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第一段
1 .There are trends in food, much as there are trends in clothing.
食物就像服装一样也有流行趋势。
2 .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.
人们对美食潮流的兴趣自从智能手机出现以来迅速上升，那时人们开始拍摄自己的食物并立刻分享给朋友。
3 .The food industry in the UK, in particular, is obsessed with finding and exploiting the next big food trend.
尤其是在英国，食品行业热衷于发现和利用下一个重大食品趋势。
4 .Marketeers aim to create a huge demand for a food item, which was previously unknown, or not needed.
市场营销人员致力于为一种此前鲜为人知或并不被需要的食品创造出巨大的需求。
5 .One of the most effective ways of promoting a new food product is by using social media influencers as brand ambassadors.
推广新食品最有效的方法之一是使用社交媒体网红作为品牌大使。
6 .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.
许多网红会以发布相关内容作为交换来获得免费样品，尽管也有一些拥有数十万粉丝的网红提供服务时收费高昂。
7 .Companies which sell vegan produce were pioneers in being able to increase sales really quickly in this way.
销售纯素食产品的企业就是通过这种方式迅速提升销量的先驱者。
8 .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.
一种食品要真正流行起来，必须容易购买到，因此超市在打造新的饮食趋势中也扮演了重要角色。
9 .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.
他们有专门团队密切追踪哪些新产品或食材正在社交媒体上走红，并特别关注知名厨师的菜单内容。
10 .I’d like to look at a few examples of marketing campaigns which were really successful in launching a new fashion trend.
我想举几个营销活动的例子，它们在推出新的食品潮流方面非常成功。
11 .Starting in the 1990s with the avocado.
让我们从20世纪90年代的牛油果说起。
12 .A British PR company was hired to raise its profile and stimulate demand.
一家英国公关公司受雇提高它的知名度并刺激市场需求。
13 .They paid for a group of journalists to travel out to South Africa to meet avocado farmers.
他们出资安排一批记者前往南非拜访牛油果种植户。
14 .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.
这次访问后写下的文章帮助英国公众了解了牛油果，而在当时它远不像今天这样成为日常必需品。
15 .Advertisements were designed to promote the avocado as a ‘superfood’: rich in nutrients and therefore beneficial for health.
广告将牛油果宣传为“超级食品”——营养丰富，对健康有益。
16 .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.
牛油果迅速风靡开来，短短几年内，英国牛油果年销售额就从1300万英镑增长到约1.5亿英镑，成为英国新鲜农产品历史上最成功的营销案例之一。
17 .Oat milk is a recent example of a new product which became fashionable very quickly.
燕麦奶是一个近年来迅速走红的新产品的例子。
18 .Now there are many brands available, but one company which had early success was the Swedish brand, Oatly.
现在市面上已有多个品牌，但最早取得成功的是瑞典品牌Oatly。
19 .They attracted a lot of attention with a media campaign which used provocation as a way of getting their message across effectively.
他们通过一个具有挑衅意味的媒体宣传活动吸引了大量关注，有效地传达了自己的理念。
20 .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.
这场活动激怒了一些生产奶牛奶的竞争者，但这反而被视为一项优势，因为它让燕麦奶显得更加“酷”。
21 .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，该品牌没有选择高调进入零售市场，而是优先将产品引入咖啡连锁店，从而节省了大笔广告预算。
22 .This proved far more effective than offering samples in supermarkets.
事实证明这种方法比在超市提供试饮更有效。
23 .Oat milk had an advantage over other alternative milk products such as almond milk.
燕麦奶相比其他替代奶制品，比如杏仁奶，也有一定优势。
24 .Many consumers prefer it because it has less of an impact on the environment.
许多消费者更喜欢它，是因为它对环境的影响更小。
25 .It requires significantly less water to produce than other alternative milk products and it also has a relatively low carbon footprint.
与其他植物奶相比，它的生产用水量明显更少，碳排放足迹也相对较低。
26 .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.
挪威斯科雷鱼是一种稀有的季节性鱼类美食，又被称为北极鳕鱼，如今已出现在欧洲多家米其林星级餐厅的菜单上。
27 .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斯科雷鱼的需求来提升挪威整体渔业的形象。
28 .Marketing surveys have shown that a significant number of shoppers now associate Norway with excellent seafood.
市场调查显示，相当一部分购物者现已将挪威与高品质海鲜联系在一起。
29 .Food trends can be considered a good thing in some ways as they can benefit farmers and food producers enormously.
从某些角度看，食品潮流是件好事，因为它们可以极大造福农民和食品生产商。
30 .The public can also be encouraged to buy things which are more sustainably produced.
公众也可能因此受到鼓励，去购买更可持续的产品。
31 .But ethical concerns have been raised about the effects a surge in demand can cause.Quinoa is a classic example.
不过，也有人提出了关于需求激增可能带来的伦理问题。藜麦就是一个典型的例子。
32 .This plant is native to Peru, and when demand peaked some years ago, the price soared, making it unaffordable for local people.
这种作物原产于秘鲁，几年前全球需求达到高峰时价格飞涨，使当地人买不起它。
33 .While the popularity of quinoa has benefitted farmers financially, there have been other negative consequences.
虽然藜麦的流行给农民带来了可观的经济收益，但也带来了一些负面后果。
34 .As demand grew, farmers began working the land all year round in order to produce more quinoa.
随着需求的增长，农民开始全年耕作以增加产量。
35 .One issue has been that the fertility of the soil decreased dramatically, which could potentially lead to desertification in some areas.
其中一个问题是土地肥力急剧下降，这可能导致部分地区出现沙漠化。
36 .Another example would be the case of ….
另一个例子将是……