And they're serious. They'll give the town $20,000 worth of veggieburgers to local schools if they comply.
IMO it would be more appropriate if one of the big packing houses like Excell or IBP sent PETA 10,000 lbs of brains.
Which reminds me of an anecdote I first picked up in an old National Lampoon True Facts column about some crooks who robbed a packing plant. They didn't know what they had stolen, and this led indirectly to their conviction. Here are the details, from Jerry Pournelle:
On the other hand, there's the guys who had hijacked a trailer full of rennets, thinking that they'd gotten beef. The cops put these criminal geniuses in the back of the car, with the tape recorder going, explained what rennets were, and started laughing at them, then left them alone for awhile. One of the geniuses said something like, "If we're going to jail for stealing five tons of beef assholes, I'm going to be pissed off." Appeals court ruled that humor isn't unconstitutional.