原文：https://www.theguardian.com/lifeandstyle/2022/jan/01/veganuary-set-to-pass-2m-milestone-as-more-firms-join-movement
注：译文谨供参考。

Veganuary set to pass 2m milestone as more firms join movement
“纯素一月”挑战人数有望突破200万大关，吸引越来越多的公司参加活动

Harrods, Superdrug and Volkswagen among employers taking part in workplace challenge for first time
Harrods、Superdrug和Volkswagen（大众汽车）等企业第一次参加职场纯素挑战

作者：Zoe Wood，2022年1月1日

A record number of people are expected to try to eat only plant-based foods this month as growing concern about the climate crisis heightens interest in the Veganuary movement.
现在人们越来越关注气候危机（climate crisis），对“纯素一月”（Veganuary）活动的兴趣也相应增加。因此，预计这个月有数量创纪录的社会各界人士尝试实行纯植物性饮食。

The global campaign is gathering momentum as more large employers promote it internally. This year, Harrods, Superdrug and Volkswagen UK are among the big names taking part in the Veganuary “workplace challenge” for the first time.
由于获得了越来越多大型企业的内部推广，这项全球运动的发展势头不断高涨。今年，Harrods、Superdrug和Volkswagen UK（英国大众汽车）等大牌公司首次参加“纯素一月”活动的“职场纯素挑战”（workplace challenge）。

The corporate push involves making more vegan food available at work as well as running education and morale-boosting events to help participants keep going throughout the month.
企业的支持包括在工作期间为员工提供更多的纯素食品，并且举行宣传教育和加油打气的活动，以帮助他们顺利通过整个月的纯素挑战。

More than 500,000 people signed up to take part in last year’s Veganuary, about a quarter of whom – 125,000 – were based in the UK. However, the campaign’s research suggests that potentially 10 times as many people participate and a significant number continue with plant-based diets beyond the end of the month.
超过500,000人报名参加了去年的“纯素一月”活动，其中大约有四分之一（125,000）的参加者来自英国。然而，这项运动的研究结果表明，实际参加活动的人数可能是注册人数的10倍，而且很大一部分的参加者在一月份结束后继续坚持植物性饮食。

By the end of January, Veganuary expects to have reached the milestone of 2 million participants since its launch in 2014. It passed 1 million sign-ups in October 2020.
预计到今年一月底，“纯素一月”活动自2014年创办以来的累计参加人数将抵达200万“里程碑”。在2020年10月，本活动的注册人数就超越了100万大关。

A YouGov poll of 2,079 UK adults for Veganuary found 4% planned to participate. Extrapolated to all UK adults, that would equate to 2.7 million people. The survey found that attitudes towards veganism had become more positive over the past two years, with 36% describing it as an “admirable thing to do”.
YouGov公司受“纯素一月”组织的委托，对2,079名英国成年人进行了民意调查，结果发现其中有4%的人计划参加活动。根据这个比例来推算，将有270万英国人愿意接受纯素挑战。该项调查还发现，在过去两年间，人们对纯素食主义/纯素生活方式（veganism）的态度已经变得更加积极了，有36%的人还将其称为“令人钦佩的行为”。

Veganuary’s Toni Vernelli said that 20 years ago if people said they were vegan, others would think it was a “weird thing to do” or “quite extreme”. “Now the first thing people say is ‘oh, I’m really cutting back on my meat and dairy consumption,’ and nine times out of 10 the reason is the environment.”
“纯素一月”组织的Toni Vernelli表示，20年前如果有人说自己是纯素食者（vegan），别人就会觉得吃素是一件“奇怪的事情”或者“很极端”。“现在人们一开口就说‘哦，我确实在减少我的肉类和奶制品消费，’，而且其原因十有八九都是为了保护环境。”

