TED2010
Jamie Oliver: Teach every child about food
"TED Prize" želja Džejmija Olivera (Jamie Oliver): naučiti svako dete o hrani
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Readability: 3.2
9,428,806 views
Deleći svoje snažne priče sa projekta protiv gojaznosti iz Hantingtona, Zapadna Virdžinija, dobitnik TED Prize (TED nagrade) Džejmi Oliver objašnjava razloge za potpuni napad na naše neznanje o hrani
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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Na žalost,
00:17
in the next 18 minutes when I do our chat,
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u narednih 18 minuta dok ja pričam
00:20
four Americans that are alive
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četvoro Amerikanaca koji su živi
00:23
will be dead
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umreće
00:25
from the food that they eat.
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od hrane koju jedu.
00:28
My name's Jamie Oliver. I'm 34 years old.
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Moje ime je Džejmi Oliver (Jamie Oliver). Imam 34 godine.
00:32
I'm from Essex in England
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Iz Eseksa sam, u Engleskoj
00:34
and for the last seven years
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i poslednjih sedam godina
00:37
I've worked fairly tirelessly
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prilično naporno radim
00:40
to save lives in my own way.
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na tome da spasem živote na svoj način.
00:43
I'm not a doctor;
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Nisam lekar.
00:45
I'm a chef,
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Kuvar sam;
00:47
I don't have expensive equipment
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nemam skupu opremu
00:49
or medicine.
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ili lekove.
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 verujem da je moć hrane
00:57
has a primal place in our homes
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na prvom mestu u našim domovima
01:00
that binds us to the best bits of life.
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što nas vezuje za najbolje delove naših života.
01:06
We have an awful,
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Živimo u užasnoj,
01:08
awful reality right now.
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užasnoj stvarnosti trenutno.
01:13
America, you're at the top of your game.
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Ameriko, vi ste na vrhuncu.
01:16
This is one of the most unhealthy countries in the world.
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Ovo je jedna od najnezdravijih zemalja na svetu.
01:20
Can I please just see a raise of hands
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Mogu li, molim vas, da dignu ruke
01:22
for how many of you have children in this room today?
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oni od vas koji imaju decu?
01:25
Please put your hands up.
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Molim vas podignite ruke.
01:27
Aunties, uncles, you can continue to
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Tetke, ujaci, nastavite...
01:28
put your hands up, aunties and uncles as well.
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Podignite ruke. Tetke i teče, takođe.
01:31
Most of you. OK.
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Većina. OK.
01:33
We, the adults of the last four generations,
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Mi, odrasli iz poslednje četiri generacije
01:36
have blessed our children with the destiny
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podarili smo svojoj deci sudbinu
01:39
of a shorter lifespan
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da imaju kraći životni vek
01:41
than their own parents.
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nego njihovi roditelji.
01:44
Your child will live a life ten years younger
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Vaše dete će živeti život deset godina kraći
01:47
than you
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nego vi
01:49
because of the landscape of food that we've built around them.
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zbog slike o hrani koju smo izgradili oko njih.
01:52
Two-thirds of this room,
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Dve trećine ljudi iz ove prostorije,
01:55
today, in America, are statistically overweight or obese.
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danas u Americi, ima prekomernu težinu ili je gojazno.
01:58
You lot, you're all right, but we'll get you eventually, don't worry.
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Vi ste u redu, ali doći ćemo i do vas, ne brinite.
02:01
(Laughter)
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(smeh)
02:02
Right?
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Ok?
02:03
The statistics of bad health are clear,
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Statistika lošeg zdravlja je jasna,
02:06
very clear.
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veoma jasna.
02:08
We spend our lives being paranoid about death, murder, homicide,
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Provodimo život isparanoisani od smrti, ubistava,
02:11
you name it; it's on the front page of every paper, CNN.
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svačega. To je na naslovnim stranama svih novina, CNN-a.
02:15
Look at homicide at the bottom, for God's sake.
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Pogledajte ubistvo je na dnu, zaboga.
02:18
Right?
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Zar ne?
02:19
(Laughter)
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(smeh)
02:21
(Applause)
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(aplauz)
02:26
Every single one of those in the red
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Svaka od ovih crvenih
02:28
is a diet-related disease.
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je bolest povezana sa ishranom.
02:30
Any doctor, any specialist will tell you that.
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Bilo koji doktor, specijalista će vam to reći.
02:33
Fact: Diet-related disease is the biggest killer
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Činjenica. Bolesti koje su u vezi sa ishranom su najveći ubica
02:36
in the United States, right now, here today.
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u Sjedinjenim Državama, ovog momenta, 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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To satire svet.
02:48
England is right behind you, as usual.
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Engleska je odmah iza vas, po običaju.
02:50
(Laughter)
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(smeh)
02:54
I know they were close, but not that close.
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Znao sam da su blizu, ali ne tako blizu.
02:57
We need a revolution.
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Potrebna nam je revolucija.
02:59
Mexico, Australia, Germany, India, China,
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Meksiko, Australija, Nemačka, Indija, Kina,
03:02
all have massive problems of obesity and bad health.
