第1521期:Paying more for ethical coffee

Do you like to start your day with a cup of joe? Well, you wouldn’t be alone. Millions of people from all over the world brew a cup of coffee first thing in the morning, or at any time of day, for that matter. Do you make it yourself, using instant coffee? Or, if you are a coffee connoisseur, perhaps you use freshly ground beans. Do you take it straight? With a dash of milk? Or maybe even some chocolate sprinkles? Or, failing all of that, maybe you’d rather pay a barista in a cafe to whip one up for you.你喜欢以一杯乔开始新的一天吗？好吧，你不会孤单。来自世界各地的数百万人在早上或一天中的任何时间第一件事就是煮一杯咖啡。你自己做，用速溶咖啡吗？或者，如果您是咖啡鉴赏家，也许您会使用现磨的咖啡豆。你直截了当吗？加一点牛奶？或者甚至一些巧克力洒？或者，如果这一切都失败了，也许你宁愿花钱请咖啡馆里的咖啡师帮你调制一杯。Cafes are everywhere these days, offering as many varieties of coffee as there are ways to have it served. And this leads to a range of prices, from cheap grab-and-go coffee, to the ultra-expensive artisanal coffee. However, an increasing number of Western consumers are happy to pay a little over the odds for their cup in order to ensure that it comes from an ethically produced and sustainable source.如今，咖啡馆随处可见，提供的咖啡种类繁多，供应方式多种多样。这导致了一系列价格，从便宜的外带咖啡到超昂贵的手工咖啡。然而，越来越多的西方消费者乐于为他们的杯子支付更高的赔率，以确保它来自合乎道德的生产和可持续的来源。At The Attendant, a cafe in east London, staff attempt to make customers aware of the story of the beans that they are drinking and the impact they are having by choosing to drink ethically. For a start, it can make coffee farmers up to three-and-a-half times better off, according to figures from the UN’s World Intellectual Property Organisation (Wipo). Ryan de Oliveria, The Attendant's co-founder and chief executive, says the extra income allows farmers and their families to have a better quality of life. It also makes investing or reinvesting in their business possible.在伦敦东部的 The Attendant 咖啡馆，工作人员试图让顾客了解他们所喝咖啡豆的故事，以及他们选择以合乎道德的方式饮酒所产生的影响。根据联合国世界知识产权组织 (Wipo) 的数据，首先，它可以让咖啡种植者的收入提高三倍半。The Attendant 的联合创始人兼首席执行官 Ryan de Oliveria 表示，额外的收入可以让农民及其家人拥有更好的生活质量。这也使得对他们的业务进行投资或再投资成为可能。Wipo’s figures show smarter processing, branding and marketing make a huge difference to the growers and their communities. Technology now means that the beans can be tracked all the way from the farm to the cup. The research shows that for a pound (454g) of beans going to a supermarket, the export price is $1.45. Most of this goes to the farmer. The price almost doubles when the beans are headed for large western coffee chains. But farmers exporting their beans to artisanal cafes make over $5 per pound. That's because the coffee aficionados who frequent these places are happy to pay more.Wipo 的数据显示，更智能的加工、品牌和营销对种植者及其社区产生了巨大影响。现在的技术意味着可以跟踪从农场到杯子的所有咖啡豆。研究表明，一磅（454 克）豆子进入超市，出口价格为 1.45 美元。其中大部分归农民所有。当这些咖啡豆流向大型西方咖啡连锁店时，价格几乎翻了一番。但将豆子出口到手工咖啡馆的农民每磅收入超过 5 美元。那是因为经常光顾这些地方的咖啡爱好者乐于支付更多费用。It seems that it’s a win-win situation for the farmers, cafes and consumers. So much so that more established coffee businesses are jumping on the band wagon by buying up artisanal rivals who have already embraced this way of doing things. If that’s the case, then the future of coffee production looks a little fairer for all. And that’s something that should get anyone up on the right side of bed. 对于农民、咖啡馆和消费者来说，这似乎是一个双赢的局面。如此之多，以至于更多成熟的咖啡企业通过收购已经接受这种做事方式的手工竞争对手来加入潮流。如果是这样的话，那么咖啡生产的未来对所有人来说都会更加公平。这应该让任何人在床的右侧站起来。词汇表a cup of joe 咖啡brew 煮（咖啡）instant coffee 速溶咖啡connoisseur 行家ground（grind 的过去式和过去分词）磨碎beans（咖啡）豆straight 不掺加其他东西的，纯的a dash of milk 一点儿牛奶chocolate sprinkles （洒在咖啡上的）巧克力粉barista 咖啡厅服务员whip (one) up 做（一杯咖啡）grab-and-go “拿上就走”，外带artisanal coffee 匠人咖啡ethically 有道德地sustainable 可持续的，能长期维持的coffee farmer 咖啡农场主process 加工、处理方法grower 种植户pound 磅（重量单位，1磅约等于454 克）aficionado 酷爱…的人jump on the band wagon 跟风，随大流

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