The historic home of the Pork Pie, Melton Mowbray in Leicestershire, is at the centre of a naming controversy. Plans to call a new bypass 'Pork Pie Way' have drawn fierce criticism from animal rights campaigners at People for the Ethical Treatment of Animals (Peta).
The town has been renowned for its pork pies since the 1700s, a by-product of the local cheesemaking industry. 'Pork Pie Way' made the shortlist of potential names for the new £134 million, four-mile road. However, Peta has called on Leicestershire County Council to remove the name, branding it 'pig-demeaning'.
The charity has sent a letter to the Reform UK-run authority suggesting the road should instead be called 'Vegan Pie Way'. Council leader Dan Harrison dismissed the idea as 'ridiculous' and 'farcical'. He stated: 'This new road is the biggest project Leicestershire County Council has ever undertaken. It will transform an historic town, enabling new homes, boosting jobs, skills and local businesses. This suggestion is nothing more than pie in the sky thinking – we won't be considering it.'
The route is currently officially known as the North and East Melton Mowbray Distributor Road. Once public votes are counted, its new name will be revealed at a ceremony later this month. The shortlist was drawn up after discussions with local politicians, community representatives and council officers. Other options included River Eye Road, after the River Eye, and Lazars Way, referencing nearby Burton Lazars and the medieval Knights of St Lazarus.
The final cost of the scheme is expected to be about £134 million, nearly double the original budget of £63.5 million. It will also include more cycling and walking routes. Peta urged Mr Harrison to 'hit the brakes on the pig-demeaning name and put Vegan Pie Way up for the public to vote on'. To jumpstart the transition, Peta offered to help cover the costs of updating the road's signage if the animal-friendly name is chosen.
Peta said changing the road name to Vegan Pie Way would celebrate the city's history, given that the word 'vegan' was coined in Leicester by Donald Watson in 1944. Dawn Carr, Peta Vice President of Corporate Projects, said: 'Vegan Pie Way would keep the nod to local heritage while swapping out meat, something more people than ever are doing out of concern for animals, the planet, and their own health. PETA is encouraging Leicestershire to lead the way with a more compassionate road name that kind tourists everywhere would happily take a detour for.'
The Melton Mowbray pork pie, first made in a small bakery in the town in 1831, is distinguished by its hand-formed crust and chopped, rather than minced, meat. The pies are baked free-standing, causing the sides to bow outwards. In 2008, the pie was granted EU protected status, meaning only pies made within a 10.8 square mile zone around the town using the traditional recipe with uncured pork can carry the Melton Mowbray name on their packaging.
Four years ago, Peta unsuccessfully lobbied city bosses in Leicester to rename a traffic roundabout known as 'Pork Pie Island', suggesting 'Vegan Pie Roundabout' instead.
