The will to live life differently can start in some of the most unusual places. This is where I come from, Todmorden. It's a market town in the north of England, 15,000 people, between Leeds and Manchester, fairly normal market town. It used to look like this, and now it's more like this, with fruit and veg and herbs sprouting up all over the place. We call it propaganda gardening. (Laughter)
Želja da se život živi drugačije može se javiti na nekim od najneuobičajenijih mesta. Ovo je mesto odakle ja dolazim, Todmorden. To je pijačni grad na severu Engleske, 15 000 stanovnika, između Lidsa i Mančestera, sasvim normalan pijačni grad. Nekada je izgledao ovako, a sada više izgleda ovako, sa voćem, povrćem i biljkama koje bujaju na sve strane. Mi to zovemo propagandno baštovanstvo.
Corner row railway, station car park, front of a health center, people's front gardens, and even in front of the police station. (Laughter) We've got edible canal towpaths, and we've got sprouting cemeteries. The soil is extremely good. (Laughter)
Ugao na staničnom parku, plato ispred zdravstvenog centra, bašte ispred kuća, pa čak i ispred policijske stanice. Imamo jestive staze pored kanala, i groblja koja bujaju. Zemljište je veoma dobro. (Smeh)
We've even invented a new form of tourism. It's called vegetable tourism, and believe it or not, people come from all over the world to poke around in our raised beds, even when there's not much growing. (Laughter) But it starts a conversation. (Laughter)
Čak smo izmislili i novi vid turizma. Zove se "Biljni turizam" i verovali ili ne, ljudi dolaze sa svih strana sveta da čačkaju u našim zasađenim platoima čak i kada nema mnogo rastinja. Ali, to započinje razgovor.
And, you know, we're not doing it because we're bored. (Laughter) We're doing it because we want to start a revolution.
I, znate, ne radimo to zato što nam je dosadno. Radimo to zato što želimo da započnemo revoluciju.
We tried to answer this simple question: Can you find a unifying language that cuts across age and income and culture that will help people themselves find a new way of living, see spaces around them differently, think about the resources they use differently, interact differently? Can we find that language? And then, can we replicate those actions? And the answer would appear to be yes, and the language would appear to be food.
Pokušali smo da odgovorimo na ovo jednostavno pitanje: možemo li da nađemo zajednički jezik koji spaja različite periode, prinose i kulture koji će pomoći ljudima da sami nađu novi način da žive, da vide prostore oko sebe drugačije, da razmišljaju o resursima koje koriste drugačije, da se ponašaju drugačije? Možemo li da pronađemo taj jezik? I zatim, možemo li da umnožimo te akcije? Odgovor bi bio da, a taj jezik bi bio - hrana.
So, three and a half years ago, a few of us sat around a kitchen table and we just invented the whole thing. (Laughter) (Applause) We came up with a really simple game plan that we put to a public meeting. We did not consult. We did not write a report. Enough of all that. (Laughter) And we said to that public meeting in Todmorden, look, let's imagine that our town is focused around three plates: a community plate, the way we live our everyday lives; a learning plate, what we teach our kids in school and what new skills we share amongst ourselves; and business, what we do with the pound in our pocket and which businesses we choose to support.
Dakle, pre tri i po godine, nekolicina nas sela je za kuhinjski sto i jednostavno smo izmislili čitavu stvar (Smeh). (Aplauz) Osmislili smo veoma prost plan koji smo predstavili na javnom sastanku. Nismo se konsultovali. Nismo pisali izveštaj. Dosta je svega toga. (Smeh) I rekli smo na tom javnom sastanku u Todmordenu: hajde da zamislimo da je naš grad fokusiran oko tri tanjira: tanjir zajednice - način na koji živimo naš svakodnevni život, tanjir obrazovanja - ono što učimo našu decu u školi i nove veštine koje delimo između sebe; i tanjir biznisa - šta radimo sa novcem u džepu i koji biznis biramo da podržimo.
