How supply chain transparency can help the planet | Markus Mutz

譯者: Lilian Chiu 審譯者: Yi-Ping Cho (Marssi)

幾乎在生活中的每個方面上，

我們都能立即取得 完整的相關資訊。

我的手機可以告訴我：

我財務有關的所有資訊、

In almost all aspects of our lives

we have perfect information available instantaneously.

確切在地圖上顯示我的位置，

和到下一個目的地的最佳路徑，

這些全都只要按一個鈕就能辦到。

My phone can tell me everything about my finances,

但是這種資訊可得性和透明度

where precisely I am on a map

碰到消費性產品時 卻幾乎都消失了。

and the best way to my next destination,

all with a click of a button.

若你到當地超級市場的海鮮櫃，

But this availability of information and transparency

almost completely disappears when it comes to consumer products.

你可以選擇幾種不同的魚。

但很有可能，你無法知道

If you go to the seafood counter at your local supermarket,

魚是誰捕到的、在哪裡捕到的、

you can probably choose between several different types of fish.

在那裡捕魚是否永續，

和它的運輸方法。

But chances are, they won't be able to tell you

who caught the fish, where precisely it was caught,

我們購買的所有東西 幾乎都有這個狀況。

每一罐湯、

whether it is sustainable to catch it there

每一片肉、每一件 T 恤。

and how it got transported.

現在，我們人類正在

And that holds true for almost everything we buy.

摧毀我們生存所需要的唯一必備條件：

Every can of soup,

every piece of meat, every T-shirt.

我們的星球。

現今我們所面對最糟糕的問題，

We as humans, right now,

are destroying the only thing we really need to survive:

比如氣候變遷 及供應鏈的現代奴役，

our planet.

都涉及決定。

And most of the horrible problems that we're facing today,

人類決定只用一種方式 來生產某樣東西。

like climate change

and modern slavery in supply chains,

這就是為什麼我們消費者

come down to decisions.

最後會做出傷害地球 或其他人類的決定。

Human decisions to produce something one way and not another.

選擇錯的產品就會如此。

And that's how we, as consumers,

但，我不想相信， 在這間房間中的任何人，

end up making decisions that harm the planet

or our fellow humans.

或，坦白說，地球上的任何人， 會真的想要去買一種

By choosing the wrong products.

傷害地球或人類的產品，

But I refuse to believe that anybody here in this room,

前提是他們能選擇。

or frankly, anybody on this planet,

really wants to buy a product

「選擇」是個既定觀點詞語。

that harms the planet or our fellow humans

「選擇」意味著有其他的選項。

「選擇」意味著那個選項 是你能負擔得起的。

if given the choice.

但「選擇」也表示你有足夠的資訊

But you see, choice is a loaded word.

Choice means there's another option.

來根據資訊做決定。

Choice means you can afford that option.

現今，那些資訊就不存在。

But choice also means

you have enough information to make an informed decision.

至少，非常非常難取得。

And that information nowadays simply just doesn't exist.

但是我覺得，這點很快就會改變。

因為我們能用科技 來解決這個資訊問題。

Or at least it's really, really hard to access.

而且，做到這一點 所需要的那些特定技術

But I think this is about to change.

在近年來已經變得 更精良、更便宜，

Because we can use technology to solve this information problem.

也準備好可以做大規模應用了。

And many of the specific technologies that we need to do that

過去兩年間，我和我的團隊一直

have become better and cheaper over the recent years,

在和世界上最大的保育組織之一 世界自然基金會合作，

and are now ready to be used at scale.

我們成立了一間公司， 叫做 OpenSC，

So, over the past two years,

my team and I have been working

with one of the world's largest conservation organizations, WWF,

SC 代表的是供應鏈。

我們相信，透過科技，

and we've founded a company called OpenSC,

我們可以協助創造

where SC stands for supply chain.

