A billboard aimed at Baiada’s new chicken processing plant has gone up at the entrance to Tamworth, and Federal Member for New England Barnaby Joyce has weighed in online. People for the Ethical Treatment of Animals (PETA) placed the digital sign on the New England Highway, close to the approach to the city.
The billboard features a chicken and the words “I’m Me, Not Meat. See The Individual. Please Go Vegan”. PETA said it wants residents and visitors to see chickens as the gentle birds they are, rather than just pieces of meat.
Baiada opened its new Tamworth Processing Plant at Westdale, on the city’s outskirts, in September. It replaces the company’s Out Street site close to the CBD. At launch, the plant can process about 1.5 million chickens a week. It is designed to expand to up to 3 million birds a week once a second processing line is operational. PETA describes the facility as a slaughterhouse.
“Chickens aren’t nuggets and fillets, but living, feeling individuals who love socialising and dream just like we do,” said PETA Executive Agent Mimi Bekhechi.
Baiada has operated in Tamworth since 1966. “This is a long-term investment in Tamworth and the people who have supported Baiada for generations,” said Baiada Poultry managing director Simon Camilleri in an interview with Grain Central.
An environmental impact statement from 2019 said the plant is expected to employ up to 1176 people at full operation, up from 494 at Out Street.
Mr Joyce was at the plant’s opening, along with members of the Camilleri family, NSW Member for Tamworth Kevin Anderson and Tamworth Regional Council deputy mayor Jeff Budd.
In a social media post, he wrote that Tamworth is “the protein capital of Australia”. He described vegan advocates as “starvation advocates who want to make us all poor, hungry and miserable”.
“We are proud that when Tamworth is processing protein Australia is being provided food,” wrote Mr Joyce.
Many commenters backed him. “Keep up the good work Barnaby,” wrote Bill. Greg thanked Mr Joyce, writing “thank you for your electorates contribution to feeding Australia”.
Others urged people to live and let live. “Eat what you want. You do you, and I’ll do me,” wrote Kylie. “If people want to be vegans, let them,” wrote Troy.
Some questioned Mr Joyce directly. “Barnaby – tell us what you know about human nutrition,” wrote Richard.
Ashleigh introduced a comment as “from someone who grew up in Tamworth”. The comment stated that “We can reduce water consumption by 50% by switching to a plant based diet”.
A number of commenters picked up on the chicken in the billboard photo. “Ironic that the chicken in the photo is an egg layer not a meat chicken,” wrote Tina.
PETA also pointed to an exposé at a Baiada breeding facility. It says the investigation revealed lame, injured and sick birds, and documented workers crushing chickens’ heads under metal bars. PETA says one worker told the eyewitness he would “just start smashing birds”.
“We know from our past investigation at Baiada operations that chickens suffer immensely when bred and killed for their flesh and want Tamworth to know not only the horror happening on their doorstep but also who the 1.5 million chickens killed every week at this new facility were,” said Executive Agent Bekhechi.
One commenter turned to the cost of meat closer to home. “Why is meat so expensive in the New England region if it is produced locally? Shouldn’t it be cheaper with less logistics involved?” wrote Aaron.
Baiada was approached for comment on the billboard, but are yet to respond.
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