PETA is sending its “Hell On Wheels” truck to local restaurants Thursday, May 1, 2025, in the Tower District. PETA photo

A controversial animal rights group is headed to Fresno Thursday to call out local eateries that serve pork.

People for the Ethical Treatment of Animals, commonly referred to as PETA, is sending its “Hell On Wheels” truck to local restaurants including Irene’s Café, Richie’s Pizza and Bobby Salazar’s in the Tower District.

PETA’s hyper-realistic pig transport truck displays an image of pigs on their way to the slaughter.

The truck will bombard diners at the restaurants with actual recorded sounds of the animals’ screams along with a subliminal message every 10 seconds suggesting that people go vegan.

According to a press release from PETA, every year 1 million pigs die and at least 40,000 others sustain injuries during transport to slaughterhouses.

Anthony Ortega, owner of Richie’s Pizza, says the truck and animal noises could affect business.

“It’s not going to sound good or look good,” Ortega said Wednesday. “I’m neutral with, it but I don’t think it’s going to be good.”

Amber Canavan, vegan campaign project manager for PETA, said the “Hell on Wheels” travelling pig truck is on tour across the country to get people to think about slaughter practices and rethink their dietary choices

“We are bringing this to the public eye because the industry very much wants to keep it hidden and out of the public eye,” Canavan said.

She said the truck will be travelling around town, stopping in front of restaurants both big and small including McDonald’s and Burger King restaurants.

Canavan said the truck could serve as a reminder for eateries without vegan options that they are behind the times and make an update to their menus.

PETA will be offering free vegan starter kit filled with tips to help any restaurant or person looking to go vegan.

The truck will start its tour outside of Irene’s Café on May 1 at noon.