“See Me, Not Meat:” PETA Billboard Targets Baiada’s New Tamworth Home
20.10.2026
Tamworth – With Baiada’s massive new chicken slaughterhouse – which will kill 15,00 birds every hour – now open in Tamworth, People for the Ethical Treatment of Animals (PETA) has placed a billboard at the entrance of the city, reminding residents and visitors to see chickens for the gentle birds they are, rather than just pieces of meat. The digital billboard, which features a chicken with the words “I’m Me, Not Meat. See The Individual. Please Go Vegan”, is on New England Highway, close to the approach to Tamworth.
Photos are available here and here.
“Chickens aren’t nuggets and fillets, but living, feeling individuals who love socialising and dream just like we do”, says PETA Executive Agent Mimi Bekhechi. “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.”
Chickens are clever, sentient individuals who have friends, use complex communication, and dream just like humans do. Despite this, more than 750 million chickens are raised for food in Australia every year, confined to crowded cages and barns before being hoisted upside down to have their delicate throats slit.
A PETA exposé at Baiada’s breeding facility revealed lame, injured, and sick birds, as well as documenting workers crushing chickens’ heads under metal bars while yanking on their legs and then leaving them to die in agony. One worker told the eyewitness that he would “just start smashing birds”.
PETA – whose motto reads, in part, that “animals are not ours to eat” – points out that when it comes to the ability to feel pain, hunger, and thirst, a chicken is a dog is a boy. For more information, please visit PETA.org.au and follow PETA on Facebook and Instagram.
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