Leicestershire County Council has ripped into animal rights group Peta over a "farcical" suggestion to name a new Melton Mowbray road, "Vegan Pie Way".
The council, run by Reform UK, conducted a vote to decide the name of a new 4.4-mile strip of road connecting the north and east of Melton Mowbray.
Pork Pie Way was an option to pay homage to the famous English delicacy has protected geographical status in the town.
However, the People for Ethical Treatment of Animals (Peta) wrote to the council's leader, Dan Harrison, asking him to choose "Vegan Pie Way" instead.
Mr Harrison said the suggestions was "farcical" and "ridiculous".
He told GB News: "This suggestion is nothing more than pie in the sky thinking – we won’t be considering it."
Dawn Carr, Peta's 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 animal rights charity went a step further and offered to cover the cost of road signs if the council opted for "Vegan Pie Way".
The new road, which has been 10 years in the making, is currently known as the north and east Melton Mowbray Distributor Road, but residents of the town were able to vote on its new namesake, which closed last night.
Leicestershire County Council put forward the options and gave accompanying explanations to each name:
- Pork Pie Way - reflects Melton Mowbray’s long-standing national reputation as the home of the famous Melton Mowbray pork pie
- River Eye Road - comes from the River Eye which runs through Melton Mowbray and is an important local natural feature
- Wreake Road - taken from the River Wreake which flows close to Melton Mowbray and has shaped the local area over time
- Lazars Way - refers to nearby Burton Lazars which takes its name from the medieval Knights of St Lazarus, who had a significant historical presence in the area
- Wolds Way - refers to the nearby Wolds landscape reflecting the town’s rural setting and connections to the surrounding countryside
- Farrier Way - farriers trained at the Melton Mowbray Defence Animal Training Regiment care for horses
- Victory Road - recognises Melton Mowbray’s historic links to national moments of victory and remembrance
- Military Way - reflects Melton Mowbray’s strong and long established links with the Armed Forces
- Veteran Road - recognises the contribution of veterans and highlights Melton Mowbray’s continuing military connections
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The project, which is the biggest ever road development for the council to date, is a £115million scheme funded by the Government, Leicestershire County Council and Leicestershire Enterprise Partnership.
However, the final cost of the project is estimated to be £134million.
The project boasts six new roundabouts and four new bridges, which will be built over Melton Mowbray's waterways, the River Eye and railways.
Works started in early 2023, with the road due to be open soon.
Throughout the works, there have been five to six archaeological investigations which have uncovered prehistoric and Roman farming landscapes.
Over 20,000 artefacts have been retrieved to date.
While Peta has branded the road name suggestion "pig-demeaning", the project has been conscious of the wildlife in the impacted area.
The council has said that they have taken measures to protect birds, bats, badgers, newts and other wildlife that could potentially be harmed by the construction of the road.
Also, the construction has included "extensive planting" including grass, wildflowers and trees.
Mr Harrison said: "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.
"It is a great achievement for this council and thousands of people have voted in our poll for the road’s new name."
The name will be announced at a special event on the site of the new road next Thursday.
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