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PETA asks NFL legend Joe Montana to give up Crowd Cow

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It looks like PETA now has beef with former NFL quarterback Joe Montana over his investment in the Seattle-based Crowd Cow.

In a letter signed by Andrew Bernstein, the animal rights organization said they were hoping to “intercept” in the name of good business, urging Montana to “consider investing in sustainable, forward-thinking, compassionate businesses that put a focus on what’s good for animals, humans, and the environment.”

It was announced last week that the former San Francisco 49er and Kansas City Chief had invested with his partners at Liquid 2 Venture in the food startup Crowd Cow, which allows customers to buy a cow directly from ranchers using a crowd-funding type approach.

Crowd Cow ships overnight to 4,746 cities and towns all over Washington, California, Oregon, Colorado, Arizona, Nevada, Utah, Idaho, Montana, New Mexico, North Dakota, South Dakota, Wyoming, Texas, and Nebraska.

Launched in 2015, Crowd Cow’s mission is to select ranches that are committed to sustainable agriculture, who treat their animals well, and are grass-fed, grass-finished.

On their site, the company said: We personally visit each ranch we consider, to ensure that we only work with the very best local, sustainable growers, whose beef is typically only available at specialty markets, high-end restaurants, and here on Crowd Cow.

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