Update: ‘I’m ME, Not MEAT’ Billboard Rises to Honor Chickens Killed in Wreck

PETA Memorial Near Site of Truck Crash Encourages People to Keep Animals off the Road by Going Vegan

For Immediate Release:
February 26, 2020

Brooke Rossi 202-483-7382

Chino Hills, Calif. – In memory of the 6,000 chickens who were killed when the truck carrying them to a live market for slaughter overturned on Grand Avenue at the 71 Freeway overpass on January 17, PETA has placed a billboard nearby showing a chicken’s face next to the words “See the Individual. Go Vegan.

“If PETA’s message of compassion inspires just one driver to go vegan, then these gentle birds won’t have died in vain,” says PETA Executive Vice President Tracy Reiman. “We can all eat delicious vegan food and prevent animals from suffering on the side of the road or under the slaughterhouse knife.”

PETA—whose motto reads, in part, that “animals are not ours to eat”—opposes speciesism, which is the human-supremacist worldview that other species are nothing more than commodities. Chickens killed for their flesh are crammed by the tens of thousands into filthy sheds and bred to grow such unnaturally large upper bodies that their legs often become crippled under the weight. At the slaughterhouse, their throats are cut, often while they’re still conscious, and many are scalded to death in defeathering tanks. Every person who goes vegan saves the lives of nearly 200 animals each year.

PETA notes that there were more than 100 crashes in 2019 involving trucks carrying animals used for food—and there have already been 20 since the start of 2020.

The billboard is located at 11712 Central Ave. (at the intersection with Francis Avenue) in Chino.

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