‘Not Your Mom, Not Your Milk’ Ads Now Up in Brookfield Square Food Court

For National Dairy Month, PETA Hits Top Milk-Producing State With Pro-Vegan Message

For Immediate Release:
May 30, 2019

David Perle 202-483-7382

Brookfield, Wis. – To kick off a nationwide ad blitz starting just ahead of the dairy industry’s self-promotional National Dairy Month, PETA has placed kiosk ads in the Brookfield Square food court 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 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 the mothers’ 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 the human-supremacist view that other species are nothing more than commodities. The group will also post the ads in Weyauwega, Wisconsin, where the County Dairy Breakfast will be held, and in Rochester, Minnesota, where the Conference on Precision Dairy Farming will take place.

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