2014.7.31【中译英】国外如何处理“变质肉”事件?

ydyinglluk (Erin) 译坛新秀
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发表于:2014-07-31 06:37 [只看楼主] [划词开启]
供应商从本土到跨国连连翻船
Food security Scandal: From local to transnational food suppliers
城门失火,殃及池鱼。洋快餐巨头麦当劳、肯德基、必胜客再次因供应商——上海福喜食品有限公司“变质肉”事件遭受食品安全和信任双重危机。这也是近两年来洋快餐巨头第二次“中枪”。变质肉本质与上次使用违禁药物催肥速生鸡相同,都是无视食品安全一味追求经济利益。
The current food scandal of Fusi Food Shanghai Ltd has trapped a bundle of food giant company into crisis of both food security and confidence. It is also the second time that famous fast food chain such as McDonald’s, KFC and Pizza Hut had fallen in the recent two years. Just as the using of fatten fast-grown chicken, using bad meat for cooking is also a result of blindly pursuing interests without focus on food safety.
不同的是,上次洋快餐巨头将责任归咎于中国本土供应商,而这次出事的供应商上海福喜,其隶属于有100多年历史的美国OSI集团。该集团是全球性食品供应商,去年年收入近60亿美元。这说明无论是从本土还是国际知名集团企业都在供应这条路上翻船。
There is one difference between these two scandals. Last time, fast food giant companies still have local food material suppliers to accuse, but this time, the scandal involved company was Fusi Shanghai which belongs to the OSI Group of US, and it has been last for more than hundred years. As a global food supplier, the annual income of this group is nearly $6 billion. No matter where they come from, food suppliers are always the one to be blamed. 
由于上次事件触发了当月百胜餐饮店同店销售额下降37%,其中肯德基同店销售额下降41%,必胜客同店销售额下降15%。从信任危机而言,换上美国企业仍致供应问题无解,可见本次的影响将冲击更大。
The last crisis led a reduction in same-store sales of 37% in Yum! Restaurant that month, 41% in KFC and 15% in Pizza Hut. It is supposed that the outbreak of this scandal will have a greater impact on trust crisis, because the introducing of U.S. food suppliers still cannot figure out the problems on food supply process.
其实,去年的席卷全球的“马肉风波”事件,无论从性质恶劣程度和影响层面都不及变质肉,无毒的马肉只是践踏了消费者的信任,但却一时改变了欧洲人的消费习惯,比如英国一项2000调查数据显示,58%的人表示不会购买加工过的肉类,三分之一的人已经不从超市购买便宜的肉制品,而选择购买较贵的肉制品。
Compared with deteriorated meat, the horsemeat scandal last year has not caused such a horrible impact among peoples. Even nontoxic horsemeat just stamped the confidence of customers, but still, it converted the habits of consumption in Europe. According to a survey involved more than 2,000 peoples in Britain, about 58% of participates said they won’t buy processed meat anymore and one third of participates will choose expensive beef production rather than purchasing the cheap processed meat in supermarket.
从国内情况来看,与猪肉有关的莫过于双汇瘦肉精事件。该起事件使得双汇品牌遭遇前所未有的危机,股价一天增发103亿元。受此拖累,双汇当年净利润下滑超5成。
Let‘s look back to our homeland, the most notorious food scandal is Clenbuterol scandal in Shuanghui meat products. The brand of Shuanghui faced an unprecedented crisis for this scandal, it’s share prices has to issue additional stock of 10.3 billion yuan in one day. And it also caused a slide in net profits that year at a rate of more than 50%.
当变质肉事件再一次出现,当替换世界知名的供应商仍无济于事,这已经不是果断封存出事产品所能解决。即便洋快餐能熬过这次危机,但品牌损伤是难以预估的。事实上,尽管双汇瘦肉精已逝去多年,但其阴影依旧存在。

As such food scandal appears again, this time they substitute local suppliers with western famous group. But it still cannot save the situation. The problem has already cannot be solved by sealing all the involved products. Even those western fast food chains can survive, the hurt would be unpredictable. Just like the shadow of Clenbuterol scandal still haunting over the Chinese food industry even though it has been through years. 

字数:625

今天的墨绿有点诡异。。。


最后编辑于:2014-07-31 06:43
分类: 英语

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