TEDGlobal 2010
Jason Clay: How big brands can help save biodiversity
Jason Clay: Kuidas suured kaubamärgid saavad aidata päästa bioloogist mitmekesisust
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Jason Clay Maailma Loodusfondist väidab, et tuleb vaid veenda 100 olulisemat ettevõtet muutuma keskkonna suhtes jätkusuutlikuks ning kogu maailmaturg asub nende eeskujul kaitsma planeeti, mis enam meie tarbimisvajadusi täita ei suuda. Tutvuge lähemalt sellega, kuidas ta suudab enneolematute ümarlaudade abiga rivaalitsevad suurfirmad omavahel roheliste töömeetodite osas kokku leppima panna, enne kui nende tooted poelettidel võistlema asuvad.
Jason Clay - Market transformer
Jason Clay’s ideas are changing the way governments, foundations, researchers and NGOs identify and address risks and opportunities for their work. Full bio
Jason Clay’s ideas are changing the way governments, foundations, researchers and NGOs identify and address risks and opportunities for their work. Full bio
Double-click the English transcript below to play the video.
00:16
I grew up on a small farm in Missouri.
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Ma kasvasin üles väikeses talus Missouri osariigis.
00:19
We lived on less than a dollar a day
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Elamiseks oli meil vähem kui dollar päevas
00:21
for about 15 years.
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ja nii umbes 15 aastat.
00:23
I got a scholarship, went to university,
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Ma sain stipendiumi, läksin ülikooli,
00:26
studied international agriculture, studied anthropology,
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õppisin rahvusvahelist põllumajandust, antropoloogiat,
00:29
and decided I was going to give back.
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ja otsustasin, et mul tuleks midagi vastu anda.
00:31
I was going to work with small farmers.
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Ma tahtsin töötada väiketalunikega.
00:33
I was going to help alleviate poverty.
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Tahtsin aidata vaesust leevendada.
00:35
I was going to work on international development,
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Tahtsin töötada rahvusvahelise arenduse vallas.
00:38
and then I took a turn
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Siis tegin elus pöörde,
00:41
and ended up here.
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mis tõi mind otsaga siia.
00:44
Now, if you get a Ph.D., and you decide not to teach,
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Kui sul on doktorikraad ja sa otsustad mitte õpetada,
00:46
you don't always end up in a place like this.
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siis mitte alati ei jõua sa sellisesse kohta.
00:48
It's a choice. You might end up driving a taxicab.
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See on valik. Võib-olla hakkad hoopis taksojuhiks.
00:51
You could be in New York.
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Võiksid elada New Yorgis.
00:55
What I found was,
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Kuid mina leidsin end
00:57
I started working with refugees and famine victims --
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töötamas põgenike ja näljahädalistega,
01:00
small farmers, all, or nearly all --
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väiketalunikega, kes kõik või peaaegu kõik
01:03
who had been dispossessed and displaced.
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olid laostunud ja kodust ilma jäänud.
01:07
Now, what I'd been trained to do
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Minu haridus oli mind ette valmistanud neid inimesi
01:10
was methodological research on such people.
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metoodiliselt analüüsima.
01:13
So I did it: I found out how many women
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Seda ma siis tegin: uurisin välja, kuid mitut naist
01:16
had been raped en route to these camps.
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oli teel neisse laagritesse vägistatud.
01:19
I found out how many people had been put in jail,
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Uurisin välja, kui mitu inimest oli vangi pandud,
01:22
how many family members had been killed.
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kui palju pereliikmeid tapetud.
01:25
I assessed how long they were going to stay
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Arvutasin, kui kauaks neil sinna jääda tuleb
01:27
and how much it would take to feed them.
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ja kui palju nende toitmine maksma läheb.
01:29
And I got really good at predicting
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Ja õppisin väga hästi ennustama seda,
01:31
how many body bags you would need
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kui palju laibakotte läheb vaja
01:33
for the people who were going to die in these camps.
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inimeste jaoks, kes neis laagrites surevad.
01:36
Now this is God's work, but it's not my work.
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See on oluline töö, kuid mitte minu töö.
01:39
It's not the work I set out to do.
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See pole töö, mida ma teha olin plaaninud.
01:45
So I was at a Grateful Dead benefit concert on the rainforests
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Olin ansambli Grateful Dead heategevuskontserdil
01:48
in 1988.
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vihmametsade toetuseks 1988. aastal.
01:51
I met a guy -- the guy on the left.
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Kohtasin üht meest - ta on siin vasakul.
01:54
His name was Ben.
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Tema nimi on Ben.
01:56
He said, "What can I do to save the rainforests?"
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Ta küsis: "Mida ma saan vihmametsade heaks teha?"
01:58
I said, "Well, Ben, what do you do?"
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Ma vastasin: "Noh, Ben, mida sa teha oskad?"
02:00
"I make ice cream."
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"Ma valmistan jäätist."
02:02
So I said, "Well, you've got to make
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Ma ütlesin: "Aga siis sul tuleb
02:04
a rainforest ice cream.
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valmistada vihmametsa-jäätist.
02:06
And you've got to use nuts from the rainforests
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Kasuta selleks pähkleid vihmametsadest
02:08
to show that forests are worth more as forests
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ning näita, et metsad on metsadena rohkem väärt
02:10
than they are as pasture."
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kui karjamaana."
02:13
He said, "Okay."
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Ta vastas: "Okei."
02:15
Within a year,
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Aasta pärast oli
02:17
Rainforest Crunch was on the shelves.
