That easy prediction has turned out to be wrong. Mars， the world's biggest confectionery company， has announced that its entire cocoa supply will be “produced in a sustainable manner” by 2020. Mars will work largely with the Rainforest Alliance， which encourages farmers to preserve their environment.

　　這個(gè)簡(jiǎn)單的預(yù)測(cè)已經(jīng)被證明是錯(cuò)誤的。全球最大的糖果公司瑪氏（Mars）宣布，到2020年前，該公司使用的所有可可豆都將來(lái)自以“可持續(xù)的方式生產(chǎn)”的供應(yīng)源?，斒蠈⑴c雨林聯(lián)盟（Rainforest Alliance）進(jìn)行大量合作，該組織致力于鼓勵(lì)農(nóng)民保護(hù)其種植環(huán)境。

　　Mars's move follows the announcement last month by Cadbury， the UK confectionery group，that all the cocoa in Dairy Milk， Britain's biggest-selling chocolate，would be certified by Fairtrade， the organisation that works to ensure a minimum price for farmers.

　　此前，3月份時(shí)英國(guó)糖果集團(tuán)吉百利（Cadbury）宣布稱(chēng)， 英國(guó)最暢銷(xiāo)的巧克力——吉百利牛奶巧克力（Dairy Milk）中采用的所有可可豆將會(huì)得到公平貿(mào)易組織的認(rèn)證。該組織旨在確保農(nóng)民獲得的收購(gòu)價(jià)格有一個(gè)最低限制。

　　The two chocolate makers were preceded by Wal-Mart， the world's biggest retailer， which told a meeting of 1，000 Chinese suppliers last year that it would hold them to strict environmental and social standards， the downturn notwithstanding.

　　全球最大的零售商沃爾瑪（Wal-Mart）走在了這兩家巧克力制造商的前面。去年，在有1000多家中國(guó)供應(yīng)商參加的會(huì)議上，沃爾瑪宣布，盡管經(jīng)濟(jì)低迷，但它將要求供應(yīng)商遵循嚴(yán)格的環(huán)境和社會(huì)標(biāo)準(zhǔn)。

　　Why are these companies acting in a way few expected？ First， there are substantial business reasons. When Mars and Cadbury talk about their cocoa supplies being sustainable， they mean it. Chocolate manufacturers are worried about how much cocoa will be available a decade from now.

　　為何這些公司的行事方式幾乎無(wú)人預(yù)見(jiàn)到？首先，這里面存在切實(shí)的商業(yè)原因。當(dāng)瑪氏和吉百利表示要實(shí)現(xiàn)可可豆供應(yīng)的可持續(xù)性時(shí)，它們的確是這個(gè)意思。巧克力制造商對(duì)從現(xiàn)在開(kāi)始的10年內(nèi)能夠?qū)崿F(xiàn)的可可產(chǎn)量感到擔(dān)憂(yōu)。

　　Worldwide cocoa production fell in 2008 for the fourth successive year. Cadbury says it is worried about how few cocoa farmers' children intend to go into the business. It is hoping the investment in farms that Fairtrade encourages will persuade them cocoa farming is a worthwhile occupation.

　　去年，全球可可產(chǎn)量連續(xù)第四年出現(xiàn)下降。吉百利表示，它擔(dān)心可可豆農(nóng)的子女中幾乎沒(méi)有人打算從事可可豆種植。它希望，公平貿(mào)易組織所鼓勵(lì)的對(duì)農(nóng)場(chǎng)的投資能使他們相信，可可豆種植是一份值得從事的職業(yè)。

　　Wal-Mart also has commercial reasons for its stance. The company has been encouraging companies to cut down on packaging. This enables it to fit more goods into each delivery truck， not only reducing its emissions， but also cutting the amount it spends on petrol. Its insistence that manufacturers produce concentrated laundry detergent has allowed it to save on both packaging and shelf space. Cost-cutting is vital to beating the downturn and if companies can boost their green credentials at the same time， why not？

　　沃爾瑪?shù)牧?chǎng)也有其商業(yè)原因。它一直在鼓勵(lì)企業(yè)簡(jiǎn)化包裝。這樣它能夠在每輛運(yùn)貨車(chē)?yán)锩娑嘌b一些貨物，從而不僅能減少發(fā)車(chē)次數(shù)，還能減少在汽油上的花費(fèi)。它堅(jiān)持要求制造商生產(chǎn)濃縮洗衣粉的主張使它得以節(jié)省包裝成本和貨架空間。削減成本對(duì)于安然度過(guò)經(jīng)濟(jì)低迷至關(guān)重要，而如果與此同時(shí)，企業(yè)能夠提升它們的綠色資質(zhì)，那何樂(lè)而不為呢？

