Greg has been a wheelchair user since falling from a tree whilst a freshman at the
University of California,
Berkeley. Greg moved to
London and, aged 19, then subsequently opened SEED, a
macrobiotic restaurant in
Paddington with his brother
Craig Sams in 1968. SEED Restaurant soon became popular with the 1960s London
psychedelic scene, and was frequented by
John Lennon among others, who drew a cartoon about his experiences at SEED. The Sams brothers opened a specialised macrobiotic foodshop, Ceres Grain, the following year. To spread the word about Ceres and SEED, Greg published three editions of a specialised magazine called 'Harmony'. During the 1970s, Greg, his brother Craig and their father Ken edited and published a magazine called 'Seed, the Journal of Organic Living' over a seven-year period. In 1970 Greg and Craig set up
Harmony Foods, which eventually became known as
Whole Earth Foods. In 1982, Greg invented the first commercially produced
veggie burger, which he christened
VegeBurger and went on to become a worldwide success after the word “veggie” started entering the
lexicon in the late 1970s. \\ An enthusiast of the
counterculture movement, such as the
non-violent direct action street reclaiming events in the UK and elsewhere such as
Reclaim the Streets, Sams began writing books that were promoted at these events, as well as during various
trance music,
psytrance and
acid techno raves and
free parties around the UK.
Uncommon Sense - the State is Out of Date was published in 1998 in which he put forward his views on the importance of
chaos theory in the way we live - and should live - our lives. In 2006 he completed a new book,
Sun of gOd - Discover the Self-Organizing Consciousness That Underlies Everything. Sams has been a regular on the world music festival scene since he provided the macrobiotic catering at the first
Glastonbury Festival, known as
Glastonbury Fair in 1971. A regular of events such as Pendragon at the now defunct Tyssen Street Theatre Factory, he still travels to music festivals, solar eclipses, and festivals such as
The Glade. He was interviewed on the
Liquid Crystal Vision film which has been viewed at many festivals. == Books ==