The Roots: Stop the Violence

Rolling Stone called them the best band in America. They describe their sound as “organic hip-hop jazz,” and they rule with listeners and critics alike. Now, The Roots have carried their trademark anti-violence message from the mean streets to the dinner table in a new ad for PETA. The shoot took place in inner-city Philadelphia—the group’s base—against the background of a brick wall spray-painted with “graffiti” that reads, “Stop the Violence: Go Veg.”

Having gained widespread acclaim through the years with their numerous releases, these creative and progressive musicians couldn’t have things more together. Band members Scratch, Rahzel, Black Thought, ?uestlove, Hub, and Malik B. know that if you want to eliminate an assault on your own health by the likes of cholesterol, pesticides, and antibiotics and avoid killers like heart disease, hypertension, and cancer, as well as violence in the slaughterhouse, the obvious place to begin is your own plate.

For a band on the road and people on the go, finding great vegetarian food is easier than ever as the restaurant industry recognizes the growth potential of this rapidly expanding market.

By the time the final take was shot, the band members, production personnel, and PETA staff representatives were ready for a delicious vegan repast of their own. Enter Kurt Smith, chef supreme and proprietor of Totally Vegetarian Catering. Kurt, who has served up his creations to the likes of singer Erykah Badu and producers Kenny Gamble and James Poyser, specializes in vegan versions of typical soul food and local favorites, and the results are spectacular. The Roots chowed down on vegan Philly cheese steaks as soon as they were served and took home a bagful of extras. The Southern-style green beans and carrots and African rice had everyone asking for seconds. Kurt takes pride in being an ethical vegetarian. He believes that one of the best ways to combat violence is through a vegan diet, and his mouthwatering cuisine is the perfect advertisement for his philosophy.

Want to do something that is not only good for you, but also good for animals? Help stop the violence that takes place in factory farms and slaughterhouses every day by taking the Pledge to Go Veg.