Interception: PETA Wants Joe Montana to Drop Meat Investment

‘Crowd Cow’ Claims Transparency but Doesn’t Show How Animals Suffer and Die for Cuts of Beef

For Immediate Release:
May 10, 2017

Sophia Charchuk 202-483-7382

Los Angeles

Following reports that Joe Montana is investing in Crowd Cow, which allows customers to choose a cut of meat from a cow to be slaughtered, PETA—whose motto reads, in part, that “animals are not ours to eat”—sent the NFL legend a letter this morning urging him to “call an audible” and invest in a vegan meat company instead.

“PETA is calling on Joe Montana to look downfield, see the skyrocketing market for vegan meats, and consider investing in sustainable, compassionate businesses instead,” says PETA Senior Vice President Lisa Lange. “If Crowd Cow were truly transparent, it would show customers how cows are mutilated without painkillers and hung upside down and how their throats are then slit.”

For more information, please visit

PETA’s letter to Joe Montana follows.

Dear Joe,

We heard about your new business venture, Crowd Cow, and we’re hoping to intercept it in the name of good business and compassion. Unnecessary roughness doesn’t begin to describe the horrors that animals experience on their way to a plate.

Since transparency is the company’s goal, customers should get a good look at the playbook. They should see how calves are separated from their mothers, subjected to routine mutilations such as branding, castration, and dehorning—often without pain relief—and are hung up by one leg before their throats are slit, sometimes while they’re still conscious.

If you look downfield, you’ll see that meat is a losing venture. Many exposés have shown that eating meat and other animal-derived foods is a recipe for heart disease, obesity, cancer, and diabetes—not to mention its devastating effects on the environment, as animal agriculture is the number one contributor to climate change. On the other hand, a healthy vegan diet can help reverse the effects of diabetes, heart disease, and other life-threatening conditions.

Given that the market for vegan meats is projected to reach $5.2 billion globally by 2020, we urge you to call an audible and instead consider investing in sustainable, forward-thinking, compassionate businesses that put a focus on what’s good for animals, humans, and the environment. The ball is in your hands, Joe.


Andrew Bernstein


Stay up to date on the latest vegan trends and get breaking animal rights news delivered straight to your inbox!

By submitting this form, you’re acknowledging that you have read and agree to our privacy policy and agree to receive e-mails from us.

Get the Latest Tips—Right in Your Inbox
We’ll e-mail you weekly with the latest in vegan recipes, fashion, and more!

By submitting this form, you’re acknowledging that you have read and agree to our privacy policy and agree to receive e-mails from us.