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sve imaju ogroman problem sa gojaznošću i lošim zdravljem.
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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Ono danas košta mnogo manje nego gojaznost.
03:11
Obesity costs you Americans
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Gojaznost košta vas Amerikance
03:14
10 percent of your healthcare bills,
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10% vašeg zdravstvenog osiguranja.
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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Za 10 godina će se udvostručiti.
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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I budimo iskreni, ljudi, nemate vi te pare.
03:28
(Laughter)
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(smeh)
03:31
I came here to start a food revolution
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Došao sam ovamo da započnem revoluciju hrane
03:34
that I so profoundly believe in.
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u koju tako duboko verujem.
03:37
We need it. The time is now.
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Ona nam je potrebna. Sada je trenutak.
03:40
We're in a tipping-point moment.
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Nalazimo se na prekretnici.
03:42
I've been doing this for seven years.
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Radim ovo sedam godina.
03:44
I've been trying in America for seven years.
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U Americi pokušavam sedam godina.
03:46
Now is the time when it's ripe -- ripe for the picking.
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Sada je momenat kada je zrelo - zrelo za berbu.
03:49
I went to the eye of the storm.
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Išao sam u centar zbivanja.
03:51
I went to West Virginia, the most unhealthy state in America.
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Otišao sam u Zapadnu Virdžiniju, najnezdraviju državu u Americi.
03:54
Or it was last year.
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To je 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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Ove godine imamo novu, ali na tome ćemo raditi sledeće sezone.
03:59
(Laughter)
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(smeh)
04:00
Huntington, West Virginia.
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Hantington, Zapadna Virdžinija.
04:01
Beautiful town.
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Prelep grad.
04:03
I wanted to put heart and soul and people,
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Želeo sam da ljudi, srcem i dušom,
04:06
your public,
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vaša javnost,
04:08
around the statistics that we've become
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shvate statistiku na koju smo
04:10
so used to.
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toliko navikli.
04:12
I want to introduce you to some of the people that I care about:
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Želim da vam predstavim neke ljude do kojih mi je stalo.
04:15
your public, your children.
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Vaše ljude. Vašu decu.
04:16
I want to show a picture of my friend Brittany.
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Želim da vam pokažem sliku moje prijateljice Britani.
04:19
She's 16 years old.
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Ona ima 16 godina.
04:21
She's got six years to live
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Ostalo joj je 6 godina da živi
04:24
because of the food that she's eaten.
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zahvaljujući hrani koju jede.
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 ne odrasta u okruženju gde
04:32
where they've been taught to cook at home or in school,
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ih u školi ili kod kuće uče da kuvaju,
04:34
or her mom, or her mom's mom.
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kao i njena mama i mama njene mame.
04:37
She has six years to live.
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Ima još 6 godina da živi.
04:40
She's eating her liver to death.
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Ona jede svoju jetru do smrti.
04:42
Stacy, the Edwards family.
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Stejsi, iz porodice Edvards.
04:45
This is a normal family, guys.
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Ovo je normalna porodica, ljudi.
04:47
Stacy does her best, but she's third-generation as well;
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Stejsi se trudi najbolje što ume, ali i ona je treća generacija;
04:50
she was never taught to cook at home or in school.
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nikada je nisu učili da kuva, kod kuće ili u školi.
04:52
The family's obese.
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Ta porodica je gojazna.
04:54
Justin here, 12 years old,
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Džastin, ima 12 godina.
04:55
he's 350 pounds.
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Ima 175 kg.
04:56
He gets bullied, for God's sake.
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Maltretiraju ga, zaboga.
04:58
The daughter there, Katie, she's four years old.
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Ćerka, Kejti, ima 4 godine.
05:00
She's obese before she even gets to primary school.
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Ona je gojazna pre nego što uopšte krene u osnovnu školu.
05:03
Marissa, she's all right, she's one of your lot.
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Marisa. Ona je u redu. Ona je jedna od vas.
05:06
But you know what? Her father, who was obese,
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Ali znate šta? Njen otac, koji je bio gojazan,
05:09
died in her arms,
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umro joj je na rukama.
05:11
And then the second most important man in her life,
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I onda je drugi najvažniji čovek u njenom životu,
05:13
her uncle, died of obesity,
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njen stric, umro od gojaznosti.
05:16
and now her step-dad is obese.
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Sada je njen očuh gojazan.
05:19
You see, the thing is
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Vidite, stvar sa
05:21
obesity and diet-related disease
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gojaznošću i bolestima vezanih za ishranu
05:23
doesn't just hurt the people that have it;
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je ta da ne povređuje samo ljude koji boluju;
05:25
it's all of their friends, families,
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nego i sve njihove prijatelje, porodice,
05:27
brothers, sisters.
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braću, sestre.
05:29
Pastor Steve:
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Pastor Stiv.
05:31
an inspirational man, one of my early allies in Huntington, West Virginia.
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Inspirativan čovek. Jedan od mojih prvih saveznika u Hantingtonu, u Zapadnoj Virdžiniji.
05:35
He's at the sharp knife-edge of this problem.
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On je na samoj ivici ovog problema.
05:39
He has to bury the people, OK?
