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MORE ECO PLEASE!

December 9, 2012 Leave a comment

IF WE ARE WHAT WE EAT, ARE NOT WE CLOSER TO “NATURE” IF WE INCORPORATE NATURAL AND ORGANIC FOODS INTO OUR DIET?

cereal

 The “organic”  label is one of the more recent vintage and is the product of its own countercultural revolution. Its prominence in grocery store aisles reflects a cultural repulsion against factory farms and their reliance on chemical, biological and other industrial solutions to the myriad challenges posed by growing crops and raising animals for safe human consumption.

Two of the most symbolic words in food promotion nowadays are “organic” and “natural.” Generally defined, “natural” means “present in or produced by nature” and is not something “altered, treated or disguised,” but rather “faithfully represents nature or life.”  “Organic,” in its most abstract sense, means “simple, healthful, and close to nature.”

Organic products they are rare even among Spanish  consumers. However, Spain is the second European country as a producer of organic food, almost 80% is exported to other countries. The reasons cited by citizens for not buying these products are unknown (33.3%), difficult to find in the market (31.3%) or the highest price (28.1%), which sometimes reaches overcome the traditional foods of 100%, especially fruits and vegetables.

Alimentos-orgánicos

What is ecological farming?
Organic farming also known as biological or organic, is a way to cultivate and care for the land and raising cattle respectfully with nature, without the use of toxic chemicals (fertilizers, pesticides, herbicides, so on). Seeded modified genetically (called GM or GMO) without forcing fertility cycles or animal feed. Its purpose is to get healthy food for all, at its maturity, with all the flavor, aroma, texture, with all the vitality and all the benefits of healthy food.

Besides, these foods offer many advantages over traditional reasons to opt for them.

Why eat ecological food?
Because they are healthy and safe for the body and have all the nutrients and vitamins own food.
Come from organic farming, that by not using toxic chemicals helps protect our health and care of the farmers and the environment.

Because plant or animal ingredients have not been genetically modified. Organic farming takes account of traditional agricultural knowledge while knowledge is up to date and cutting edge techniques to keep improving in all aspects, but not away from life or nature, and is managed with strict quality standards.
Because they come from an agriculture that preserves and enhances biodiversity by encouraging the planting of hedges and trees, to remove chemicals that affect wildlife and the entire food chain by diversifying crops, conserve indigenous seeds.
Organic farming is also a commitment by the farmer and the farmer to look after the land, woodland and water, to enable the animals to develop their innate behavior and are at all times in a position of comfort, to respect their cycles and needs.

trabajando

Because they come from an agriculture that promotes work and country life preserving its own culture and contributes to satisfaction, health and culture of living in the city. While maintaining the diversity of the landscape with its beauty and harmony, helping to create jobs by requiring more labor and reduce agricultural surpluses with promoting quality rather than quantity.

Because organic food to take contribute to responsible consumption. A consumer of organic products know that organic farming contributes to rural development to better use of resources and a brake erosion and fires, a survival of the caring professions field then enjoyed by all; a fair prices for farmers.
Buy organic food, it is, food from the agriculture and livestock, is to support farmers to do their work gladly, watching the economic and social development of our peoples.
Because organic farming helps us recover the flavors almost lost, eating nice food gastronomic culture we know and we like for its aroma, its flavor.
Ultimately for their good quality.

How can we identify an ecological food?
All packaged products are obtained according to the rules of organic farming with its labeling are: “Organic farming” (in Castilian or in any of the languages ​​of the European Union) and a logo or seal indicating authority or body control which certifies that this is so. If the product is produced and packaged in the EU can carry the logo European Organic and Biological.

logo

If the product is fresh and not packaged (fruits, vegetables), make sure that the producer is enrolled in a watchdog and has a certificate of organic farming and production control.

Nowadays, it is demanded definite values which are linked to differential products, among the quality, safety, health, sustainability, so on. Food is a social and cultural fact as well as biological. Therefore, we do not only ingest nutrients, but also symbols. Through this act, we build an important part of our individual and social identity.
It is an interest for the traditional, the authentic, the craftsman, natural, products our land.

To sum up, organic foods have become part of daily food consumption thanks to its distinction, health, safety, nature, tradition, so on.
A dynamic that relies on new consumer trends in post-industrial societies, eager to find in nature the lost sensations by the advance of modernization and connecting with new marketing strategies that aim to consolidate “the local “as a brand or seal of quality and differentiation.
Organic production allows farmers and rural agro-industries to acquire a small space of autonomy from corporate power, in an increasingly competitive environment.

supermarket
This strategy allows us to analyze the interaction between the local and the global, between tradition and innovation, and between the legacy of the past and the future bet. It goes without saying that the world echoing lets you discover a mosaic of men and women who work our land with a deep respect for the environment, animal welfare and food quality, healthier and they do these days with a optimistic mood, because we know that we are a small gift will be the great future buts. It is ultimately a way of raising awareness about organic food and highlight the quality and richness of our land.

carrito

REFERENCES:

– AGUILAR CRIADO, E. (2007), Productos locales, mercados globales. Nuevas estrategias de desarrollo en el mundo rural, en García Docampo, M. (ed.), Perspectivas Teóricas en Desarrollo Local. La Coruña: Netbiblo, pp. 147-169.

