TED2010
Jamie Oliver: Teach every child about food
Jamie Oliverova TED Prize želja: Podučiti o prehrani svako dijete
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Dijeleći snažne priče iz svog projekta protiv pretilosti u Huntingtonu, W. Va., Jamie Oliver, TED Prize pobjednik, objašnjava otvoreni napad na naše neznanje o prehrani.
Jamie Oliver - Chef, activist
Jamie Oliver is transforming the way we feed ourselves, and our children. The winner of the 2010 TED Prize, he's on a mission to teach every family about eating better and living healthier lives. Full bio
Jamie Oliver is transforming the way we feed ourselves, and our children. The winner of the 2010 TED Prize, he's on a mission to teach every family about eating better and living healthier lives. Full bio
Double-click the English transcript below to play the video.
00:15
Sadly,
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Tužno,
00:17
in the next 18 minutes when I do our chat,
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u sljedećih 18 minuta moje priče,
00:20
four Americans that are alive
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četiri Amerikanca
00:23
will be dead
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umrijet će
00:25
from the food that they eat.
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zbog hrane koju jedu.
00:28
My name's Jamie Oliver. I'm 34 years old.
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Ja sam Jamie Oliver. Imam 34 godine.
00:32
I'm from Essex in England
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Iz Essexa sam u Engleskoj
00:34
and for the last seven years
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i zadnjih sedam godina
00:37
I've worked fairly tirelessly
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prilično sam neumorno radio
00:40
to save lives in my own way.
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na spašavanju života, na svoj vlastiti način.
00:43
I'm not a doctor;
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Nisam liječnik.
00:45
I'm a chef,
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Kuhar sam;
00:47
I don't have expensive equipment
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Nemam skupu opremu
00:49
or medicine.
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niti lijekove.
00:51
I use information, education.
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Koristim informacije, obrazovanje.
00:54
I profoundly believe that the power of food
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Duboko vjerujem da snaga prehrane
00:57
has a primal place in our homes
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ima osnovno mjesto u našim domovima
01:00
that binds us to the best bits of life.
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koje nas povezuje s najboljim od života.
01:06
We have an awful,
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Grozna je,
01:08
awful reality right now.
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grozna naša trenutna realnost.
01:13
America, you're at the top of your game.
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Ameriko, na samom si vrhu.
01:16
This is one of the most unhealthy countries in the world.
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Ovo je jedna od najnezdravijih zemalja svijeta.
01:20
Can I please just see a raise of hands
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Mogu li, molim vas, vidjeti ruke
01:22
for how many of you have children in this room today?
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koliko vas ovdje ima djecu?
01:25
Please put your hands up.
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Dignite ruke, molim.
01:27
Aunties, uncles, you can continue to
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Tetke, ujaci, vi nastavite...
01:28
put your hands up, aunties and uncles as well.
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Dignite ruke. I tetke i ujaci također.
01:31
Most of you. OK.
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Većina vas. OK.
01:33
We, the adults of the last four generations,
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Mi, odrasli iz posljednje četiri generacije,
01:36
have blessed our children with the destiny
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blagoslovili smo svoju djecu sudbinom
01:39
of a shorter lifespan
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kraćeg životnog vijeka
01:41
than their own parents.
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od njihovih vlastitih roditelja.
01:44
Your child will live a life ten years younger
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Vaše će dijete živjeti deset godina manje
01:47
than you
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od vas
01:49
because of the landscape of food that we've built around them.
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zbog pejzaža hrane kojeg smo sagradili oko njih.
01:52
Two-thirds of this room,
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Dvije trećine ove sobe,
01:55
today, in America, are statistically overweight or obese.
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danas, u Americi, statistički su pretili ili debeli.
01:58
You lot, you're all right, but we'll get you eventually, don't worry.
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Većina vas, vi ste dobro, ali i vas će uloviti, ne brinite.
02:01
(Laughter)
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(Smijeh)
02:02
Right?
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Jel` tako?
02:03
The statistics of bad health are clear,
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Statistike lošeg zdravlja su jasne,
02:06
very clear.
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vrlo jasne.
02:08
We spend our lives being paranoid about death, murder, homicide,
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Provodimo svoje živote u paranoji od smrti, ubojstava, samoubojstva,
02:11
you name it; it's on the front page of every paper, CNN.
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čega god. To je na prvoj stranici svakih novina, CNN-a.
02:15
Look at homicide at the bottom, for God's sake.
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Potražite ubojstvo na dnu, pobogu.
02:18
Right?
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Jeli tako?
02:19
(Laughter)
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(Smijeh)
02:21
(Applause)
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(Pljesak)
02:26
Every single one of those in the red
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Svaka od ovih u crvenom
02:28
is a diet-related disease.
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je bolest vezana za način prehrane.
02:30
Any doctor, any specialist will tell you that.
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Svaki liječnik, svaki specijalist će vam to reći.
02:33
Fact: Diet-related disease is the biggest killer
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Činjenica. Bolesti vezane za prehranu najveći su ubojice
02:36
in the United States, right now, here today.
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u SAD-u, sada, danas.
02:42
This is a global problem.
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To je globalni problem.
02:44
It's a catastrophe.
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To je katastrofa.
02:46
It's sweeping the world.
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I, mete svijet.
02:48
England is right behind you, as usual.
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Engleska je odmah iza vas, kao i obično.
02:50
(Laughter)
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(Smijeh)
02:54
I know they were close, but not that close.
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Znam da su bili bliski, no ne toliko bliski.
02:57
We need a revolution.
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Trebamo revoluciju.
02:59
Mexico, Australia, Germany, India, China,
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Meksiko, Australija, Njemačka, Indija, Kina,
03:02
all have massive problems of obesity and bad health.