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On mora da sahranjuje ljude.
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 da sahranjuje svoje prijatelje,
05:44
his family, his community.
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i porodicu i zajednicu.
05:46
Come winter, three times as many people die.
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Kako dođe zima tri puta više ljudi umre.
05:50
He's sick of it.
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Muka mu je od toga.
05:51
This is preventable disease. Waste of life.
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Ovo je bolest koja se može sprečiti. Traćenje života.
05:54
By the way, this is what they get buried in.
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Inače, u ovome se sahranjuju.
05:57
We're not geared up to do this.
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Nismo opremljeni da ovo radimo.
06:00
Can't even get them out the door -- and I'm being serious --
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Ne mogu se ni izneti kroz vrata, ozbiljan sam.
06:03
can't even get them there. Forklift.
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Ne mogu ni da se donesu tamo. Koriste viljuškar.
06:05
OK, I see it as a triangle, OK?
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OK, vidim to kao trougao, ok?
06:09
This is our landscape of food.
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Ovo je slika naše hrane.
06:10
I need you to understand it.
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Bitno mi je da razumete.
06:12
You've probably heard all this before,
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Verovatno ste sve ovo čuli ranije,
06:12
but let's just go back over it.
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ali pređimo još jednom.
06:14
Over the last 30 years,
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U poslednjih 30 godina,
06:15
what's happened that's ripped the heart out of this country?
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šta se to desilo što je iščupalo srce ove zemlje?
06:17
Let's be frank and honest:
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Budimo direktni i iskreni.
06:19
Well, modern-day life.
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Pa, moderan život.
06:22
Let's start with the Main Street.
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Počnimo sa Glavnom ulicom.
06:24
Fast food has taken over the whole country; we know that.
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Brza hrana je preuzela čitavu zemlju. To znamo.
06:27
The big brands are some of the most important powers,
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Velike firme su neke od najbitnijih moćnika,
06:30
powerful powers, in this country.
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moćne sile u ovoj zemlji.
06:32
Supermarkets as well.
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Supermarketi takođe.
06:35
Big companies. Big companies.
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Velike kompanije. Velike kompanije.
06:37
Thirty years ago, most of the food
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Pre 30 godina većina hrane
06:40
was largely local and largely fresh.
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je bila uglavnom lokalna i uglavnom sveža.
06:43
Now it's largely processed and full of all sorts of additives,
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Sada je većinom obrađena i puna svakakvih aditiva,
06:46
extra ingredients, and you know the rest of the story.
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dodatnih sastojaka i znate ostatak priče.
06:49
Portion size is obviously a massive, massive problem.
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Veličina porcije je očigledno ogroman, ogroman problem.
06:52
Labeling is a massive problem.
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Deklaracije su ogroman problem.
06:55
The labeling in this country is a disgrace.
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Deklaracije su u ovoj zemlji sramota.
06:58
They want to be self -- they want to self-police themselves.
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Oni žele da se sami regulišu.
07:02
The industry wants to self-police themselves.
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Industrija želi da upravlja samom sobom.
07:05
What, in this kind of climate? They don't deserve it.
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Šta, 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 je nešto dijetalno kad je prepuno šećera?
07:12
Home.
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Kuća.
07:15
The biggest problem with the home
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Najveći problem sa kućom
07:17
is that used to be the heart
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je to što je ona bila srce
07:19
of passing on food, food culture,
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učenja o hrani i kulturi hrane,
07:22
what made our society.
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što je izgradilo naše društvo.
07:25
That ain't happening anymore.
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To se više ne dešava.
07:26
And you know, as we go to work and as life changes,
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Znate, kako idemo na posao i naš se život menja,
07:29
and as life always evolves,
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i kako se život uvek razvija,
07:31
we kind of have to look at it holistically --
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moramo da gledamo na to holistički --
07:33
step back for a moment, and re-address the balance.
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da se izmestimo za trenutak i da preusmerimo teret.
07:35
It ain't happening, hasn't happened for 30 years, OK?
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To se ne dešava. Ne dešava se već 30 godina.
07:38
I want to show you a situation
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Želim da vam pokažem situaciju
07:41
that is very normal
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koja je veoma normalna
07:44
right now; the Edwards family.
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trenutno. Porodica Edvards.
07:46
(Video) Jamie Oliver: Let's have a talk.
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(Video) Džejmi Oliver: Popričajmo.
07:48
This stuff goes through you and your family's body
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Ove stvari prolaze kroz tvoje i tela tvoje porodice
07:51
every week.
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svake nedelje.
07:53
And I need you to know that this is going to kill your children early.
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I moraš da znaš da će ovo ubiti tvoju decu.
07:59
How are you feeling?
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Kako se osećaš?
08:01
Stacy: Just feeling really sad and depressed right now.
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Stejsi: Osećam se veoma tužno i utučeno sada.
08:04
But, you know, I want my kids to succeed in life
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Ali, znaš, želim da moja deca uspeju u životu
08:07
and this isn't going to get them there.
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a ovo im neće pomoći u tome.
08:10
But I'm killing them.
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Ali ja ih ubijam.
08:13
JO: Yes you are. You are.
