Part 4

There are trends in food, much as there are trends in clothing.

食品领域有各种趋势，就像服装领域也有各种趋势一样。

Interest in food fashions has risen rapidly since the birth of the smartphone when people first began taking photos of their food and instantly sharing them with their friends.

自智能手机问世以来，人们对食品时尚的兴趣迅速增长。人们首次开始拍摄食物的照片，并立即与朋友分享。

The food industry in the UK, in particular, is obsessed with finding and exploiting the next big food trend.

特别是英国的食品行业，痴迷于发现和利用下一个重大食品趋势。

Marketeers aim to create a huge demand for a food item, which was previously unknown, or not needed.

营销人员的目标是为一种以前不为人知或不被需要的食品创造巨大需求。

One of the most effective ways of promoting a new food product is by using social media influencers as brand ambassadors.

推广新食品产品最有效的方法之一是利用社交媒体影响者作为品牌大使。

In return for free samples, many influencers will post content about a product, although there are influencers with hundreds of thousands of followers who can command large fees for their services.

为了获得免费样品，许多网红会发布关于某个产品的内容，尽管有些拥有数十万粉丝的网红可以为他们的服务收取高额费用。

Companies which sell vegan produce were pioneers in being able to increase sales really quickly in this way.

销售纯素食产品的公司是能够以这种方式真正快速增加销售的先驱。

For a food item to become really popular it has to be readily available, so supermarkets have a role to play in creating a new food trend.

一种食品要想真正受欢迎，就必须唾手可得，因此超市在创造新的食品趋势方面发挥着重要作用。

They have dedicated teams closely following which new products or ingredients are trending on social media and are particularly interested in what well-known chefs are putting on their menus.

他们有专门的团队密切关注社交媒体上哪些新产品或成分正在走红，并且特别关注知名厨师在菜单中添加了哪些内容。

I'd like to look at a few examples of marketing campaigns which were really successful in launching a new fashion trend.

我想看几个真正成功引发新时尚潮流的营销活动例子。

Starting in the 1990s with the avocado.

从 20 世纪 90 年代牛油果开始。

A British PR companywas hired to raise its profile and stimulate demand.

一家英国公关公司受雇提升自身形象并刺激需求。

They paid for a group of journalists to travel out to South Africa to meet avocado farmers.

他们雇佣了一群记者前往南非采访牛油果农民。

Articles written following this visit helped to educate the British public about the avocado, which at this time was certainly not the daily staple it's since become.

这次访问之后撰写的文章有助于向英国公众介绍牛油果，当时牛油果肯定不像后来那样成为日常主食。

Advertisements were designed to promote the avocado as a 'superfood': rich in nutrients and therefore beneficial for health.

广告旨在推广牛油果作为 “超级食品”: 营养丰富，因此有益健康。

Avocados became hugely fashionable and within a few years UK avocado sales had grown from 13 million pounds annually to around 150 million, making it one of the most successful fresh produce campaigns in UK history.

牛油果变得非常流行，短短几年内，英国牛油果的销量从每年 1300 万英镑增长到约 1.5 亿英镑，使其成为英国历史上最成功的新鲜产品促销活动之一。

Oat milk is a recent example of a new product which became fashionable very quickly.

燕麦奶是一种新产品迅速成为时尚的最新例子。

Now there are many brands available, but one company which had early success was the Swedish brand, Oatly.

现在有很多品牌可供选择，但早期取得成功的一家公司是瑞典品牌 Oatly。

They attracted a lot of attention with a media campaign which used provocation as a way of getting their message across effectively.

他们通过一场媒体活动吸引了大量关注，这场活动利用挑衅作为一种有效传达信息的方式。

The fact that this campaign aggravated competitors producing milk from dairy cows was seen as a plus, as it helped to make oat milk seem cool.

事实上，这场宣传活动激怒了生产奶牛奶的竞争对手，这被视为一个优势，因为它有助于使燕麦奶看起来更酷。

In the USA, the brand decided against a big retail launch in favour of getting the product into coffee chains, which removed the need for a big advertising budget.

在美国，该品牌决定反对大规模零售发布，而是将产品推向咖啡连锁店，这样就不需要大量的广告预算。

This proved far more effective than offering samples in supermarkets.

这被证明比在超市提供样品更有效。

Oat milk had an advantage over other alternative milk products such as almond milk.

与杏仁奶等其他替代奶制品相比，燕麦奶具有优势。

Many consumers prefer it because it has less of an impact on the environment.

许多消费者更喜欢它，因为它对环境的影响较小。

It requires significantly less water to produce than other alternative milk products and it also has a relatively low carbon footprint.

与其他替代奶制品相比，燕麦奶生产所需的水明显更少，碳足印也相对较低。

Norwegian skrei, a rarely available seasonal fish delicacy, otherwise known as Arctic cod, is now found on the menus of Michelin starred restaurants throughout Europe.

挪威斯克雷鱼，一种罕见的季节性鱼类美食，也被称为北极鳕鱼，现在已经出现在全欧洲米其林星级餐厅的菜单上。

The demand for skrei has been used by a food marketing agency to build the reputation of Norway's fisheries in general.

一家食品营销机构利用对 skrei 的需求来建立挪威渔业的整体声誉。

Marketing surveys have shown that a significant number of shoppers now associate Norway with excellent seafood.

营销调查显示，相当多的消费者现在将挪威与优质海鲜联系在一起。

Food trends can be considered a good thing in some ways as they can benefit farmers and food producers enormously.

食品趋势在某些方面可以被视为一件好事，因为它们可以给农民和食品生产商带来巨大的利益。

The public can also be encouraged to buy things which are more sustainably produced.

公众也可以被鼓励购买更具可持续生产能力的产品。

But ethical concerns have been raised about the effects a surge in demand can cause.

然而，人们对需求激增可能产生的影响提出了道德担忧。

Quinoa is a classic example.

藜麦就是一个典型的例子。

This plant is native to Peru, and when demand peaked some years ago, the price soared, making it unaffordable for local people.

这种植物原产于秘鲁，几年前需求达到顶峰时，价格飙升，导致当地人无法负担。

While the popularity of quinoa has benefitted farmers financially, there have been other negative consequences.

虽然藜麦的普及使农民在经济上受益，但也带来了其他负面影响。

As demand grew, farmers began working the land all year round in order to produce more quinoa.

随着需求的增长，农民开始全年在土地上耕作，以生产更多的藜麦。

One issue has been that the fertility of the soil decreased dramatically, which could potentially lead to desertification in some areas. Another example would be the case of ….

一个问题是土壤肥力急剧下降，这可能导致某些地区的沙漠化。另一个例子是......