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 今日主題：Boutique food shops-- Deli-licious  小型食品店--美味的熟食

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 中英文稿：
Boutique food shops-- Deli-licious
小型食品店--美味的熟食

As supermarkets flounder, small food and drink retailers are booming
大型超市困境中掙扎之際，正是小型飲食零售店繁榮之時

Chi-chi cheese
琦琦奶酪

INVESTORS in Tesco, Britain's largest supermarket chain, could be forgiven for weeping into their Christmas pud this month. On December 9th the retailer issued its fourth profit warning in five months, cutting its full-year trading forecast by almost a third. Shares plunged ( again), topping off a dreadful year for the former darling of the City. Tesco's only solace is that it is only doing marginally worse now than its direct competitors, such as Sainsbury's and Morrison's.
英國最大的連鎖超市特易購投資商若在本月聖誕節掩面痛哭，也是情有可原。易購零售商於12月9號發布了5個月以來的第4次盈利警告，其預測的全年交易額減 少了近三分之一。該公司股票（再次）猛跌，結束了這個昔日城市寵兒不如意的一年。唯一的慰藉就是它現在只是比直接競爭對手（桑斯博裡與莫里森公司）稍微差 了點兒。

There is no need for solace at the Keelham Farm Shop, on the outskirts ofBradford, however. Here it is mulled wine and treats all round, as Victoria Robertshaw, the co-owner, celebrates another fine year and big plans for the future. Founded in the early 1970s, Keelham was one of the country's first modern farm shops, selling meat, vegetables and much else, but only from the family farm or from other local producers. Its growth has been spectacular.
而位於布拉德福德郊區的凱勒姆農家店根本不需要安慰。這裡到處是熱紅酒和美食，店主維多利亞•羅伯肖慶祝又一年的好時光與未來的宏偉計劃。凱勒姆建於20 世紀70年代初期，是全國首批出現的一家現代農家店，主要經營肉類、蔬菜以及其他諸多產品，但只從個體農場或其他當地生產商進貨。生意紅火，發展迅速。

In 2006, Keelham had a turnover of ￡2m, already large for a farm shop. Today that figure is over ￡11m, and achieved in one of the less prosperous parts of the country. Such is the demand that Ms Robertshaw is investing ￡4m next year in opening a much larger Keelham's in Skipton, a nearby town. Her new outlet will also boast a cooking school and a café. Much of what it will sell, such as sausages, will be made on site.
2006年，凱勒姆營業額為200萬歐元，這對於農家店而言已經算是超額。如今的營業額超過1100萬歐元，並且是在全國發展水平一般的地區做到的。這是 大勢所趨，羅伯肖女士將於明年投資400萬歐元，在臨邊的斯基普頓鎮開一家更大規模的分店”。毫不誇張地說，新開的專賣店也會促進烹飪學校和咖啡館的成 立。像火腿腸之類的產品，很多會在網上銷售。

The expansion of Keelham's reflects the robust health of the country's boutique food-and-drink business. There are about 4,000 such businesses today, and more are opening all the time. The National Farmers' Retail and Markets Association, which represents about 300 farm shops , says that many members have reported a 5-10% increase in turnover this year.
凱勒姆不斷發展壯大，反映了國家小型餐飲業的生機與活力。現在這樣的店約有4000家，而且與日俱增。約有300個農家店入會的國家農民零售與市場協會表示，很多成員今年的營業額增長了5%到10%。

Some analysts expected the burgeoning sector of small food-and-drink companies to be decimated by the financial crash of 2008. Surely tasty treats from the local deli would be the first casualties as household budgets were slashed. In fact, the reverse has happened. The sector has not only survived, but prospered, partly due to the change in shopping habits provoked by that same recession.
一些分析家曾預測，小型餐飲業這一新興行業會在2008年金融危機中受到重創。毋庸置疑，隨著家庭預算開支的大幅度減少，地方熟食店的美食會第一個受到衝 擊。而事實正好相反。該行業不僅存活了下來，而且是一片欣欣向榮，這還是歸功於經濟的不景氣，是它改變了人們的購物習慣。

After 2008 many consumers started shopping at cheaper supermarkets, such as Aldi and Lidl. Customers also started buying in bulk online. However, in contrast to previous downturns, says Hugh Padfield, a director of the Bath Soft Cheese Company, this time people continue to buy basic products at the cheapest price, and spend the money they save on products that are better quality, like his own renowned Bath Blue cheese.
2008年之後，很多消費者開始在賣便宜商品的超市購物，比如德國阿爾迪和利德爾。顧客也開始在網上大量購物。然而，巴斯軟奶酪公司董事休•帕德菲爾德表 示，與之前經濟下滑相比，這次人們還是買最便宜的必需品，然後把省下來的錢用來買質量好一點的東西，比如他公司人人皆知的巴斯藍奶酪。

This sort of “promiscuous shopping”, as the analysts call it, is replacing the traditional once-a-week trip to an out-of-town Tesco or Sainsbury's. Those retailers are therefore being squeezed by Aldi and Lidl undercutting them and the farm shops taking business away at the top end, albeit still on a modest scale. Small producers like Mr Padfield are doing very nicely; he has tripled his turnover in just five years, to ￡750,000, and will struggle to meet all his orders for Christmas . Ms Robertshaw says her prices are not more expensive than those of the supermarkets, putting her produce within range of most shoppers.
分析師將這種購物方式稱為“混雜購物”，它開始逐漸取代傳統的購物方式—每週去城外的易購或者桑斯博裡購物一次。阿爾迪和利德爾廉價經營，農家店良性競 爭，但還是搶走了高收入人群，但易購或桑斯博裡的零售商因此受到了排擠。像帕德菲爾德先生這樣的小生產商，生意很好；僅在5年內，營業額就翻了兩番，達到 75萬歐元，而且還會在聖誕節完成所有訂單。羅伯肖女士表示，自己商品的價格並不比超市的貴多少，大多數顧客都買得起。

Another essential ingredient in the success of the small producers is the increasing demand for locally sourced food. After various scandals inBritain's food production, from “mad-cow disease” to the discovery of horse meat in some products, consumers are much more concerned to know where their food comes from, and how it was produced.
小型生產商成功的另一個基本因素是來源於本地的食物需求不斷增大。英國食物生產上演了各種各樣的醜聞，從“瘋牛病”到某些產品中發現馬肉，消費者越來越關注對食物來源、食物加工的知情度。

Farm shops and delis thus stress the local content of their food in a way that supermarkets, with their central distributions systems, usually cannot. “Provenance is really important now,” says Asad Khan, who has recently set up a luxury ice-cream business in London, called Snowflake. The fact that his gelati are all made of the best quality British milk and are prepared in the store is a large part of Snowflake's appeal. Mr Khan has seen his turnover more than double in two years of business. He even sells pricey tubs of ice-cream that customers would previously have bought only from a supermarket.
鑑於此，農家店和熟食店特別注重食物的本地性，而超市在城市中心分配系統下通常難以做到這一點。阿薩德?卡恩說：“原產地現在真的很重要。”他最近在倫敦 開了一家豪華冰激凌店，名字叫雪花。雪花的魅力在於：意大利膠凝冰糕都是用英國的上乘牛奶製作，而且是店內現做。卡恩先生開店兩年，營業額已經翻了兩倍 多。他甚至還賣高價格的桶裝冰激凌，在這之前，顧客只能在超市買得到。