供應鏈的透明度和可追蹤性，

And we believe that by using technology

進而協助全面改革

we can help to create

我們人類購買和製造產品的方式。

transparency and traceability in supply chains,

and through that, help to completely revolutionize

某部分聽起來可能像是科幻小說情節，

the way that we buy and also produce products as humans.

但這都已經在發生。

讓我說明一下。

為了解決這個資訊問題，

Now, some of this is going to sound a little bit like science fiction,

我們需要做三件事：

but it's already happening.

驗證、追蹤、分享。

Let me explain.

驗證具體的永續性

So, in order to solve this information problem,

we need to do three things:

及倫理道德生產聲明，

verify, trace and share.

且要用以資料為基礎、 自動化的方式來驗證。

Verify specific sustainability

接著，透過其供應鏈， 追蹤那些個別的實體產品，

and ethical production claims

最後，把那些資訊和消費者分享，

in a data-based and automated way.

給予他們選擇權，

Then trace those individual physical products

讓他們能夠做出更符合 他們價值觀的消費決定。

throughout their supply chains,

and finally, share that information with consumers

我將使用真實產品

in a way that truly gives them a choice

以及讓此概念成真的供應鏈：

and lets them make consumption decisions

that are more aligned with their values.

I'm going to use a real product

小鱗犬牙南極魚， 在美國稱為智利海鱸魚。

and a supply chain where we've made all of this a reality already:

第一，驗證。

驗證產品是如何製造出來的。

a Patagonian toothfish,

但不僅僅是說「相信我，這很好，

or Chilean sea bass, as it's called in the US.

相信我，我們把該做的都做了」，

Number one, verify.

而是要提出針對該個別實體產品

Verify how something is produced.

But not just by saying, "Trust me, this is good,

及它被製造方式的證據。

trust me, we've done all the right things,"

要針對具體的永續性 或倫理道德生產聲明，

but by producing evidence for that individual physical product,

提出相關證據。

比如，以這種魚為例，

and the way it was produced.

By producing evidence

這隻魚是否在有足夠 魚量的海域中被捕捉，

for a specific sustainability or ethical production claim.

所以在那捕魚符合永續性，

So for example, in the case of the fish,

而不是在海洋保護區捕魚？

has this fish been caught in an area where there's enough of them,

所以，我們會即時

從船隻取得 GPS 資料，

so that it's sustainable to catch it there

and not in a marine protected area?

捕魚船隻的 GPS，

那些資料包括船隻所在、

So what we're doing here

用多快的速度朝哪裡前進。

is we're taking almost real-time GPS data from the ship --

我們能把這些資料 和其他類型的資料結合，

the ship that's fishing --

比如，海底深度的資料。

and that tells us where the ship is

and where it's going at what speed.

把所有資訊結合起來之後，

And we can then combine that with other types of data,

我們的機器學習演算法 就能用自動化的方式驗證

like, for example, how deep the sea floor is.

船隻是否真的 只有在規定的地區捕魚。

And combining all of this information,

our machine-learning algorithms can then verify, in an automated way,

隨著感測器越來越便宜，

我們可以在更多地方加裝。

whether the ship is only fishing where it's supposed to, or not.

那就表示我們能取得更多資料，

並與資料科學的進展做結合，

And as sensors become cheaper,

那就表示，我們現在可以驗證

we can put them in more places.

And that means we can capture more data,

對於永續性及道德生產聲明的可信度，

and combining that with advancements in data science,

且是用自動化、即時、 持續的方式來進行。

it means that we can now verify

那真的是為這波資訊革命奠定了基礎。

specific sustainability and ethical production claims

第二，追蹤。

in an automated, real-time and ongoing manner.

追蹤個別的實體產品，

And that really lays the basis for this information revolution.

讓我們能真正說

我們對於某項產品聲明所做的驗證，

So, number two, trace.

Trace those individual physical products,

的確講的就是我們消費者

so that we can truly say

眼前看到的那個產品。

that the claim that we've verified about a certain product

因為，若可追蹤性 沒有達到那種標準，

actually belongs to that individual product

我們一開始能驗證的

that we as consumers have right in front of us.