　　But the companies go further. Not only do their announcements make business sense， they say；consumers， even now， insist on them. Fiona Dawson，Mars UK's managing director，says customers expect the company to “do the right thing”，adding that “nobody has to buy confectionery”。

　　但這些企業(yè)又更進(jìn)一步。它們表示，它們所宣布的舉措不僅僅具有商業(yè)意義；此時(shí)甚至連消費(fèi)者也開(kāi)始堅(jiān)持要求它們這么做了?，斒嫌?guó)分公司董事總經(jīng)理菲奧娜·道森（Fiona Dawson）表示，顧客希望公司“做出正確之舉”，并補(bǔ)充說(shuō)，“沒(méi)有人必須得買(mǎi)糖果”。

　　There are many things that consumers do not have to buy， and plenty they can buy more cheaply. As the Financial Times has reported， US families earning more than $100，000 a year are using more discount coupons.  

　　有許多東西都不是消費(fèi)者非買(mǎi)不可的，還有許多東西他們能以更低的價(jià)格購(gòu)買(mǎi)。英國(guó)《金融時(shí)報(bào)》曾經(jīng)報(bào)道，美國(guó)年收入在10萬(wàn)美元以上的家庭開(kāi)始更多地使用優(yōu)惠券了。

　　Yet there is little sign of committed consumers abandoning Fairtrade products. A recent report by Mintel， the research organisation， says： “Although a third of shoppers have cut down on the number of premium foods they buy， only one in 10 has cut back on ethical produce.” Justin King， chief executive of J Sainsbury， the UK retailer， said in February that its Fairtrade sales were holding up well.

　　不過(guò)，幾乎沒(méi)有跡象表明忠誠(chéng)的消費(fèi)者會(huì)放棄公平貿(mào)易產(chǎn)品。研究機(jī)構(gòu)敏特（Mintel）最近發(fā)布的一份報(bào)告表示：“盡管三分之一的消費(fèi)者減少了優(yōu)質(zhì)食品的購(gòu)買(mǎi)量，但只有十分之一的人減少了良知產(chǎn)品（ethical produce）的購(gòu)買(mǎi)量。”英國(guó)零售商森寶利（J Sainsbury）的首席執(zhí)行官賈斯廷·金（Justin King）在2月份表示，該公司公平貿(mào)易產(chǎn)品的銷(xiāo)售保持良好。

　　However， consumer attitudes are complex. Mike Barry， head of corporate social responsibility at rival retailer Marks and Spencer， says consumers are happy to continue to buy what they see as ethically sourced goods – provided they do not have to pay more. M？&？S's research says the number of “green crusaders” – those who buy ethical goods， no matter what， is about 9 per cent of the total， slightly down from the proportion at the start of the recession.

　　不過(guò)，消費(fèi)者的態(tài)度是復(fù)雜的。森寶利的競(jìng)爭(zhēng)對(duì)手——零售商瑪莎百貨（Marks and Spencer）企業(yè)社會(huì)責(zé)任部的主管邁克·巴里（Mike Barry）表示，消費(fèi)者將很樂(lè)意繼續(xù)購(gòu)買(mǎi)他們認(rèn)為采購(gòu)渠道符合道德良知的商品——前提是他們無(wú)需支付更高的價(jià)格。瑪莎百貨的研究顯示，“綠色支持者” ——即無(wú)論如何都會(huì)購(gòu)買(mǎi)良知商品的人——在整個(gè)消費(fèi)群體中約占9%，比衰退初期的比例略有下降。

　　About a fifth of consumers are uninterested in such issues and about a third cannot see what difference their purchasing makes. But the biggest group， about 40 per cent， are those who are prepared to buy ethical goods if companies make it easy， which generally means not making it expensive.

　　約有五分之一的消費(fèi)者對(duì)這類(lèi)問(wèn)題不感興趣，約有三分之一的人看不出他們的購(gòu)買(mǎi)行為能起到什么作用。但人數(shù)最多的一組消費(fèi)者（大約40%）表示，如果企業(yè)使這些商品的購(gòu)買(mǎi)變得容易——通常是指不要讓它們變得昂貴——他們就準(zhǔn)備購(gòu)買(mǎi)良知商品。