‘Get Hooked’ on Vegan Grub! PETA’s New Plea Lands Near SUGARFISH

For Immediate Release:
July 12, 2022

Megan Wiltsie 202-483-7382

Los Angeles New PETA appeals featuring a talking fish are washing up on benches near SUGARFISH restaurants, urging everyone to treat aquatic animals with kindness by opting for totally righteous crispy vegan fish fillets and other fish-free fare.

“Fish aren’t swimming potatoes—they really do talk, using squeaks, squeals, and other low-frequency sounds to communicate with their friends and family members,” says PETA President Ingrid Newkirk. “From sea bass to surfers, we’re all individuals who feel pain and fear, and PETA encourages everyone to exercise their empathy by choosing delicious vegan food.”

More fish are killed for food each year than all other animals combined. They slowly suffocate or are crushed to death when they’re yanked out of the oceans in huge nets, and the stomachs of those who survive are cut open on the decks of fishing boats while they’re still alive. Every person who goes vegan saves the lives of nearly 200 aquatic animals and other sentient beings each year.

The ads are at the following locations: 527 W. Seventh St., 1448 Sunset Blvd., 6000 Sunset Blvd, 6121 Sunset Blvd., Ventura Boulevard near the intersection with Eureka Drive, 659 S. Olive St., 612 Flower St., 798 Flower St., 6000 Sunset Blvd., and 6290 Sunset Blvd. Each ad is 0.2 miles or less from a SUGARFISH restaurant or another seafood-selling eatery.

PETA—whose motto reads, in part, that “animals are not ours to eat” and which opposes speciesism, a human-supremacist worldview—offers a list of faux-fish options on its website and a free vegan starter kit. For more information, please visit PETA.org or follow the group on Twitter, Facebook, or Instagram.

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