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米歇尔·奥巴马:健康食品让企业与小孩双赢

时间:2022-3-26 作者:学乐网

The Business Case For Healthier Food Options – Michelle Obama

For years, America’s childhood obesity crisis was viewed as an insurmountable problem, one that was too complicated and too entrenched to ever really solve. According to the conventional wisdom, healthy food simply didn’t sell─the demand wasn’t there and higher profits were found elsewhere─so it just wasn’t worth the investment.

多年来,美国的儿童肥胖危机一直让人们视作一个不可逾越的难点,一个过于复杂、过于根深蒂固因而永远不可能真的解决的问题。传统怎么看觉得,健康食品就是没办法成为受青睐的畅销产品──市场没需要,收益空间不及其他的产品──因此,就是不值得投资。

But thanks to businesses across the country, today we are proving the conventional wisdom wrong. Every day, great American companies are achieving greater and greater success by creating and selling healthy products. In doing so, they are showing that what’s good for kids and good for family budgets can also be good for business.

然而,在全美海量企业的努力下,现在大家证实了,这个传统看法是错的。日复1日,那些了不起的美国公司通过生产并销售健康商品,获得了愈加大的成功。这类企业用他们的实质行动证明,那些让小孩受益、对家庭支出有利的事,也可以给企业带来好处。

Take the example of Wal-Mart WMT +2.12% . In just the past two years, the company reports that it has cut the cosplayts to its consumers of fruits and vegetables by $2.3 billion and reduced the amount of sugar in its products by 10%. Wal-Mart has also opened 86 new stores in underserved communities and launched a labeling program that helps customers spot healthy items on the shelf. And today, the company is not only seeing increased sales of fresh produce, but also building better relationships with its customers and stronger connections to the communities it serves.

以沃尔玛(Wal-Mart)为例。就在过去两年里,这家公司表示,他们帮买家将用于购买水果和蔬菜的花费降低了23亿USD,并将其所售商品中糖的含量减少了10%。沃尔玛还在那些购物不便捷的社区开设了86家新店,并通过一项贴标签的手段,帮买家辨认货架上的健康食品。而今,这家公司不只新鲜农商品的销售量大增,而且还与买家打造了好的关系,与他们所服务的社区打造起更紧密的联系。

Wal-Mart isn’t alone in discovering that healthier products sell. DisneyDIS +0.85% is eliminating ads for junk foods from its children’s programming and improving the food served in Disney theme parks. Walgreens is adding fresh fruits and vegetables to its stores in underserved communities. And restaurants around the country are cutting calories, fat and sodium from menus and offering healthier kids’ meals.

发现健康商品也能销路非常不错的企业,不仅仅是沃尔玛一家。迪尼斯公司(Disney)现在正在将该公司所制作出品的儿童电视节目中的垃圾食品广告清理出去,还改变了迪斯尼主题乐园内所供应食品的水平。沃格林斯(Walgreens)则在那些所处社区购物不是很便捷的连锁店内,开始供应新鲜水果和蔬菜。全美各地的饭店都在减少所提供菜品中的卡路里、脂肪和钠的含量,并供应更为健康的儿童餐。

These companies and so many others are responding to clear trends in consumer demand. Today, 82% of consumers feel that it’s important for companies to offer healthy products that fit family budgets, according to the Edelman public relations firm. Meanwhile, a study conducted by Nielsen revealed that even when many families are operating on tight budgets, sales of fresh produce actually increased by 6% in 2012. And in 2011, the Hudson Institute reported that in recent years, healthier foods have generated more than 70% of the growth in sales for consumer packaged-goods companies─and when these companies sell a high percentage of healthier foods, they deliver significantly higher returns to their shareholders.

上述企业、与其他不少公司都是在迎合消费需要中所出现的明显变化趋势。依据爱德曼国际公关公司(Edelman)的数据,现在,82%的买家觉得企业提供符合家庭支出水平的健康产品非常重要。同时,尼尔森公司(Nielsen)所进行的一项调查显示,尽管现在很多家庭的平时开支吃紧,但新鲜农商品的销售却在2012年增加了6%。哈德逊研究所(Hudson Institute)在2011年发布报告称,近年来,在迅速消费品的销售额增长中,更健康的食品所达成的销售增长占到70%以上──而且,当这类企业所供应的更健康食品在全部产品中占到较高的百分比时,他们可以为股东所带来的回报也显著增加。

These trends don’t just matter for businesses that produce and sell food. They matter for every business in America. We spend $190 billion a year treating obesity-related health conditions like diabetes and heart disease, and a significant portion of those cosplayts are borne by America’s businesses. That’s on TOP of other health-related cosplayts like higher absenteeism and lower worker productivity, cosplayts that will continue to rise and threaten the vitality of American businesses until this problem is solved once and for all.

这类趋势不仅仅是与那些生产和销售食品的企业有关,而是关乎美国的每一家企业。每年为了治疗糖尿病和心脏病等等各种肥胖有关疾病,大家的医疗支出高达1,900亿USD,而这其中非常大一部分开支是由美国的企业来承担的。此外,还有各种与健康有关的开支,譬如病假增加、职员生产效率减少等所带来的本钱,除非这一问题被一次性地彻底解决,不然这种本钱还会继续增加,并威胁到美国企业的存活。

That’s why American businesses are stepping up to invest in building a healthier future for our kids. In doing so, they are joining leaders from every sector across the country. Over the past few years, through Let’s Move!─our nationwide campaign to help kids grow up healthy─we’ve seen teachers bringing physical education back into schools. We’ve seen mayors building safe spaces where children can play, faith leaders educating their congregations about healthy eating, and parents preparing healthier meals and snacks for their kids. And we’ve seen Republicans and Democrats working together in Congress to pass groundbreaking legislation to improve school lunches.

这就是为什么美国的企业界开始在为大家的小孩构建一个更健康将来的方面增加了愈加多的投入。企业的这一做法与美国各行业各部门领袖的努力方向不谋而合。在过去几年里,通过“舞动起来”(Let’s Move!)这个覆盖范围遍及全美的儿童健康成长计划,大家已经看到,学校的老师们开始将体育教育带回校园。大家看到,市长们在为小孩修建可以让他们放心安全玩耍的地方,宗教领袖们在教会他们的教众掌握健康饮食,爸爸妈妈们则为小孩筹备更健康的三餐与零食。而且,大家看到,国会的共和党和民主党人齐心协力,一同通过了一项开创性的立法,帮学校改变午餐水平。

And we’re starting to see real results. In Mississippi, obesity rates have dropped by 13% for elementary school-aged kids. States like California, and cities like New York and Philadelphia, have also seen measurable declines in childhood obesity.

而且大家开始见到切实的效果。在密西西比州,小学学龄儿童的肥胖人口比率降低了13%。在加利福尼亚州等州与纽约、费城等城市,儿童的肥胖人口比率也明显降低。

So it’s clear that we are moving in the right direction. But we also know that the problem is nowhere near being solved. We need more leaders from all across the country to step up, and I stand ready to work with business leaders who are serious about taking meaningful steps to forge a healthier future. We need every business in America to dig deeper, get more creative, and find new ways to generate revenue by giving American families better information and healthier choices. We know this can be done in a way that’s good for our kids and good for businesses.

因此,非常显然大家正在朝着正确的方向前进。不过大家也非常了解,要彻底解决问题,还有一段漫漫征途要走。大家需要全国上下有更多的领袖人物走出来采取行动,而我本人随时筹备与那些真的有诚意采取切实手段来推进一个更健康将来的商界领袖们一同努力。大家需要美国的每一家企业都深入挖掘,发挥创造性,找到更多渠道来为美国家庭提供更好的信息和更健康的选择。大家了解,这所有可以以一种让大家的小孩和企业达成双赢的方法来达成。

That’s why, even though we still have a long way to go, I have never been more optimistic about our prospects for solving this problem. And I am confident that, with leadership from America’s business community, we can give all our children the bright, healthy futures they so richly deserve.

这就是为什么尽管大家还有非常长的路要走,但我依旧比以往任何时候都要乐观,相信大家将来势必可以彻底解决这一问题。而且我相信,在美国企业界的带动下,大家可以给大家的小孩一个他们理所应得的光明、健康的将来。

(本文作者Michelle Obama为现任美国第一夫人。)

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