Our economy currently relies heavily on unsustainable industrial principles of mass scale, never-ending growth and throwaway consumerism. The transition to a sustainable economy, then, requires a shift in how we think about production.
我們的經(jīng)濟(jì)目前嚴(yán)重依賴(lài)于不可持續(xù)的大規(guī)模工業(yè)原則、永無(wú)止境的增長(zhǎng)和一次性消費(fèi)主義。因此，向可持續(xù)經(jīng)濟(jì)的轉(zhuǎn)型，需要我們改變對(duì)生產(chǎn)的看法。
In contrast to industrial production, craft production prioritises local production, human skill and excellence. Although craft
principles were cast aside as industries were modernised, a revival is taking place. Examples of craft revival are visible in many sectors, ranging from butchering to textile production, but one of the most illustrative examples comes from the booming craft beer sector.
與工業(yè)生產(chǎn)相比，手工生產(chǎn)優(yōu)先考慮本地生產(chǎn)、人類(lèi)技能和卓越表現(xiàn)。盡管隨著工業(yè)的現(xiàn)代化，手工原則被拋諸腦后，但一場(chǎng)復(fù)興正在上演。從屠宰到紡織生產(chǎn)，許多行業(yè)都出現(xiàn)了手工復(fù)興的例子，但最具說(shuō)服力的例子之一來(lái)自蓬勃發(fā)展的精釀啤酒行業(yè)。
Yet demand does not change in isolation. It requires producers that are willing and able to follow alternative production principles and educate consumers. A recent study of the Dutch beer brewing industry found that the increasing success of the craft movement was in large part driven by a growing and eclectic group of beer enthusiasts that devoted themselves to becoming brew masters, regenerated craft brewing techniques and revived a declining industry in the process. The craft beer revival shows that a transition away from unsustainable, industrial production is possible and desirable.
然而，需求并沒(méi)有孤立地改變。它要求生產(chǎn)商愿意并且能夠遵循替代生產(chǎn)原則并教育消費(fèi)者。最近對(duì)荷蘭啤酒釀造業(yè)的一項(xiàng)研究發(fā)現(xiàn)，精釀運(yùn)動(dòng)日益成功，很大程度上是由越來(lái)越多的、折衷的啤酒愛(ài)好者推動(dòng)的，他們致力于成為釀酒大師、再生手工釀造技術(shù)，并在這一過(guò)程中復(fù)興了一個(gè)衰落的行業(yè)。
精釀啤酒的復(fù)興表明，從不可持續(xù)的工業(yè)生產(chǎn)轉(zhuǎn)型是可能的，也是可取的。
But these craft change-makers face challenges. The main issue for any incipient craft movement is to shake off the idea that craft is an outdated mode of production, strictly adhering to historic methods and recipes.
但這些手工變革者面臨著挑戰(zhàn)。任何早期手工運(yùn)動(dòng)的主要問(wèn)題，則是擺脫手工是一種過(guò)時(shí)生產(chǎn)方式、嚴(yán)格遵循歷史方法和配方的觀念。
The craft beer revolution, for example, was not possible in places such as Germany and Belgium, which have maintained historic beer brewing traditions. There, breweries tend to strictly follow narrow interpretations of what traditional craft production means and have expectations about how and where craft skill should be applied, such as following age-old community specific recipes. This conception of “craft” constrains innovation – and indeed both countries lack the rich innovative craft brewing scene that has developed elsewhere.
例如，精釀啤酒革命在德國(guó)和比利時(shí)等地是不可能的，因?yàn)檫@些國(guó)家一直保持著歷史悠久的啤酒釀造傳統(tǒng)。在那里，釀酒廠往往嚴(yán)格遵循對(duì)傳統(tǒng)手工生產(chǎn)含義的狹隘解釋?zhuān)?duì)手工技能的應(yīng)用方式和應(yīng)用地點(diǎn)抱有期望，比如遵循古老的社區(qū)特定配方。這種“手工”的概念限制了創(chuàng)新——事實(shí)上，兩國(guó)都缺乏在其他地方發(fā)展起來(lái)的豐富的創(chuàng)新精釀場(chǎng)景。
Successful craft movements, on the other hand, smartly harness the power of localism, authenticity and nostalgia without getting stuck in the past. This attitude was clearly expressed by one Dutch brewer:
I have always been bothered by the false romanticism that beer lovers like to hear and the ordinary reality of beer brewing. Beer brewing is a craft. You write your own recipes. There is no such thing as old recipes. All beers that were brewed 100 years ago are disgusting.
另一方面，成功的手工精釀運(yùn)動(dòng)巧妙地利用了地方主義、真實(shí)性和懷舊的力量，而不會(huì)陷入過(guò)去。一位荷蘭釀酒商明確表達(dá)了這種態(tài)度：
我一直被啤酒愛(ài)好者喜歡聽(tīng)的虛假浪漫主義和啤酒釀造的普通現(xiàn)實(shí)所困擾。啤酒釀造是一門(mén)手藝。你要自己寫(xiě)配方，沒(méi)有所謂的老配方。所有100年前釀造的啤酒其實(shí)都很惡心。
This is an extreme opinion: generally traditions are navigated more respectfully. Through craft, brewers stress their traditional, independent background while experimenting and making entirely new beers. It’s important to open up the definition of craft and to find a productive balance between tradition and innovation.
這是一個(gè)極端的觀點(diǎn)：一般來(lái)說(shuō)，傳統(tǒng)更受尊重。通過(guò)手工釀造，釀酒師強(qiáng)調(diào)他們的傳統(tǒng)，獨(dú)立的背景，同時(shí)試驗(yàn)和制造全新的啤酒。重新定義手工，在傳統(tǒng)和創(chuàng)新之間找到一個(gè)有效的平衡點(diǎn)是很重要的。
Another challenge for the modern craft movement is the reality that any organisation can be bought. Although initially craft brewers were able to build a separate market for craft beer and resist the lure of big money, incumbent industrial brewers are now taking over successful craft breweries at increasing speed.
現(xiàn)代手工運(yùn)動(dòng)的另一個(gè)挑戰(zhàn)是，任何組織都可以被收買(mǎi)。盡管最初手工釀酒廠能夠?yàn)榫勂【平⒁粋€(gè)獨(dú)立的市場(chǎng)，并抵御巨額資金的誘惑，但現(xiàn)在，現(xiàn)代工業(yè)釀酒廠正以越來(lái)越快的速度接管成功的手工釀酒廠。
In the Netherlands, one of the most successful craft breweries, De Molen in Bodegraven, has recently been acquired by Bavaria, one of the four large incumbent brewers. Bavaria also owns the Dutch abbey brewery, De Koningshoeven, known for its authentic Trappist beer, while Heineken acquired the oldest still running brewery, Brand, in the early 2000s. This signals a new era of consolidation and raises questions about the long-term resilience of the craft movement.
在荷蘭，最成功的手工釀酒廠之一，博德格拉文的德莫倫最近被四大現(xiàn)有釀酒商之一的寶華麗收購(gòu)。寶華麗還擁有荷蘭Abbey釀酒廠De Koningshoeven，以正宗的特拉普斯特(Trappist)啤酒聞名，而喜力啤酒公司在2000年初收購(gòu)了最古老的仍在運(yùn)營(yíng)的釀酒廠Brand。這標(biāo)志著一個(gè)行業(yè)整合的新時(shí)代，并引發(fā)了人們對(duì)手工行業(yè)長(zhǎng)期韌性的質(zhì)疑。
In short, an updated notion of craftsmanship provides the architecture needed for a sustainable, innovative economy. Entrepreneurs of the future are those that redefine our relationship with materials. They are the craftspeople who make beer out of stale bread, leather from leftover fruit or who fashion garments from fish skin.
Whether these craft principles will shape the new economy largely depends on modern corporations truly infusing them into their organisations and going beyond craft-washing. Corporate success is historically based on choices that contradict craft principles, which means that corporations are often at a loss when it comes to meaningfully enacting any of these ideas.
