“Farmers Love Animals to Death.” That’s the message a group of PETA supporters will unfurl over Wye Bridge on the opening day of the Royal Welsh Show (21 – 24 July) – the largest agricultural show in the UK.

The organisation says the banner will remind visitors that animals raised for food endure suffering and a violent death at the slaughterhouse.

The action comes two years after PETA encouraged the Royal Welsh Show to reimagine the event as a celebration of Wales’s hard-working plant farmers by removing the “livestock” parade and going vegan.

“Farmers claiming to ‘love’ animals while forcibly breeding, confining, and killing them for their body parts and excretions deserve a cognitive dissonance award,” says PETA Vice President of Vegan Corporate Projects Dawn Carr.

“There’s nothing loving about parading animals against their will in front of noisy crowds with mouths full of flesh, either. PETA is urging everyone to leave the violence of animal farming behind and embrace a kinder, more sustainable approach to agriculture. The future of farming is plants.”

The demonstration will take place at 11am on Monday, 21 July.