For Immediate Release:
October 11, 2021
Brooke Rossi 202-483-7382
Fort Worth, Texas – PETA is hitting Panther City—home of the “world’s only year round rodeo” as well as many BBQ joints, steakhouses, and other meaty eateries at the Fort Worth Stockyards—with a sky-high message of compassion to cows, courtesy of a giant new billboard encouraging people to chew on the idea that they’re living, breathing beings, not steaks, ribs, or burgers.
“Cows are intelligent, self-aware individuals who feel love, joy, and fear, and they deserve better than to be killed for food and terrorized for entertainment,” says PETA Executive Vice President Tracy Reiman. “PETA’s billboard urges people to steer clear of the rodeo and all the meaty eateries there and across the city.”
The meat industry brands cows, castrates them, and rips the horns out of their skulls, often without any painkillers. Afterward, workers pack the animals into filthy feedlots and eventually into transport trucks for a terrifying trip to the slaughterhouse. Countless animals used for rodeo spectacles have sustained debilitating and even fatal injuries, including broken backs and necks, heart attacks, and aneurysms.
The billboard is located at 711 W. 13th St., not far from the Fort Worth Stockyards and less than a mile from P.F. Chang’s, Taco Bell, and Lolas Cuban Food.
PETA—whose motto reads, in part, that “animals are not ours to eat or use for entertainment”—opposes speciesism, a human-supremacist worldview. For more information, please visit PETA.org or follow the group on Twitter, Facebook, or Instagram.