就只是有某個人於某個時點在某處

Because without that level of traceability,

以永續的方式抓到了一條魚，

或者在要求員工生產 T 恤時 沒有傷害他們，

all that we've really verified in the first place

is that somebody, somewhere, at some point

或者在種植不需要殺蟲劑的蔬菜時 就不用殺蟲劑。

caught a fish in a sustainable way,

or didn't harm the employee when asking them to produce a T-shirt,

唯有在一開始 就給予產品一個身分，

or didn't use pesticides when growing a vegetable that didn't actually need it.

接著在整個供應鏈的過程中 持續追蹤它，

這項聲明以及用正確方式 製造產品所創造出來的價值

Only if I give a product an identity from the start

and then trace it throughout the whole supply chain,

才能真正跟產品完全結合。

can this claim and the value that's been created

我前面提過較便宜的感測器。

by producing it in the right way

還有許多其他科技新發展

truly stay with it.

讓現今比過去更能夠 達成這個目標。

Now, I've talked about cheaper sensors.

比如，標籤的價格下降。

There are many other technological developments

that make all of this much more possible today than every before.

給予產品一個名稱、

一個序號、一個身分，

For example, the falling costs of tags.

這個標籤就是它的護照。

各位看到的是捕捉 小鱗犬牙南極魚的過程。

You give a product a name,

這就是所謂的延繩釣魚，

a serial number, an identity,

the tag is its passport.

釣上船的每條魚是用個別的魚勾。

What you can see here is a toothfish being caught.

當魚被釣上船之後，

This is what's called a longline fishery,

就將牠殺死，在這之後，

so the fish are coming up onto the boat on individual hooks.

我們會把一個小標籤插入魚肉。

在標籤上有 RFID 晶片， 帶著一個獨一無二的序號，

And as soon as the fish is on board,

it is killed, and then after that,

we insert a small tag into the fish's flesh.

在整個供應鏈的過程中， 那個標籤都會跟著那隻魚，

且非常容易就可以感測到它現在

And in that tag, there is an RFID chip with a unique serial number,

在某個港口、在某台卡車上， 或在某間加工廠內。

and that tag follows the fish throughout the whole supply chain

但消費者無法讀取 RFID 標籤。

and makes it really easy to sense its presence

所以，在將魚去骨切片 並包裝起來的時候，

at any port, on any truck or in any processing plant.

我們會讀取 RFID， 接著將之移除。

But consumers can't really read RFID tags.

我們會在那條魚的外包裝上 加上一個獨一無二的 QR 碼。

And so, when it comes to filleting and packaging the fish,

該 QR 碼就會引至我們最初

we read the RFID tag and then remove it.

And then we add a unique QR code to the packaging of the fish.

驗證過關於這條魚的資訊。

And that QR code then points back to the same information

所以，看我們要處理的是哪種產品，

that we've verified about the fish in the first place.

我們就會選用 QR 碼、 條碼、RFID 標籤，

或其他標籤技術。

And so, depending on the type of product that we're working with,

但，也有些科技

we may use QR codes, bar codes, RFID tags

正處在大規模突破的邊緣，

可能會將標籤淘汰掉。

or other tag technologies.

比如，

But there are also technologies

分析一個產品的追蹤元素，

that are at the brink of large-scale breakthrough

就可以精確知道它是從哪裡來的。

that make tags themselves obsolete.

接著，還有區塊鏈。 它是一種分散式的技術，

Like, for example,

analyzing a product for trace elements

有可能成為這波革命的催化劑。

that can then tell you quite accurately where it is actually from.

因為它可以協助減少 某些信賴相關的問題，

Then there's blockchain.

A decentralized technology can act as a catalyst for this revolution.

這些問題本來就會發生在 當你把資訊給別人，

接著要求別人因為該資訊

Because it can help mitigate some of the trust issues

而改變消費行為的情況。

that are inherent to giving people information

所以，我們使用區塊鏈技術，

and then asking them to change their consumption behavior

它會對我們的工作有所加值。

because of that information.

