Do Dairy-Eaters Dare to See the World Through a Calf’s Eyes?

As the Dairy Industry Struggles, PETA Will Challenge Seattle to Relate to Mother Cows and Their Stolen Calves

For Immediate Release:
August 9, 2018

Contact:
Megan Wiltsie 202-483-7382

What:    On Friday, PETA will challenge dairy-eaters in Seattle to see—and feel—what it’s like to be a cow born on a dairy farm with its “I, Calf” virtual reality experience, which uses a combination of filmed footage and computer animation to share the true story of a mother cow desperate to protect her calf.

The stop in Seattle is part of a nationwide tour of PETA’s “I, Animal” virtual reality experiences, which have racked up a total of 87,000 views—and growing. Meanwhile, dairy sales have tanked: Organic-milk producers are facing a surplus of unwanted milk as almond and soy beverages—which are free of harmful saturated animal fat and cholesterol—rise in popularity. “The market [has] slowed way down,” one dairy executive recently admitted.

“Every day, thousands of calves are torn away from their mothers so that the dairy industry can try to sell humans the milk that was intended for the calves,” says PETA Executive Vice President and mother Tracy Reiman. “PETA’s virtual reality experience is opening people’s eyes to the heartbreak behind every glass of milk, container of yogurt, and slice of cheese.”

When:    Friday, August 10, 12 noon 

Where:    Pine Street between Fourth and Fifth avenues, Seattle

PETA’s motto reads, in part, that “animals are not ours to eat or abuse in any other way.” For more information, please visit PETA.org.