[Script Info]
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[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.15,0:00:03.19,Default,,0000,0000,0000,,Hello TEDxPresidio, my name is Pär Larshans.
Dialogue: 0,0:00:03.19,0:00:09.25,Default,,0000,0000,0000,,I'm Chief Sustainability Officer from Max Hamburger \NRestaurants, a fast food chain from Sweden.
Dialogue: 0,0:00:09.25,0:00:14.80,Default,,0000,0000,0000,,In 2002, the two sons of the founders, \NRichard and Christopher,
Dialogue: 0,0:00:14.80,0:00:16.88,Default,,0000,0000,0000,,became in charge of the company.
Dialogue: 0,0:00:16.88,0:00:21.00,Default,,0000,0000,0000,,The first thing they did was\Nto travel in the US together with their father
Dialogue: 0,0:00:21.00,0:00:23.82,Default,,0000,0000,0000,,and I think they had more than 800 burgers
Dialogue: 0,0:00:23.82,0:00:25.87,Default,,0000,0000,0000,,during a period of four weeks.
Dialogue: 0,0:00:25.87,0:00:31.59,Default,,0000,0000,0000,,Coming home from the US they, \Nof course, saw not just the good taste
Dialogue: 0,0:00:31.59,0:00:36.30,Default,,0000,0000,0000,,but also the long-term consequences \Nof consuming fast food.
Dialogue: 0,0:00:36.30,0:00:40.12,Default,,0000,0000,0000,,Therefore, in 2003 we launched our Delifresh menu,
Dialogue: 0,0:00:40.12,0:00:42.47,Default,,0000,0000,0000,,that means that we are trying to serve burgers
Dialogue: 0,0:00:42.47,0:00:48.28,Default,,0000,0000,0000,,based on low fat, low sugar, less salt \Nand, of course, fibre-rich breads.
Dialogue: 0,0:00:53.65,0:00:56.52,Default,,0000,0000,0000,,There are many things we do \Nin our road to sustainability.
Dialogue: 0,0:00:56.52,0:01:01.66,Default,,0000,0000,0000,,Another example is, of course, \Nthe way that we are hiring people with disabilities.
Dialogue: 0,0:01:01.66,0:01:04.27,Default,,0000,0000,0000,,What we are doing is that we are trying to focus
Dialogue: 0,0:01:04.27,0:01:06.12,Default,,0000,0000,0000,,not on the people with disabilities,
Dialogue: 0,0:01:06.12,0:01:08.96,Default,,0000,0000,0000,,on the other hand, we focus on our managers
Dialogue: 0,0:01:08.96,0:01:13.27,Default,,0000,0000,0000,,and try to take away the prejudices by teaching them
Dialogue: 0,0:01:13.27,0:01:17.47,Default,,0000,0000,0000,,about the people with disabilities \Nand how to train them.
Dialogue: 0,0:01:17.47,0:01:20.35,Default,,0000,0000,0000,,The result of the cause today is that our programme
Dialogue: 0,0:01:20.35,0:01:22.67,Default,,0000,0000,0000,,has been highlighted by the European Union
Dialogue: 0,0:01:22.67,0:01:25.53,Default,,0000,0000,0000,,and, of course, here are also some pictures
Dialogue: 0,0:01:25.53,0:01:30.49,Default,,0000,0000,0000,,where the present Minister of Employment \Nmeets some of the employees.
Dialogue: 0,0:01:30.49,0:01:33.98,Default,,0000,0000,0000,,In late 2006, Mr Richard Bergfors was concerned,
Dialogue: 0,0:01:33.98,0:01:39.49,Default,,0000,0000,0000,,he had seen Al Gore's movie "An Unconvenient truth"\Nmore than sixteen times.
Dialogue: 0,0:01:39.49,0:01:44.58,Default,,0000,0000,0000,,So, therefore, he came \Nto the top management team with a question:
Dialogue: 0,0:01:44.58,0:01:50.35,Default,,0000,0000,0000,,how is the situation in our company? \NWhat is our impact to the climate?
Dialogue: 0,0:01:50.35,0:01:53.04,Default,,0000,0000,0000,,The result of this was depressing in some ways,
Dialogue: 0,0:01:53.04,0:01:56.62,Default,,0000,0000,0000,,meaning that the beef, our prime product,
Dialogue: 0,0:01:56.62,0:02:00.61,Default,,0000,0000,0000,,is more than 70% of our total emissions.
Dialogue: 0,0:02:00.61,0:02:04.93,Default,,0000,0000,0000,,And with that result on hand, \Nwe decided to call to action.
Dialogue: 0,0:02:05.07,0:02:08.77,Default,,0000,0000,0000,,(Slide: Putting the carbon on the menu)
Dialogue: 0,0:02:08.77,0:02:12.79,Default,,0000,0000,0000,,(Slide: We offset everything we emit\Nby planting trees in Africa.)
Dialogue: 0,0:02:13.12,0:02:17.71,Default,,0000,0000,0000,,Other reaction is, of course, our new \Nenvironmental-friendly restaurants,
Dialogue: 0,0:02:17.71,0:02:21.82,Default,,0000,0000,0000,,that are really focusing on \Nreduced consumption of energy
Dialogue: 0,0:02:21.82,0:02:27.79,Default,,0000,0000,0000,,but also the way how the whole restaurant \Nis environmental deductible.
Dialogue: 0,0:02:27.79,0:02:29.91,Default,,0000,0000,0000,,Running a fast food company just in Sweden,
Dialogue: 0,0:02:29.91,0:02:33.90,Default,,0000,0000,0000,,even if we have the ambition of opening up \Nnew restaurants outside Sweden,
Dialogue: 0,0:02:33.90,0:02:39.23,Default,,0000,0000,0000,,I'm still amazed over the big recognition \Nthat our programme has had. \N
Dialogue: 0,0:02:39.23,0:02:41.13,Default,,0000,0000,0000,,Sir Paul McCartney: In Sweden now
Dialogue: 0,0:02:41.13,0:02:43.03,Default,,0000,0000,0000,,they've started to label food
Dialogue: 0,0:02:43.03,0:02:47.31,Default,,0000,0000,0000,,to show the costumers\Nthe environmental damage rating,
Dialogue: 0,0:02:47.31,0:02:49.86,Default,,0000,0000,0000,,so it's giving the people a choice.
Dialogue: 0,0:02:49.86,0:02:55.01,Default,,0000,0000,0000,,You're told that, you know, this burger is going to
Dialogue: 0,0:02:55.01,0:02:59.26,Default,,0000,0000,0000,,damage the atmosphere \Nto the equivalent of this and, so,
Dialogue: 0,0:02:59.26,0:03:02.92,Default,,0000,0000,0000,,at least the customers then \Ncan look at the goods and say
Dialogue: 0,0:03:02.92,0:03:05.27,Default,,0000,0000,0000,,well, maybe I don't want to buy them.
Dialogue: 0,0:03:05.27,0:03:09.32,Default,,0000,0000,0000,,So it gives them the chance \Nto buy sensibly and responsibly.\N
Dialogue: 0,0:03:09.32,0:03:13.44,Default,,0000,0000,0000,,Pär Larshans: And I can assure you, \NMax as a company will continue
Dialogue: 0,0:03:13.44,0:03:16.13,Default,,0000,0000,0000,,to make efforts to reduce our emissions
Dialogue: 0,0:03:16.13,0:03:19.47,Default,,0000,0000,0000,,and inspire others to do the same thing.