Now, let's imagine those plates agitated with community actions around food. If we start one of those community plates spinning, that's really great, that really starts to empower people, but if we can then spin that community plate with the learning plate, and then spin it with the business plate, we've got a real show there, we've got some action theater. We're starting to build resilience ourselves. We're starting to reinvent community ourselves, and we've done it all without a flipping strategy document. (Applause)
Sada, zamislimo te tanjire zadrmane akcijama zajednice u vezi sa hranom. Ako počnemo da vrtimo jedan od tih tanjira, to je zaista dobro, to počinje da osposobljava ljude, ali ako zavrtimo tanjir zajednice uz pomoć tanjira obrazovanja, a onda uz pomoć tanjira biznisa, dobijamo pravi šou, dobijamo akcionu scenu. Počinjemo sami da gradimo otpornost. Počinjemo iznova da stvaramo zajednicu. I to smo uradili bez ijednog prokletog dokumenta strategije. (Aplauz)
And here's the thing as well. We've not asked anybody's permission to do this, we're just doing it. (Laughter) And we are certainly not waiting for that check to drop through the letterbox before we start, and most importantly of all, we are not daunted by the sophisticated arguments that say, "These small actions are meaningless in the face of tomorrow's problems," because I have seen the power of small actions, and it is awesome.
I još nešto. Nismo tražili ničiju dozvolu da ovo uradimo, jednostavno to radimo. (Smeh) I sigurno ne čekamo da ček upadne u poštansko sanduče pre nego što počnemo, i najvažnije od svega, nismo obeshrabreni sofisticiranim argumentima koji kažu da su ove male akcije besmislene naspram sutrašnjih problema, jer sam ja videla snagu malih akcija, i ona je fantastična.
So, back to the public meeting. (Laughter) We put that proposition to the meeting, two seconds, and then the room exploded. I have never, ever experienced anything like that in my life. And it's been the same in every single room, in every town that we've ever told our story. People are ready and respond to the story of food. They want positive actions they can engage in, and in their bones, they know it's time to take personal responsibility and invest in more kindness to each other and to the environment.
Dakle, nazad na javni skup. (Smeh) Predstavili smo taj predlog na javnom skupu, dve sekunde, i prostorija je eksplodirala. Nikada, nikada nisam doživela tako nešto u svom životu. I bilo je isto u svakoj prostoriji, u svakom gradu gde god smo ispričali našu priču. Ljudi su spremni i reaguju na priču o hrani. Oni žele pozitivne akcije u kojima mogu da učestvuju, i duboko u sebi, oni znaju da je vreme da preuzmu ličnu odgovornost i ulože u više ljubaznosti jedni prema drugima i ka svom okruženju.
And since we had that meeting three and a half years ago, it's been a heck of a roller coaster. We started with a seed swap, really simple stuff, and then we took an area of land, a strip on the side of our main road, which was a dog toilet, basically, and we turned it into a really lovely herb garden. We took the corner of the car park in the station that you saw, and we made vegetable beds for everybody to share and pick from themselves. We went to the doctors. We've just had a 6-million-pound health center built in Todmorden, and for some reason that I cannot comprehend, it has been surrounded by prickly plants. (Laughter) So we went to the doctors, said, "Would you mind us taking them up?" They said, "Absolutely fine, provided you get planning permission and you do it in Latin and you do it in triplicate," so we did — (Laughter) — and now there are fruit trees and bushes and herbs and vegetables around that doctor's surgery. And there's been lots of other examples, like the corn that was in front of the police station, and the old people's home that we've planted it with food that they can pick and grow.
