Oakland residents hoping to grab a Big Mac or Quarter Pounder for lunch, Wednesday, were met… Oakland residents hoping to grab a Big Mac or Quarter Pounder for lunch, Wednesday, were met with a surprise.

The Voices of Animal Liberation, an animal rights’ group at Pitt, held a “feed-in” outside the McDonald’s on Forbes Avenue. Group members gave out free, meatless Boca Burgers to McDonald’s patrons and passers-by. They also distributed literature, showed a graphic video about the treatment of animals in the beef and dairy industries on a mobile television and held up a large banner promoting veganism.

Timothy Adams, the group’s president, said McDonald’s was targeted because the chain is “not only inherently cruel to animals, but also one of the biggest destroyers of the planet.”

Adams also accused the chain of taking unfair legal actions to silence those who have spoken against it and of its “human rights abuses.”

“Our intention is to interrupt their business and give people another option,” he said.

The group also wants to educate people on what they claim are animal abuses in the meat and dairy industries, and about the vegan diet.

“Hopefully, they will think about where their food comes from and the simple lifestyle changes they can make and the effects that [such changes] would have,” he added.

Lori Workmaster, assistant manager of marketing for the McDonald’s company, said her company is an industry leader in environmental issues and employee standards.

“We are proud to lead local and national initiatives that create real change,” she said. Workmaster said McDonald’s has taken significant steps to reduce packaging, control pollution and create safe work environments.

The management of the Forbes Avenue McDonald’s declined comment.

Wednesday’s “feed-in” is one of many activities the Voices of Animal Liberation has planned to commemorate World Farm Animals Week, an annual event founded by the Farm Animal Reform Movement.

On Tuesday, the Voices of Liberation distributed literature outside the South Bouquet Street Taco Bell/Pizza Hut/KFC. On Thursday, they plan to sit at tables in the Litchfield Towers’ lobby to let other students know about their issues, and later to voice their opinions at a hearing about whether to allow former Steeler Terry Long to build a chicken slaughterhouse in Wilkinsburg.