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Pro-vegan billboard from PETA to go up near site where cows died on Utah freeway

“We really want to remind everyone that no animal wants to die a painful death,” said Amber Canavan, spokeswoman for the group.

People for the Ethical Treatment of Animals plans to memorialize the site by adorning a nearby billboard with its “I’m ME, not MEAT” campaign, which promotes veganism.

(Photo courtesy of PETA) PETA's holiday campaign promoting a vegan diet is expanding to Riverdale and with adorn a billboard near the site of a Nov. 22 accident where a semitruck turned over, spilling cattle from an overpass onto Interstate 15.