This Giving Tuesday, please consider a tax-deductible donation to the American Vegan Society (AVS), the longest-running national vegan organization in the U.S. Since 1960, this nonprofit has worked to promote the concept of veganism to an ever-wider public audience, spurring many of the initiatives and events that have made “vegan” a household word today.

“Despite our best efforts to make our business more agile and cost-efficient, we continue to be impacted by a challenging operating environment marked by continuing declines in consumer [cow’s] milk consumption,” said Eric Beringause, Dean Foods’ CEO and president, in a statement.