Campaigners say 'behind every bowl of cheese dip is a grieving mother cow and the calf who was ripped away'

Cow's milk is for calves, say the ads (Photo: PETA)

Pro-vegan adverts outside the World Cheese Dip Championship call on people to leave cow's milk for calves.

As part of the campaign, by vegan charity PETA, adverts have been placed on streetcar and bus shelters near the event's venue, the Clinton Presidential Center, as well as at multiple street intersections.

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The ads show a cow alongside the words: "Do I Look Like Your Mother? Cow's Milk Is for Calves. Dump Dairy. Go Vegan."

Cow's milk is for calves - not humans

Vegan is better

"Behind every bowl of cheese dip is a grieving mother cow and the calf who was torn away from her shortly after birth," said PETA Executive Vice President Tracy Reiman in a statement.

"PETA's ads encourage everyone to dump dairy 'products' in favor of healthier, cruelty-free cashew cheeses, soy yogurts, almond and coconut milks, and other vegan foods."

The charity adds that 'humans are the only species to drink milk beyond the age of weaning and to consume the milk of another species'.