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vihmametsa krõbinajäätis poelettidel.
02:19
It was a great success.
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See oli väga edukas.
02:21
We did our first million-dollars-worth of trade
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Meie esimene miljon dollarit käivet võttis aega
02:24
by buying on 30 days and selling on 21.
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30 päeva ostmiseks ja 21 päeva müügiks.
02:27
That gets your adrenaline going.
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See alles paneb adrenaliini käima.
02:30
Then we had a four and a half million-dollar line of credit
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Siis me saime neli ja pool miljonit dollarit laenu,
02:32
because we were credit-worthy at that point.
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sest selleks ajaks olime juba usaldusväärsed.
02:35
We had 15 to 20, maybe 22 percent
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Meie käes oli 15-20, vast koguni 22 protsenti
02:37
of the global Brazil-nut market.
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maailma parapähkli turust.
02:39
We paid two to three times more than anybody else.
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Me maksime kaks kuni kolm korda rohkem kui keegi teine.
02:42
Everybody else raised their prices to the gatherers of Brazil nuts
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Kõik teised hakkasid parapähkli kokkuostuhinda tõstma,
02:45
because we would buy it otherwise.
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sest muidu ostsime meie kõik ära.
02:49
A great success.
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Tohutu edu.
02:51
50 companies signed up, 200 products came out,
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50 ettevõtet liitus sellega, turule tuli 200 toodet,
02:54
generated 100 million in sales.
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mille müük tõi sisse 100 miljonit.
02:59
It failed.
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See ebaõnnestus.
03:01
Why did it fail?
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Miks see ebaõnnestus?
03:03
Because the people who were gathering Brazil nuts
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Sest inimesed, kes parapähkleid korjasid
03:05
weren't the same people who were cutting the forests.
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ei olnud samad inimesed, kes metsi maha raiusid.
03:08
And the people who made money from Brazil nuts
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Ja need inimesed, kes parapähklite müügist raha teenisid,
03:11
were not the people who made money from cutting the forests.
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ei olnud samad inimesed, kes teenisid metsade maharaiumisest.
03:14
We were attacking the wrong driver.
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Me ründasime valet sihtmärki.
03:16
We needed to be working on beef.
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Me oleksime pidanud tegelema loomalihaga.
03:18
We needed to be working on lumber.
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Me oleksime pidanud tegelema puiduga.
03:20
We needed to be working on soy --
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Me oleksime pidanud tegelema sojaga -
03:22
things that we were not focused on.
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asjadega, millele me seni ei keskendunud.
03:25
So let's go back to Sudan.
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Läheme tagasi Sudaani.
03:27
I often talk to refugees:
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Ma küsin tihti põgenike käest:
03:29
"Why was it that the West didn't realize
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"Miks on nii, et Lääs ei saa aru,
03:32
that famines are caused by policies and politics,
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et näljahäda põhjustab poliitika
03:34
not by weather?"
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mitte kliima?"
03:36
And this farmer said to me, one day,
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Ja ühel päeval andis üks talunik mulle
03:39
something that was very profound.
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väga sügavmõttelise vastuse.
03:41
He said, "You can't wake a person who's pretending to sleep."
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Ta ütles: "Ei saa äratada inimest, kes teeskleb, et ta magab."
03:44
(Laughter)
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(Naer)
03:46
Okay. Fast forward.
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Okei. Ruttame edasi.
03:49
We live on a planet.
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Me elame planeedil,
03:52
There's just one of them.
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mida on ainult üks.
03:54
We've got to wake up to the fact
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Me peame ärkama ja tunnistama fakti,
03:56
that we don't have any more
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et teist planeeti meil varuks pole
03:58
and that this is a finite planet.
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ja meie planeedil on piirid.
04:00
We know the limits of the resources we have.
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Me teame, kui palju meil tooraineid leidub.
04:03
We may be able to use them differently.
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Võib-olla oskaksime neid teistmoodi kasutada.
04:05
We may have some innovative, new ideas.
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Võib-olla on meil uusi, innovatiivseid ideid.
04:07
But in general, this is what we've got.
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Aga laias laastus on see kõik, mis meil on.
04:09
There's no more of it.
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Rohkem midagi ei ole.
04:12
There's a basic equation that we can't get away from.
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On üks elementaarne valem, millest me kuidagi mööda ei saa.
04:15
Population times consumption
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Rahvaarv korda tarbimine
04:17
has got to have some kind of relationship to the planet,
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peab olema mingis suhtes planeediga
04:20
and right now, it's a simple "not equal."
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ja praegu see lihtsalt ei võrdu.
04:24
Our work shows that we're living
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Meie uurimus näitab, et me kasutame elamiseks
04:26
at about 1.3 planets.
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ligikaudu 1,3 korda sellest, mida planeet võimaldab.
04:28
Since 1990,
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1990. aastast alates
04:30
we crossed the line
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oleme ületanud piiri
04:32
of being in a sustainable relationship to the planet.
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jätkusuutlikust vahekorrast meie planeediga.
04:35
Now we're at 1.3.
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Praegu oleme 1,3 juures.
04:37
If we were farmers, we'd be eating our seed.
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Kui oleksime talunikud, siis sööksime oma seemneid.
04:40
For bankers, we'd be living off the principal, not the interest.
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Pankurite keeles, elaksime kapitalist, mitte intressidest.
04:43
This is where we stand today.
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Selles punktis oleme praegu.