– ALONSO BENITO, L. E. (2004). “Las políticas del consumo: transformaciones en el proceso de trabajo y fragmentación de los estilos de vida”, en RES. Revista Española de Sociología, nº 4, pp. 7-50.

– ALONSO BENITO, L. E. (2002). “¿Un nuevo consumidor?”, en Abaco: Revista de cultura y ciencias sociales, nº 31, pp. 11-18.

– BESIÈRE, J. (1998), “Local Development and Heritage: Traditional Food and Cuisine as Tourist Attractions in Rural Areas”, en Sociologia Ruralis, nº 38 (1), pp. 21-34.

– BRUGAROLAS, M.; RIVERA, L. M. y SÁNCHEZ, M. (1997). “Potencial de mercado para nuevos productos alimentarios: la producción ecológica.” Investigaciones europeas de dirección y economía de la empresa, nº 3(1), pp. 61-76.

– CALOMARDE BURGALETA, J. V. (2000). “Marketing ecológico”. Madrid: Ed. Pirámide y Esic Editorial.

– CÁCERES, J. y ESPEITX, E. (2002), “Riesgo alimentario y consumo: percepción social de la seguridad alimentaria”, en Gracia (Coord), Somos lo que comemos. Estudios de alimentación y cultura en España. Barcelona: Ariel, pp.317-348.

– CÁCERES, F.; CRUZ, J. C.; RODRÍGUEZ, A.y RUBIO, L. A. (2004). “Calidad agroalimentaria y denominaciones de origen.” Cuadernos de la Tierra del Agricultor y Ganadero, Nº 3, PP. 6-16.

– DÍAZ MÉNDEZ, C. y GÓMEZ BENITO, C. (2001). “Del consumo alimentario a la sociología de la alimentación”, EN Distribución y Consumo, Nº 60, PP. 5-23.

– GONZÁLEZ RUIZ, L.y COBO QUESADA, F. B. (2000). “Agricultura Ecológica en España: las estrategias de marketing, claves para el éxito”, en Distribución y Consumo, nº51, pp.39-55.

– HERVIEU, B. (1997). Los campos del futuro, Madrid: Ministerio de Agricultura, Pesca y Alimentación.

– LOZANO CABEDO, CARMEN (2007), “La agricultura ecológica en el nuevo modelo de ruralidad. Una aproximación desde la Sierra de Segura (Jaén)”, en Neira, X.; Cervera, A. y Simón, X., Agroecoloxía e Agricultura Ecolóxica en Galiza. Catarroja (Valencia): SEAE, pp.91-99

– MURDOCH, J. y MIELE, M. (1999). “‘Back to Nature’: Changing ‘Worlds of Production’ in the Food Sector.” Sociologia Ruralis, 39(4), 465-483.

– NYGARD, B.y STORSTAD, O. (1998). “De-globalization of Food Markets? Consumer Perceptions of Safe Food: The Case of Norway.” Sociologia Ruralis, 38(1), 35-53.

– RENARD, M.-C. (1999). “The Interstices of Globalization: The Example of Fair Coffee.” Sociologia Ruralis, 39(4), 484-500.

– WILLER, H.;SORENSEN, N.y YUSSEFI-MENZLER, M. (2008). “The World of Organic Agriculture. Statistics and Emerging Trends 2008.

The Coca-Cola Company

December 9, 2012 Leave a comment

The Coca-Cola Company is the world’s largest beverage company, which offers its consumers nearly 400 brands of non-alcoholic beverage concentrates and syrups . It was founded in 1886 by pharmacist Dr John  Pemberton in Atlanta, Georgia. But nowadays the Coca‑Cola Company is the world’s leading manufacturer, marketer and distributor through the higher beverage dispensing system in the world which operate in over 200 countries at a rate of nearly 1,600 billion servings a day. Together with Coca-Cola, recognized as the world’s most valuable brand, the product portfolio of the company includes 12 other brands with a value of several billion dollars, including Coca-Coca Light, Fanta, Sprite, Coca -Cola Zero, vitamin water, Powerade and Minute Maid.

In Spain, Coca-Cola works with 7 bottlers with 100%Spanish capital and 16 factories, who directly employ more than 5,000 people and serve over 450,000 customers. The Coca-Cola Company in Spain has 56 brands and more than 70 products. This wide range of productsincludes carbonated soft drinks and non-alcoholic, iced teas, juices, waters, sports drinks, energy drinks and new generation products.  The Coca-Cola Company focuses on a series of initiatives to protect the environment, to conserve resources and enhance the economic development of the communities where it operates.

