Veganuary is on course to hit huge numbers this year - with the sign-up tally already reaching 80,000.
The charity - which encourages people to try veganism throughout January - has experienced year-on-year growth since its 2014 launch, which saw 3325 take part.
Co-founder Matthew Glover told PBN that numbers for 2018 are looking extremely positive.
He said: "We’re at around 80,000 signed up as I speak but it’s growing massively at the moment.
"We’re expecting around 8,000 per day over the next few days."
He is confident the organization can reach its target of 150,000.
The organization will be working hard to promote the vegan message.
Glover has a range of appearance on mainstream media set up for the coming days.
He said: "We’ve got interviews lined on high profile radio and television programs."
The charity released its first book this year - with today the official publication date.
The tome - titled How To Go Vegan: The why, the how, and everything you need to make going vegan easy - is already in Amazon's top 100.
Glover told PBN: "For people trying vegan for the month, it’ll be a really useful tool. People are buying the book for friends as a gift. It’s also on sale at Waterstones.
Those who sign-up for Veganuary can also download a free vegan cookbook, which includes celebrity recipes from the likes of John Bishop and Joanna Lumley among others
You cansign up for Veganuary here
You canbuy Veganuary's book here