04:46
A lot of people like to point
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Paljudele inimestele meeldib osutada,
04:49
to some place else as the cause of the problem.
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et probleemi põhjused asuvad kusagil mujal.
04:52
It's always population growth.
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Alati viidatakse rahvastiku kasvule.
04:54
Population growth's important,
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Rahvastiku kasv on oluline,
04:56
but it's also about how much each person consumes.
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kuid määravaks on ka see, kui palju iga inimene tarbib.
05:00
So when the average American
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Ja kui keskmine ameeriklane
05:02
consumes 43 times as much
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tarbib 43 korda rohkem
05:05
as the average African,
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kui keskmine aafiklane,
05:08
we've got to think that consumption is an issue.
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siis tuleb mõelda, et probleem on tarbimises.
05:10
It's not just about population,
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Asi pole ainult rahvastikus
05:12
and it's not just about them; it's about us.
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ja asi pole ainult neis; asi on meis kõigis.
05:16
But it's not just about people;
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Kuid asi pole ka ainult inimestes,
05:18
it's about lifestyles.
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vaid elustiilis.
05:20
There's very good evidence --
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On olemas suurepärased tõendid -
05:22
again, we don't necessarily have
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jällegi, meil pole tingimata
05:24
a peer-reviewed methodology
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sama valdkonna asjatundjate poolt läbi vaadatud
05:26
that's bulletproof yet --
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ja heaks kiidetud metoodikat -
05:28
but there's very good evidence
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kuid on head tõendid selle kohta,
05:30
that the average cat in Europe
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et keskmine kass Euroopas
05:32
has a larger environmental footprint in its lifetime
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jätab keskkonnale suurema jälje
05:35
than the average African.
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kui keskmine inimene Aafrikas.
05:38
You think that's not an issue going forward?
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Kas arvate, et see pole tulevikuprobleem?
05:41
You think that's not a question
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Kas leiate, et see pole küsimus,
05:43
as to how we should be using the Earth's resources?
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kuidas me peaksime Maa ressursse kasutama?
05:46
Let's go back and visit our equation.
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Läheme tagasi ja vaatame oma valemit uuesti.
05:48
In 2000, we had six billion people on the planet.
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Aastal 2000 oli meie planeedil kuus miljardit inimest.
05:51
They were consuming what they were consuming --
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Nad tarbisid, mida nad tarbisid -
05:53
let's say one unit of consumption each.
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ütleme üks ühik tarbimist inimese kohta.
05:55
We have six billion units of consumption.
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Meil on kuus miljardit ühikut tarbimist.
05:58
By 2050,
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Aastaks 2050
06:00
we're going to have nine billion people -- all the scientists agree.
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on meil kokku üheksa miljardit inimest - kõik teadlased on sellega nõus.
06:03
They're all going to consume twice as much as they currently do --
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Nad tarbivad kaks korda nii palju kui praegu -
06:06
scientists, again, agree --
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teadlased on jällegi nõus -
06:08
because income is going to grow in developing countries
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sest arenevates riikides kasvab sissetulek
06:11
five times what it is today --
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praegusega võrreles viiekordseks -
06:13
on global average, about [2.9].
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maailmas keskmiselt 2,9 korda.
06:15
So we're going to have 18 billion units of consumption.
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Niisiis on meil 18 miljardit ühikut tarbimist.
06:19
Who have you heard talking lately
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Kas olete hiljuti kuulnud kedagi väitmas,
06:22
that's said we have to triple production
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et me peame tootmist ja teenuseid
06:24
of goods and services?
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kolmekordistama?
06:26
But that's what the math says.
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Kuid seda ütleb matemaatika.
06:28
We're not going to be able to do that.
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Me ei suuda seda teha.
06:30
We can get productivity up.
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Me võime tõsta tootlikkust.
06:32
We can get efficiency up.
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Me võime tõsta kasutegurit.
06:34
But we've also got to get consumption down.
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Kuid meil tuleb ka tarbimist vähendada.
06:38
We need to use less
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Me peame kasutama vähem,
06:40
to make more.
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et toota rohkem.
06:42
And then we need to use less again.
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Ja siis tuleb meil veelgi vähem kasutada.
06:44
And then we need to consume less.
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Ning meil tuleb vähem tarbida.
06:46
All of those things are part of that equation.
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Kõik need asjad on selle valemi osad.
06:49
But it basically raises a fundamental question:
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Kuid lõpuks tekib siit fundamentaalne küsimus:
06:52
should consumers have a choice
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ka tarbijatel peaks olema võimalus
06:54
about sustainability, about sustainable products?
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teha valikuid seoses loodussäästlike toodetega?
06:57
Should you be able to buy a product that's sustainable
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Kas teil peaks olema valikuvõimalus osta loodussäästlik toode,
06:59
sitting next to one that isn't,
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mis on toote kõrval, mis pole loodussäästlik,
07:01
or should all the products on the shelf be sustainable?
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või peaksid kõik tooted poeletil olema loodussäästlikud?
07:06
If they should all be sustainable on a finite planet,
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Kui siin piiridega planeedil peaksid kõik tooted olema loodussäästlikud,
07:09
how do you make that happen?
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siis kuidas seda saavutada?
07:12
The average consumer takes 1.8 seconds in the U.S.
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Keskmine USA tarbija valib toote 1,8 sekundiga.
07:14
Okay, so let's be generous.
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Okei, oleme suuremeelsemad.
07:16
Let's say it's 3.5 seconds in Europe.
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Ütleme, et Euroopas on see aeg 3,5 sekundit.