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DžO: Da, ubijaš ih. Tako je.
08:16
But we can stop that.
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Ali možemo to zaustaviti.
08:22
Normal. Let's get on schools,
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Normalno. Pređimo na škole,
08:26
something that I'm fairly much a specialist in.
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nešto u čemu sam prilično stručan.
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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Šta je škola? Ko ju je izmislio? Koja je svrha škole?
08:34
School was always invented to arm us with the tools
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Škola je uvek pravljena da nas naoruža alatima
08:37
to make us creative, do wonderful things,
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da budemo kreativni, da radimo fantastične stvari,
08:40
make us earn a living, etc., etc., etc.
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da naučimo da zaradimo za život, itd, itd, 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, škola je već dugo, dugo kao ta nekakva tesna kutija.
08:46
OK?
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Ok?
08:47
But we haven't really evolved it
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Ali nismo je baš razvili
08:49
to deal with the health catastrophes of America, OK?
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da izlazi na kraj sa zdravstvenim katastrofama Amerike, 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 velik broj dece -- tačnije 31 milion dnevno --
08:58
have twice a day, more than often,
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jede dva puta na dan, najčešće
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 prilično važna,
09:07
judging the circumstances.
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sudeći prema okolnostima.
09:10
(Laughter)
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(smeh)
09:15
Before I crack into my rant,
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Pre nego što počnem da urlam,
09:17
which I'm sure you're waiting for ...
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što, siguran sam, svi čekate...
09:20
(Laughter)
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(smeh)
09:22
I need to say one thing, and it's so important
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moram da kažem jednu stvar, koja je veoma bitna
09:25
in hopefully the magic that happens and unfolds
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za, nadam se, magiju koja će se desiti i odvijati
09:28
in the next three months.
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u naredna tri meseca.
09:29
The lunch ladies, the lunch cooks of America --
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Kuvarice ručka u Americi...
09:33
I offer myself as their ambassador.
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nudim se da budem njihov ambasador.
09:36
I'm not slagging them off.
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Ne nipodaštavam ih.
09:38
They're doing the best they can do.
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One rade najbolje što umeju.
09:42
They're doing their best.
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Rade kako najbolje znaju.
09:44
But they're doing what they're told,
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Ali one 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 kaže da rade je pogrešno.
09:49
The system is highly run by accountants;
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Sistemom uglavnom upravljaju računovođe.
09:52
there's not enough, or any,
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Nema dovoljno, ili uopšte nema,
09:54
food-knowledgeable people in the business.
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u tom poslu ljudi koji znaju nešto o hrani.
09:56
There's a problem:
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Tu je problem.
09:58
If you're not a food expert, and you've got tight budgets
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Ako niste stručni za hranu i imate mali budžet
10:00
and it's getting tighter, then you can't be creative,
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koji se samo smanjuje, onda ne možete biti kreativni,
10:02
you can't duck and dive and write different things around things.
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ne možete da izmuvate nešto i zaobiđete stvari.
10:05
If you're an accountant, and a box-ticker,
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Ako ste računovođa, piskaralo,
10:07
the only thing you can do in these circumstances
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jedina stvar koju možete da uradite u ovakvim okolnostima
10:10
is buy cheaper shit.
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je da kupujete jevtinija sranja.
10:12
Now, the reality is,
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E sad, istina je
10:14
the food that your kids get every day is fast food,
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da je hrana koju vaša deca jedu svaki dan brza hrana,
10:16
it's highly processed,
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veoma obrađena,
10:18
there's not enough fresh food in there at all.
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u kojoj uopšte nema dovoljno sveže 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 verovali...
10:24
there's not enough veggies at all. French fries are considered a vegetable.
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Nema uopšte dovoljno povrća. Pomfrit se smatra povrćem.
10:27
Pizza for breakfast. They don't even get given crockery.
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Pica za doručak. Ne daju im ni tanjire.
10:30
Knives and forks? No, they're too dangerous.
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Noževi i viljuške? Ne, previše su opasni.
10:33
They have scissors in the classroom,
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Imaju makaze u učionici
10:35
but knives and forks? No.
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ali noževe i viljuške, 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 na to gledam ovako, ako nemate noževe i viljuške u školi,
10:39
you're purely endorsing,
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onda potpuno podržavate,
10:42
from a state level, fast food, because it's handheld.
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na državnom nivou, brzu hranu. Zato što se drži u ruci.
10:45
And yes, by the way, it is fast food: It's sloppy joes,
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I da, inače, to jeste brza hrana. To su sendviči,
10:47
it's burgers, it's wieners,
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hamburgeri, viršle,
10:49
it's pizzas, it's all of that stuff.
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pice, sve te stvari.
10:55
Ten percent of what we spend on healthcare, as I said earlier,
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10 posto od onoga što trošite na zdravstvo, kao što sam rekao ranije,
10:58
is on obesity, and it's going to double.
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ide na gojaznost. I udvostručiće se.
11:01
We're not teaching our kids.
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Ne učimo našu decu.
11:03
There's no statutory right to teach kids about food,
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Ne postoji ustavno pravo da učimo decu o hrani,
11:05
elementary or secondary school. OK?
