As the dairy industry attempts to brand June as “National Dairy Month,” PETA is hitting TV airwaves, including in Wine Country, with a new video that highlights the true price of cheese—cruelty to calves—to inspire everyone to choose vegan foods between sips of chardonnay.
The 15-second spot created for PETA by Push Pull Production, Antepost, and Christian Carl shows a shopper grabbing a wedge of cheese and inquiring how much it costs. A calf stares back at him incredulously and bellows in response, “Too much.” The clip will air in Austin, Texas; Asheville, North Carolina; and Napa and Santa Barbara, California. You can watch it online below:
The Hidden Cost of Dairy
In the dairy industry, calves are torn away from their mothers so that the milk meant to nourish them can be sold to humans. Male calves are routinely slaughtered for veal, and female calves usually endure the same suffering as their mothers. Soon after giving birth, mother cows are forcibly impregnated again, and the cycle repeats. When their exhausted bodies can no longer produce enough milk, they’re slaughtered.
Some people say they can’t live without cheese, but it’s calves, not us, who need the milk that’s meant to nourish them. PETA reminds everyone that there’s a delicious vegan cheese to pair with every wine, whether it’s an assertive cabernet sauvignon or a fruity chenin blanc.
Every person who goes vegan spares nearly 200 animals each year daily suffering and terrifying deaths and avoids all the artery-clogging cholesterol and saturated fat found in dairy cheese. PETA’s vegan starter kit can help those looking to make the switch.