07:19
How do you evaluate all the scientific data
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Kuidas te hindate tootega seonduvat
07:22
around a product,
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teaduslikku infot,
07:24
the data that's changing on a weekly, if not a daily, basis?
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seda infot, mis iga nädala või päevaga järjest muutub?
07:27
How do you get informed?
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Kuidas te asjaga kursis püsite?
07:29
You don't.
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Te ei püsigi.
07:33
Here's a little question.
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Siit väike küsimus.
07:35
From a greenhouse gas perspective,
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Kasvuhoonegaaside seisukohast,
07:37
is lamb produced in the U.K.
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kas lambaliha, mida toodetakse Suurbritannias
07:40
better than lamb produced in New Zealand,
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on parem kui lambaliha, mida toodetakse Uus-Meremaal
07:42
frozen and shipped to the U.K.?
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ja saadetakse külmutatult Suurbritanniasse?
07:45
Is a bad feeder lot operation for beef
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Kas veiste halb pidamine aedikutes
07:48
better or worse than
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on parem või halvem
07:51
a bad grazing operation for beef?
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kui halb karjapidamine karjamaal?
07:53
Do organic potatoes
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Kas mahemeetodil kasvatatud
07:55
actually have fewer toxic chemicals
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kartulid sisaldavad vähem
07:57
used to produce them
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mürgiseid kemikaale
07:59
than conventional potatoes?
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kui tavalised kartulid?
08:01
In every single case,
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Igal üksikul juhul
08:03
the answer is "it depends."
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on vastuseks: "sõltub olukorrast".
08:05
It depends on who produced it and how,
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Sõltub sellest, kes ja kuidas seda tootis,
08:08
in every single instance.
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ja nii igal üksikul juhul.
08:10
And there are many others.
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Ja on palju teisi näiteid.
08:12
How is a consumer going to walk through this minefield?
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Kuidas tarbija sellest miiniväljast läbi pääseb?
08:14
They're not.
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Ei pääsegi.
08:16
They may have a lot of opinions about it,
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Neil võib olla selle suhtes palju arvamusi,
08:18
but they're not going to be terribly informed.
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kuid pole alust loota, et nad on hästi informeeritud.
08:21
Sustainability has got to be a pre-competitive issue.
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Jätkusuutlikkus peab olema asi, mis eelneb konkurentsile.
08:24
It's got to be something we all care about.
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See peab olema miski, millest me kõik hoolime.
08:29
And we need collusion.
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Me vajame kokkumängu.
08:31
We need groups to work together that never have.
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On vaja, et grupid, kes enne seda teinud pole, koos töötaksid.
08:34
We need Cargill to work with Bunge.
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On vaja, et Cargill teeks koostööd Bunge'iga.
08:37
We need Coke to work with Pepsi.
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On vaja, et Coca-Cola teeks koostööd Pepsiga.
08:40
We need Oxford to work with Cambridge.
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On vaja, et Oxford teeks koostööd Cambridge'iga.
08:42
We need Greenpeace to work with WWF.
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On vaja, et Greenpeace teeks koostööd Maailma Loodusfondiga.
08:44
Everybody's got to work together --
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Kõik peavad koos töötama -
08:46
China and the U.S.
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Hiina ja Ühendriigid.
08:48
We need to begin to manage this planet
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Me peame seda planeeti juhtima nii,
08:50
as if our life depended on it,
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otsekui meie elu sõltuks sellest,
08:52
because it does,
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sest see sõltubki,
08:54
it fundamentally does.
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sõltub kõige otsesemas mõttes.
08:56
But we can't do everything.
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Kuid me ei saa kõike ära teha.
08:58
Even if we get everybody working on it,
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Isegi kui me saaksime panna kõik koostööd tegema,
09:00
we've got to be strategic.
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tuleb meil keskenduda strateegiale.
09:02
We need to focus on the where,
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Tuleb mõelda, et kus
09:04
the what and the who.
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ja mida ja kes.
09:06
So, the where:
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Niisiis, kus:
09:08
We've identified 35 places globally that we need to work.
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Oleme märkinud ära 35 asukohta kogu maailmas, kus meil tuleb tööd teha.
09:10
These are the places that are the richest in biodiversity
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Need on paigad, kus on kõige rikkalikum bioloogiline mitmekesisus
09:13
and the most important from an ecosystem function point-of-view.
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ja mis on ökosüsteemi seisukohalt kõige olulisemad.
09:16
We have to work in these places.
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Meil on vaja neis paigus tööd teha.
09:18
We have to save these places if we want a chance in hell
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Meil on vaja päästa need paigad, kui tahame mingitki võimalust
09:21
of preserving biodiversity as we know it.
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säilitada bioloogiline mitmekesisus, nagu me seda praegu tunneme.
09:26
We looked at the threats to these places.
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Vaatasime, mis neid paiku ohustab.
09:28
These are the 15 commodities
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Need viisteist kaubaliiki on need,
09:30
that fundamentally pose the biggest threats
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mis kõige otsesemalt on kõige suuremaks ohuks
09:32
to these places
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neile paikadele,
09:34
because of deforestation,
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metsaraie tõttu,
09:36
soil loss, water use, pesticide use,
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pinnasekao, veekasutuse, putukamürkide,
09:39
over-fishing, etc.
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ülekalastuse jne. tõttu.
