‘Not Your Mom, Not Your Milk’ Ad Now Up Ahead of Dairy Conference

For National Dairy Month, PETA Offers Industry a Pro-Vegan Message

For Immediate Release:
June 17, 2019

Megan Wiltsie 202-483-7382

Rochester, Minn. – Just ahead of the Precision Dairy Conference—and smack-dab in the middle of the dairy industry’s self-promotional National Dairy Month—PETA has placed a billboard near the Mayo Civic Center showing a cow and her calf next to the words “Not Your Mom? Not Your Milk! Choose Vegan.”

“Every glass of cow’s milk represents the heartbreak of a mother who wasn’t allowed to nurse her baby,” says PETA Executive Vice President Tracy Reiman. “PETA’s ads will encourage diners to opt for delicious dairy-free milks, yogurts, and cheeses and to leave cow’s milk for calves.”

In today’s dairy industry, cows are kept almost constantly pregnant in order to maximize milk production. Their calves are taken away from them within hours or days of birth so that their milk can be consumed by humans instead. Male calves are typically shipped off to be slaughtered for the veal industry, while females grow up to endure the same fate as their mothers: repeated forced insemination with a “pregnancy gun” until their milk production wanes, at which point they’re sent to the slaughterhouse. Every person who goes vegan saves the lives of nearly 200 animals every year.

PETA—whose motto reads, in part, that “animals are not ours to eat”—opposes speciesism, which is a human-supremacist worldview. The group has also posted ads in Wisconsin—a top dairy-producing state—near the Brookfield Square mall in Brookfield and in Weyauwega, where the Country Dairy Breakfast was held. 

The Rochester billboard is located at 2909 S. Broadway, just north of the intersection with U.S. Highway 63.

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