Australian restaurant garners online backlash for hanging dead cow from ceiling

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An Australian pizza restaurant has garnered enormous online backlash for displaying a hanging dead  cow to promote discussions about eating animals. At Etica Pizza in Adelaide, the stuffed “Schvitzy” hangs by her hooves from the establishment’s ceiling. One can only imagine the range of emotions customers have when they see the cow. The owners of the restaurant say the display is “purposely confronting,” and it all “aims to draw a connection to the true consequence of consuming dairy products.”

According to the Telegraph, the owners, Federico and Melissa Pisanelli also say they want to challenge diners’ “programmed perceptions” of a dairy cow and “educate consumers on the origins of our food.” Although Etica serves both meat and dairy products, they claim the products come with the “highest welfare standards.”

Of course for every action there is a reaction, and many visitors to the restaurant are outraged and demand Schvitzy be removed because the whole idea of seeing an eight-year-old taxidermied Friesian and Hereford cross suspended from the ceiling by her hind legs calling the display “unspeakable, atrocious is shocking to see.”

petition signed by more nearly 6,000 people says the pizza place “displays a real dead mother cow’s body hanging over tables by her feet where their customers eat”.

 “It is a grand display of the cognitive dissonance in our society and creates a space for people to get more comfortable with the death and torture of other species. This is obscene and we wish for them to take her down ASAP.”

On Sunday, Etica responded and posted a photo of Schvitzy on Facebook when she was alive  with the following explanation:

“We appreciate all the attention our new project is receiving. 

Our aim is to create thoughtful conversation.

What does ‘ethical’ mean? It is a subjective term based on an individual’s morals. Etica was created to promote animal welfare. This means that we work hard to select produce sourced from farms with the highest welfare standards. We never compromise on this.

Importantly, there is a distinction between animal welfare and animal rights. Those who believe in animal rights do not believe in exploiting any animal for any purpose whatsoever.

Etica has an agenda of authenticity and transparency. We understand that there is no kind way to kill an animal. As an animal welfarist institution, we ensure that the animals (and their products) we purchase are raised with care…

We do not aim to influence on whether one should consume dairy, but rather, we urge our consumers to understand the origin of their food in order to make a conscious decision on whether to eat it.

The pose of Schvitzy, as she was affectionately known, is purposely confronting. She has not been hung for decoration. The installation has a mission: it aims to draw a connection to the true consequence of consuming dairy.

Schvitzy was eight years old. She was the by-product of a dairy farm in South Australia and belonged to a family at Mount Barker. We slaughtered her at her home. Her meat was entirely consumed and her skin was taken to hang in our venue…”

Follow the National Pet Rescue on Facebook.

What are your feelings about this? “If slaughterhouses had glass walls, everyone would be a vegetarian,” Paul McCartney once said.


(Photos via Facebook)

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7 replies
    • ellen cottone says:

      yes, but not the cow.
      whos life and body was nothing more then a comedy prop to an animal for food and people hating A-hole australian restaurant owner.

  1. Adrienne says:

    Granted, not appetizing to see this cow hung by her hooves as though she is on a conveyor belt about to be slaughter, but reality is, this is how these animals are killed for those customers to have their juicy steaks or hamburgers. The owner could have a video showing cows actually being slaughtered for their steak or hamburger, so they should be glad about that. If more people saw how animals are slaughtered, many would become vegetarians or at least question where their meat is coming from.

  2. Pamela Bolton says:

    It wasn’t obscene when she endured the torture and abuse ALL animals endured to give you the meat on your plate. You need to start thinking beyond your fork!!!

  3. ellen cottone says:

    but wait,
    You took the life of a healthy cow .
    so you can stuff it and and hang it by its feet over a restaurant table.
    so people can identify where their food comes from!?so their can be conversation!? you lie. this is your sick way of being disgusting. you show no respect for the cow. you actually laughed. I bet you watched her senseless murder.
    I bet you are a sicko for cheep thrills.
    here’s a conversation starter.
    what the hell is wrong with you!?

  4. ellen cottone says:

    and the owner can open a vegan restaurant, but chooses not to.
    is he guilt free because he is a server? not a slayer or a consumer?
    no, im afraid his motivation comes from an even sicker place then slaughter for human consumption.
    what does it profit a restaurant man?
    to hang a cow by its hoofs over a family of meat eaters coming into His establishment?
    It does not.
    it just screams he hates his customers. so now maybe he will not have as many.


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