When I read articles on the Internet that are posted in “green“ blogs or relevant coverage in the media I am always pleased to see how much the consciousness of European people has evolved since my youth with regards to the environment, organic food and green products. However, I can imagine that it is still a bold move for manufactures of organic or green products, who have secured their share in their domestic market with hard work, to expand their business operations into foreign markets. If they want to go into the German market they cannot possibly approach it with an English website and English promotional materials. Although a fair few Germans speak or at least read English they still won’t be very impressed if the supplier hasn’t taken the trouble to make life easier for them by communicating with them in German. Between those Germans who are put off and those who know no English a lot of business will be lost. Therefore, it is imperative to have all the marketing materials and websites translated properly and professionally.
But if the translator has no familiarity with the target market and/or no sympathy with “green” objectives how good will that translation be? What is needed is a “green” translator. Here is where I come into play. Although I am certainly not coloured green I do have a dark secret or, more accurately, a “dark green” secret!
Back in the 1970s together with my then husband I opened the very first health food shop in Emden in Northern Germany called “Mutter Erde” (Mother Earth). This shop, which was one of the first of its type in the whole of Germany, was established and built up by our hard pioneer work. So successful was it that not only does it still exist but still has the same name and is on the same premises! If only life had not dragged me off elsewhere …

Mutter Erde then and today!
The first thing we had to do when we decided to open our health food shop was to convince the owner of the shop in the middle of the town that a health food shop was not a “Hippy-phantasm” but a business with a future and was not going to “die” after a few unsuccessful months. To convince him wasn’t easy but compared to the pioneering work we were in for after the opening it was a piece of organic cake!
It was not enough just to set up the health food shop in accordance with all the statutory requirements applicable for a food shop. Nor was it enough to decorate the shop window in an appealing and inviting manner to lure in the good citizens of Emden to part with their hard-earned cash. These good citizens were, at that time, completely ignorant with regards to wholefood, ecology, health foods or any of the other green issues we are all so aware of nowadays. It was crucial to our survival that we inform and enlighten our prospective customers who strolled curiously into our shop. We had to explain all about health food products and the advantages of organically grown food and bio products with relevance to their personal health as well as for the future health of our planet. So we produced handouts such as “Six good reasons to start your day on organic muesli rather than white bread rolls”, “The benefits of wholemeal products and fresh salads for healthy digestion“, “Organically grown fruit & veggies are not only more healthy than conventionally grown products but also much more aromatic and tasty.” to name just a few. We set out plates of appetizingly arranged samples of all the organic products that could be portioned to “tasters” for people to try. Introductory prices and introductory offers were also part of our strategy. In addition we had free handouts with information regarding the affect of CFCs on the ozone layer of our planet and of the effects of chemical fertilisers on crops and soil. History appears to have proved us right.
But we didn’t stop there. I trained as a ‘Wholefood Nutritionist’ and after I had received my degree I taught as an accredited nutritionist in adult education centres on the nutritional aspects and preparation of wholefoods. In the shop I encouraged our customers to participate in my evening classes to not only broaden their own knowledge and learn new culinary skills but also to bring friends and family to “reform” them to a healthier diet. This was of course all very new and exciting at this time when ecological awareness was in its infancy.
Our customer base grew enormously by word of mouth due to the courses and due to the information and knowledge people received on the advantages and necessity of a wholefood diet for health and wellness.
I expect you now have a fair idea regarding my “green credentials” and I would like to finish by saying that despite all the changes I have gone through in my life and career I have always kept to a wholefood diet consisting of organic produce. In addition I have been practicing a meditation technique and yoga for 35 years for personal development and as a provision against stress and its detrimental effects on the quality of life and professional efficiency. It goes without saying that my book shelves are filled with literature on all the fields I’ve mentioned here and that I am always up-to-date with the latest developments in the “green” sector.
I’m sure you can see why companies in the “green” sector comprise a fair slice of my client base nowadays for translation and proofreading. If your business is in the “saving the planet” business then maybe you’d like to join them. Just contact me if you have a translation or proofreading project you’d like me to take a look at.