09:44
So we've got 35 places,
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Niisiis on meil 35 asukohta,
09:47
we've got 15 priority commodities,
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meil on 15 prioriteetset kaubaliiki,
09:49
who do we work with
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millega me tööd teeme,
09:51
to change the way those commodities are produced?
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et muuta seda, kuidas neid kaupu toodetakse?
09:54
Are we going to work with 6.9 billion consumers?
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Kas me tahame töötada 6,9 miljardi tarbijaga?
09:58
Let's see, that's about 7,000 languages,
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Vaatame, see teeb umbes 7000 keelt,
10:01
350 major languages --
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350 suuremat keelt -
10:03
a lot of work there.
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päris palju tööd.
10:05
I don't see anybody actually being able
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Ma ei näe, et keegi suudaks seda
10:07
to do that very effectively.
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kuigi efektiivselt teha.
10:09
Are we going to work with 1.5 billion producers?
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Kas me tahame töötada 1,5 miljardi tootjaga?
10:13
Again, a daunting task.
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Jällegi, hirmuäratav ettevõtmine.
10:16
There must be a better way.
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Peab olema mingi parem viis.
10:19
300 to 500 companies
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300 kuni 500 ettevõtet
10:21
control 70 percent or more
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kontrollivad 70 või enam protsenti ärist
10:23
of the trade of each of the 15 commodities
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seoses kõigi nende 15 kaubaliigiga,
10:26
that we've identified as the most significant.
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mille me oleme kõige olulisemana ära märkinud.
10:29
If we work with those, if we change those companies
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Kui me töötame nendega, kui me muudame neid ettevõtteid
10:32
and the way they do business,
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ja muudame seda, kuidas nad äri ajavad,
10:34
then the rest will happen automatically.
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siis ülejäänu juhtub automaatselt.
10:38
So, we went through our 15 commodities.
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Niisiis, valisime välja 15 kaubaliiki.
10:40
This is nine of them.
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Siin on neist üheksa.
10:42
We lined them up side-by-side,
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Panime nad üksteise kõrvale ritta
10:44
and we put the names of the companies that work
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ja lisasime firmade nimed, mis seda ala esindavad,
10:46
on each of those.
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nende alla.
10:49
And if you go through the first 25 or 30 names
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Ja kui hakata läbi vaatama esimest 25 või 30 nime
10:51
of each of the commodities,
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iga kaubaliigi juures,
10:53
what you begin to see is,
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siis hakkate märkama,
10:55
gosh, there's Cargill here, there's Cargill there,
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et ohoo - siin on Cargill, seal Cargill,
10:58
there's Cargill everywhere.
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igal pool on Cargill.
11:00
In fact, these names start coming up over and over again.
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Tegelikult kerkivad esile samad nimed uuesti ja uuesti.
11:03
So we did the analysis again a slightly different way.
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Niisiis tegime oma analüüsi veidi teistmoodi.
11:07
We said: if we take the top hundred companies,
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Ütlesime: kui võtame sada suuremat ettevõtet,
11:10
what percentage
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siis millist osa
11:12
of all 15 commodities
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kõigist neist 15 kaubaliigist
11:15
do they touch, buy or sell?
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nad puudutavad, ostavad või müüvad?
11:18
And what we found is it's 25 percent.
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Ja saime tulemuseks 25 protsenti.
11:22
So 100 companies
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Seega 100 firmat
11:24
control 25 percent of the trade
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kontrollivad 25 protsenti ärist
11:27
of all 15 of the most significant
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seoses 15 kõige olulisema
11:29
commodities on the planet.
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kaubaliigiga kogu planeedil.
11:32
We can get our arms around a hundred companies.
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Sajale firmale õnnestub meil ometi käed külge saada.
11:35
A hundred companies, we can work with.
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Saja firmaga saame tööd teha küll.
11:38
Why is 25 percent important?
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Miks on 25 protsenti nii oluline?
11:41
Because if these companies demand sustainable products,
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Sest kui need ettevõtted nõuavad loodussäästlikke tooteid,
11:44
they'll pull 40 to 50 percent of production.
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mõjutavad nad 40 kuni 50 protsenti toodangust.
11:48
Companies can push producers
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Firmadel õnnestub sundida tootjaid
11:51
faster than consumers can.
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tõhusamini kui tarbijatel.
11:54
By companies asking for this,
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Kui firmad seda nõuavad,
11:56
we can leverage production so much faster
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saame tootmist palju kiiremini mõjutada,
11:59
than by waiting for consumers to do it.
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kui oodates, et tarbijad seda teeksid.
12:01
After 40 years, the global organic movement
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40 aastaga on globaalne maheliikumine
12:04
has achieved 0.7 of one percent
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saavutanud 0,7 ühest protsendist
12:06
of global food.
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maailma toidutoodangus.
12:08
We can't wait that long.
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Me ei saa nii kaua oodata.
12:10
We don't have that kind of time.
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Meil pole nii palju aega.
12:12
We need change
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Vajame muutusi,
12:14
that's going to accelerate.
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mis aina kiirenevad.
12:17
Even working with individual companies
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Isegi koostöö üksikute firmadega
12:19
is not probably going to get us there.
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ei vii meid ilmselt eesmärgile.
12:21
We need to begin to work with industries.
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Peame hakkama tööstustega koostööd tegema.
12:24
So we've started roundtables
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Oleme pannud aluse ümarlaudadele,
12:26
where we bring together the entire value chain,
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milles me toome kokku kogu väärtusteahela,
12:28
from producers
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alates tootjast
12:30
all the way to the retailers and brands.
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kuni jaemüüja ja kaubamärgini välja.