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svi imaju ogromne probleme pretilosti i lošeg zdravlja.
03:06
Think about smoking.
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Razmislite o pušenju.
03:08
It costs way less than obesity now.
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Sada košta znatno manje od pretilosti.
03:11
Obesity costs you Americans
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Pretilost košta vas Amerikance
03:14
10 percent of your healthcare bills,
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10 % svih zdravstvenih izdataka.
03:17
150 billion dollars a year.
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150 milijardi dolara godišnje.
03:20
In 10 years, it's set to double:
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U 10 godina, udvostručit će se.
03:23
300 billion dollars a year.
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300 milijardi dolara godišnje.
03:25
And let's be honest, guys, you ain't got that cash.
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Budimo iskreni, ljudi, nemate te pare.
03:28
(Laughter)
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(Smijeh)
03:31
I came here to start a food revolution
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Došao sam ovdje započeti prehrambenu revoluciju
03:34
that I so profoundly believe in.
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u koju tako duboko vjerujem.
03:37
We need it. The time is now.
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Trebamo ju. Sada je vrijeme.
03:40
We're in a tipping-point moment.
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U ključnom smo trenutku.
03:42
I've been doing this for seven years.
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Ovo radim sedam godina.
03:44
I've been trying in America for seven years.
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Pokušavam u Americi sedam godina.
03:46
Now is the time when it's ripe -- ripe for the picking.
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Sada je dozrilo vrijeme - vrijeme za žetvu.
03:49
I went to the eye of the storm.
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Otišao sam u središte oluje.
03:51
I went to West Virginia, the most unhealthy state in America.
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Otišao sam u Zapadnu Virginiju, najnezdraviju državu u Americi.
03:54
Or it was last year.
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Ili je barem bila prošle godine.
03:56
We've got a new one this year, but we'll work on that next season.
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Dobili smo novu ove godine, no radit ćemo na njoj u idućoj sezoni.
03:59
(Laughter)
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(Smijeh)
04:00
Huntington, West Virginia.
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Huntington, Zapadna Virginija.
04:01
Beautiful town.
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Krasan grad.
04:03
I wanted to put heart and soul and people,
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Htjeo sam ostaviti srce i dušu i ljude,
04:06
your public,
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vašu javnost,
04:08
around the statistics that we've become
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oko statistike na koju smo se
04:10
so used to.
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tako naviknuli.
04:12
I want to introduce you to some of the people that I care about:
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Želim vas upoznati sa nekoliko ljudi do kojih mi je stalo.
04:15
your public, your children.
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Vaša javnost. Vaša djeca.
04:16
I want to show a picture of my friend Brittany.
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Želim vam pokazati sliku svoje prijateljice Brittany.
04:19
She's 16 years old.
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Ima 16 godina.
04:21
She's got six years to live
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Ima šest godina života
04:24
because of the food that she's eaten.
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zbog hrane koju je pojela.
04:27
She's the third generation of Americans
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Ona je treća generacija Amerikanaca
04:30
that hasn't grown up within a food environment
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koja nije odrasla u prehrambenom okruženju
04:32
where they've been taught to cook at home or in school,
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gdje se učilo kuhati, kod kuće ili u školi,
04:34
or her mom, or her mom's mom.
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ili od svoje majke, ili od njene majke.
04:37
She has six years to live.
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Ima još šest godina života.
04:40
She's eating her liver to death.
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Nasmrt izjeda vlastitu jetru.
04:42
Stacy, the Edwards family.
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Stacy, iz obitelji Edwards.
04:45
This is a normal family, guys.
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Ljudi, ovo je obična obitelj.
04:47
Stacy does her best, but she's third-generation as well;
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Stacy se trudi, no i ona je treća generacija;
04:50
she was never taught to cook at home or in school.
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nikad ju nisu naučili kuhati kod kuće ili u školi.
04:52
The family's obese.
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Njena obitelj je pretila.
04:54
Justin here, 12 years old,
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Justin, ovdje, 12-godišnjak.
04:55
he's 350 pounds.
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Ima 160 kg.
04:56
He gets bullied, for God's sake.
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Zlostavljaju ga, pobogu.
04:58
The daughter there, Katie, she's four years old.
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Kćer, Katie, četiri godine.
05:00
She's obese before she even gets to primary school.
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Pretila je prije osnovne škole.
05:03
Marissa, she's all right, she's one of your lot.
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Marissa. Ona je u redu. Jedna od vas većine.
05:06
But you know what? Her father, who was obese,
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No znate što? Njen otac, koji je bio pretil,
05:09
died in her arms,
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umro je u njenim rukama.
05:11
And then the second most important man in her life,
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A onda drugi najvažniji čovjek u njenom životu,
05:13
her uncle, died of obesity,
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njen ujak, umro je od pretilosti.
05:16
and now her step-dad is obese.
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Sada je pretil njen očuh.
05:19
You see, the thing is
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Vidite, stvar je u tome
05:21
obesity and diet-related disease
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da pretilost i bolesti vezane za prehranu
05:23
doesn't just hurt the people that have it;
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ne nanose bol samo onima koji od njih pate;
05:25
it's all of their friends, families,
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već i svim njihovim prijateljima, obiteljima,
05:27
brothers, sisters.
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braći, sestrama.
05:29
Pastor Steve:
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Pastor Steve.
05:31
an inspirational man, one of my early allies in Huntington, West Virginia.
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Nadahnjujući čovjek. Jedan od mojih prvih saveznika u Huntingtonu, u Zapadnoj Virginiji.
05:35
He's at the sharp knife-edge of this problem.
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Vrlo je nabrijan na ovaj problem.
05:39
He has to bury the people, OK?
