，

with a new look and feel

做法是提供新的外觀和感受， 以及和對的分銷夥伴合作。

and working with the right distribution partners.

Aside from entrepreneurial efforts,

除了企業家的努力，

the new protein sector in China is also gaining momentum

中國的新蛋白質產業

在其他幾個方面也漸漸有所進展。

on a few other fronts.

Over the past few years,

在過去幾年間，

we've hosted eight boot camps across China,

我們在中國各地舉辦了八場訓練營，

bringing together and inspiring hundreds of entrepreneurs

聚集並鼓舞數百名企業家，

who spend time learning from their peers

他們花時間向同儕學習，

and figuring out how to better their technology,

想辦法來改進他們的技術、

improve marketing, expand distribution and raise more money.

改善行銷、拓展分銷， 並募集更多錢。

Chinese President Xi Jinping made some food-related remarks last year,

中國國家主席習進平 去年提出了些和食物相關的評論，

encouraging the seeking of new proteins from plants and microbes.

鼓勵朝植物和微生物的 方向，去尋求新蛋白質。

Local government is getting involved as well.

地方政府也開始介入。

One municipal government in China's Yangtze Delta region

在中國的長江三角洲地區 有一個地方政府

agreed to jointly develop a new protein entrepreneurship program with us,

同意與我們合作，一同發展 一個新蛋白質創業計畫，

offering office space, potential funding and more.

願意提供辦公室空間、 可能的資金，及其他的。

我很樂見中國的主流消費者

I would love to see mainstream Chinese consumers

massively adopt new proteins,

大量採用新蛋白質，

讓新蛋白質成為他們 日常飲食的一部分。

making them a part of their daily diet.

我並不期望消費者會 完全放棄動物性產品，

I don't expect consumers to give up on animal products entirely,

but having more protein diversification and choices

但有更多樣化的蛋白質和更多的選擇

will allow them to weigh factors like the environment and climate impact,

會讓他們可以衡量 環境及氣候衝擊等因素，

to make more balanced and informed food decisions.

再做出更平衡、 更明智的食物相關決策。

Given China's rising demand for quality proteins

有鑑於中國對高品質 蛋白質的需求越來越高

and the climate ramifications,

以及氣候上的影響，

climate-friendly investors worldwide should be all over new proteins in China.

世界各地對氣候友好的投資者

都應該全力支持中國的新蛋白質。

但他們卻沒有。

But they are not.

Many international investors continue to shy away from China.

許多國際投資者持續在迴避中國。

Maybe geopolitics is the problem.

也許問題在於地緣政治。

Perhaps they aren't sure

也許他們不敢確定

if they will be able to get their money out of China if they need to.

在必要時，他們能否 把他們的錢帶離中國。

Or it could be the flawed assumption that China's problems are so unique

也有可能是種有缺陷的假設，

以為中國的問題很獨特，

that it requires solutions led by Chinese people alone.

必須要用單單由中國人 主導的解決方案才能解決。

But whether you're an investor, and entrepreneur or a consumer,

但，不論你是投資者、

企業家，或消費者，

if you want to be a hero and game-changer in this space,

如果你想成為這個領域的 英雄和改變者，

show me the money!

亮出你的錢來！

(Laughter)

（笑聲）

Even if it's just one meal at a time, one product at a time

即使只是一次一餐、

一次一個產品，或一次一項投資。

or one investment at a time.

China is indispensable in addressing global climate changes,

要處理全球氣候變遷， 絕對不能沒有中國，

and we should work collectively to make China part of the global solution.

我們應該要同心協力，

讓中國成為全球解決方案的一部分。

Let's all strive beyond, do the impossible,

讓我們都努力超越， 做到不可能的事，

always look at the upside

永遠看向光明面，

and keep exploring the way, AKA the "dao," to get there.

並持續探索達成這個目標的 方法，也就是「道」。

For the one and only planet we share and call home,

地球只有一個，它是我們共同的家，

we must do it, we can do it,

為了它，我們必須做到， 我們能做到，我們也會做到的。

and we will.

Thanks, everybody.

謝謝大家。

（掌聲）

(Applause)