‘Fishy’ Stench Prompts ‘I’m ME, Not MEAT’ Lobster Ad

PETA Is Encouraging Everyone Who Objects to Odor From Shell-Recycling Plant to Help Stop It at the Source by Going Vegan

For Immediate Release:
August 30, 2018

Megan Wiltsie 202-483-7382

Richibucto, New Brunswick – Following the outcry over the stench of the Omera Shells Inc. plant in Richibucto, PETA plans to fly an aerial banner or run a mobile billboard near the lobster shell–recycling factory showing a lobster declaring, “I’m ME, Not MEAT. See the Individual. Go Vegan.”

“The whole lobster industry stinks, and anyone upset about the smell emanating from the Omera Shells factory might also be appalled that sensitive crustaceans are tossed into a pot of water and boiled alive,” says PETA President Ingrid Newkirk. “PETA’s ad urges everyone to consider leaving lobsters and all other animals off their plates.”

PETA—whose motto reads, in part, that “animals are not ours to eat”—notes that lobsters are intelligent individuals who use complex signals to establish social relationships and can take long-distance seasonal journeys, often travelling up to 160 kilometres in a year. Live lobsters are typically placed into pots of boiling water while they’re still conscious—a cruel practice that has recently been banned in Switzerland—and a PETA investigation of a crustacean-processing plant revealed that live lobsters were impaled, torn apart, and decapitated, even as their legs continued to move.

PETA offers a free vegan starter kit (available here) full of recipes, tips on dining out, and more.

For more information, please visit PETA.org.

For Media: Contact PETA's
Media Response Team.


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 Ingrid E. Newkirk

“Almost all of us grew up eating meat, wearing leather, and going to circuses and zoos. We never considered the impact of these actions on the animals involved. For whatever reason, you are now asking the question: Why should animals have rights?” READ MORE

— Ingrid E. Newkirk, PETA President and co-author of Animalkind