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On treba pokopati te ljude, ok?
05:41
And he's fed up with it. He's fed up with burying his friends,
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I dosta mu je toga. Dosta mu je pokapanja svojih prijatelja,
05:44
his family, his community.
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svoje obitelji, svoje zajednice.
05:46
Come winter, three times as many people die.
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Zimi, tri puta više ljudi umire.
05:50
He's sick of it.
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Zlo mu je od toga.
05:51
This is preventable disease. Waste of life.
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Ovo je sprječiva bolest. Uzalud utrošen život.
05:54
By the way, this is what they get buried in.
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Usput, u ovome se ljudi pokapaju.
05:57
We're not geared up to do this.
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Nismo opremljeni za ovo raditi.
06:00
Can't even get them out the door -- and I'm being serious --
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Ne možemo ih niti iznijeti kroz vrata, ozbiljno mislim.
06:03
can't even get them there. Forklift.
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Ne mogu ih niti prenijeti tamo. Viličar.
06:05
OK, I see it as a triangle, OK?
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OK, ja to vidim kao trokut, OK?
06:09
This is our landscape of food.
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Ovo je naša prehrambena okolina.
06:10
I need you to understand it.
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Trebate ovo shvatiti.
06:12
You've probably heard all this before,
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Ovo ste vjerojatno već prije čuli,
06:12
but let's just go back over it.
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no prođimo to opet.
06:14
Over the last 30 years,
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U posljednjih 30 godina,
06:15
what's happened that's ripped the heart out of this country?
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što se dogodilo da je iščupalo srce ovoj zemlji?
06:17
Let's be frank and honest:
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Budimo otvoreni i iskreni.
06:19
Well, modern-day life.
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Pa... Moderan način života.
06:22
Let's start with the Main Street.
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Počnimo od Glavne ulice.
06:24
Fast food has taken over the whole country; we know that.
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Brza hrana preuzela je cijelu zemlju. To znamo.
06:27
The big brands are some of the most important powers,
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Velike tvrtke su neke od najvažnijih snaga,
06:30
powerful powers, in this country.
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jakih sila u ovoj zemlji.
06:32
Supermarkets as well.
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Supermarketi također.
06:35
Big companies. Big companies.
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Velike tvrtke. Velike tvrtke.
06:37
Thirty years ago, most of the food
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Prije 30 godina, većina hrane
06:40
was largely local and largely fresh.
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bila je većinom lokalna i uglavnom svježa.
06:43
Now it's largely processed and full of all sorts of additives,
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Sada je većinom obrađena i prepuna svih vrsta aditiva,
06:46
extra ingredients, and you know the rest of the story.
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dodatnih sastojaka, a ostatak priče znate.
06:49
Portion size is obviously a massive, massive problem.
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Veličine porcija su ogromni, ogromni problem.
06:52
Labeling is a massive problem.
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Označavanje je ogroman problem.
06:55
The labeling in this country is a disgrace.
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Označavanje proizvoda u ovoj zemlji je sramota.
06:58
They want to be self -- they want to self-police themselves.
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Oni želi biti sami... Žele biti sami sebi policija.
07:02
The industry wants to self-police themselves.
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Industrija želi sama sebe nadgledati.
07:05
What, in this kind of climate? They don't deserve it.
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Što, u ovakvoj klimi? Oni to ne zaslužuju.
07:08
How can you say something is low-fat when it's full of so much sugar?
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Kako možete reći da nešto ima manje masnoće ako je prepuno šećera?
07:12
Home.
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Dom.
07:15
The biggest problem with the home
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Najveći problem s domom
07:17
is that used to be the heart
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jest da je on bio srce
07:19
of passing on food, food culture,
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prenošenja prehrambene kulture,
07:22
what made our society.
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što je oblikovalo naše društvo.
07:25
That ain't happening anymore.
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To se više ne događa.
07:26
And you know, as we go to work and as life changes,
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I znate, kako idemo na posao i kako se život mijenja,
07:29
and as life always evolves,
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i kako život uvijek evoluira,
07:31
we kind of have to look at it holistically --
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trebali bi na njega gledati holistički --
07:33
step back for a moment, and re-address the balance.
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odstupiti na trenutak, i ponovno uspostaviti ravnotežu.
07:35
It ain't happening, hasn't happened for 30 years, OK?
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To se ne događa. Nije se dogodilo u 30 godina.
07:38
I want to show you a situation
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Želim vam pokazati jednu situaciju
07:41
that is very normal
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koja je vrlo uobičajena
07:44
right now; the Edwards family.
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ovog trenutka. Obitelj Edwards.
07:46
(Video) Jamie Oliver: Let's have a talk.
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(Video) Jamie Oliver: Idemo popričati.
07:48
This stuff goes through you and your family's body
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Ovo prolazi kroz vaša tijela i tijela vaše obitelji
07:51
every week.
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svakog tjedna.
07:53
And I need you to know that this is going to kill your children early.
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I morate znati da će to vašu djecu prerano ubiti.
07:59
How are you feeling?
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Kako se osjećate?
08:01
Stacy: Just feeling really sad and depressed right now.
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Stacy. Osjećam se doista tužno i depresivno.
08:04
But, you know, I want my kids to succeed in life
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No, znate, želim da moja djeca uspiju u životu
08:07
and this isn't going to get them there.
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a ovo ih neće tamo odvesti.
08:10
But I'm killing them.
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No ja ih ubijam.
08:13
JO: Yes you are. You are.
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JO: Ubijaš ih. Da.
08:16
But we can stop that.
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No to možemo promijeniti.
08:22
Normal. Let's get on schools,
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Uobičajeno. Uđimo u škole,
08:26
something that I'm fairly much a specialist in.
