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

PETA Memorial Will Encourage People to Help Keep Animals out of Transport Trucks by Going Vegan

For Immediate Release:
September 25, 2019

Nicole Meyer 202-473-7382

Butte, Mont. – In honor of the cow who was killed after a truck carrying her and 36 others overturned on southbound I-15 at the I-90 junction on September 18, PETA plans to place a billboard nearby showing a cow’s face next to the words “I’m ME, Not MEAT. See the Individual. Go Vegan.”

“A gentle cow experienced a terrifying death on the highway, and those who survived will presumably end up under the slaughterhouse knife,” says PETA Executive Vice President Tracy Reiman. “PETA’s billboard will remind motorists that each one of us can save the lives of cows, pigs, chickens, and many other animals—it’s as simple as keeping them off our plates.”

Each person who goes vegan spares nearly 200 animals every year daily suffering and a terrifying death in today’s meat industry, in which 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 cows, pigs, chickens, and turkeys. So far in 2019, PETA has already noted 70 accidents involving vehicles carrying animals used for food.

PETA—whose motto reads, in part, that “animals are not ours to eat”—opposes speciesism, which is a human-supremacist worldview. 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