簡(jiǎn)而言之，手工的更新概念為可持續(xù)、創(chuàng)新的經(jīng)濟(jì)提供了所需的架構(gòu)。未來(lái)的企業(yè)家是那些重新定義我們與材料關(guān)系的人。他們是用不新鮮的面包做啤酒的工匠，用剩下的水果做皮革，或者用魚(yú)皮做服裝。
這些手工原則能否塑造新經(jīng)濟(jì)，在很大程度上取決于現(xiàn)代企業(yè)是否真正將它們注入自己的組織，并超越手工“清洗”。從歷史上看，企業(yè)的成功是建立在與手工原則相矛盾的選擇之上的，這意味著當(dāng)涉及到有意義地實(shí)施這些想法時(shí)，企業(yè)往往會(huì)不知所措。
This likely means that a transition has to be sustained from the bottom: in the microbreweries, urban gardens, maker spaces and repair cafes. The people in these spaces are not just making. They are creating the mentality needed for a sustainable economy. We need more makers, not managers.
這可能意味著轉(zhuǎn)型必須從底層開(kāi)始：在微型啤酒廠、城市花園、創(chuàng)客空間和維修咖啡館。這些地方的人們不僅僅是在制造。他們正在創(chuàng)造可持續(xù)經(jīng)濟(jì)所需的心態(tài)。我們需要更多的創(chuàng)造者，而不是管理者。
評(píng)論翻譯
原創(chuàng)翻譯：龍騰網(wǎng) http://www.ltaaa.com 翻譯：徐晃同學(xué)下盤(pán)并不穩(wěn) 轉(zhuǎn)載請(qǐng)注明出處
論壇地址：http://www.ltaaa.com/bbs/thread-484863-1-1.html
Brian House（樓主）
logged in via Google
Great article.The way of the future. Labour intensive. As you so rightly point out AUTHENTIC.
是一篇極好的文章。通往未來(lái)的路，勞動(dòng)密集型。就像你說(shuō)的那樣真實(shí)。
Stephen Newton（回復(fù)樓上）
You miss the point. The article explains that consumers want authenticity, but that this is easily faked.
你沒(méi)抓住重點(diǎn)。這篇文章解釋說(shuō)，消費(fèi)者想要真品，但這很容易被偽造。
Brian House（回復(fù)樓上）
How do you fake authenticity?
如何偽造真品?
Dave Wright（回復(fù)樓上）
Actually, our brewery’s stainless steel equipment was fabricated in the local town by people who will in turn spend their money locally. This is probably true of many small breweries, since steel fabrication is a trade that serves many sectors and it’s harder to transport a large vessel than it is the sheet steel it is made from. We don’t use bottles at all because we only sell to pubs, supporting our community. And we’ve been doing this since 1985. We did have a blacksmith and farrier working from the brewery yard until recently who served nearby equestrians (our brewery building was purpose built in 1833, so it has stables and a forge to aid beer delivery by horse) but steel fabrication requires a welder.
事實(shí)上，我們啤酒廠的不銹鋼設(shè)備就是由當(dāng)?shù)厝嗽诒镜刂圃斓?，這些人會(huì)在當(dāng)?shù)叵M(fèi)。許多小型啤酒廠可能都是如此，因?yàn)殇撹F制造是一項(xiàng)服務(wù)于許多行業(yè)的貿(mào)易，而且運(yùn)輸一艘大型船舶比運(yùn)輸由薄鋼板制成的船舶更困難。我們根本不用瓶子，因?yàn)槲覀冎毁u(mài)給酒吧，以支持我們的社區(qū)。我們從1985年就開(kāi)始這樣做了。我們確實(shí)有一個(gè)鐵匠和蹄鐵匠在啤酒廠附近工作，直到最近，他還在附近為馬術(shù)選手提供服務(wù)(我們的啤酒廠建于1833年，所以它有馬廄和一個(gè)熔爐，幫助馬匹運(yùn)送啤酒)，但鋼鐵制造需要一個(gè)焊工。
That said, I’m sympathetic to your scepticism surrounding areas of this new ‘Craft’ movement. A traditional floor maltings (where the germinating barley is carefully raked on a floor,, a labour intensive process) has closed for business because most of these ‘craft’ breweries use drum-malted barley at half the price. It can make you feel that ‘craft’ just means making a job for yourself whilst using industrially produced ingredients - and so some small breweries can be as guilty of ‘craft washing’ as larger corporations.
