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

譯者: Lilian Chiu 審譯者: Helen Chang

Avocados.

酪梨。

Americans love them.

美國人超愛酪梨。

For what other food would you pay 15 dollars

還有什麼食物會讓你願意花十五美金

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

請人將它送到你家餐桌上， 然後在你面前將它搗爛？

There's probably a hipster in Brooklyn right now

現在我們正在說話的 同時，布魯克林可能

ordering a 15-dollar avocado toast as we speak.

就有文青訂購了十五美金的酪梨。

And that's on the cheap side.

那還算是便宜的呢。

Give me, like, 25 dollars.

有可能要價二十五美金， 老實說，那真的很瘋狂。

I mean, that's insanity, honestly.

So I have a question.

所以，我有個問題。

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

為什麼大家會支付如此荒唐的價格，

買這麼簡單的東西？

Marketing.

行銷。

There was probably a time in the US

在美國可能曾經有段時間， 付錢請大家吃酪梨都沒人要吃，

when you couldn't pay people to eat avocados

and actually they were known as “alligator pears”.

事實上，酪梨還被稱為「鱷梨」。

And then something changed.

接著，改變發生了。

In the 1990s,

1990 年代，有一個

there was a Super Bowl marketing campaign

超級盃的行銷活動，讓 NFL 球員

where NFL players shared their favorite guacamole recipes.

分享他們最愛的酪梨醬食譜。

With the help of this, over time,

在這個活動的幫助下，隨時間，

avocados went from a relative obscurity in the US

本來在美國相對沒沒無聞的酪梨

to one of the most consumed fruits.

變成最多人買的水果之一。

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

有趣的是，活動背後的推手是誰：

Californian avocado farmers.

加州酪梨農。

They had a product,

他們有產品，

they funded a highly visible and successful marketing campaign,

他們資助了一個高能見度 且成功的行銷活動，

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

讓荷包賺飽，最終 還改變了大家吃的方式。

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

所以，今天我要和大家談的是

行銷要如何扮演催化劑， 改善農民的生計，

to improve the livelihoods of farmers,

but not in the US, in Africa.

但我要談的是非洲，不是美國。

And how the development community,

以及發展團體，

and by that, I mean NGOs, philanthropists

我指的是非營利組織、慈善家，

and international development agencies

以及國際發展機構，

can use marketing to positively impact society,

如何能使用行銷，

對社會、經濟，及環境 產生正面的影響。

the economy and the environment.

So I am South African and American,

我是南非人以及美國人， 在非洲各地住過、工作過，

I have lived and worked throughout Africa

with a professional focus on food and agriculture.

我的職業主要和食物及農業有關。

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

我有機會能研究許多發展計畫，

and even work on some myself.

甚至自己參與了一些。

And through that I have met farmers,

因為這樣，我能見到 農民並與他們交談，

spoken to them, and some of them have said,

有些農民說：

"I have a product,

「我有產品，

但找不到市場去銷售它。」

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

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

或：「我有找到市場， 但它太小了。」

So I want to talk about how to change that.

所以我想談談如何改變這一點。

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

小提醒：非洲是大陸，不是國家。

And in sub-Saharan Africa,

且在撒哈拉以南非洲，

agriculture makes up a large part of the economy.

農業佔了經濟很高的比重。

It makes up 20 percent of GDP,

GDP 有 20% 來自農業，

about 60 percent of employment,

就業人口有 60% 是在農業，

and many of the people in agriculture are smallholders.

在農業中，許多人是小農。

So they live on less than two hectares of land

他們生活在不到兩公頃的土地上，

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

收入非常低，若不是 貧困也接近貧困了。

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

數十年來，發展團體 一直在試圖改變這個狀況，

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

做法以供應為主，

和農民合作，讓他們 能取得種子和肥料，

giving them access to seeds and fertilizers,

showing them how to improve their productivity

教他們改善他們的生產力， 讓他們能種更多，

so that they could grow more,

have more to sell and eat

有更多可以賣、可以吃，

and ultimately increase their incomes,

最終，增加他們的收入， 這是終極目標。

which is the end goal.

Billions of dollars have been spent on this.

已經有數十億美金投入在此。

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

不幸的是，至今，

許多非洲農民仍然很貧窮。

So why is that?

為什麼會這樣？

Well, farmers are part of the equation.

農民是這方程式的一部分， 他們供給食物，但，

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

很明顯，我們都知道 方程式的另一部分是需求。

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

他們所種植的商品也得有需求才行。

And it's true that the international development community

的確，

國際發展團體漸漸 幫農民和市場連結上，

is increasingly linking farmers to markets

so that they have places to sell what they grow.

讓他們有地方銷售他們種的產品。

And that's good.

那很好。

But they need to go a step further,

但還需要再進一步，

by proactively helping to shape and grow markets

需要針對非洲農民種植的商品，

主動協助創造及發展出對應的市場。

for goods grown by African farmers.