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nešto u čemu sam priličan stručnjak.
08:29
OK, school.
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OK. Škola.
08:31
What is school? Who invented it? What's the purpose of school?
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Što je škola? Tko ju je izumio? Koja je svrha škole?
08:34
School was always invented to arm us with the tools
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Škola oduvijek služi da nas naoruža alatima
08:37
to make us creative, do wonderful things,
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da nas učini kreativnima, učini krasne stvari,
08:40
make us earn a living, etc., etc., etc.
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da nas nauči kako zarađivati za život, itd.
08:43
You know, it's been kind of in this sort of tight box for a long, long time.
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Znate, bila je u ovom uskom okviru dugo, dugo vremena.
08:46
OK?
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OK?
08:47
But we haven't really evolved it
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No nismo ju baš unaprijedili
08:49
to deal with the health catastrophes of America, OK?
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da se bori sa zdravstvenim katastrofama u Americi, OK?
08:52
School food is something
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Školska hrana je nešto
08:55
that most kids -- 31 million a day, actually --
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što većina djece -- 31 milijuna dnevno, zapravo --
08:58
have twice a day, more than often,
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jedu dvaput dnevno, više nego često,
09:01
breakfast and lunch, 180 days of the year.
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doručak i ručak, 180 dana godišnje.
09:04
So you could say that school food is quite important, really,
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Mogli biste reći da je školska hrana zapravo prilično važna, doista,
09:07
judging the circumstances.
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sudeći prema okolnostima.
09:10
(Laughter)
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(Smijeh)
09:15
Before I crack into my rant,
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Prije nego što puknem od bijesa,
09:17
which I'm sure you're waiting for ...
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što sigurno jedva čekate...
09:20
(Laughter)
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(Smijeh)
09:22
I need to say one thing, and it's so important
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Trebam reći jednu stvar, koja je toliko važna
09:25
in hopefully the magic that happens and unfolds
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u magiji koja će se dogoditi i odmotati
09:28
in the next three months.
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u sljedeća tri mjeseca.
09:29
The lunch ladies, the lunch cooks of America --
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Kuharice i kuhari ručka Amerike...
09:33
I offer myself as their ambassador.
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Nudim se za njihovog ambasadora.
09:36
I'm not slagging them off.
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Ne ljutim se na njih.
09:38
They're doing the best they can do.
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Oni rade najbolje što mogu.
09:42
They're doing their best.
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Daju sve od sebe.
09:44
But they're doing what they're told,
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No oni rade ono što im se kaže,
09:46
and what they're being told to do is wrong.
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a ono što im se govori je krivo.
09:49
The system is highly run by accountants;
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Sustav većinom vode računovođe.
09:52
there's not enough, or any,
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Nema dovoljno, ili uopće,
09:54
food-knowledgeable people in the business.
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ljudi koji znaju nešto o hrani u tom poslu.
09:56
There's a problem:
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Postoji problem.
09:58
If you're not a food expert, and you've got tight budgets
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Ako niste stručnjak za hranu, i ako imate uski budžet,
10:00
and it's getting tighter, then you can't be creative,
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koji se još više steže, tada ne možete biti kreativni,
10:02
you can't duck and dive and write different things around things.
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ne možete izmišljati svakakve stvari.
10:05
If you're an accountant, and a box-ticker,
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Ako ste računovođa, netko tko "štrihira" kvačice,
10:07
the only thing you can do in these circumstances
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jedina stvar koju u ovim okolnostima možete napraviti
10:10
is buy cheaper shit.
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je kupiti jeftiniji drek.
10:12
Now, the reality is,
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E sad, realnost je,
10:14
the food that your kids get every day is fast food,
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hrana koju vaša djeca dobivaju svaki dan je brza hrana,
10:16
it's highly processed,
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visoko obrađena,
10:18
there's not enough fresh food in there at all.
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u njoj uopće nema dovoljno svježe hrane.
10:20
You know, the amount of additives, E numbers, ingredients you wouldn't believe --
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Znate, količina aditiva, E-brojeva, sastojaka za koje ne biste vjerovali...
10:24
there's not enough veggies at all. French fries are considered a vegetable.
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Nema uopće dovoljno povrća. Prženi krumpirići smatraju se povrćem.
10:27
Pizza for breakfast. They don't even get given crockery.
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Pizza za doručak. Ne dobiju čak niti pribor za jelo.
10:30
Knives and forks? No, they're too dangerous.
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Noževi i vilice? Ne, oni su preopasni.
10:33
They have scissors in the classroom,
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Imaju škare u učionici
10:35
but knives and forks? No.
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ali noževe i vilice, ne.
10:37
And the way I look at it is: If you don't have knives and forks in your school,
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Ja gledam na to ovako: ako nemate noževe i vilice u školi,
10:39
you're purely endorsing,
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definitivno prihvaćate,
10:42
from a state level, fast food, because it's handheld.
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na državnoj razini, brzu prehranu. Jer se može držati u ruci.
10:45
And yes, by the way, it is fast food: It's sloppy joes,
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I da, usput, to je brza hrana. Traljavi Joe,
10:47
it's burgers, it's wieners,
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burgeri, hrenovke,
10:49
it's pizzas, it's all of that stuff.
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pizze, sve to skupa.
10:55
Ten percent of what we spend on healthcare, as I said earlier,
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10 posto novca kojeg potrošimo na zdravstvenu zaštitu, kako sam prije rekao,
10:58
is on obesity, and it's going to double.
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troši se na pretilost. I udvostručit će se.
11:01
We're not teaching our kids.
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Ne podučavamo svoju djecu.
11:03
There's no statutory right to teach kids about food,
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Ne postoji propisano pravo za poučavati djecu o hrani,
11:05
elementary or secondary school. OK?