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u osnovnoj ili srednjoj školi. Ok?
11:07
We don't teach kids about food. Right?
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Ne učimo decu o hrani. Je l' tako?
11:09
And this is a little clip from an elementary school,
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Ovo je kratki video iz jedne osnovne škole,
11:11
which is very common in England.
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što je veoma uobičajeno u Engleskoj.
11:16
Video: Who knows what this is?
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Video: Ko zna šta je ovo?
11:18
Child: Potatoes. Jamie Oliver: Potato? So, you think these are potatoes?
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Dete: Krompir. Džejmi Oliver: Krompir? Dakle, ti misliš da je ovo krompir?
11:21
Do you know what that is?
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Da li znate šta je ovo?
11:23
Do you know what that is? Child: Broccoli?
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Znate li šta je ovo? Dete: Brokoli?
11:25
JO: What about this? Our good old friend.
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DžO: A ovo? Naš stari dobri prijatelj.
11:27
Do you know what this is, honey? Child: Celery.
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Znaš li šta je ovo, srce? Dete: Celer.
11:29
JO: No. What do you think this is? Child: Onion. JO: Onion? No.
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DžO: Ne. Šta ti misliš, šta je ovo? Dete: Luk. DžO: Luk? Ne.
11:32
Jamie Oliver: Immediately you get a really clear sense
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Džejmi Oliver: Odmah dobijete veoma jasnu sliku
11:35
of: Do the kids know anything about where food comes from?
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o tome da li deca znaju nešto o tome odakle hrana dolazi.
11:38
Video: JO: Who knows what that is? Child: Uh, pear?
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Video: DžO: Ko zna šta je ovo? Dete: Hm, kruška.
11:40
JO: What do you think this is? Child: I don't know.
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DžO: Šta ti misliš, šta je ovo? Dete: Ne znam.
11:42
JO: If the kids don't know what stuff is,
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DžO: Ako deca ne znaju šta su ove stvari,
11:44
then they will never eat it.
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onda ih nikada nisu jeli.
11:48
(Laughter)
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(smeh)
11:49
JO: Normal. England and America,
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DžO: 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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Pogađajte šta je popravilo to. Pogađajte šta je popravilo.
11:56
Two one-hour sessions.
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Dva časa od sat vremena.
11:59
We've got to start teaching our kids
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Moramo početi da učimo našu decu
12:01
about food in schools, period.
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o hrani u školama, tačka.
12:04
(Applause)
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(aplauz)
12:09
I want to tell you about something,
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Želim da vam ispričam nešto,
12:11
I want to tell you about something that kind of
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želim da vam ispričam nešto što na neki način
12:14
epitomizes the trouble that we're in, guys. OK?
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sumira ovu nevolju u kojoj se nalazimo. Ok?
12:17
I want to talk about something so basic as milk.
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Želim da pričam o nečemu tako osnovnom kao što je mleko.
12:21
Every kid has the right to milk at school.
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Svako dete ima prava na mleko u školi.
12:23
Your kids will be having milk at school, breakfast and lunch. Right?
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Vaša deca će piti mleko u školi, za doručak i ručak. Je l' tako?
12:26
They'll be having two bottles. OK?
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Popiće dve flaše. Ok?
12:28
And most kids do.
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I većina dece i popije.
12:30
But milk ain't good enough anymore.
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Ali mleko više nije dovoljno dobro.
12:33
Because someone at the milk board, right -- and don't get me wrong,
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Jer neko u odboru za mleko - i nemojte me pogrešno shvatiti,
12:35
I support milk -- but someone at the milk board
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ja podržavam mleko, ali je neko u odboru za mleko
12:37
probably paid a lot of money for some geezer
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verovatno dao mnogo para da neki šmokljan
12:39
to work out that if you put loads of flavorings and colorings
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skonta da ako stavite gomilu ukusa i boja
12:41
and sugar in milk, right,
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i šećera u mleko,
12:43
more kids will drink it. Yeah.
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više dece će ga piti. Da.
12:46
(Claps)
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(pljesak)
12:47
And obviously now that's going to catch on.
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I sad će očigledno to da se nastavi.
12:49
The apple board is going to work out
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Odbor za jabuke će smisliti
12:51
that if they make toffee apples they'll eat more apples as well.
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da ako naprave karamelisane jabuke deca će jesti i više jabuka.
12:53
Do you know what I mean?
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Shvatate šta mislim?
12:55
For me, there ain't no need to flavor the milk.
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Po meni, nema potrebe da se dodaju ukusi u mleko.
12:58
Okay? There's sugar in everything.
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Ok? Šećer je u svemu.
13:00
I know the ins and outs of those ingredients.
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Znam šta sve ide u te sastojke.
13:02
It's in everything. Even the milk hasn't escaped
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On je u svemu. Čak ni mleko nije izbeglo
13:05
the kind of modern-day problems.
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ovu vrstu modernog problema.
13:07
There's our milk. There's our carton.
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Evo ga naše mleko. Tu je naš brik.
13:09
In that is nearly as much sugar
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U tome ima skoro isto toliko šećera
13:11
as one of your favorite cans of fizzy pop,
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koliko i u jednoj od vaših omiljenih limenki gaziranog soka.
