I had tried out eating mostly vegetarian for a week or a month at a time every so often over the last few years. But it was when my girlfriend and I tried the Toronto Vegetarian Association's "Veggie Challenge" that it stuck. I already had the routine of Vega WFHO every morning for about a year when I started the TVA challenge to go vegetarian for 7 days. Every day they would send an email with tips, hints, recipes, and myths/wives tales (ie. the protein one) demystified. We tried it for 7 days and loved it so much that we signed up for phase 2 to make it 30 days, and we've been going strong ever since. The TVA's veggie challenge almost gave me the excuse I was looking for to tell my more "meat and potato" friends as to why I made the change and have never looked back.