12:32
We bring in civil society, we bring in NGOs,
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Toome kokku tsiviilühiskonna, mittetulundusühingud,
12:34
we bring in researchers and scientists
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toome kokku uurijad ja teadlased,
12:36
to have an informed discussion --
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et pidada maha informeeritud vestlus -
12:38
sometimes a battle royale --
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vahel ka kuninglik lahing -
12:40
to figure out what are the key impacts
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et selgitada välja, mis on nende toodete
12:43
of these products,
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olulisim tagajärg,
12:45
what is a global benchmark,
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milline on globaalne lähtekoht,
12:46
what's an acceptable impact,
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milline on soovitav tagajärg
12:48
and design standards around that.
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ja kujundada normid vastavalt sellele.
12:52
It's not all fun and games.
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See pole ainult lõbu ja mäng.
12:56
In salmon aquaculture,
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Lõhetootmise valdkonnas
12:58
we kicked off a roundtable
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panime aluse ümarlauale
13:00
almost six years ago.
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peaaegu kuus aastat tagasi.
13:02
Eight entities came to the table.
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Laua ümber kogunes kaheksa organisatsiooni.
13:05
We eventually got, I think, 60 percent
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Viimaks saime, kui ma ei eksi, 60 protsenti
13:07
of global production at the table
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kogu maailma tootjatest ühe laua ümber
13:09
and 25 percent of demand at the table.
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ja 25 protsenti ostjatest.
13:12
Three of the original eight entities were suing each other.
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Algsest kaheksast organisatsioonist kolmel oli käimas omavaheline kohtuvaidlus.
13:15
And yet, next week, we launch
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Ja ometi kuulutame me järgmise nädalal välja
13:18
globally verified, vetted and certified
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globaalselt kinnitatud, kontrollitud ja sertifitseeritud
13:21
standards for salmon aquaculture.
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normid lõhe tootmiseks.
13:24
It can happen.
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See on võimalik.
13:26
(Applause)
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(Aplaus)
13:33
So what brings
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Aga mis siis toob
13:36
the different entities to the table?
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erinevad organisatsioonid laua taha kokku?
13:40
It's risk and demand.
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See on risk ja nõudlus.
13:42
For the big companies, it's reputational risk,
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Suurte firmade jaoks on see maine risk,
13:44
but more importantly,
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kuid mis veelgi tähtsam,
13:46
they don't care what the price of commodities is.
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neid ei huvita, mis on kaupade hind.
13:48
If they don't have commodities, they don't have a business.
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Kui neil pole kaupu, pole neil äri.
13:51
They care about availability,
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Neid huvitab kättesaadavus,
13:53
so the big risk for them is not having product at all.
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nii et suurim risk on nende jaoks see, kui toodet polegi.
13:56
For the producers,
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Mis puutub tootjatesse -
13:58
if a buyer wants to buy something produced a certain way,
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kui ostja tahab osta midagi, mis on toodetud kindlal viisil,
14:01
that's what brings them to the table.
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siis see toob nemad laua taha kokku.
14:03
So it's the demand that brings them to the table.
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See on nõudlus, mis nad laua ümber kokku toob.
14:06
The good news is
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Hea uudis on see,
14:08
we identified a hundred companies two years ago.
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et kahe aasta eest märkisime ära sada ettevõtet.
14:10
In the last 18 months, we've signed agreements
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Viimase 18 kuuga oleme allkirjastanud lepingud
14:12
with 40 of those hundred companies
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neljakümnega neist sajast firmast,
14:14
to begin to work with them on their supply chain.
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et alustada tööd nende varustamisahelaga.
14:16
And in the next 18 months,
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Järgmise 18 kuu jooksul
14:19
we will have signed up to work with another 40,
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oleme lubanud teha koostööd järgmise neljakümnega
14:22
and we think we'll get those signed as well.
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ja me usume, et ka nemad kirjutavad kokkuleppele alla.
14:24
Now what we're doing is bringing the CEOs
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Edasi teeme nii, et kutsume kokku
14:26
of these 80 companies together
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nende 80 ettevõtte tegevjuhid,
14:28
to help twist the arms of the final 20,
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et nad aitaksid veenda ülejäänud kahtkümmet
14:31
to bring them to the table,
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ümarlauaga liituma,
14:33
because they don't like NGOs, they've never worked with NGOs,
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sest neile ei meeldi mittetulundusühingud, nad pole nendega
14:36
they're concerned about this, they're concerned about that,
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kunagi koos töötanud ja neile teevad mitmed asjad muret,
14:38
but we all need to be in this together.
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kuid siin tuleb meil kõigil koostööd teha.
14:40
So we're pulling out all the stops.
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Nii et me kasutame iga võimalust.
14:42
We're using whatever leverage we have to bring them to the table.
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Kasutame mis iganes vahendeid, et veenda neid ümarlauda tulema.
14:46
One company we're working with that's begun --
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Üks firma, millega me koostööd teeme, ja mis on hakanud -
14:48
in baby steps, perhaps --
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küll võib-olla sammhaaval -
14:50
but has begun this journey on sustainability is Cargill.
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kuid on hakanud jätkusuutlikkuse teed käima, on Cargill.
14:53
They've funded research that shows
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Nad on rahaliselt toetanud teadustööd, mis näitab,
14:56
that we can double global palm oil production
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et maailma mastaabis saab toota kaks korda rohkem palmiõli,
14:58
without cutting a single tree in the next 20 years,
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raiumata maha ainsatki puud järgmise 20 aasta jooksul,
15:01
and do it all in Borneo alone
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ning teha seda kõike vaid Borneos,
15:03
by planting on land that's already degraded.