13:13
and they are having two a day.
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A oni piju dva dnevno.
13:15
So, let me just show you.
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Dopustite da vam pokažem.
13:17
We've got one kid, here,
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Imamo jedno dete koje
13:21
having, you know, eight tablespoons of sugar a day.
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uzima, vidite, 8 supenih kašika šećera dnevno.
13:26
You know, there's your week.
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Vidite, ovo je za nedelju dana.
13:29
There's your month.
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Ovo je mesec dana.
13:32
And I've taken the liberty of putting in
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I stavio sam ovde
13:34
just the five years of elementary school sugar,
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šećera za pet godina osnovne škole,
13:40
just from milk.
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samo iz mleka.
13:45
Now, I don't know about you guys,
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Ne znam za vas,
13:47
but judging the circumstances, right,
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ali sudeći prema ovim okolnostima
13:50
any judge in the whole world,
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svaki sudija na celom svetu
13:52
would look at the statistics and the evidence,
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bi pogledao statistiku i dokaze
13:55
and they would find any government of old
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i optužio bi svaku vladu
13:57
guilty of child abuse. That's my belief.
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za zlostavljanje dece. To je moje uverenje.
13:59
(Applause)
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(aplauz)
14:08
Now, if I came up here, and I wish I could come up here today
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Sad, da sam ovde došao, a voleo bih da sam mogao da dođem danas
14:11
and hang a cure for AIDS or cancer,
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i donesem lek za SIDU ili rak,
14:14
you'd be fighting and scrambling to get to me.
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vi biste se tukli i grabili da dođete do mene.
14:18
This, all this bad news, is preventable.
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Sve ove loše vesti je moguće sprečiti.
14:21
That's the good news.
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To je dobra vest.
14:23
It's very, very preventable.
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Stvarno je moguće sprečiti.
14:25
So, let's just think about, we got a problem here,
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Razmislimo malo, imamo problem ovde
14:28
we need to reboot.
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neophodno je da počnemo ponovo.
14:30
Okay so, in my world, what do we need to do?
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Ok, dakle u mom svetu, šta bi trebalo da uradimo?
14:33
Here is the thing, right,
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Evo u čemu je stvar.
14:35
it cannot just come from one source.
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Ne može da dođe samo iz jednog izvora.
14:37
To reboot and make real tangible change,
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Da bismo počeli od početka i napravili opipljivu promenu,
14:40
real change, so that I could look you in the white of the eyes
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stvarnu promenu, tako da mogu da vas pogledam u oči
14:43
and say, "In 10 years time,
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i kažem "Za 10 godina,
14:45
the history of your children's lives,
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životi vaše dece,
14:47
happiness -- and let's not forget, you're clever if you eat well,
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sreća - i ne zaboravimo, pametniji ste ako se hranite zdravo,
14:50
you know you're going to live longer --
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znate živećete duže,
14:52
all of that stuff, it will look different. OK?"
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i 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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Gde još tako religiozno kupujete?
14:59
Week in, week out.
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Iz nedelje u nedelju.
15:01
How much money do you spend, in your life, in a supermarket?
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Koliko novca potrošite, u svom životu, u supermarketu?
15:04
Love them. They just sell us what we want. All right.
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Obožavam ih. Oni nam govore šta želimo. U redu.
15:07
They owe us, to put a food ambassador
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Duguju nam da stave ambasadora hrane
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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Moraju da nam pomognu u kupovini. Moraju da nam pokažu kako se kuvaju
15:15
quick, tasty, seasonal meals
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brza, ukusna, sezonska jela
15:17
for people that are busy.
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za ljude koji su zauzeti.
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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U nekima to rade. I trebalo bi da se uradi širom
15:23
in America soon, and quick.
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Amerike uskoro i brzo.
15:26
The big brands, you know, the food brands,
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Velike filme, znate, lanci hrane
15:29
need to put food education
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bi trebalo da stave obrazovanje o hrani
15:31
at the heart of their businesses.
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u samo srce svog poslovanja.
15:33
I know, easier said than done.
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Znam, lakše reći nego učiniti.
15:35
It's the future. It's the only way.
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To je budućnost. To je jedini način.
15:37
Fast food. With the fast-food industry
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Brza hrana. Sa industrijom brze hrane
15:41
you know, it's very competitive.
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veoma je takmičarski.
15:43
I've had loads of secret papers and dealings
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Imao sam gomile tajnih papira i poslovanja
15:45
with fast food restaurants.
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sa restoranima brze hrane.
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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Mislim, navukli su nas
15:51
to these hits of sugar, salt and fat, and x, y, and z,
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na te doze šećera, soli, masti, 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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Tako da, ovi tipovi moraju biti deo rešenja.
15:59
But we need to get the government to work
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Ali moramo da navedemo vladu da radi
16:01
with all of the fast food purveyors and the restaurant industry,
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sa svim snabdevačima brze hrane i restoranskom industrijom.
16:04
and over a five, six, seven year period
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I da nas za pet, šest, sedam godina
16:06
wean of us off the extreme amounts
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odviknu od ekstremnih količina
16:09
of fat, sugar, fat and all the other non-food ingredients.
