UPDATE: ‘I’m ME, Not MEAT’ Billboard Honors Cows Killed in Truck Crash

PETA Memorial Encourages Everyone to Keep Animals Out of Transport Trucks by Going Vegan

For Immediate Release:
January 25, 2018

Audrey Shircliff 202-483-7382

Rayville, La. – In honor of the 10 cows who died—and the many others who were injured—when a truck carrying them overturned on Interstate 20 in Richland Parish last November, PETA has placed a billboard near the crash site showing a cow’s face next to the words “I’m ME, Not MEAT. See the Individual. Go Vegan.”

The billboard went up on January 10 and is located 0.7 miles west of Exit 138 on I-20.

“Ten gentle cows died in this wreck, and those who survived were rounded up and taken to a livestock auction before being strung upside down and killed,” says PETA Executive Vice President Tracy Reiman. “PETA’s billboard pays homage to their unnecessarily short lives and urges motorists to prevent future suffering by keeping cows and all other animals off their plates.”

PETA—whose motto reads, in part, that “animals are not ours to eat”—notes that before cows are loaded onto trucks bound for auctions and 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.

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