A mobile protest from the animal rights group People for the Ethical Treatment of Animals (PETA) visited downtown Minden Saturday afternoon, staging what the organization calls a “Hell on Wheels” demonstration near Orleans on Main Bistreaux.
The truck, which mimics the appearance of a pig transport vehicle and broadcasts the recorded sounds of pigs screaming, was parked downtown around 3 PM. According to PETA, the audio included subliminal messages encouraging listeners to adopt a vegan lifestyle.
“Behind every pork chop is a once-living, sensitive individual who was crammed onto a truck for a terrifying, miserable journey to their death,” PETA Executive Vice President Tracy Reiman said in a statement issued prior to the event. “PETA’s ‘Hell on Wheels’ truck is an appeal to anyone who eats pigs to remember that the meat industry is cruel to them and that the only kind meal is a vegan one.”
Subliminal messaging is not explicitly illegal in the United States, though the Federal Communications Commission has stated that it is “contrary to the public interest.”
Mayor Nick Cox believes there are no current ordinances addressing the use of subliminal messaging during demonstrations. “I’ve never checked, but I’m fairly sure we’ve not addressed, through ordinance, PETA mind games,” Cox said.
PETA confirmed the visit was part of a national tour targeting both local restaurants and major chains to raise awareness about animal cruelty in the pork industry. As there was no parking in front of Orleans on Main Bistreaux, the truck ultimately parked in front of El Santito, the new Mexican restaurant located at the corner of Main Street and Pine Street.
Despite the plans for a high-impact demonstration, the protest was largely uneventful. No additional protestors were seen with the truck, and no incidents were reported. A heavy rainstorm began shortly after the truck’s arrival, with the street largely cleared soon after.
In anticipation of the event, Orleans on Main posted a message on its Facebook page encouraging customers to remain respectful while continuing to support the downtown restaurant. “We want to remind you that kindness and respect go both ways,” the post read in part.
Owner Michael Elshout said the outcome demonstrated the resilience of the local community. “Whomever and why ever they sent PETA to single out Orleans on Main Bistreaux failed miserably. The great businesses and people of Minden stick together,” Elshout said. “Although everyone’s view and opinions matter, when it’s malicious, God’s timing and power shines through. What better time could it have been for a downpour? When it was over, all that was left was rainbows, amens, and smiles on Main Street.”
PETA’s national campaign continues at other stops across the U.S. The organization offers vegan starter kits and educational materials on its website at PETA.org.