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masti, šećera i svih ostalih satojaka koji nisu hrana.
16:12
Now, also, back to the sort of big brands: Labeling,
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Sada, da se vratim na velike firme, deklaracije,
16:15
I said earlier, is an absolute farce
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rekao sam ranije, potpuna su farsa
16:18
and has got to be sorted.
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i to mora da se sredi.
16:20
OK, school.
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OK, škola.
16:23
Obviously in schools we owe it to them
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Očigledno, u školama smo dužni
16:25
to make sure those 180 days of the year,
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da osiguramo da tih 180 dana godišnje,
16:27
from that little precious age of four,
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počevši od osetljive 4. godine
16:29
til 18, 20, 24, whatever,
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do 18, 20, 24, koliko god,
16:31
they need to be cooked
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mora da im se kuva
16:33
proper, fresh food
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odgovarajuća sveža hrana
16:36
from local growers on site. OK?
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od lokalnih dobavljača, ok?
16:38
There needs to be a new standard of fresh, proper food
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Trebalo bi da postoji novi standard odgovarajuće sveže hrane
16:40
for your children. Yeah?
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za vašu decu. Je l' tako?
16:42
(Applause)
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(aplauz)
16:47
Under the circumstances, it's profoundly important
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Pod ovim okolnostima, izuzetno je značajno
16:50
that every single American child leaves school
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da svako dete u Americi završi školu
16:53
knowing how to cook 10 recipes
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znajući da skuva 10 recepata
16:55
that will save their life.
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koji će mu spasiti život.
16:57
Life skills.
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Životne veštine.
16:59
(Applause)
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(aplauz)
17:00
That means that they can be students, young parents,
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To znači da mogu da budu studenti, mladi roditelji
17:03
and be able to sort of duck and dive
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i da su sposobni da se izbore
17:06
around the basics of cooking,
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sa osnovama kuvanja,
17:08
no matter what recession hits them next time. If you can cook,
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bez obzira na to kakva ih recesija zahvati sledeći put. Ako znate da kuvate
17:10
recession money doesn't matter.
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novac u recesiji nije bitan.
17:12
If you can cook, time doesn't matter.
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Ako umete da kuvate, vreme nije bitno.
17:16
The workplace, we haven't really talked about it.
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Radno mesto. Nismo o tome pričali.
17:19
You know, it's now time for corporate responsibility
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Znate, vreme je za korporativnu odgovornost,
17:22
to really look at what they feed
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da stvarno pogledaju čime hrane
17:24
or make available to their staff.
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ili šta obezbeđuju za svoje osoblje.
17:26
The staff are the moms and dads of America's children.
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Osoblje su mame i tate američke dece.
17:30
Marissa, her father died in her hand,
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Marisa, njen otac je umro na njenim rukama,
17:32
I think she'd be quite happy
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mislim da bi bila prilično srećna
17:34
if corporate America could start feeding their staff properly.
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ako bi američke korporacije počele svoje osoblje da hrane kako treba.
17:37
Definitely they shouldn't be left out.
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Nikako ne bi smeli da budu izostavljeni.
17:39
Let's go back to the home.
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Vratimo se na kuću.
17:41
Now, look, if we do all this stuff, and we can,
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Vidite, ako sve ovo uradimo, a možemo,
17:43
it's so achievable. You can care and be commercial.
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dostižno je. Možete da budete komercijalni i da vam je stalo.
17:46
Absolutely.
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Apsolutno.
17:48
But the home needs to start passing on
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Ali u domu mora da se počne učenje
17:50
cooking again, for sure.
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kuvanja, to je sigurno.
17:52
For sure, pass it on as a philosophy.
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Naravno, prenosite to kao filozofiju.
17:54
And for me it's quite romantic,
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Za mene je to prilično romantično.
17:56
but it's about if one person teaches three people
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Ali ustvari ako jedna osoba nauči troje ljudi
17:58
how to cook something,
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kako da skuvaju nešto,
18:00
and they teach three of their mates,
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onda oni nauče troje svojih drugara,
18:02
that only has to repeat itself 25 times,
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to treba samo da se ponovi 25 puta
18:04
and that's the whole population of America.
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i to je svo stanovništvo Amerike.
18:07
Romantic, yes, but
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Romantično, da, ali
18:10
most importantly,
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što je najvažnije,
18:11
it's about trying to get people to realize
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radi se o tome da navedemo ljude da shvate
18:15
that every one of your individual efforts
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da se svaki vaš individualni napor
18:17
makes a difference.
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računa.
18:18
We've got to put back what's been lost.
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Moramo da vratimo ono što je izgubljeno.
18:20
Huntington's Kitchen. Huntington, where I made this program,
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"Huntington Kitchen", Hantington, gde sam radio ovaj program,
18:25
you know, we've got this prime-time program that hopefully
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znate imamo program u udarnom terminu koji će, nadam se
18:25
will inspire people to really get on this change.
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inspirisati ljude na ovu promenu.
18:28
I truly believe that change will happen.
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Iskreno verujem da će doći do promene.