I od kad smo imali taj sastanak pre tri i po godine, ovo je bila jedna luda vožnja. Počeli smo sa razmenom semena, veoma jednostavne stvari, i onda smo uzeli deo zemlje, duž glavnog puta, koji je u suštini bio toalet za pse, i preobratili smo ga u veoma lepu biljnu baštu. Uzeli smo ugao parkinga na stanici koju ste videli i napravili smo biljne površine da budu zajedničke i da svako sam bere. Posetili smo i neke doktore. Upravo je napravljen zdravstveni centar u Todmordenu vredan 6 miliona funti, i iz nekih razloga koje ja ne mogu da shvatim, okružen je bodljikavim biljkama. (Smeh) Dakle, otišli smo kod doktora rekavši: "Da li biste imali nešto protiv da ih povadimo." Rekli su: "Apsolutno ne, ukoliko imate dozvolu za planiranje i ukoliko to uradite na latinskom i ukoliko ih utrostručite." I to smo i uradili - (Smeh) - i sada je tamo drveće voća žbunje i trave i povrće oko ordinacije tog doktora. Ima dosta i drugih primera, kao kukuruz koji je ispred policijske stanice, i dom starih gde smo zasadili hranu koju oni beru i gaje.
But it isn't just about growing, because we all are part of this jigsaw. It's about taking those artistic people in your community and doing some fabulous designs in those raised beds to explain to people what's growing there, because there's so many people that don't really recognize a vegetable unless it's in a bit of plastic with a bit of an instruction packet on the top. (Laughter) So we have some people who designed these things, "If it looks like this, please don't pick it, but if it looks like this, help yourself." This is about sharing and investing in kindness.
Ali nije samo gajenje u pitanju, jer smo svi mi deo ove slagalice. Radi se i o onim kreativnim ljudima u vašoj zajednici i izradi nekih sjajnih dizajna u tim biljnim površinama koje opisuju ljudima šta tamo raste, jer ima mnogo ljudi koji zapravo ne prepoznaju vrstu povrća dok nije u plastici sa instrukcijama na pakovanju. (Smeh) Znači, imamo neke ljude koji su dizajnirali ove stvari, "Ako izgleda ovako, molimo vas ne berite, ali ako izgleda ovako, poslužite se." Ovde se radi o deljenju i investiranju u ljubaznost.
And for those people that don't want to do either of those things, maybe they can cook, so we pick them seasonally and then we go on the street, or in the pub, or in the church, or wherever people are living their lives. This is about us going to the people and saying, "We are all part of the local food jigsaw, we are all part of a solution."
A za one ljude koji ne žele ni jedno od toga, oni možda znaju da kuvaju, mi ih oberemo sezonski i onda odemo na ulicu, ili u bar ili u crkvu ili bilo gde gde ljudi žive. Ovde se radi o tome da odlazimo ljudima i kažemo: "Mi smo svi deo lokalne slagalice hrane, mi smo svi deo rešenja."
And then, because we know we've got vegetable tourists and we love them to bits and they're absolutely fantastic, we thought, what could we do to give them an even better experience? So we invented, without asking, of course, the Incredible Edible Green Route. And this is a route of exhibition gardens, and edible towpaths, and bee-friendly sites, and the story of pollinators, and it's a route that we designed that takes people through the whole of our town, past our cafes and our small shops, through our market, not just to and fro from the supermarket, and we're hoping that, in changing people's footfall around our town, we're also changing their behavior.
I onda, pošto znamo da imamo "biljne turiste" i veoma ih volimo i apsolutno su fantastični, mislili smo, šta bismo mogli da im ponudimo za još bolji doživljaj? Onda smo smislili, bez pitanja naravno, "Neverovatno jestivu zelenu putanju". Ovo je putanja izložbenih bašti, i jestivih staza, predela koji su dobri za pčele, i to je staza koju smo dizajnirali koja vodi ljude kroz ceo naš grad, pored kafića i prodavnica, kroz pijacu, ne samo tamo-amo od supermarketa, i nadamo se da, pored izmene putanje ljudi kroz naš grad, menjamo i njihov način ponašanja.
And then there's the second plate, the learning plate. Well, we're in partnership with a high school. We've created a company. We are designing and building an aquaponics unit in some land that was spare at the back of the high school, like you do, and now we're going to be growing fish and vegetables in an orchard with bees, and the kids are helping us build that, and the kids are on the board, and because the community was really keen on working with the high school, the high school is now teaching agriculture, and because it's teaching agriculture, we started to think, how could we then get those kids that never had a qualification before in their lives but are really excited about growing, how can we give them some more experience?