也就是說(shuō)，我很同情你對(duì)這個(gè)新“手工”運(yùn)動(dòng)的懷疑。傳統(tǒng)的地板麥芽(發(fā)芽的大麥在地板上被小心地耙平，這是一個(gè)勞動(dòng)密集型的過(guò)程)已經(jīng)停止?fàn)I業(yè)，因?yàn)檫@些“手工”啤酒廠大多以半價(jià)使用桶裝麥芽。它會(huì)讓你覺(jué)得，“手工”只是意味著在使用工業(yè)生產(chǎn)的原料的同時(shí)，為自己創(chuàng)造一份工作——因此，一些小型啤酒廠可能會(huì)像大型企業(yè)一樣對(duì)“手工清洗”感到內(nèi)疚。
Jochem Kroezen（回復(fù)樓主）
We are not suggesting going back to a time where everything was handmade. We suggest a reinfusion of craft principles in our modern industries. For advanced technology this could mean the development of local repair networks (which are actually quite common for cell phones) or better: systems for remanufacturing that would allow us to upgrade or recover products. All this would require an increase in local production networks, human skill levels and excellence in production. A good example can actually be found in Fairphone
我們并不建議回到一切都是手工制作的時(shí)代。我們建議在現(xiàn)代工業(yè)中重新注入手工原理。對(duì)于先進(jìn)技術(shù)而言，這可能意味著發(fā)展本地維修網(wǎng)絡(luò)(實(shí)際上這在手機(jī)中相當(dāng)普遍)，或者更好：一個(gè)再制造系統(tǒng)，使我們能夠升級(jí)或恢復(fù)產(chǎn)品。所有這一切都需要增加當(dāng)?shù)氐纳a(chǎn)網(wǎng)絡(luò)、提高人的技能水平和提高生產(chǎn)水平。一個(gè)很好的例子可以在Fairphone中找到。
(網(wǎng)址https://shop.fairphone.com/en/spare-parts)
I also didn’t quite get how corporations could incorporate these values into their activities - craft beer presumably has no longer a shelf-life than mass produced beer. I doubt if corporate executives in major brewing companies have much interest in their product as long as it sells, but they do have a strong sense of new profitable markets which is why they are keen to acquire larger craft outfits. The outcome is much the same.
我也不太明白企業(yè)如何將這些價(jià)值觀融入到他們的活動(dòng)中——精釀啤酒大概不會(huì)比大批量生產(chǎn)的啤酒有更長(zhǎng)的保質(zhì)期。我懷疑大型釀酒公司的高管們是否對(duì)他們的產(chǎn)品有濃厚的興趣，只要它還在銷(xiāo)售，但他們確實(shí)對(duì)新的有利可圖的市場(chǎng)有著強(qiáng)烈的感覺(jué)，這就是為什么他們熱衷于收購(gòu)規(guī)模更大的手工裝備。結(jié)果大同小異。
Jochem Kroezen（回復(fù)樓上）
craft brewing may be more sustainable. When referring to the positive impact of craft brewing we mean locally produced and consumed beer with local inputs. The point of our article is that we think it is impact does not have to be marginal if we think more seriously about it. Integrating these principles in our corporations would be important but is challenging. There are some promising examples, like Patagonia that we referred to above.
手工釀造可能更可持續(xù)。當(dāng)提到精釀啤酒的積極影響時(shí)，我們指的是當(dāng)?shù)厣a(chǎn)和消費(fèi)的本地投入的啤酒。我們這篇文章的觀點(diǎn)是，如果我們更認(rèn)真地思考這個(gè)問(wèn)題，我們認(rèn)為它的影響并不一定是微不足道的。將這些原則整合到我們的企業(yè)中是很重要的，但也是具有挑戰(zhàn)性的。有一些很有希望的例子，比如我們上面提到的巴塔哥尼亞。
（注：巴塔哥尼亞，世界頂級(jí)戶(hù)外奢侈品牌，全球功能與生活方式服飾的設(shè)計(jì)和營(yíng)銷(xiāo)的全球領(lǐng)導(dǎo)者，是美國(guó)戶(hù)外品牌中的Gucci，裁剪和做工堪稱(chēng)完美）
