Facebook Users Mooved to Tears and Outrage When Pizzeria Hangs Dead Cow From Its Ceiling

Etica Pizza Al Taglio in Adelaide, Australia, says the display is meant to “create thoughtful conversation” about animal rights.

A stuffed cow named Schvitzy hangs from the ceiling of an Australian pizzeria to remind customers of the “realities of the dairy industry.”


A pizzeria in Adelaide, Australia, showed its support for animal rights by hanging a dead cow from the ceiling of the restaurant, sparking debate and outrage on social media.

The owners of Etica Pizza Al Taglio, which has only been open for three months, explained in a Facebook statement that the display was “purposely confronting” and meant to “create thoughtful conversation.”

The cow, a stuffed black-and-white Friesian-Hereford cross, dangles by its hind legs from the ceiling, looming above the dining area, as a reminder of the “origins of our food.”

“Etica was created to promote animal welfare,” the post reads. “This means that we work hard to select produce sourced from farms with the highest welfare standards. We never compromise on this … 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.”

The owners add that the display should “make consumers stop and think about the realities of the diary industry … 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 post goes on to mention the cow’s name and age—Schvitzy, 8 years old—and notes that “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.”

In response to the post, many Facebook users blasted Etica. One called the owners “deranged psychopaths,” while another condemned them for their “primitive caveman mentality.”

Under the name Shane Ervine, one poster wrote, “Wait up. You gave the innocent, once living being a name. Then you cut her throat and ate her flesh, and now you're hanging her carcass from the ceiling to make some connection to the dairy industry? I bet she also received hugs and kisses from children at one point in her life. She had no idea she would end up on someone's dinner plate, yet that's exactly what happened when you decided to kill her. You support the exploitation and slaughter of animals. You're not ethical.  You're no different [than] the other people in the animal exploitation and slaughter industry.”

Although Etica Pizza Al Taglio’s menu doesn’t seem to be available on its website, meats and dairy products feature prominently on the menu of a sister pizzeria, Etica Pizza Napoletana.


Edit Module

Tell us what you think at or email.

Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags

Related Articles

Pizza Rules Fast Casual

Pizza is currently the largest sector of fast casual restaurants.

Domino's CEO Reveals Significant Driver of Sales

This program, started in 2015, has been a significant sales driver for Domino's.

Ed Sheeran Offers Pizza and a Serenade for Charity

Through an Omaze campaign, the pizza and serenade contest will raise funds for charity.

Two Renowned Pizza Masters Team Up for One-of-a-Kind Pizza-Making Presentation

Roberto Caporuscio and Tony Gemignani will also collaborate on a pizza that will raise funds for Hurricane Irma relief.

Hot or Not: Pizza Hut Strives for Hotter Delivery

Pizza Hut spent the last two years developing new technology designed to keep its delivery pizzas hotter and crispier. Will it work?

America Bound: Gino Sorbillo Heads to NYC

One of Italy’s most famous pizzaiolos opens his namesake pizzeria in New York this month. Will he affect the pizza landscape like others who came before him?

Pizza Tool Eyeliner: Even Beauty Manufacturers Can’t Resist the Pizza Game

MAC and Revlon introduce an eyeliner applicator reminiscent of a favorite pizza tool.

National Pizza Month: PMQ Celebrates All Month Long

PMQ celebrates National Pizza Month with Giveaways and Fun Pizza Facts

Pizzeria Gives Away Free Tattoos: San Antonio Pizzeria Offers Unique Giveaway For National Pizza Month

Pizzeria teams up with local tattoo parlor to give one pizza lover a $300 tattoo.

Taste-Testing: How One Historic Pizzeria Chooses its Tomatoes

Learn how Frank Pepe’s grandsons pick the perfect tomato for the historic Frank Pepe Pizzeria Napoletana.
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags