Update: ‘I’m ME, Not MEAT’ Billboard Now Up Near Site of Truck Crash

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

For Immediate Release:
April 22, 2019

Contact:
Audrey Shircliff 202-483-7382

Mountain Home, Idaho – In memory of the cows who were injured and killed when a truck carrying them crashed on westbound I-84 on February 27, PETA has placed a billboard in Mountain Home showing a cow’s face next to the words “I’m ME, Not MEAT. See the Individual. Go Vegan.

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

PETA—whose motto reads, in part, that “animals are not ours to eat,” and which opposes speciesism, a human-supremacist worldview—notes that before cows are loaded onto trucks bound for slaughterhouses, they’re often confined to cramped, filthy feedlots without protection from the elements or temperature extremes. Calves are torn away from their mothers within hours of birth and are castrated and branded without painkillers. At the slaughterhouse, workers shoot cows 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.

The billboard is located at the intersection of Old U.S. 30 and N.W. Canal Road.

For more information, please visit PETA.org.

For Media: Contact PETA's
Media Response Team.

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“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