Zatim, tu je drugi tanjir, tanjir obrazovanja. Dakle, imamo partnerstvo sa srednjom školom. Osnovali smo kompaniju. Kreiramo i pravimo akvaponik jedinicu na zemljištu koje je bilo napušteno iza srednje škole, i tamo ćemo gajiti ribu i povrće u voćnjaku sa pčelama, i učenici nam pomažu da to napravimo, i oni su zaduženi za sve i pošto je zajednica bila veoma raspoložena da sarađuje sa srednjoškolcima sada se i u školi uči poljoprivreda, i pošto se uči poljoprivreda, mi smo počelli da razmišljamo, kako da toj deci koja nisu imala nikakvih kvalifikacija ranije, ali su veoma raspoložena za uzgajanje, kako možemo da im obezbedimo još praktičnog iskustva?
So we got some land that was donated by a local garden center. It was really quite muddy, but in a truly incredible way, totally voluntary-led, we have turned that into a market garden training center, and that is polytunnels and raised beds and all the things you need to get the soil under your fingers and think maybe there's a job in this for me in the future. And because we were doing that, some local academics said, "You know, we could help design a commercial horticulture course for you. There's not one that we know of." So they're doing that, and we're going to launch it later this year, and it's all an experiment, and it's all voluntary.
Dobili smo neku površinu zemlje od lokalnog rasadnika. Bila je veoma blatnjava, ali na zaista neverovatan način, u potpunosti predvođeni volonterima, preobratili smo je u povrtnjak - centar za obuku. Znači, tu su plastenici, izdignute površine sa povrćem i sve što vam je potrebno da osetite zemlju pod prstima i pomislite da možda ima posla za vas u toj oblasti u budućnosti. I zbog tih naših akcija, neki lokalni profesori su predložili: "Znate, mogli bismo da pomognemo da se osmisli komercijalni kurs hortikulture za vas. Ne postoji ni jedan za sada." Dakle, to je u izradi i počeće kasnije u toku godine, i sve je eksperimentalno i sve je na volonterskom nivou.
And then there's the third plate, because if you walk through an edible landscape, and if you're learning new skills, and if you start to get interested in what's growing seasonally, you might just want to spend more of your own money in support of local producers, not just veg, but meat and cheese and beer and whatever else it might be.
Zatim, tu je i treći tanjir, jer ako hodate kroz jestivi predeo, i ako stičete nove veštine i ako počinjete da bivate zainteresovani za ono što raste sezonski, možete poželeti da trošite više svog novca za podršku lokalnim proizvođačima, ne samo povrća, već i mesa, sira i piva i bilo čega drugog.
But then, we're just a community group, you know. We're just all volunteers. What could we actually do? So we did some really simple things. We fundraised, we got some blackboards, we put "Incredible Edible" on the top, we gave it every market trader that was selling locally, and they scribbled on what they were selling in any one week. Really popular. People congregated around it. Sales were up.
Ali onda, mi smo samo grupa građana, znate. Mi smo svi volonteri. Šta zapravo možemo da uradimo? Tako da smo uradili neke proste stvari. Sakupljali smo sredstva. Dobili smo neke table na kojima smo napisali "Neverovatno jestivo" na vrhu, i dali smo ih lokalnim prodavcima koji su napisali šta prodaju svake nedelje. Veoma popularno. Ljudi su se okupljali oko označenog proizvoda. Prodaja je rasla.
And then, we had a chat with the farmers, and we said, "We're really serious about this," but they didn't actually believe us, so we thought, okay, what should we do? I know. If we can create a campaign around one product and show them there is local loyalty to that product, maybe they'll change their mind and see we're serious.
I onda, porazgovarali smo sa seljacima i rekli smo: "Mi smo zaista ozbiljni u vezi sa ovim" ali nam oni nisu baš poverovali, pa smo pomislili u redu, šta možemo da uradimo? Znam. Ako možemo da napravimo kampanju oko jednog proizvoda i pokažemo im da postoji lokalna lojalnost tom proizvodu, možda će se predomisliti i videti da smo ozbiljni.
