前言 生活水平的提高，全球化是必由之路。 生活水平要继续提高，本地化是必由之路。 而这种全球化本身内含本地化，而本地化也内含全球化。 现阶段，破坏环境是提高生活水平的必由之路。 但是要继续提高生活水平，甚至要保持现有的，甚至是基本的较低的生活水平，即保证人类的生存而不是享乐，环境友好也是必由之路。 发展经济的目的不是为了培养税源，即不是为了政府发财。也不是为了国际政治斗争中获胜，即不是为了最终战胜资本主义。 http://www.nytimes.com/2010/09/03/business/energy-environment/03iht-rbogchoc.html BERGL, AUSTRIA In 1996, Josef Zotters bakery面包 business in Graz格拉茨(奥地利东南部城市), Austria, was floundering挣扎. Facing bankruptcy, he decided to close shop and go back to his roots, a village named Bergl in the Feldbach 费尔德巴赫 district of Styria 施泰尔马克州. There, with 2 of his 40 former employees, he set up a tiny chocolate factory in a converted加以改造 cowshed牛棚 on the farm where he had grown up. His plan was to build a microbusiness, buying fair trade chocolate beans from smallholder小农 producer cooperatives合作者 in Nicaragua尼加拉瓜 and Brazil for the small-scale小规模 production of chocolate confectionery糖果 using local produce本地农产品, for local consumption. Turning out bars一块巧克力 with flavors like apricot杏仁 and sheeps milk, he built a following顾客，拥护者 among customers who liked the concept of Austrian specialty chocolate made in an environmentally conscious意识 way . Today, the factory has grown to cover面积达到 more than 5,500 square meters, or 60,000 square feet, from its original 200 square meters. The company, Zotter Schokoladen Manufaktur（manufactor) , employs 112 people producing as many as 50,000 to 80,000 bars a day in a range of more than 200 classical正统 and exotic异域 flavors. Among the odder奇特 ingredients成分: Fish; soy; green tea; aa berry; and ketchup番茄酱 and peanut butter a tongue-in-cheek celebration of American taste, for President Barack Obama s election victory. Sales have grown by word of mouth.口耳相传 We dont advertise whatsoever , Mr. Zotter said in an interview last month. The company organizes factory tours , however, that bring about 150,000 visitors a year to taste and smell and also to sit on cocoa bean bags in the on-site Cocoa Cinema, where they can watch presentations on the brands history and ecological principles . Other attractions include a Drink Chocolate Online room where a small cable conveyor system, like a miniature ski-lift缆索吊椅, trundles小车轮 bars of chocolate around the room, waiting for visitors to pick them off and turn them into cocoa drinks at an adjoining hot chocolate bar. A recent visitor found crowds of children drinking from cocoa fountains喷泉 at the entrance to the factory while their parents cut chocolate chunks大块 from brimming注满 samplers. But behind this playful, almost whimsical异想天开, presentation lies a strong commitment to sustainable production and equitable trading relations with the companys suppliers. The companys chocolate beans have been certified as fair trade products since 2004, meaning that it buys directly from the producers, offering them a higher price by cutting out middlemen. Mr. Zotter said he traveled regularly to Nicaragua and Brazil to meet with the producers, for whom he has financed资助 the purchase of machinery and the construction of storage space. I know how much they earn, and how much of their salary such equipment represents, he said. Residues残渣 from grinding磨，榨 the beans are fed into a biomass生物质 converter转换器 to produce heat, power能源 and fertilizer肥料. Between the biomass plant and solar panels太阳能板, 60 percent of the energy required by the factory is produced on the site 现场. We aim to reach full energy autarchy自给 in the next 10 years, Mr. Zotter said. Since 2006, the factorys output has been certified organic有机农业. Mr. Zotter uses dairy products from organic farmers in the mountains of Tyrol and specialty organic products, like seeds, fruit and nuts, from local farms. I want to use as many local specialties, and specialists, as possible. Steiermark needs the jobs, Mr. Zotter said, using the German name for Styria. Mr. Zotter has also established an organic canteen 饭馆on the factory site for his employees so they get used to习惯于 quality, he said. Also, I want them to work not just for money, but in a place they feel good in. Other environmental gestures include using water from local springs only , which is then recycled for cleaning; and using environmentally friendly packaging, without glossy油腻 coatings. You can make changes by paying attention to the smallest details of everyday life, he said. Applying the same principles to his private life, he says he has driven an electric car for the past 15 years and powers his home with a domestic solar/ biomass generator that produces more energy than he needs. My home energy production is really efficient, he said. I actually produce too much, so I wind up reselling it. ( COCA TO COCOA ) In an extension of his fair-trade principles, Mr. Zotter is also involved in several social proje cts, including one in Colombia that aims to wean戒除 coca可卡因 growers onto cocoa as a substitute crop, and his product line includes fund-raising chocolates, like the Zuki bar, a flavorsome blend of aa, mango芒果 and brazil nuts鲍鱼果 . The company says it donates 30 percent of Zuki bar sales to an aid project for Calcutta加尔各答 street children. Mr. Zotter says he is not interested in developing a global presence or selling through large distribution chains. Franchising特许经销权 has no place in his strategy, and faster growth is not an object. 欲仁而得仁，得其所哉。目标是自我实现，这一目标已经达到了。 Ive reached my ideal size, he said. Plus另外, I dont think we need yet another global brand品牌. The world needs a completely new approach to making the economy work. I find it so frustrating to see the same products in every corner of the globe. The world is changing, he added. There is a return to simplicity. Greed is over. 贪婪还没有开始，人类的贪婪还在后面，入涉大水，其无津涯。 参考 http://www.sciencenet.cn/blog/user_content.aspx?id=351646 经济全球化的本质，全球化内涵本地化
标签: 本地化