18:30
Huntington's Kitchen. I work with a community.
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"Huntington's Kitchen". Ja 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 lokalno održivo finansiranje
18:36
to get every single school in the area,
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da svaka škola u okolini pređe
18:39
from the junk, onto the fresh food:
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sa brze na svežu hranu.
18:42
six-and-a-half grand per school.
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6.500 po školi.
18:43
(Applause)
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(aplauz)
18:45
That's all it takes, six-and-a-half grand per school.
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Samo to je potrebno. 6.500 dolara po školi.
18:47
The Kitchen is 25 grand a month. Okay?
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Kuhinja je 25 hiljada mesečno. Ok?
18:49
This can do 5,000 people a year,
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Ovo može da radi 5000 ljudi godišnje,
18:53
which is 10 percent of their population,
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što je 10% njihove populacije.
18:55
and it's people on people.
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Ljudi rade sa ljudima.
18:57
You know, it's local cooks teaching local people.
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Znate, lokalni kuvari uče lokalne ljude.
18:58
It's free cooking lessons, guys, free cooking lessons in the Main Street.
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Besplatni časovi kuvanja, ljudi, besplatni časovi kuvanja na glavnoj ulici.
19:03
This is real, tangible change, real, tangible change.
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To je prava, opipljiva promena, prava opipljiva promena.
19:07
Around America, if we just look back now,
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Širom Amerike, ako pogledamo,
19:10
there is plenty of wonderful things going on.
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dešava se mnogo divnih stvari.
19:13
There is plenty of beautiful things going on. There are angels
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Mnogo divnih stvari se događa. Postoji anđeli
19:15
around America doing great things
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širom Amerike koji rade odlične stvari
19:18
in schools -- farm-to-school set-ups,
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u školama, organizovanim farmama,
19:21
garden set-ups, education --
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organizovanim baštama, u obrazovanju.
19:24
there are amazing people doing this already.
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Postoje izuzetni ljudi koji već to rade.
19:26
The problem is they all want to roll out what they're doing
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Problem je što svi oni žele da prošire to što rade
19:28
to the next school, and the next,
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na sledeću školu, pa na sledeću.
19:30
but there's no cash.
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Ali nema para.
19:32
We need to recognize the experts and the angels quickly,
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Moramo brzo da prepoznamo stručnjake i anđele,
19:36
identify them, and allow them to easily find the resource
449
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da ih identifikujemo i omogućimo im da lako pronađu izvore
19:39
to keep rolling out what they're already doing,
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kako bi nastavili ono što već rade
19:41
and doing well.
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i što dobro rade.
19:43
Businesses of America need to support
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Firme u Americi bi trebalo da podrže
19:45
Mrs. Obama to do the things that she wants to do.
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gđu Obama da uradi stvari koje želi da radi.
19:48
(Applause)
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(aplauz)
19:54
And look, I know it's weird
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Vidite, znam da je čudno
19:56
having an English person standing here before you
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da Englez stoji ovde pred vama
19:59
talking about all this.
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i priča o ovome.
20:01
All I can say is: I care. I'm a father,
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Ja mogu da kažem da mi 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 verujem, iskreno, zaista,
20:09
that if change can be made in this country,
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da ako je moguće napraviti promenu u ovoj zemlji,
20:12
beautiful things will happen around the world. If America does it,
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predivne stvari će se desiti širom sveta. Ako Amerika to uradi
20:14
I believe other people will follow.
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verujem da će drugi ljudi pratiti.
20:16
It's incredibly important.
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To je izuzetno važno.
20:18
(Applause)
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(aplauz)
20:25
When I was in Huntington, trying to get a few things to work
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Kada sam bio u Hantingtonu i pokušavao da pokrenem neke stvari
20:27
when they weren't, I thought "If I had a magic wand,
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koje nisu radile, pomislio sam šta bih radio
20:33
what would I do?" And I thought, "You know what?
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da imam čarobni štapić? I znate šta sam pomislio?
20:35
I'd just love to be put in front of some of the most amazing
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Voleo bih da se nađem pred nekim od neverovatnih
20:39
movers and shakers in America."
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moćnika i uticajnih ljudi u Americi.
20:41
And a month later, TED phoned me up and gave me this award.
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Mesec dana kasnije, zvali su me iz TED-a i dali mi ovu nagradu.
20:46
I'm here.
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Ovde sam.
20:50
So, my wish.
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Dakle, moja želja.
20:56
Dyslexic, so I'm a bit slow.
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Disleksičan sam, pa malo spor.
21:03
My wish
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Moja želja
21:05
is for you to help a strong,
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je da pomognete snažan
21:07
sustainable movement
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održiv pokret
21:09
to educate every child
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da obrazuje svako dete
21:13
about food,
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o hrani,
21:15
to inspire families to cook again,
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da inspiriše porodice da ponovo kuvaju,
21:18
and to empower people everywhere
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i da osnaži ljude svuda
21:22
to fight obesity.
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da se bore protiv gojaznosti.
21:24
(Applause)
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(aplauz)
21:34
Thank you.
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Hvala vam.
21:36
(Applause)
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(aplauz)
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