Eat Pies

A Hollywood-style sign welcoming the Tour de France to the area has stood on a hillside near Oxenhope, West Yorkshire since last year, but in this last week there has appeared a bit of true Yorkshire advice - Eat Pies!
I can't find out who or why, but I like it :-)
I understand the roads of 'le Tour' (and many of the surrounding roads) are to be closed for EIGHT hours on the day the cyclists come through.
Maybe the sign offers advice for survival on Sunday 6th July.

Sorry about the quality of the blip, but I was using Mrs MD's camera (to keep mine dry) and I had the settings all wrong :-(