diff --git a/.github/workflows/on-pr.yaml b/.github/workflows/on-pr.yaml
index 46ed0be..a56a436 100644
--- a/.github/workflows/on-pr.yaml
+++ b/.github/workflows/on-pr.yaml
@@ -86,7 +86,7 @@ jobs:
         run: echo "sha_short=$(git rev-parse --short HEAD)" >> $GITHUB_OUTPUT
         id: tags
       - name: Build image
-        run: VERSION="${{ steps.tags.outputs.sha_short }}" make image
+        run: VERSION="${{ steps.tags.outputs.sha_short }}" DH_ORG="${{ github.repository_owner }}" make image
       - name: Run Trivy vulnerability scanner
         uses: aquasecurity/trivy-action@6e7b7d1fd3e4fef0c5fa8cce1229c54b2c9bd0d8
         with:
@@ -132,8 +132,8 @@ jobs:
         id: tags
       - name: Build artifacts
         run: |
-          VERSION="${{ steps.tags.outputs.sha_short }}" make image
-          VERSION="${{ steps.tags.outputs.sha_short }}" make manifest
+          VERSION="${{ steps.tags.outputs.sha_short }}" DH_ORG="${{ github.repository_owner }}" make image
+          VERSION="${{ steps.tags.outputs.sha_short }}" DH_ORG="${{ github.repository_owner }}" make manifest
 
       - name: Workaround "Failed to attach 1 to compat systemd cgroup /actions_job/..." on gh actions
         run: |
@@ -217,8 +217,8 @@ jobs:
         id: tags
       - name: Build artifacts
         run: |
-          VERSION="${{ steps.tags.outputs.sha_short }}" make image
-          VERSION="${{ steps.tags.outputs.sha_short }}" make manifest
+          VERSION="${{ steps.tags.outputs.sha_short }}" DH_ORG="${{ github.repository_owner }}" make image
+          VERSION="${{ steps.tags.outputs.sha_short }}" DH_ORG="${{ github.repository_owner }}" make manifest
 
       - name: Workaround "Failed to attach 1 to compat systemd cgroup /actions_job/..." on gh actions
         run: |
@@ -303,8 +303,8 @@ jobs:
         id: tags
       - name: Build artifacts
         run: |
-          VERSION="${{ steps.tags.outputs.sha_short }}" make image
-          VERSION="${{ steps.tags.outputs.sha_short }}" make manifest
+          VERSION="${{ steps.tags.outputs.sha_short }}" DH_ORG="${{ github.repository_owner }}" make image
+          VERSION="${{ steps.tags.outputs.sha_short }}" DH_ORG="${{ github.repository_owner }}" make manifest
 
       - name: Workaround "Failed to attach 1 to compat systemd cgroup /actions_job/..." on gh actions
         run: |
diff --git a/.github/workflows/periodics-daily.yaml b/.github/workflows/periodics-daily.yaml
index 40ba746..a7fa8c8 100644
--- a/.github/workflows/periodics-daily.yaml
+++ b/.github/workflows/periodics-daily.yaml
@@ -68,7 +68,7 @@ jobs:
         run: echo "sha_short=$(git rev-parse --short HEAD)" >> $GITHUB_OUTPUT
         id: tags
       - name: Build artifacts
-        run: VERSION="${{ steps.tags.outputs.sha_short }}" make image
+        run: VERSION="${{ steps.tags.outputs.sha_short }}" DH_ORG="${{ github.repository_owner }}" make image
       - name: Run Trivy vulnerability scanner
         uses: aquasecurity/trivy-action@6e7b7d1fd3e4fef0c5fa8cce1229c54b2c9bd0d8
         with:
diff --git a/Makefile b/Makefile
index f4240f3..378032d 100644
--- a/Makefile
+++ b/Makefile
@@ -3,7 +3,7 @@
 
 TEMPDIR=./.tmp
 GORELEASER_CMD=$(TEMPDIR)/goreleaser
-DH_ORG=kubereboot
+DH_ORG ?= kubereboot
 VERSION=$(shell git rev-parse --short HEAD)
 SUDO=$(shell docker info >/dev/null 2>&1 || echo "sudo -E")