So in other words,

所以，換言之，

in addition to sending seeds and fertilizer,

除了提供種子和肥料之外，

they need to send them advertising geniuses.

他們還需要提供廣告天才。

So I'm going to share a couple of examples

讓我舉幾個例子，說明 行銷能有什麼樣的影響。

of the type of impact marketing can have.

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

我會經常提到美國，

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

那是因為美國非常清楚 在這方面要怎麼做，

Maybe a little too well, some might argue,

有些人可能會覺得太過清楚了， 但那不是今天要談的主題。

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

So this is the slogan

這句標語（有牛奶嗎？）

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

出自可說是史上 最有代表性的廣告行銷。

[got milk?]

由美國奶農資助。

Funded by American dairy farmers.

What's very interesting about dairy in the US

美國的乳製品有一點 十分有趣，那就是

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

企業並不會單打獨鬥 來行銷它們的品牌。

to market their brands.

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

整個產業會同心協力，提倡喝牛奶。

And they do this by, you know,

而它們的做法是，許多企業 會撥錢給共同基金，

many companies contributing to a common fund

that goes towards campaigns like this.

基金則會用在像這樣的行銷活動上。

Now they have a little help from government also.

它們也有一點來自政府的協助。

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

在座有誰去上學時， 食物盤上會有牛奶？

In many instances, that milk was subsidized.

在許多情況下， 這種牛奶是有補助的。

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

事實上，國家學校午餐 計畫始於 1940 年代，

and it's still ongoing today.

到現在都還有。

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

你去上學，嚐到某樣東西，

價格很不錯，你能持續吃到，

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

你喜歡它，也許你會 開始吃更多這種食物。

You purchase at home, stock your fridge.

你會買回家，存放在冰箱裡。

Does that sound anything like product promotion and sampling?

這聽起來像不像產品促銷和試吃？

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

重要的是，這個做法創造出 一整個類別的消費者。

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

也讓農民有一個固定的市場

來銷售他們的產品， 那很重要，對吧？

and that's actually really important, right?

You can't create a product

如果你不知道市場會不會有 固定需求，就無法去製造產品。

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

這種產業行銷加上政府支持的組合

Now this combination of industry marketing plus government support

is quite powerful.

相當厲害。

So powerful, in fact, that the United States

厲害到讓美國成為

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

世界上乳製品消費最高的國家之一。

653 pounds of dairy per person per year.

一年一個人要消費 653 磅的乳製品。

Try to imagine that.

想像看看。

That's a lot, right?

很多，對吧？

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

在美國以外的地方也有人這麼做。

In Kenya in the 1980s under former president Moi,

1980 年代，在肯亞， 前總統莫怡執政時，

there was a National School Milk Program,

推出一項國家學校牛奶計畫， 叫做「Nyayo Milk」，

dubbed Nyayo Milk,

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

許多肯亞孩童到學校時會拿到牛奶。

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

牛奶便成了當地飲食中 很重要的一部分。

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

他們長大後，會繼續消費牛奶。

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

現今，在東非各國中，

肯亞是乳製品消費率最高的國家。

in East Africa.

And it's got a much more developed dairy industry

該國的乳製品產業發展程度 也遠勝過鄰近的其他國家。

than its regional neighbors.

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

上述兩個例子都是 對國內的消費者行銷。

But you're probably thinking,

但，各位可能在想：「那，

"Well, what about, you know,

購買力比較低的國家要怎麼辦？」

in countries where there's lower purchasing power?"

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

行銷也可以用來創造國外的需求。

If you've ever watched the Super Bowl,

如果你曾經看過超級盃， 沒想到我會談這麼多超級盃，

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

因為我都沒在看。

because I kind of don't watch it.

但如果你曾經看過超級盃，

But if you have ever watched the Super Bowl

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

且聽過這段洗腦廣告詞：

（唱）「來自墨西哥的酪梨」， 且唱的時候身體會跟著舞動，

and you kind of have to dance when you sing it

because it’s just so catchy, honestly --

因為老實說它很動聽易記。

if you’ve heard that jingle,

如果你聽過這段廣告詞，

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

那你就體驗過墨西哥 酪梨產業的行銷了。

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

每年，墨西哥出口價值 二十五億美金的酪梨到美國。

That's obviously a lot of avocados

很顯然，那是很多的酪梨，

and a lot of money going to Mexican avocado farmers.

墨西哥酪梨農也賺到了很多錢。

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

肯亞也會出口酪梨， 但沒那麼多，所以，

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

重點在於他們怎麼做。

Now I've talked about milk, avocados,

我已經談過了牛奶、酪梨，

but how many of you eat kale or pomegranate or blueberries

但在座有誰去吃甘藍、石榴，

或藍梅，是因為聽說 它們是超級食物，

because you've heard that they're superfoods

packed full of antioxidants?

抗氧化物滿滿？

That's marketing.

那就是行銷。

So how do we take these examples that I've talked about

所以，我們要如何 把我剛才談到的例子

and use them to improve the livelihoods of farmers?

應用來改善農民的生計？

Three things.

