‘I’m ME, Not MEAT’ Billboard Aims to Honor Cows Killed in Truck Crash

PETA Memorial Will Encourage People to Keep Animals Out of Transport Vehicles by Going Vegan

For Immediate Release:
February 14, 2019

Audrey Shircliff 202-483-7382

Devils Lake, N.D. – In honor of the 16 cows who suffered and died when a truck carrying them overturned on U.S. Highway 2 on February 11, PETA plans to place a billboard near the crash site—about 3 miles west of Devils Lake—showing a cow’s face next to the words “I’m ME, Not MEAT. See the Individual. Go Vegan.

“More than a dozen gentle cows died in this wreck, and those who survived will presumably end up under the slaughterhouse knife,” says PETA Director Danielle Katz. “PETA hopes to pay tribute to their short lives with a billboard urging people to help prevent future suffering by keeping cows and all other animals off their plate.”

PETA—whose motto reads, in part, that “animals are not ours to eat”—notes that before cows are loaded onto trucks for long journeys to the slaughterhouse in all weather extremes, they’re often confined to cramped, filthy feedlots without protection from the elements. Calves are torn away from their mothers within hours of birth and are castrated and branded without pain relief. At the slaughterhouse, workers shoot cows in the head with a captive-bolt gun, hang them up by one leg, and cut their throat—often while they’re still conscious and able to feel pain.

In 2018 alone, there were more than 90 accidents in the U.S. involving trucks used to transport chickens, pigs, turkeys, and cows. So far in 2019, PETA has already noted more than a dozen accidents involving vehicles transporting animals used for food.

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