{"id":24009,"date":"2016-01-05T09:04:14","date_gmt":"2016-01-05T08:04:14","guid":{"rendered":"http:\/\/www.invarena.cz\/?p=24009"},"modified":"2016-01-05T09:12:18","modified_gmt":"2016-01-05T08:12:18","slug":"nakazy-jsou-lekci-prirozeneho-jidla","status":"publish","type":"post","link":"https:\/\/www.invarena.cz\/?p=24009","title":{"rendered":"N\u00e1kazy jsou lekc\u00ed „p\u0159irozen\u00e9ho“ j\u00eddla"},"content":{"rendered":"

V\u011brozv\u011bsti „p\u0159irozen\u00fdch“ potravin a „poctiv\u00e9ho“ j\u00eddla dostali prost\u0159ednictv\u00edm bakterie E.coli a dal\u0161\u00edch zcela p\u0159\u00edrodn\u00edch organism\u016f lekci v podob\u011b s\u00e9rie otrav u americk\u00e9ho restaura\u010dn\u00edho \u0159et\u011bzce Chipotle Mexican Grill. Konkr\u00e9tn\u00ed zdroje n\u00e1kaz se z\u0159ejm\u011b nikdy nepoda\u0159\u00ed zjistit, ale jednou z p\u0159\u00ed\u010din je podle v\u0161eho pr\u00e1v\u011b firemn\u00ed marketingov\u00fd model, l\u00e1kaj\u00edc\u00ed z\u00e1kazn\u00edky na „p\u0159irozenost“ a lok\u00e1ln\u00ed zdroje. Napsal to list The Wall Street Journal (WSJ).<\/strong><\/p>\n

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ilustra\u010dn\u00ed foto: Andrew Ratto \/ Flickr.com<\/p>\n

Chipotle po l\u00e9ta bojovala pod heslem „j\u00eddlo d\u011blan\u00e9 poctiv\u011b“ s konkurenty, kter\u00e9 obvi\u0148ovala z pou\u017e\u00edv\u00e1n\u00ed chemie a um\u011bl\u00fdch p\u0159\u00edsad. Sama zd\u016fraz\u0148ovala, \u017ee pou\u017e\u00edv\u00e1 biopotraviny a \u010derstv\u00e9 potraviny nam\u00edsto zmra\u017een\u00fdch a \u017ee j\u00eddla p\u0159ipravuje „p\u0159irozen\u011bj\u0161\u00edm“ zp\u016fsobem ne\u017e jin\u00e9 \u0159et\u011bzce. „Nepoctiv\u00ed“ konkurenti si te\u010f mohou dop\u0159\u00e1t na opl\u00e1tku trochu \u0161kodolibosti, p\u00ed\u0161e list.<\/p>\n

Prodejce burrita a dal\u0161\u00edch mexick\u00fdch pokrm\u016f zaznamen\u00e1v\u00e1 od \u010dervence p\u0159\u00edpady n\u00e1kaz z j\u00eddel po cel\u00fdch Spojen\u00fdch st\u00e1tech. Nejm\u00e9n\u011b 50 z\u00e1kazn\u00edk\u016f sn\u011bdlo n\u011bco, co obsahovalo E.coli, a v\u00edce ne\u017e 140 student\u016f ode\u0161lo po\u010d\u00e1tkem prosince z jedn\u00e9 bostonsk\u00e9 restaurace Chipotle s norovirem.<\/p>\n

Firma uzav\u0159ela a d\u016fkladn\u011b p\u0159ekontrolovala \u0159adu provozoven, st\u00e1le ale netu\u0161\u00ed, jak se do jej\u00edho j\u00eddla nebezpe\u010dn\u00e9 organismy dostaly. Jedn\u00edm z mo\u017en\u00fdch d\u016fvod\u016f je podle listu to, \u017ee \u010d\u00e1st pou\u017e\u00edvan\u00e9 zeleniny, kter\u00e1 je nejobvyklej\u0161\u00edm zdrojem t\u011bchto organism\u016f, odeb\u00edr\u00e1 firma lok\u00e1ln\u011b a sama se t\u00edm v r\u00e1mci vlastn\u00ed reklamy chlub\u00ed. Jenom\u017ee pr\u00e1ce s velk\u00fdm po\u010dtem dodavatel\u016f odhalen\u00ed takov\u00fdch rizik v\u00fdrazn\u011b zt\u011b\u017euje. Na tato rizika p\u0159itom upozor\u0148ovala u\u017e po\u010d\u00e1tkem roku intern\u00ed zpr\u00e1va firmy.<\/p>\n

