Steve,

My upbringing was very conservative Christian. We were taught from early on that animals were put here for us to eat. The biggest obstacle for me to overcome was how something we were taught was ok/ordained by God could be cruel (meat consumption).

What initially converted me were the health benefits and from there it was not as big a leap to understand the cruelty aspect. When someone would speak with me (and it only happened a few times) about animal cruelty before I became vegetarian, it, unfortunately, always had the opposite effect of that intended....more resentment for animal
rights "nuts" (again I don't' feel that way now).

As I think back on it, I believe the biggest turn off for me was that the animal rights groups seemed to have more love for the animals than for those who ate meat.  Without unconditional love being demonstrated for those who eat meat, I don't think the message will have much positive effect.

I think my background was probably more conservative Christian than most.  So, my experience may not apply to many out there.

Just some thoughts,

Mike