after I watched Food Inc. I have dropped meat from our diet by about 60% Good that I am making some sort of difference...and losing a couple pounds while at it :)
I read a book by Mark Bittman called Food Matters. I started eating less meat because of that book. Then I read Omnivores Dilemma by Michael Pollan. After about 6 months or so of reducing my meat consumption I was able to just give it up all together. Food Inc is an excellent documentary.