So we launched a campaign -- because it just amuses me -- called Every Egg Matters. (Laughter) And what we did was we put people on our egg map. It's a stylized map of Togmorden. Anybody that's selling their excess eggs at the garden gate, perfectly legally, to their neighbors, we've stuck on there. We started with four, and we've now got 64 on, and the result of that was that people were then going into shops asking for a local Todmorden egg, and the result of that was, some farmers upped the amount of flocks they got of free range birds, and then they went on to meat birds, and although these are really, really small steps, that increasing local economic confidence is starting to play out in a number of ways, and we now have farmers doing cheese and they've upped their flocks and rare breed pigs, they're doing pasties and pies and things that they would have never done before. We've got increasing market stalls selling local food, and in a survey that local students did for us, 49 percent of all food traders in that town said that their bottom line had increased because of what we were actually doing. And we're just volunteers and it's only an experiment. (Laughter)
Lansirali smo kampanju - jer me to jednostavno zabavlja - koju smo nazvali "Svako jaje je važno." Stavili smo ljude na našu "mapu jaja." To je stilizovana mapa Todmordena. Bilo koga ko prodaje višak jaja na kapiji svoje bašte, legalno, svojim komšijama, označili smo tamo. Počeli smo sa četvoro prodavaca a sada ih imamo 64, i rezultat toga je bio da su ljudi odlazili u prodavnice i tražili lokalna Todmordenska jaja, i rezultat toga je bio da su neki farmeri podigli broj domaćih kokoški i uz to su prešli i na tovne piliće, i iako su ovo baš sitni koraci, to povećanje lokalnog ekonomskog poverenja počinje da se pokazuje na više načina, i sada imamo seljake koji prave sir udvostručili su stada i broj retkih svinja, prave pite sa mesom i ostale stvari koje ne bi radili pre. Imamo povećanje tezgi koje prodaju lokalne proizvode, i u istraživanju koje su lokalni studenti uradili za nas, 49% svih trgovaca hranom u gradu je reklo da je njihova prodaja porasla kao rezultat ovoga što mi radimo. A mi smo samo volonteri i ovo je samo eksperiment. (Smeh)
Now, none of this is rocket science. It certainly is not clever, and it's not original. But it is joined up, and it is inclusive. This is not a movement for those people that are going to sort themselves out anyway. This is a movement for everyone. We have a motto: If you eat, you're in. (Laughter) (Applause) Across age, across income, across culture.
E sada, ovo nije nuklearna fizika. Nije mnogo pametno i nije potpuno originalno. Ali okuplja i uključuje dosta ljudi. Ovo nije pokret za te ljude koji će sebe na neki način izdvojiti. Ovo je pokret za sve. Mi imamo moto: "Ako jedete, upadate." (Smeh) (Aplauz) Svih uzrasta, prihoda i kultura.
It's been really quite a roller coaster experience, but going back to that first question that we asked, is it replicable? Yeah. It most certainly is replicable.
To je prava luda vožnja, ali vratimo se na prvo pitanje koje smo postavili: možemo li da ponovimo sve? Da. Sigurno možemo.
More than 30 towns in England now are spinning the Incredible Edible plate. Whichever way they want to do it, of their own volition, they're trying to make their own lives differently, and worldwide, we've got communities across America and Japan -- it's incredible, isn't it? I mean, America and Japan and New Zealand. People after the earthquake in New Zealand visited us in order to incorporate some of this public spiritedness around local growing into the heart of Christchurch.
Više od 30 gradova u Engleskoj sada okreće "Neverovatno jestivi" tanjir. Na koji god način oni žele to da urade, kako oni odluče, oni pokušavaju da žive svoje živote drugačije, i širom sveta, imamo zajednice u Americi i Japanu - neverovatno je, zar ne? Mislim, Amerika, Japan, Novi Zeland. Ljudi su nas posetili posle zamljotresa na Novom Zelandu da bi pripojili malo ove javne svesti u vezi sa uzgajanjem, u srce Krajstčerča.