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luues istandusi sinna, kus maa on juba niigi rikutud.
15:05
The study shows that the highest net present value
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Uuring näitab, et palmiõli suurim tootlikkus
15:08
for palm oil
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esineb seal,
15:10
is on land that's been degraded.
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kus maa on eelnevalt rikutud.
15:13
They're also undertaking a study to look at
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Samuti on nad hakanud uurima
15:15
all of their supplies of palm oil
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ettevõtteid, kellelt nad palmiõli ostavad, et teada saada,
15:18
to see if they could be certified
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kas neile saaks anda sertifikaadi
15:20
and what they would need to change in order to become third-party certified
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ja mida selleks muuta tuleb, et kolmas osapool neile
15:23
under a credible certification program.
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akrediteeritud programmi alusel sertifikaadi saaks anda.
15:27
Why is Cargill important?
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Miks on Cargill oluline?
15:29
Because Cargill has 20 to 25 percent
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Sest Cargill kontrollib 20 kuni 25 protsenti
15:31
of global palm oil.
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kogu maailma palmiõlitoodangust.
15:33
If Cargill makes a decision,
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Kui Cargill langetab otsuse,
15:35
the entire palm oil industry moves,
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mõjutab see kogu palmiõlitööstust,
15:38
or at least 40 or 50 percent of it.
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või vähemalt 40 kuni 50 protsenti sellest.
15:40
That's not insignificant.
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See pole sugugi tähtsusetu.
15:42
More importantly, Cargill and one other company
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Mis veelgi olulisem, Cargill ja üks teine firma kokku
15:44
ship 50 percent of the palm oil
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saadavad välja 50 protsenti kogu palmiõlist,
15:47
that goes to China.
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mis läheb Hiinasse.
15:49
We don't have to change the way
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Meil pole vaja muuta seda,
15:51
a single Chinese company works
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kuidas töötab üksainus Hiina firma,
15:53
if we get Cargill to only send
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kui meil õnnestub saavutada see, et Cargill
15:55
sustainable palm oil to China.
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saadab Hiinasse vaid loodussäästlikult toodetud palmiõli.
15:58
It's a pre-competitive issue.
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See peab toimuma enne konkurentsi.
16:00
All the palm oil going there is good.
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Kogu palmiõli, mis sinna läheb, on hea.
16:02
Buy it.
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Ostke seda.
16:04
Mars is also on a similar journey.
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Mars on samuti sarnasel teel.
16:07
Now most people understand that Mars is a chocolate company,
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Enamik inimestest peavad Marsi šokolaadifirmaks,
16:10
but Mars has made sustainability pledges
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kuid Mars on andnud jätkusuutliku lubaduse
16:12
to buy only certified product for all of its seafood.
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osta vaid sertifitseeritud kalatooteid.
16:15
It turns out Mars buys more seafood than Walmart
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Selgub, et Mars ostab rohkem kalatooteid kui Walmart,
16:17
because of pet food.
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sest nad valmistavad loomatoitu.
16:19
But they're doing some really interesting things around chocolate,
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Kuid nad teevad ka šokolaadiga päris huvitavaid asju
16:22
and it all comes from the fact
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ning see kõik tuleneb faktist,
16:24
that Mars wants to be in business in the future.
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et Mars tahab ka tulevikus äri teha.
16:27
And what they see is that they need to
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Nemad näevad olukorda nii, et nad peavad
16:29
improve chocolate production.
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täiustama šokolaadi tootmist.
16:32
On any given plantation,
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Mistahes istanduses
16:34
20 percent of the trees produce 80 percent of the crop,
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annavad 20 protsenti puudest 80 protsenti saagist,
16:37
so Mars is looking at the genome,
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seega Mars on hakanud uurima genoomi,
16:39
they're sequencing the genome of the cocoa plant.
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nad sekveneerivad kakaopuu genoomi.
16:41
They're doing it with IBM and the USDA,
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Nad teevad seda IBMi ja USDA abiga
16:43
and they're putting it in the public domain
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ning teevad tulemused avalikuks,
16:45
because they want everybody to have access to this data,
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sest nad tahavad, et kõik saaksid sellele infole ligi,
16:48
because they want everybody to help them
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kuna nad tahavad, et kõik aitaksid neil
16:50
make cocoa more productive and more sustainable.
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muuta kakao tootlikumaks ja jätkusuutlikumaks.
16:53
What they've realized
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Nad on jõudnud arusaamisele,
16:55
is that if they can identify the traits
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et kui neil õnnestub teha kindlaks omadused,
16:57
on productivity and drought tolerance,
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mis puutudavad saagirikkust ja põuataluvust,
17:00
they can produce 320 percent as much cocoa
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saavad nad toota 320 protsenti rohkem kakaod
17:03
on 40 percent of the land.
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40 protsendil senisest maa-alast.
17:06
The rest of the land can be used for something else.
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Ülejäänud maad võib kasutada millekski muuks.
17:09
It's more with less and less again.
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Kasutame vähem ja veel vähem, et toota rohkem.
17:12
That's what the future has got to be,
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Selline peab olema tulevik
17:14
and putting it in the public domain is smart.
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ja selle avalikuks tegemine on tark tegu.