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ni u osnovnoj ni u srednjoj školi. OK?
11:07
We don't teach kids about food. Right?
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Ne učimo djecu o hrani. Jel tako?
11:09
And this is a little clip from an elementary school,
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Evo malog isječka iz jedne osnovne škole,
11:11
which is very common in England.
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vrlo čestog prizora u Engleskoj.
11:16
Video: Who knows what this is?
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Video: Tko zna što je ovo?
11:18
Child: Potatoes. Jamie Oliver: Potato? So, you think these are potatoes?
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Dijete: Krumpiri. Jamie Oliver: Krumpir? Misliš da su ovo krumpiri?
11:21
Do you know what that is?
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Znaš li što je ovo?
11:23
Do you know what that is? Child: Broccoli?
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Znaš li što je ovo? Dijete: Brokula?
11:25
JO: What about this? Our good old friend.
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JO: A ovo? Naš dobri stari prijatelj.
11:27
Do you know what this is, honey? Child: Celery.
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Znaš li što je ovo, dušo? Dijete: Celer.
11:29
JO: No. What do you think this is? Child: Onion. JO: Onion? No.
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JO: Ne. Što misiliš što je ovo? Dijete: Luk. JO: Luk? Ne.
11:32
Jamie Oliver: Immediately you get a really clear sense
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Jamie Oliver: Odmah vam je jasno
11:35
of: Do the kids know anything about where food comes from?
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kako ova djeca nemaju pojma otkud hrana.
11:38
Video: JO: Who knows what that is? Child: Uh, pear?
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Video: JO: Tko zna što je ovo? Dijete: Uh, kruška.
11:40
JO: What do you think this is? Child: I don't know.
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JO: Što misliš što je ovo? Dijete: Ne znam.
11:42
JO: If the kids don't know what stuff is,
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JO: Ako djeca ne znaju što je što,
11:44
then they will never eat it.
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nikad to neće pojesti.
11:48
(Laughter)
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(Smijeh)
11:49
JO: Normal. England and America,
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JO: Normalno. Engleska i Amerika,
11:52
England and America.
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Engleska i Amerika.
11:54
Guess what fixed that. Guess what fixed that:
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Znate što je riješilo problem? Znate što?
11:56
Two one-hour sessions.
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2 jednosatna predavanja.
11:59
We've got to start teaching our kids
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Moramo početi podučavati našu djecu
12:01
about food in schools, period.
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u školi, o hrani. Točka.
12:04
(Applause)
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(Pljesak)
12:09
I want to tell you about something,
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Želim vam nešto ispričati,
12:11
I want to tell you about something that kind of
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želim vam reći nešto što
12:14
epitomizes the trouble that we're in, guys. OK?
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što sažima nevolju u kojoj se nalazimo. OK?
12:17
I want to talk about something so basic as milk.
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Želim govoriti o nečemu toliko osnovnom kao mlijeko.
12:21
Every kid has the right to milk at school.
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Svako dijete ima pravo na mlijeko u školi.
12:23
Your kids will be having milk at school, breakfast and lunch. Right?
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Vaša će djeca dobivati mlijeko u školi, za doručak i ručak. Je li tako?
12:26
They'll be having two bottles. OK?
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Pit će po dvije boce, OK?
12:28
And most kids do.
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I većina djece to čini.
12:30
But milk ain't good enough anymore.
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No mlijeko više nije dovoljno dobro.
12:33
Because someone at the milk board, right -- and don't get me wrong,
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Jer je netko u odboru za mlijeko, da -- i nemojte me krivo shvatiti,
12:35
I support milk -- but someone at the milk board
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podržavam mlijko, no netko je na odboru za mlijeko,
12:37
probably paid a lot of money for some geezer
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vjerojatno platio mnogo novca nekom čudaku
12:39
to work out that if you put loads of flavorings and colorings
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da smisli da ako stavite gomile okusa i boja
12:41
and sugar in milk, right,
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i šećer u mlijeko, da,
12:43
more kids will drink it. Yeah.
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više djece će ga piti. Baš.
12:46
(Claps)
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(Pljesak)
12:47
And obviously now that's going to catch on.
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I očito to se prihvatilo.
12:49
The apple board is going to work out
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Odbor za jabuke će zaključiti
12:51
that if they make toffee apples they'll eat more apples as well.
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da ako naprave karamel jabuke, jest će i više jabuka.
12:53
Do you know what I mean?
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Znate li što ja mislim?
12:55
For me, there ain't no need to flavor the milk.
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Za mene, nema potrebe začiniti mlijeko.
12:58
Okay? There's sugar in everything.
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OK? Šećera ima u svemu.
13:00
I know the ins and outs of those ingredients.
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Znam prednosti i nedostatke tih sastojaka.
13:02
It's in everything. Even the milk hasn't escaped
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Šećer je u svemu. Čak niti mlijeko nije izbjeglo.
13:05
the kind of modern-day problems.
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tim modernim problemima.
13:07
There's our milk. There's our carton.
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Evo našeg mlijeka. Našeg kartona.
13:09
In that is nearly as much sugar
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U njemu je gotovo toliko šećera
13:11
as one of your favorite cans of fizzy pop,
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kao u jednoj vašoj omiljenoj limenci gaziranog pića.
13:13
and they are having two a day.
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A oni piju dvije na dan.
13:15
So, let me just show you.
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Pa, dopustite mi da vam pokažem.
13:17
We've got one kid, here,
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Imamo jedno dijete, ovdje,
13:21
having, you know, eight tablespoons of sugar a day.
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koje jede, znate, 8 žlica šećera dnevno.
13:26
You know, there's your week.
