Canada-based vegan food truck McVegans launched last month to much clamor, selling more than 1,000 burgers in its first week of operation. Founder James McInnes’ “Big MacInnes” was one of the most popular items sold at the 30th annual London Ribfest—a five-day festival that celebrates animal products—in London, ON in August. Through his food organization, Globally Local, McInnes partnered with Western University where he operates the truck two days per week and spends three days per week at local farmers’ markets. In addition to the popular Big MacInnes, the menu includes a jackfruit-based Pulled Jack Sandwich and meat-free gyros. “We are surprised at the amount of interest in our education initiative,” McInnes says, regarding the animal-rights materials onboard the truck, which were provided by local activist group Animal Liberation Alliance. “We believe that our food truck has become a powerful form of vegan activism.” McDonald’s recently reported that only one in five millennials have tried their iconic Big Mac, and McInnes believes the reason is because the tide is shifting amongst young people. “We believe that many millennials have awakened to the truth about fast-food and understand the massive impact that this industry has on our health, the animals and the environment.” McInnes—whose family, including his 18-month old son, has been vegan for four years—plans to “McVeganize” more popular food items in an an effort to get more people to “just try it,” and hopes to expand the McVegans truck to other cities in the future.