17:17
They don't want to be an I.P. company; they want to be a chocolate company,
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Nad ei taha olla autorikaitsefirma, nad tahavad olla šokolaadifirma,
17:20
but they want to be a chocolate company forever.
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kuid nad tahavad olla šokolaadifirma igavesti.
17:23
Now, the price of food, many people complain about,
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Paljud inimesed virisevad toidu hinna üle,
17:26
but in fact, the price of food is going down,
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kuid tegelikult toidu hind langeb
17:29
and that's odd because in fact,
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ja see on imelik, sest tegelikult
17:31
consumers are not paying for the true cost of food.
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ei maksa tarbijad toidu eest õiget hinda.
17:34
If you take a look just at water,
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Kui vaadata näiteks vee kasutamist,
17:36
what we see is that,
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siis me näeme järgmist.
17:38
with four very common products,
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Nelja väga levinud toote puhul
17:41
you look at how much a farmer produced to make those products,
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vaatame, mida talunik tegi, et neid toiduaineid toota,
17:44
and then you look at how much water input was put into them,
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seejärel vaatame, kui palju nende peale vett kulus,
17:47
and then you look at what the farmer was paid.
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ja siis, kui palju talunik selle eest raha sai.
17:50
If you divide the amount of water
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Kui jagada vee hulk sellega,
17:52
into what the farmer was paid,
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kui palju talunikule maksti,
17:54
the farmer didn't receive enough money
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selgub, et talunik ei saanud piisavalt raha,
17:56
to pay a decent price for water in any of those commodities.
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et nende toodete peale kulunud vee eest korralikku hinda maksta.
17:59
That is an externality by definition.
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See on välismõju ehedaim näide.
18:01
This is the subsidy from nature.
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See on looduse subsiidium.
18:03
Coca-Cola, they've worked a lot on water,
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Coca-Cola on vee alal palju tööd teinud,
18:06
but right now, they're entering into 17-year contracts
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kuid praegu on nad sõlmimas 17-aastaseid lepinguid
18:09
with growers in Turkey
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puuviljakasvatajatega Türgis,
18:11
to sell juice into Europe,
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et müüa mahla Euroopasse,
18:13
and they're doing that because they want to have a product
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ning nad teevad seda selleks, et neil oleks toode,
18:16
that's closer to the European market.
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mis on Euroopa turule lähemal.
18:18
But they're not just buying the juice;
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Kuid nad mitte lihtsalt ei osta mahla,
18:20
they're also buying the carbon in the trees
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nad ostavad ka puudes leiduvat süsinikku,
18:23
to offset the shipment costs associated with carbon
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et vähendada süsinikuga seotud veokulusid,
18:25
to get the product into Europe.
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mis tekivad toote Euroopasse tarnimisel.
18:28
There's carbon that's being bought with sugar,
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Süsinikku ostetakse suhkruga,
18:31
with coffee, with beef.
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kohviga, loomalihaga.
18:33
This is called bundling. It's bringing those externalities
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Seda nimetatakse toodete sidumiseks.
18:35
back into the price of the commodity.
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Nii tuuakse välismõju kauba hinna sisse tagasi.
18:39
We need to take what we've learned in private, voluntary standards
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Peame võtma selle, mida oleme õppinud erasektori vabatahtlikest normidest,
18:42
of what the best producers in the world are doing
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mida maailma parimad tootjad ise järgivad,
18:45
and use that to inform government regulation,
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ning kasutama seda valitsuse määruste parandamiseks,
18:48
so we can shift the entire performance curve.
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et saaksime kogu tegevuskaart muuta.
18:51
We can't just focus on identifying the best;
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Me ei saa keskenduda vaid parimate äramärkimisele,
18:53
we've got to move the rest.
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meil tuleb ka kõiki teisi mõjutada.
18:56
The issue isn't what to think, it's how to think.
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Asi pole selles, mida mõelda, vaid kuidas mõelda.
18:59
These companies have begun to think differently.
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Need firmad on hakanud teisiti mõtlema.
19:01
They're on a journey; there's no turning back.
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Nad on arenguteel, tagasiteed ei ole.
19:04
We're all on that same journey with them.
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Me kõik oleme nendega samal teel.
19:07
We have to really begin to change
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Peame tõesti hakkama muutma seda,
19:10
the way we think about everything.
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kuidas me kõigest mõtleme.
19:12
Whatever was sustainable on a planet of six billion
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See, mis oli jätkusuutlik kuue miljardi inimesega planeedil,
19:15
is not going to be sustainable on a planet with nine.
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ei ole seda enam üheksa miljardiga planeedil.
19:18
Thank you.
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Tänan teid.
19:20
(Applause)
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(Aplaus)
ABOUT THE SPEAKER
Jason Clay - Market transformerJason Clay’s ideas are changing the way governments, foundations, researchers and NGOs identify and address risks and opportunities for their work.
Why you should listen
A senior vice president in charge of markets at the World Wildlife Fund (WWF-US), Clay's goal is to create global standards for producing and using raw materials, particularly in terms of carbon and water. He has convened roundtables of retailers, buyers, producers and environmentalists to reduce the impacts of producing a range of goods and to encourage environmentally sensitive practices in agriculture, aquaculture and industry. He thinks deeply about the evolving role of the NGOs in the 21st century, using venture philanthropy to make them more nimble and operating at the speed and scale of life on the planet today. Before joining WWF in 1999, Clay ran a family farm, taught at Harvard and Yale, worked at the US Department of Agriculture and spent more than 25 years working with NGOs.
Jason Clay | Speaker | TED.com