但，重要的是，

我們不會受技術的限制，

And so, we use blockchain technology

where it adds value to what we're doing.

比如，規模相關的限制，

我們不會讓這些限制阻擋我們。

But importantly,

那就帶我們到了第三點。

we don't let the limitations that this technology still has today,

分享。

我們要如何分享這些 我們已經驗證且追蹤過的資訊，

like, for example, with regards to scaling,

we don't let that stand in our way.

也就是關於產品來源、如何製造，

And that brings us to the third point.

以及如何到達其所在地的資訊？

Share.

How to share the information that we've verified and tracked

分享這些資訊的方式，

每個產品都不一樣。

about where a product is from, how it was produced

從不同的地方購買也會有差別。

and how it got to where it is?

在那些情況下你的行為也會不同。

How to share this information

在超級市場， 你會有壓力且時間很少。

is really different from product to product.

And different from where you buy it.

或者，在晚餐時注意力只在眼前，

You behave differently in those situations.

因為你的約會對象太迷人。

You are stressed and time-poor in the supermarket.

或者，當你上網 為更大的採購做調查時，

你會有批判性且追根究底。

Or with short attention span over dinner,

because your date is so cute.

所以，針對我們的魚，

Or you are critical and inquisitive

我們開發了一種數位體驗，

when researching for a larger purchase online.

到魚貨專賣店的冰櫃

買魚時就可以使用，

And so for our fish,

we've developed a digital experience

它會給你所有關於 這條魚及其旅程的資訊。

that works when buying the fish in a freezer in a fish specialty store

但我們也和餐廳合作，

開發出另一種不同的數位體驗，

and that gives you all of the information about the fish and its journey.

只會把這條魚和其旅程的 關鍵資訊整理出來，

But we also worked with a restaurant

比較適合在晚餐的場合中使用，

and developed a different digital experience

藉此比較不會 讓你的約會對象覺得太煩擾。

that only summarizes the key facts about the fish and its journey,

那就讓我們完成了完整的圓。

and works better in a dinner setting

我們驗證了那條魚是在

and, hopefully, there doesn't annoy your date too much.

永續捕魚區域中被捕獲。

Now, that brings us full circle.

接著，我們在整個 供應鏈的過程中追蹤它，

We've verified that the fish was caught

維持它的身分及相關的所有資訊。

in an area where it's sustainable to do so.

接著，我們把那些資訊和消費者分享，

We've then traced it throughout the entire supply chain

讓他們有選擇，

to maintain its identity and all the information that's attached to it.

也讓他們能做出跟他們

價值觀更相符的消費決定。

And then, we've shared that information with consumers

這個魚貨的例子， 已經大規模展開了。

in a way that gives them a choice

and lets them make consumption decisions

這一季，

that are more in line with their values.

世界上最大的小鱗犬牙南極魚 捕魚公司是 Austral Fisheries，

Now, for this fish example, this is already rolled out at scale.

該公司的的整個船隊

會把他們所捕捉到的 每一條魚都加上標籤，

This season,

the entire fleet of the world's largest toothfish fishing company,

那些魚最後會成為他們的 高檔品牌「冰河 51」產品。

Austral Fisheries,

你已經能在市面上買得到這些魚。

is tagging every single fish that they catch

從這些魚身上就能得到 今天我提到的所有資訊，

and that ends up in their premium branded "Glacier 51" product.

及更多其他資訊，

全都附加在你買到的整條魚 或魚的某一部分上面。

And you can already buy this fish.

And with it, you can have all of the information I talked about today,

但這個想法不只是針對魚或海鮮。

and much more,

attached to each individual fish or portion of the fish that you may buy.

我們正在致力於許多 其他不同的日常用品和產品，

以及它們的全球供應鏈。

But this is not a fish or seafood thing.

從乳製品到水果及蔬菜，

We're working on many, many different commodities and products

到非食物的木製產品。

and their supply chains across the globe.

