PETA Stirs the Pot With Billboard Outside ‘The Juicy Crab’

New Ad Urges People to See All Animals as Individuals and Go Vegan

For Immediate Release:
December 15, 2020

Megan Wiltsie 202-483-7382

Jacksonville, Fla. – “I’m ME, Not MEAT!” That’s the message from a crab who appears on a new PETA billboard that just went up across the street from The Juicy Crab on Blanding Boulevard, which uses a crab on its menu to advertise the sensitive crustaceans, fish, and other animals it sells for food.

“If the crustacean on The Juicy Crab’s menu could talk, he’d tell would-be diners to run the other way,” says PETA Executive Vice President Tracy Reiman. “Crabs feel pain and fear, just like humans do, and PETA’s billboard encourages people to help spare animals the agony of being torn apart or boiled alive by simply choosing vegan meals.”

A PETA investigation into a crustacean slaughterhouse revealed that live lobsters and crabs were impaled, torn apart, and decapitated—even as their legs continued to move. Chefs typically place live crabs and lobsters into pots of boiling water while they’re still conscious. Fish slowly suffocate or are crushed to death when they’re dragged from the ocean in huge nets, and the throat and stomach of those who survive are cut open on the decks of fishing boats.

In addition to sparing the lives of nearly 200 animals every year, people who go vegan reduce their risk of suffering from heart disease, diabetes, cancer, obesity, and numerous other health concerns and help prevent future pandemics: SARS, bird flu, swine flu, and COVID-19 all stemmed from confining and killing animals for food.

PETA—whose motto reads, in part, that “animals are not ours to eat” and which opposes speciesism, a human-supremacist worldview—offers a free vegan starter kit (available here) full of recipes, tips, and more. For more information, please visit or follow the group on TwitterFacebook, or Instagram.

The billboard is located across the street from The Juicy Crab at 8106 Blanding Blvd., near Collins Road, in Jacksonville.

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