PETA plans huge M40 billboard near site where 3,000 litres of milk spilled in lorry fire

Three thousand litres of milk spilled out onto the M40 when an HGV carrying it went up in flames on the evening of April 26.

After hearing reports of the incident, PETA - People for the Ethical Treatment of Animals – has told the Bucks Free Press campaigners are liaising with “outdoor advertisers” to display a billboard near to where the milk was spilt between junction 5 for Stokenchurch and junction 4 for Handy Cross.

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PETA says it is planning to put a new twist on an old adage with a billboard showing a calf “covered with filth” besides the words ‘Spilled milk is worth crying over’.

They say they want to reach motorists with the advert’s message – that everyone should go vegan.

The fire - photo by a reader

“Every drop of milk spilled on the motorway was made by gentle, loving mother cows for the babies who are taken from them,” says PETA Senior Campaigns Manager Kate Werner.

“PETA’s billboard encourages everyone to make a difference for these animals by choosing healthy and humane vegan milk instead.”

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Fire crews from High Wycombe, Wheatley and Watlington were called to the M40 southbound at 7.42pm on Monday to put the blaze out using foam, a hose reel and an environmental protection kit.

Thick smoke from the blaze billowed out across the motorway, with nearby residents saying the noise of the explosion gave them a fright.

One resident told the Bucks Free Press it “shook all the windows in the house” when the lorry went up in flames.