Magic of Monday?
Behavior experts call Monday ''the January of the week," Neu says.
"The idea is to tap into that naturally reoccurring cycle and mindset," Neu says.
It also gives people a simple way to put their intentions into practice.
The campaign is ''really a simple solution to get a message out," says Judy Caplan, a spokeswoman for the Academy of Nutrition and Dietetics and a dietitian in Vienna, Va.
"What I like about it is, they are not proselytizing, they are offering a solution [to cut fat intake]," she says.
It also gets people thinking about how to get protein without relying on meat, she says.
Her suggestions to do so: a veggie burger, whole wheat pasta with pesto, or a whole wheat tortilla with black beans.
The Meatless Monday campaign is not associated with PETA (People for the Ethical Treatment of Animals) or HSUS (the Humane Society of the U.S.), Neu says.
The organization has also launched Healthy Monday to encourage people to use Monday as a launching point for starting other healthy behaviors.
Beef Makers Weigh In
Beef is nutritionally efficient, according to Shelley Johnson, a dietitian and associate director of food and nutrition outreach for the National Cattlemen's Beef Association.
In a statement, she also says: "There are many delicious ways to build a healthy plate with lean beef. Pairing produce with a favorite food like beef can help encourage people to eat more fruits and vegetables, meet the Dietary Guidelines recommendations, and live a healthy lifestyle."
Meat-Eater to Meatless Monday: One Woman's Story
Kim Watkins, a New York City personal trainer and avid runner, and her husband Brian Quill used to eat meat, she says, seven days a week.
They're foodies, for sure, enjoying dining out and indulgent dishes.
While she ran it all off, her husband could not always say the same.
So last June, when Watkins heard about Meatless Monday, she gave it a try. "My goal was to bring some awareness to my husband and our child about the impact this dinner meat consumption is having on our bodies."
She's kept the Meatless Monday habit, but still eats meat the other six nights.
Along the way, she says, she's found a colorful world of vegetables and other substitutes for that steak.
"It's easy and so much fun,'' she says. "We really don't need so much meat in our lives."