A billboard that People for the Ethical Treatment of Animals just put up on Main Street in Ramona is being called a “memorial” for about 70,000 chickens that died in a fire last month at a local egg ranch, officials said Thursday.
The sign is in response to the July 18 fire at Demler Brothers’ Pine Hill Egg Ranch at 24818 Highway 78, said Sara Grove, public relations coordinator for PETA.
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A 25,000-square-foot building that housed 70,000 chickens caught fire about 5:30 p.m. Firefighters contained the blaze to a single building near 10 other poultry buildings in that row.
Featuring a closeup of a chicken’s face peering out from a wire cage, the billboard reads, “Price of eggs too high? She paid with her life. Please, go vegan.”
Grove stated in an email that the billboard “reminds viewers that, whether it’s in a fire or at a slaughterhouse, hens pay the ultimate price for eggs.”
Demler Bros officials could not immediately be reached for comment.
PETA said the location of the billboard — at 517 Main St. in the downtown area — is near several restaurants that serve chicken and egg dishes.
Ramona is home to Demler Brothers’ Pine Hill Egg Ranch as well as Demler Brothers’ Pullet Farm at 24555 Old Julian Highway.
According to Cal Fire, the blaze resulted in a loss of about $2 million, including the building and the chickens inside.
Kimberly King, San Diego County Sheriff’s Office spokesperson, stated in an email at the time that there were no signs the fire was suspicious in nature.