有三點。

First, development community.

第一，若你是發展團體。

Increase funding for demand in addition to supply.

除了供應之外，也要增加 投入在需求上的資金。

So in addition to funding farmers to grow food,

所以，除了資助農民生產食物之外，

donors need to fund world-class marketing campaigns

捐贈者也需要資助世界級的 行銷活動來協助農民銷售食物。

that help farmers to sell food.

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

在地方、區域，及國際層級都要做，

helping to promote the foods grown by African farmers

協助推銷非洲農民生產的食物，

and create trade within Africa,

在非洲內部及外部創造貿易，

but also outside African borders

with consumers in wealthier countries.

連結富裕國家的消費者。

Second, governments.

第二，若你是政府。

Use your budgets to ensure constant pools of demand.

用政府預算來確保需求不斷。

As one of the largest procurers for schools,

身為學校、醫院，及其他 政府機構的最大採購者之一，

hospitals and other government facilities,

governments can use their budgets

政府可以用其預算 來確保農民有固定的

to ensure that farmers have constant marketplaces

市場來銷售他們的產品。

in which to sell what they grow.

It can be done, as we've seen in Kenya.

這是可行的，肯亞就是一例。

And then third.

第三，

Farmers, work together to support your common interests.

若你是農民。同心協力 來支持你們的共同利益。

By jointly funding marketing campaigns through industry bodies and cooperatives,

透過產業實體和合作社 來聯合資助行銷活動，

farmers can promote what they grow,

農民也能推銷他們的產品，

put money in their pockets and ultimately change their lives,

把他們的荷包賺滿，最終，

改善他們生計，這是終極目標。

which is the end goal.

Warning, big warning in case anyone was losing me.

注意，請注意，以免 有人已經神遊了。

(Laughter)

（笑聲）

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

行銷可以是種好的力量， 但也有可能做過頭，

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

特別是當用行銷來銷售脂肪、 鹽、糖過多的食物時。

So what if, in addition to everything I've said,

所以，如果，除了我上述說的之外，

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

我們不僅用行銷來銷售 非洲農民生產的食物，

but we use it to promote foods that are more nutritious

也用它來銷售更營養的食物，

and also better for the environment.

對環境更好的食物，會如何？

If we do that,

如果我們這麼做，就能 在農業發展上一石三鳥：

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

increased farmer livelihoods,

農民生計獲得改善，

more nutritious foods for consumers

消費者有更營養的食物，

and more sustainable agriculture.

農業也更永續。

So I'll give one last example using rice.

我再舉最後一個例子，稻米。

Rice is a staple crop,

稻米是主糧作物，

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

在許多國家，稻米 在飲食中佔很大的比例。

However, white rice in particular is low in nutrients,

然而，白米的營養特別低，

it takes lots of water to grow,

種植白米要用很多水，

and current techniques for growing rice

且目前種植稻米的技術

are contributing to a lot of greenhouse gas emissions.

會造成許多溫室氣體的排放。

So what if we replace rice with millet?

如果我們用小米來取代稻米呢？

Millet is a grain just like rice.

小米是和稻米很類似的穀物。

It is rich in fiber and antioxidants.

它富含纖維和抗氧化物。

It has more calcium than milk per serving.

每一份當中的鈣質比牛奶還多。

It takes 70 percent less water to grow,

種植小米可以少用 70% 的水，

and it is drought- and pest-resistant,

它還不怕乾旱和害蟲，

which is increasingly important in today's world.

在現今的世界，這點越來越重要。

Sounds like a good alternative, right?

聽起來是很好的替代方案，對吧？

Well, there are lots of other foods like this

還有很多像這樣的食物，

that are both more nutritious

不但更營養，

and more sustainable for the environment,

對環境而言也更永續，比如

such as pumpkin leaves, sweet potatoes,

南瓜葉、地瓜、小扁豆、 辣木，還有許多其他的。

lentils, moringa and many others.

So we need to promote these foods,

我們需要推銷這些食物，

develop tasty and affordable recipes with them,

用它們開發出好吃又平價的食譜，

and importantly, get celebrity chefs on board.

重要的是，找名廚來。

Because at the end of the day,

因為，到頭來，要讓大家 自己想去吃這些食物，

people need to want to eat these foods,

not be told they have to.

而非告訴他們必須要吃。

So I'll leave you with this.

最後留給各位的訊息是：

Africa is still relatively early in its development trajectory

和其他市場相比，非洲還 相對在發展軌道上的初期，

versus other markets,

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

它有機會採用不同的 方式並做得更好。

By using marketing and a demand-led approach,

採用行銷和需求導向的方法，

Africa can boost economic growth,

非洲也能推動經濟成長，

reduce incidences of diet-related diseases

減少和飲食相關的疾病發生，

and adapt to the challenges of climate change.

並適應氣候變遷帶來的挑戰。

Got millet?

有小米嗎？

(Laughter and applause)

（笑聲與掌聲）

Thank you.

謝謝。