身為消費者可能會覺得 這一切聽起來像是個大負擔，

From dairy to fruit and vegetables,

因為你沒那麼多時間可以

to nonfood products made out of wood.

每買一樣東西就要去看這些資訊。

As a consumer, all of this may sound like a huge burden,

我也不期望各位這麼做，

因為各位會得到協助。

because you don't have time to look at all of this information

未來，我們會把要買哪項產品的決策

every time you buy something.

And I don't expect you to,

because you'll have help with that.

漸漸交給機器來做。

演算法對你會有足夠了解，

In the future, we'll leave the decision of which specific product to buy

可以為你做那些決定， 你就不用自己決定了。

increasingly up to machines.

它做出的決定可能還更佳。

An algorithm will know enough about you

一篇近期的研究指出，

to make those decisions for you, so you don't have to.

85% 透過虛擬助理購買產品的人

And maybe it will even do a better job at it.

都說他們偶爾

會決定接受虛擬助理 提供的最佳產品推薦，

In a recent study, 85 percent of those

buying a product through a virtual assistant

而不是購買他們原本打算

said that they, on occasion,

購買的某個產品或品牌。

actually went with the top product recommendation

比如你需要廁所衛生紙，

是由演算法來判斷要買 哪個品牌、哪個價格，

of that virtual assistant,

rather than the specific product or brand

that they set out to buy in the first place.

或者是否用可回收的材質。

You just say you need toilet paper,

現今，這些判斷的依據 通常是你過去的購買記錄，

it's then an algorithm that decides which brand, price point

或者誰付最多錢 給虛擬助理背後的公司。

or whether you go with recycled or not.

Well, nowadays this is usually based on what you bought in the past,

但，為什麼判斷的依據 不能納入你的價值觀？

or whoever pays the most to the company behind the virtual assistant.

知道你想要買環保產品，

知道你願意和能夠 為環保產品支付多少錢。

But why shouldn't that be also based on your values?

Knowing that you want to buy planet-friendly

那樣會更容易也更無縫，

and knowing whether and how much you're willing and able to pay for that.

這個方式仍是以顆粒效應和資料

為基礎來選擇對的產品。

Now, that will make it easy and seamless,

你並不需要自己來做，

而是可以透過一種知道

but still based on granular effects and data

你有多在乎地球的演算法來判斷。

to choose the right products.

Not by necessarily doing it yourself

不見得要靠你自己來做，

but by asking an algorithm

可以讓演算法來做，

演算法不會沒時間，不會分心，

that knows how much you care about this planet.

Not by necessarily doing it yourself

不會因為約會對象很迷人 而只注意到眼前，

but by asking an algorithm

that is never time-poor or distracted,

且它知道你有多在乎地球 及住在地球上的人，

or with short attention span because of the cute date,

我們可以要求演算法 為你研究這些資訊，

and that knows how much you care about this planet

並為你做決定。

and the people living on it,

如果我們有上述那些 可靠、可信的資訊，

by asking that algorithm to look at all of that information for you

我們就能善用這些系統，

and to decide for you.

消費者會支持那些用永續

If we have reliable and trustworthy information like that

且人道的方式製造產品的好公司。

and the right systems that make use of it,

消費者會透過每次 買產品時都選擇它們

consumers will support those who are doing the right thing

而非其他公司，來展現支持。

by producing products in a sustainable and ethical way.

那就表示，產品、製造商、

They will support them every time

加工商，和零售商會得到獎勵。

by choosing their goods over others.

不好的公司會被迫調整其做法，

And that means that good producers and processors and retailers

要不然就會關門大吉。

我們需要這樣的體系

will get rewarded.

And bad actors will be forced to adjust their practices

如果我們想要繼續一起 生活在這個美麗的星球上，

or get out of business.

我們真的需要這些。

謝謝。

And we need that.

（掌聲）

If we want to continue to live together on this beautiful planet,

we really need it.

Thank you.

(Applause)