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Ovo je jedan tjedan.
13:29
There's your month.
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Evo jednog mjeseca.
13:32
And I've taken the liberty of putting in
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I bio sam slobodan staviti
13:34
just the five years of elementary school sugar,
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samo 5 godina šećera u osnovnoj školi,
13:40
just from milk.
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samo iz mlijeka.
13:45
Now, I don't know about you guys,
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E sad, ne znam kako vi,
13:47
but judging the circumstances, right,
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no sudeći po okolnostima, da,
13:50
any judge in the whole world,
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svaki sudac na cijelom svijetu,
13:52
would look at the statistics and the evidence,
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pogledao bi statistike i dokaze,
13:55
and they would find any government of old
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i svaku bi vladu proglasili
13:57
guilty of child abuse. That's my belief.
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krivu za zlostavljanje djece. U to sam uvjeren.
13:59
(Applause)
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(Pljesak)
14:08
Now, if I came up here, and I wish I could come up here today
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E sad, da sam došao ovdje, da sam barem danas mogao doći ovdje,
14:11
and hang a cure for AIDS or cancer,
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s lijekom za sidu ili rak,
14:14
you'd be fighting and scrambling to get to me.
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tukli biste se i koprcali da me uhvatite.
14:18
This, all this bad news, is preventable.
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Ovo, sve ove loše vijesti, moguće je spriječiti.
14:21
That's the good news.
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To su dobre vijesti.
14:23
It's very, very preventable.
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Vrlo su sprječive.
14:25
So, let's just think about, we got a problem here,
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Razmislimo samo, ovdje imamo problem,
14:28
we need to reboot.
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moramo se sabrati.
14:30
Okay so, in my world, what do we need to do?
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U mom svijetu, što trebamo napraviti?
14:33
Here is the thing, right,
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Evo rješenja.
14:35
it cannot just come from one source.
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Rješenje ne može doći samo iz jednog izvora.
14:37
To reboot and make real tangible change,
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Za se sabrati i učiniti pravu opipljivu promjenu,
14:40
real change, so that I could look you in the white of the eyes
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stvarnu promjenu, tako da vam mogu pogledati u bjeloočnice
14:43
and say, "In 10 years time,
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i reći, "Za 10 godina,
14:45
the history of your children's lives,
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povijest života vaše djece,
14:47
happiness -- and let's not forget, you're clever if you eat well,
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sreća -- i ne zaboravimo, pametni ste ako se hranite dobro,
14:50
you know you're going to live longer --
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znate da ćete dulje živjeti,
14:52
all of that stuff, it will look different. OK?"
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sve to, sve će izgledati drugačije. OK?"
14:54
So, supermarkets.
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Dakle, supermarketi.
14:57
Where else do you shop so religiously?
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Gdje drugdje kupujete tako vjerno?
14:59
Week in, week out.
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Svaki tjedan.
15:01
How much money do you spend, in your life, in a supermarket?
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Koliko novaca potrošite, u svom životu, u supermarketu?
15:04
Love them. They just sell us what we want. All right.
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Volim ih. Oni nam samo prodaju ono što želimo.
15:07
They owe us, to put a food ambassador
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Duguju nam, postaviti zastupnika prehrane
15:09
in every major supermarket.
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u svaki veliki supermarket.
15:12
They need to help us shop. They need to show us how to cook
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Trebaju nam pomoći kupovati. Trebaju nam pokazati kako kuhati,
15:15
quick, tasty, seasonal meals
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brze, ukusne, sezonske obroke
15:17
for people that are busy.
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za zaposlene ljude.
15:19
This is not expensive.
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To nije skupo.
15:21
It is done in some, and it needs to be done across the board
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Tako se radi u nekim supermarketima. I treba se isto uskoro učiniti preko granice
15:23
in America soon, and quick.
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u Americi, i brzo.
15:26
The big brands, you know, the food brands,
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Veliki brendovi, znate, brendovi hrane,
15:29
need to put food education
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trebaju postaviti obrazovanje o prehrani
15:31
at the heart of their businesses.
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u središte svog posla.
15:33
I know, easier said than done.
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Znam, lako je to reći.
15:35
It's the future. It's the only way.
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To je budućnost. To je jedini put.
15:37
Fast food. With the fast-food industry
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Brza hrana. Industrija brze hrane
15:41
you know, it's very competitive.
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vrlo je konkurentna, znate.
15:43
I've had loads of secret papers and dealings
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Imao sam hrpe tajnih dokumenata i dogovora
15:45
with fast food restaurants.
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s fast food restoranima.
15:47
I know how they do it.
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Znam kako to rade.
15:49
I mean basically they've weaned us on
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U osnovi, navukli su nas
15:51
to these hits of sugar, salt and fat, and x, y, and z,
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na ove šutove šećera, soli i masnoće, i x, y, i z
15:54
and everyone loves them. Right?
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I svi ih vole. Zar ne?
15:56
So, these guys are going to be part of the solution.
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Dakle, ovi dečki biti će dio rješenja.
15:59
But we need to get the government to work
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No trebamo nagovoriti vladu da surađuje
16:01
with all of the fast food purveyors and the restaurant industry,
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sa svim nabavljačima brze hrane i restoranima.
16:04
and over a five, six, seven year period
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I tijekom pet, šest, sedam godina
16:06
wean of us off the extreme amounts
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skinuti nas s ekstremne količine
16:09
of fat, sugar, fat and all the other non-food ingredients.
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masti, šećera, masti i ostalih nehranjivih sastojaka.
16:12
Now, also, back to the sort of big brands: Labeling,
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Također, natrag na velike marke, i označavanje,
16:15
I said earlier, is an absolute farce
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rekao sam prije, to je potpuna farsa,
16:18
and has got to be sorted.