At the same time, going vegan is not the food-eliminating challenge it once was. There has been a gold rush in the food industry with investors pouring billions into alt-meat and dairy brands, a trend that has resulted in thousands of new products including high-profile innovations such as plant-based bars of Cadbury Dairy Milk.
现在成为纯素食者没有了以前的戒食难题。食品行业已经出现“淘金潮”（gold rush），投资者们将数十亿资金投入到替代肉和替代奶品牌，这个发展趋势催生了成千上万的（素食）新产品，其中不乏引人瞩目的创新产品，例如Cadbury Dairy Milk品牌的植物巧克力棒。

With more than 50,000 products certified by the Vegan Society, there has been no let-up before the 2022 campaign, with a welter of treats arriving on supermarket shelves and menus in the coming days.
英国纯素协会（The Vegan Society）迄今认证了50,000多件纯素产品。在2022年“纯素一月”活动到来之前，纯素产品的发展势头依然保持强劲；在接下来的日子里，一大批的美味素食将纷纷涌上超市货架和餐厅菜单。

A number of the most anticipated launches can be found in the cheese aisle. A vegan Babybel, made out of coconut oil and starch and wrapped in green rather than the brand’s trademark red wax, will make its debut. An almond- and oat-based Philadelphia spread is also coming.
在奶酪食品区，可以找到一些最令人期待的新上市产品（奶酪替代品）。用椰子油和淀粉制作的纯素Babybel奶酪将首次面市，这款新品采用绿蜡取代本品牌标志性的红蜡进行封装。纯素版的Philadelphia奶油奶酪酱也正在推向市场，这款新品是用杏仁（扁桃仁）和燕麦制成的。

Forty-two companies in the UK have signed up to the workplace challenge this year, including Marks & Spencer, the professional services firms PwC and EY, and the insurer Hastings Direct.
今年英国已有42家公司正式参加职场纯素挑战，其中包括零售公司Marks & Spencer、专业服务公司普华永道（PwC）和安永（EY）、保险经纪公司Hastings Direct等。

Cian O’Brien, the director of Volkswagen Commercial Vehicles UK, said the company was focused on becoming more sustainable, and that went beyond its work on electrification. “Sustainability is broader and the opportunity to make a personal contribution through changing our habits has to be explored,” he said.
英国大众商用车总监Cian O’Brien表示，本公司注重更加可持续发展，而这方面的工作不仅限于电动化。他说：“可持续发展的范围比较广泛，需要探索通过改变我们习惯做出个人贡献的机会。”

Vernelli said it was important for business leaders to “set the tone”. “Our meat and dairy consumption is not sustainable and the leaders in our society have to take action on this. By taking part in the workplace challenge, they’re not only publicly showing their commitment to sustainability, but also to their staff and leading by example,” she said.
Vernelli表示，企业领导者亲自“定调子”很重要。她说：“肉类和奶制品消费是不可持续发展的，社会领导人需要对此采取行动。通过参加职场纯素挑战活动，他们不仅可以公开展示自己对可持续发展和员工的承诺，而且还能够起到以身作则的带头作用。”

“I’m think it is incredible to have someone like Harrods taking part,” she added. “It shows that veganism cuts across all demographics. It isn’t a leftwing or rightwing thing or a class thing. We’ve got participants and businesses across all the whole spectrum.”
“我觉得让人难以置信的是，像Harrods百货公司这样的企业都来参加活动了，”她补充说。“这表明纯素食主义正流行于所有人群。它不是左翼或右翼的事情，也不是哪个阶级的事情。参加我们活动的个人和企业来自于整个社会。”

备注：
“吃草大军”行动神速，素食潮流势不可挡。才没几天功夫又迎来了大好消息。据最新报道，“纯素一月”活动的总共注册人数已于2022年1月5日达到200万：https://veganuary.com/veganuary-hits-two-million-participants/

参考资料：
https://www.dictionary.com/e/pop-culture/veganuary/
https://www.collinsdictionary.com/dictionary/english/veganuary
https://www.macmillandictionary.com/dictionary/british/veganuary
https://dictionary.cambridge.org/dictionary/english/veganuary