Update: ‘I’m Me, Not Meat’ Billboard Now Up At Site Of Truck Crash

PETA Memorial Honors Cows Killed in Wreck, Encourages People to Keep Animals off the Road by Going Vegan

For Immediate Release:
January 7, 2019

Brooke Rossi 202-483-7382

Albuquerque, N.M. – In memory of the cows who suffered and died when a truck carrying them overturned at the intersection of I-25 and I-40 in Albuquerque on October 12, PETA has placed a billboard, visible from the site of the wreck, that shows a cow’s face next to the words “I’m ME, Not MEAT. See the Individual. Go Vegan.” It will be in place for four weeks.

“If this message of compassion inspires just one driver to go vegan, these gentle cows won’t have died in vain,” says PETA Executive Vice President Tracy Reiman. “PETA’s billboard pays tribute to their too-short lives and encourages motorists to help prevent tragedies like this one by keeping all animals off their plates.”

PETA—whose motto reads, in part, that “animals are not ours to eat”—notes that before slaughter, cows are typically loaded onto trucks bound for cramped, filthy feedlots without protection from the elements or temperature extremes. Many are sick on arrival and die shortly afterward, and those who survive eventually face a terrifying trip to the slaughterhouse, where workers shoot them in the head with a captive-bolt gun, hang them up by one leg, and cut their throats—often while they’re still conscious and able to feel pain.

In 2018 alone, PETA made note of nearly 100 crashes involving transport trucks carrying animals in the U.S.—and those are just the reported accidents.

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