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i treba se riješiti.
16:20
OK, school.
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OK, škola.
16:23
Obviously in schools we owe it to them
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Očito školama dugujemo
16:25
to make sure those 180 days of the year,
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da u onih 180 dana godišnje,
16:27
from that little precious age of four,
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od dragocjene 4. godine života,
16:29
til 18, 20, 24, whatever,
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do 18, 20, 24, nebitno,
16:31
they need to be cooked
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treba im se kuhati
16:33
proper, fresh food
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pravu, svježu hranu
16:36
from local growers on site. OK?
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od lokalnih uzgajivača. OK?
16:38
There needs to be a new standard of fresh, proper food
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Mora postojati novi standard svježe hrane
16:40
for your children. Yeah?
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za vašu djecu. Zar ne?
16:42
(Applause)
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(Pljesak)
16:47
Under the circumstances, it's profoundly important
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Pod ovim okolnostima, vrlo je važno
16:50
that every single American child leaves school
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da svako dijete u Americi napusti školu
16:53
knowing how to cook 10 recipes
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znajući kako skuhati 10 jela
16:55
that will save their life.
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koja će spastiti njihov život.
16:57
Life skills.
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Životne vještine.
16:59
(Applause)
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(Pljesak)
17:00
That means that they can be students, young parents,
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To znači da mogu biti studenti, mladi roditelji,
17:03
and be able to sort of duck and dive
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i snaći se
17:06
around the basics of cooking,
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u osnovama kuhanja,
17:08
no matter what recession hits them next time. If you can cook,
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kakva god ih recesija zadesila sljedeći put. Ako znate kuhati
17:10
recession money doesn't matter.
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novac u recesiji nije važan.
17:12
If you can cook, time doesn't matter.
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Ako znate kuhati, vrijeme nije važno.
17:16
The workplace, we haven't really talked about it.
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Radno mjesto. O tome nismo baš puno pričali.
17:19
You know, it's now time for corporate responsibility
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Znate, sad je vrijeme za odgovornost tvrtki
17:22
to really look at what they feed
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da doista pogledaju čime hrane
17:24
or make available to their staff.
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svoje zaposlenike.
17:26
The staff are the moms and dads of America's children.
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Zaposlenici su mame i tate američke djece.
17:30
Marissa, her father died in her hand,
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Marissa, njen otac je umro u njenom naručju,
17:32
I think she'd be quite happy
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mislim da bi bila prilično sretna
17:34
if corporate America could start feeding their staff properly.
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kada bi korporativna Amerika počela pošteno hraniti svoje zaposlenike.
17:37
Definitely they shouldn't be left out.
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Defitivno ne bi trebali biti izostavljeni.
17:39
Let's go back to the home.
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Vratimo se doma.
17:41
Now, look, if we do all this stuff, and we can,
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Sad, pogledajmo, ako napravimo sve ovo, a možemo,
17:43
it's so achievable. You can care and be commercial.
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sve je izvedivo. Možete brinuti i zarađivati.
17:46
Absolutely.
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Apsolutno.
17:48
But the home needs to start passing on
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No, u domu se treba početi
17:50
cooking again, for sure.
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prenositi kuhanje, to je siugrno.
17:52
For sure, pass it on as a philosophy.
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Za pravo, prenositi to kao filozofiju.
17:54
And for me it's quite romantic,
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I za mene, to je prilično romantično.
17:56
but it's about if one person teaches three people
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Ako jedna osoba nauči tri osobe
17:58
how to cook something,
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skuhati nešto,
18:00
and they teach three of their mates,
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i oni nauče tri svoja prijatelja,
18:02
that only has to repeat itself 25 times,
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to se treba ponoviti samo 25 puta,
18:04
and that's the whole population of America.
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i to je cijela populacija Amerike.
18:07
Romantic, yes, but
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Romantično, da, ali,
18:10
most importantly,
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najvažnije,
18:11
it's about trying to get people to realize
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treba se truditi da ljudi shvate
18:15
that every one of your individual efforts
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da svaki vaš individualni pokušaj
18:17
makes a difference.
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čini razliku.
18:18
We've got to put back what's been lost.
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Moramo vratiti izgubljeno.
18:20
Huntington's Kitchen. Huntington, where I made this program,
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Kuhinja Huntington. Huntington, tamo gdje sam napravio program,
18:25
you know, we've got this prime-time program that hopefully
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gdje smo napravili ovaj važan program koji će, nadam se,
18:25
will inspire people to really get on this change.
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nadahnuti ljude da doista nešto promijene.
18:28
I truly believe that change will happen.
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Vjerujem da će se promjena dogoditi.
18:30
Huntington's Kitchen. I work with a community.
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Kuhinja Huntington. Radim sa zajednicom.
18:32
I worked in the schools. I found local sustainable funding
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Radio sam u školama. Pronašao sam lokalna samoodrživa financiranja
18:36
to get every single school in the area,
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da svaka škola u tom području,
18:39
from the junk, onto the fresh food:
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prijeđe sa "junk" na svježu hranu.
18:42
six-and-a-half grand per school.
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6.5 tisuća dolara po školi.
18:43
(Applause)
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(Pljesak)
18:45
That's all it takes, six-and-a-half grand per school.
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To je sve što je potrebno. 6.5 tisuća dolara po školi.
18:47
The Kitchen is 25 grand a month. Okay?
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Kuhinja sa 25 000 mjesečno. OK?
18:49
This can do 5,000 people a year,
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To je za 5000 ljudi godišnje,
18:53
which is 10 percent of their population,
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što je 10 posto njihove populacije.
18:55
and it's people on people.
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I to je čovjek za čovjeka.