And none of this takes more money and none of this demands a bureaucracy, but it does demand that you think things differently and you are prepared to bend budgets and work programs in order to create that supportive framework that communities can bounce off.
I ništa od ovoga ne zahteva nikakav novac i ništa od ovoga ne zahteva birokratiju, ali zahteva drugačije razmišljanje i spremnost da zaobiđete budžet i radne programe da biste stvorili podržavajući okvir od kojeg zajednica može da odskoči.
And there's some great ideas already in our patch. Our local authority has decided to make everywhere Incredible Edible, and in support of that have decided to do two things.
A već imamo i neke sjajne ideje. Naša lokalna vlast je već odlučila da svuda napravi mesta za "Neverovatno jestivo" i kao podršku tome odlučila da uradi dve stvari.
First, they're going to create an asset register of spare land that they've got, put it in a food bank so that communities can use that wherever they live, and they're going to underpin that with a license.
Prvo, napraviće registar slobodnog zemljišta koje imaju i staviti ga na raspolaganje da bi zajednice mogle da ga koriste gde god da žive, i to će podupreti dozvolama.
And then they've said to every single one of their workforce, if you can, help those communities grow, and help them to maintain their spaces.
I svakome od njihovih radnika je rečeno da ako mogu, pomognu zajednicama da rastu i pomognu im da održavaju svoja mesta za gajenje.
Suddenly, we're seeing actions on the ground from local government. We're seeing this mainstreamed. We are responding creatively at last to what Rio demanded of us, and there's lots more you could do. I mean, just to list a few. One, please stop putting prickly plants around public buildings. It's a waste of space. (Laughter) Secondly, please create -- please, please create edible landscapes so that our children start to walk past their food day in, day out, on our high streets, in our parks, wherever that might be. Inspire local planners to put the food sites at the heart of the town and the city plan, not relegate them to the edges of the settlements that nobody can see. Encourage all our schools to take this seriously. This isn't a second class exercise. If we want to inspire the farmers of tomorrow, then please let us say to every school, create a sense of purpose around the importance to the environment, local food and soils. Put that at the heart of your school culture, and you will create a different generation.
Iznenada, vidimo akcije lokalne samouprave na licu mesta. Vidimo da je ozbiljno. Konačno odgovaramo kreativno na ono što je Rio tražio od nas, a ima još mnogo toga što može da se uradi. Navešću nekoliko stvari. Prvo, molim vas prestanite da sadite bodljikavo bilje oko javnih zgrada. To je traćenje prostora. (Smeh) Drugo, molim vas napravite jestive predele da bi naša deca počela da hodaju pored hrane svakoga dana, kroz naše glavne ulice, kroz parkove, gde god da se kreću. Inspirišite lokalne planere da stave površine sa hranom u centar grada i u gradski plan, da ih ne potiskuju na ivice naselja gde niko ne zalazi. Ohrabrite škole da ovo shvate ozbiljno. Ovo nije vežba drugog reda. Ako želimo da inspirišemo buduće farmere, onda nam dozvolite da kažemo svakoj školi, da stvori osećaj svrhe oko važnosti okoline, lokalne hrane i zemlje. Stavite to u srce školske kulture, i stvorićete drugačiju generaciju.
There are so many things you can do, but ultimately this is about something really simple. Through an organic process, through an increasing recognition of the power of small actions, we are starting, at last, to believe in ourselves again, and to believe in our capacity, each and every one of us, to build a different and a kinder future, and in my book, that's incredible. Thank you. (Applause) (Applause) Thank you very much. (Applause)
Ima toliko stvari koje mogu da se urade, ali naposletku ovo je nešto veoma jednostavno. Kroz organski proces, kroz povećanje priznanja malim akcijama, započinjemo, konačno, da verujemo u sebe ponovo, i da verujemo u svoje mogućnosti da stvorimo drugačiju i prijatniju budućnost, i po mom mišljenju, to je fenomenalno. Hvala vam. (Aplauz) (Aplauz) Hvala vam mnogo. (Aplauz)