The Coca‑Cola Company’s Mission

  • To refresh the world – in mind, body and spirit
  • To inspire moments of optimism – through our brands and actions
  • To create value and make a difference everywhere we engage

The Coca‑Cola Company’s Values

  • Leadership
  • Passion
  • Integrity
  • Accountability
  • Collaboration
  • Innovation
  • Quality

Coca‑Cola has had a long-standing commitment to responsible marketing for many years, and in 2009 the company set out explicitly what these commitments mean in practice.

The Responsible Marketing Charter (1)* is a set of principles that guide Coca-cola’s team entire approach to marketing and establish firm rules for what they should and shouldn’t do. Some of them are:

  • We (Coke Company) don’t market any drinks to children under 12 because we believe parents should choose the drinks that are right for their families. We help parents make informed choices through better consumer information
  • We (Coke Company) will work with an independent consultancy to constantly monitor TV ad placement
  • We (Coke Company)  do not have direct commercial agreements with primary schools and are only in secondary schools by invitation
  • We (Coke Company) will not associate ourselves with cinema films where the core audience is under

But also, as in the Coca-cola Company’s official web said: “We’ll also continue to have a dialogue with consumers and other stakeholders on responsible marketing, to ensure we keep delivering a wide variety of great quality drinks” (2)*. Meaning that the Company will be in touch with its customers to get comments, suggestions and complaints about Coca-Cola with the aim of improve its products consequently increase its consumption. Therefore we can find different ways to contact with the company. Firstly in Facebook, The coca-cola company has more than  51 millions of “Like-s”. It’s “fan page” is considered one of the most  successful page of the social network, Facebook, ranks 10th in number of followers. But why this success? That’s because one of the aims that Coca-Cola Company persues and promises is the “Happiness” to its customers, and also, thanks for some solidarity mobilizations which make the followers stop being audience, but content generators. Therefore, since 2010 Coca-cola Company has spent 6.6% less than 2009 on TV ads

With the same strategy, the successful promotions in the second more used social network by Coca-Cola Company, Youtube  has Coca-Cola amassed 146 million views. Of that, the U.S. company created only 26 million videos with your own content and were consumers who brought 120 million visits with home videos to collaborate.

But as I said before, Coca-cola also has other social medias where is present. Social medias like in Twitter, which there is a Coca-cola account created on June of 2010 for customers from Spain named @CocaCola_es, and until today has gathered more than 50.000 followers. Furthermore, in Tuenti the north American company has more than 400.000 followers, therefore we cannot say that Coca-cola does not have a strong presence in social medias. In its official web page, we also find all its news and developments, which later will be distributed through it social medias. Most of them developments are contests and promotions which makes consumers interact with each other and with the company and then increase the consumption of Coca-cola; because Coca-cola is always listening to its customers, it receive them message and it send the same message to all its followers, making the company the principal via of them interactions. Is important to highlight some promotions like “the Happiness Machine”, which was present in more than 20 countries, “Coca Cola Village” which the main via of communication between its participants was through social medias.

To sum up, is really important that large companies like Coca-Cola are present not only in TV ads or advertisements but also on the Internet have strong presence in many social medias that make us (the customers) the principal purpose of them different sales strategies. Because nowadays most of us we are present in any social media and the best way for these companies to find and reach us is through social networks. Therefore, companies like Coca-Cola, has invested more in social medias promotions than at any sites to market them products and  become the principal sellers of the products.

References:

 

CLIL: Content and Language Integrated Learning

December 9, 2012 Leave a comment

With the expansion of the European Union, the need for communication and the diversity of new languages are seen as central issues. In the last years, English has become the world’s main language, but this doesn’t mean other languages will be likely to disappear. With all this, the need of acquiring communicative skills in a second or third language will be increased as well. This multilingualism is becoming very important and for it teachers are looking for ways to encourage language learning and promoting high levels in foreign languages.

CLIL will help students become academically proficient in foreign languages, increasing their cultural knowledge and motivating them to be able to speak about interesting topics, as well as preparing them for work and further study.

The basis of this method is to teach school subjects in a language that is not the mother tongue of the learners. Using this method, knowledge of the language will become the system of learning the taught content, and at the same time when learners get interested in a specific topic, they will feel motivated to obtain that language in order to be able to communicate. 

This has several advantages. First of all, it helps children get to know a culture that is different from their own and makes them more international. In addition, when they study a subject in a foreign language, they learn how to use it in normal situations but they also improve their specific vocabulary. This is important for their future, because it gives them skills that will be very useful for their career.Apart from this, it will make children more tolerant towards other traditions and identities. In the integration of content and language, interests, needs and the level of students has an important role. 

 In conclusion, the main difference of CLIL from other education system is that the language teacher is also the subject teacher, so he is able to work out opportunities for developing language skills. Also I have to mention that is an educational system is so beneficial, because while you are studying essential subjects you are also improving your language level.

Finally I leave here a video so that you have a closer look on this new teaching method. Here, David Marsh gives a great insight into CLIL, answering relevant questions about advices on how to start up a CLIL programme.

BIBLIOGRAPHY:
Categories: Languages
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