Chipotle minul\u00fd t\u00fdden v z\u00e1jmu z\u00e1chrany pov\u011bsti od n\u011bkter\u00fdch „p\u0159irozen\u00fdch“ z\u00e1sad upustila. Raj\u010data a n\u011bkter\u00e9 dal\u0161\u00ed suroviny za\u010dne firma kr\u00e1jet centr\u00e1ln\u011b, aby je mohla p\u0159edt\u00edm testovat, cibule se bude p\u0159ed kr\u00e1jen\u00edm nam\u00e1\u010det do va\u0159\u00edc\u00ed vody a maso se bude marinovat v hermeticky uzav\u0159en\u00fdch s\u00e1\u010dc\u00edch nam\u00edsto v otev\u0159en\u00fdch m\u00eds\u00e1ch.<\/p>\n

Jin\u00fdmi slovy, Chipotle slibuje, \u017ee sv\u00e9 praktiky zvedne v z\u00e1jmu bezpe\u010dnosti na \u00farove\u0148 20. stolet\u00ed, p\u00ed\u0161e WSJ. Firma p\u0159itom dosud odm\u00edtala centr\u00e1ln\u00ed p\u0159\u00edpravu surovin, jak ji praktikuj\u00ed ostatn\u00ed \u0159et\u011bzce, a vysm\u00edvala se „neudr\u017eiteln\u00e9mu sv\u011btu pr\u016fmyslov\u00e9ho zem\u011bd\u011blstv\u00ed“.<\/p>\n

Podle WSJ je ale hnut\u00ed „locavore“ za konzumaci m\u00edstn\u00edch potravin jen jedn\u00edm z odraz\u016f bohatstv\u00ed a prosperity; ta p\u0159itom prim\u00e1rn\u011b vze\u0161la z prudk\u00e9ho zv\u00fd\u0161en\u00ed efektivnosti modern\u00ed zem\u011bd\u011blsk\u00e9 produkce, kter\u00e1 p\u0159inesla prudk\u00fd pokles cen potravin. To uvolnilo dostatek kapit\u00e1lu, mimo jin\u00e9 pro financov\u00e1n\u00ed lid\u00ed, jako je \u0161\u00e9f Chipotle Steve Ells, kter\u00fd vytvo\u0159il firmu s marketingov\u00fdm modelem zalo\u017een\u00fdm na v\u00fdsm\u011bchu efektivn\u00edmu zem\u011bd\u011blstv\u00ed. Romantick\u00e9 tou\u017een\u00ed po farma\u0159en\u00ed minul\u00fdch \u010das\u016f se rozmohlo pr\u00e1v\u011b v dob\u011b, kdy pod\u00edl lid\u00ed, kte\u0159\u00ed pracuj\u00ed na p\u016fd\u011b, klesl v USA na dv\u011b procenta po\u010dtu obyvatel.<\/p>\n

Stejn\u011b tak je ironick\u00e1 i kampa\u0148 Chipotle proti geneticky modifikovan\u00fdm organism\u016fm (GMO). Po\u010d\u00e1tkem roku firma slavila „sbohem GMO“ a hr\u00e1la na strunu obav lid\u00ed z „frankensteinovsk\u00fdch potravin“. Z poj\u00edd\u00e1n\u00ed geneticky upraven\u00fdch potravin, na rozd\u00edl od zcela p\u0159\u00edrodn\u00ed E.coli, ale nikdo nikdy n\u00e1hle neonemocn\u011bl, konstatuje WSJ.<\/p>\n

Marketing Chipotle zam\u011b\u0159en\u00fd na lok\u00e1ln\u00ed potraviny a proti GMO byl sou\u010d\u00e1st\u00ed obchodn\u00ed strategie, kter\u00e1 firmu odli\u0161ovala od konkurent\u016f a z\u00edskala j\u00ed v\u00fdznamn\u00fd pod\u00edl na trhu. Trh je ale brut\u00e1ln\u00ed u\u010ditel, pokud z\u00e1kazn\u00edci a investo\u0159i zjist\u00ed, \u017ee n\u011bco nen\u00ed v po\u0159\u00e1dku. V posledn\u00edm \u010dtvrtlet\u00ed se \u010dek\u00e1 razantn\u00ed pokles tr\u017eeb a akcie firmy letos ztratily \u010dtvrtinu hodnoty.<\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

V\u011brozv\u011bsti „p\u0159irozen\u00fdch“ potravin a „poctiv\u00e9ho“ j\u00eddla dostali prost\u0159ednictv\u00edm bakterie E.coli a dal\u0161\u00edch zcela p\u0159\u00edrodn\u00edch organism\u016f lekci v podob\u011b s\u00e9rie otrav u americk\u00e9ho restaura\u010dn\u00edho \u0159et\u011bzce Chipotle […]<\/a><\/p>\n<\/div>","protected":false},"author":1,"featured_media":19341,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-24009","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-zdravi"],"_links":{"self":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/posts\/24009","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=24009"}],"version-history":[{"count":0,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/posts\/24009\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/media\/19341"}],"wp:attachment":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=24009"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=24009"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=24009"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}