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Gregory Sams was in the natural food business from 1967, when he and his brother Craig started "SEED" Restaurant in a Paddington basement, and introduced the late 60's generation to the new notion that eating natural foods made you feel good and get healthy. This business grew, extended, and eventually set the scene for Greg to develop and introduce, in 1982, the original VegeBurger - one of the most successful health food products ever launched. Greg came up with the name as his trademark for the product, chosen from a list including greenburger, earthburger, sesame burger, plantburger and other contenders. It took off instantly and the grocery trade suddenly realized that there was a market for vegetarian food products. "Vege" and "veggie" soon entered the language, as a prefix for all things vegetarian. And a whole lot of latent vegetarians came out of the closet.

The rest of the story:

The Observer newspaper - VegeBurger hits the headlines (Feb 1983).
Robert Low reports

The VegeBurger - Gregory's Story

VegeBurger History - more information and detail from the early years

Meat Trades Journal - Running scared of VegeBurger in 1984

Biting Into the Vegetarian Boom - Feature in Plus Magazine about the VegeBurger and its creator (Oct 1988)

The Grocer - Article from trade magazine - Feb 27th, 1988

Realeat Survey 1984 - Sexy cover of the 1984 Realeat Survey, conducted through Gallup. This one got read ! - Read the press release - download PDF of the survey

Many more VegeBurger press clippings

VegeBurger Rap - the pirate radio station ad