It is the historic home of the Pork Pie.
But plans to name a road in Melton Mowbray after the popular snack have angered animal rights campaigners.
The Leicestershire town has been known for its pork pies since the 1700s – a by-product of the local cheesemaking industry – and ‘Pork Pie Way’ made the shortlist of potential names for a new bypass.
But animal rights group People for the Ethical Treatment of Animals (Peta) has called on Leicestershire County Council to strike the suggested street name off the list – labelling it as ‘pig-demeaning’.
The charity has sent a letter to the Reform UK-run authority suggesting the new £134million four-mile road should be called ‘Vegan Pie Way’ instead.
Council leader Dan Harrison said the charity’s idea was ‘ridiculous’ and ‘farcical’.
He added: ‘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.
‘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 have been counted, its new name will be revealed at ceremony later this month
In 2008, the pie was granted EU protected status, meaning only pies made within a 10.8 square mile zone around the town are allowed to carry the Melton Mowbray name on their packaging
The 4.4-mile (7.1km) road is intended to relieve traffic in Melton Mowbray by directing it around the town.
The new route is currently officially known as the North and East Melton Mowbray Distributor Road. The public vote ended at midnight on Tuesday.
Once votes have been counted, its new name is expected to be announced at an opening ceremony later this month.
The shortlist of options was drawn up after discussions with local politicians, community representatives and council officers.
Others on the short list included River Eye Road after the River Eye, which runs through Melton Mowbray and Lazars Way – a reference to nearby Burton Lazars, which takes its name from the medieval Knights of St Lazarus, who had a significant historical presence in the area.
The final cost of the scheme is expected to be about £134m – nearly twice the original budget of £63.5m. It will also include more cycling and walking routes.
In a letter, 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 has 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 also be a great way to celebrate Leicester’s history, given that the word ‘vegan’ was coined the city by Donald Watson in 1944.
PETA Vice President of Corporate Projects Dawn Carr 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 main distinctive feature of the Melton Mowbray pork pie, which was first made in a small bakery in the town in 1831, is that it is made with a hand-formed crust, and its meat is chopped, rather than minced.
As the pies are baked free-standing, the sides bow outwards, rather than being vertical as with mould-baked pies.
In 2008, the pie was granted EU protected status, meaning only pies made within a 10.8 square mile zone around the town, and using the traditional recipe including uncured pork, are allowed to carry the Melton Mowbray name on their packaging.
Four years ago PETA unsuccessfully lobbied city bosses in Leicester to change the name of a traffic roundabout known as ‘Pork Pie Island’.
It said the junction, named by locals after an adjacent 1930s library with a series of round sections that resembles a pork pie when viewed from the air, should be rebranded ‘Vegan Pie Roundabout’ to help promote healthier food choices.
