This is an excerpt of what I wrote in the Parish newsletter some years ago. Do keep in mind that I wrote this as a Lutheran in a religious culture in which the extent of Lenten fasting might mean only "giving up" chocolate:
"The Lenten disciplines of fasting, almsgiving, and prayer, although intensely private, can nevertheless become an opportunity for public witness.
As one who is not normally a vegetarian, “giving up” meat (apart from fish and seafood) last Lent sparked some unanticipated conversations with deli clerks surprised by sudden changes of buying habits and [plated] dinner-meeting companions startled by uneaten portions.
The easy answer would be to say “because it’s Lent”. But since much of the world--and sadly, even much of Christendom--has forgotten the intent and purpose of the season; the more complicated, more difficult, yet by far more satisfactory answer would be to say: “because during these forty days before Easter, when I remember how Jesus fasted and prayed so that He might be strengthened against temptation; I am trying in small way to enter into His sufferings. Giving up meat for forty days is the least I can do in thanksgiving for Christ who gave up His life for me and for you.” Such a reply plants the seed of the kingdom--and keeps the focus on Christ, not the Christian."