18:57
You know, it's local cooks teaching local people.
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Znate, lokalni kuhari podučavaju lokalni narod.
18:58
It's free cooking lessons, guys, free cooking lessons in the Main Street.
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To su besplatne lekcije kuhinja, na glavnoj ulici.
19:03
This is real, tangible change, real, tangible change.
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To je prava, opipljiva promjena.
19:07
Around America, if we just look back now,
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Po Americi, ako se samo osvrnemo,
19:10
there is plenty of wonderful things going on.
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događa se gomila krasnih stvari.
19:13
There is plenty of beautiful things going on. There are angels
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Gomila prekrasnih stvari. Tu su anđeli
19:15
around America doing great things
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koji po Americi čine divne stvari
19:18
in schools -- farm-to-school set-ups,
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u školama, radionicama na farmama,
19:21
garden set-ups, education --
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u vrtovima, obrazovanje.
19:24
there are amazing people doing this already.
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Divni ljudi to već čine.
19:26
The problem is they all want to roll out what they're doing
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Problem je kada to žele uvesti
19:28
to the next school, and the next,
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u sljedeću školu, i sljedeću nakon.
19:30
but there's no cash.
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Ali, nema love.
19:32
We need to recognize the experts and the angels quickly,
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Trebamo brzo prepoznati stručnjake i anđele,
19:36
identify them, and allow them to easily find the resource
449
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prepoznati ih i omogućiti im da lako pronađu resurse
19:39
to keep rolling out what they're already doing,
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da nastave provoditi ono što već rade,
19:41
and doing well.
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a rade dobro.
19:43
Businesses of America need to support
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Tvrtke u Americi trebaju podupirati
19:45
Mrs. Obama to do the things that she wants to do.
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gđu Obamu da radi ono što želi.
19:48
(Applause)
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(Pljesak)
19:54
And look, I know it's weird
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I gle, znam da je čudno
19:56
having an English person standing here before you
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da netko iz Engleske stoji tu pred vama
19:59
talking about all this.
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i priča vam o svemu ovome.
20:01
All I can say is: I care. I'm a father,
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Sve što mogu reći je: Meni je stalo. Ja sam otac.
20:04
and I love this country,
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I volim ovu zemlju.
20:06
and I believe truly, actually,
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I doista, istinski vjerujem,
20:09
that if change can be made in this country,
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da ako se dogodi promjena u ovoj zemlji,
20:12
beautiful things will happen around the world. If America does it,
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divne će se stvari dogoditi po cijelom svijetu. Ako to Amerika učini
20:14
I believe other people will follow.
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vjerujem da će ju drugi slijediti.
20:16
It's incredibly important.
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To je prevažno.
20:18
(Applause)
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(Pljesak)
20:25
When I was in Huntington, trying to get a few things to work
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Kada sam bio u Huntingtonu, pokušavajući natjerati neke stvari
20:27
when they weren't, I thought "If I had a magic wand,
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da profunkcioniraju, mislio sam, da imam čarobni štapić,
20:33
what would I do?" And I thought, "You know what?
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što bih napravio? I znate što?
20:35
I'd just love to be put in front of some of the most amazing
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Volio bih da me stave pred neke od najfascinantnijih
20:39
movers and shakers in America."
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pokretača i utjecajne ljude u Americi.
20:41
And a month later, TED phoned me up and gave me this award.
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I tjedan dana kasnije dobio sam poziv od TED-a i ovu nagradu.
20:46
I'm here.
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Ovdje sam.
20:50
So, my wish.
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Moja je želja
20:56
Dyslexic, so I'm a bit slow.
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disleksičan sam, pa sam malo spor.
21:03
My wish
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Moja je želja
21:05
is for you to help a strong,
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da pomognete snažnom
21:07
sustainable movement
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održivom pokretu
21:09
to educate every child
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da poduči svako dijete
21:13
about food,
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prehrani,
21:15
to inspire families to cook again,
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da nadahne obitelji da ponovno kuhaju,
21:18
and to empower people everywhere
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da posvuda osposobi ljude
21:22
to fight obesity.
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za borbu s pretilošću.
21:24
(Applause)
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(Pljesak)
21:34
Thank you.
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Hvala.
21:36
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Jamie Oliver - Chef, activistJamie Oliver is transforming the way we feed ourselves, and our children. The winner of the 2010 TED Prize, he's on a mission to teach every family about eating better and living healthier lives.
Why you should listen
Jamie Oliver has been drawn to the kitchen since he was a child working in his father's pub. He showed not only a precocious culinary talent but also a passion for inspiring people to eat fresh, honest, delicious food. While serving as sous chef at the River Cafe in London, the BBC took note of him. His series, The Naked Chef, debuted in 1999. In the years since, he has built a worldwide media empire of TV shows, books, cookware and magazines, all based on a formula of simple, unpretentious food that invites everyone to get busy in the kitchen.
As much as Oliver's cooking is generous, so is his business model. The Jamie Oliver Food Foundation trains young chefs from disadvantaged backgrounds to work in his restaurants and runs an extensive gardening program that teaches children where food comes from. Series like Jamie's School Dinner, Jamie's Ministry of Food and Jamie Oliver's Food Revolution combine his work in the kitchen with serious activism and community organizing -- to create change on both the individual and governmental level.
Oliver uses his fame and charm to highlight the changes people need to make in their diet and lifestyles. With the 2010 TED Prize, he set the vision for Jamie's Food Revolution, a global campaign to educate kids about food and inspire families to cook again. More than 750,000 people have signed up to be a part of it. At the same time, Oliver continues to advocate for policy changes, like sugar reduction and clearer food labeling.
Jamie Oliver | Speaker | TED.com