VegeBurger goodbye 30 years ago today

It was thirty years ago today that I sold my baby, the VegeBurger, on 8/8/88. Though just six years from launch date, the word “vegeburger” had by then begun to enter the language, a few million would-be vegetarians had leapt out of the closet, the grocery trade recognized vegetarians as a definable market, and restaurants needed something more than a cheese salad on the menu. Several supermarket telephonists directed me to the meat buyer, when I wanted to sell VegeBurger.

The name – I made a list with about eight names on it, including, earthburger, plantburger, vegeburger,  sesame burger, greenburger. It was not obvious, but after carrying it around for a week I went for, you guessed it! You cannot trade mark a descriptive product name (lamb burger or potato cake) and “VegeBurger” did not seem descriptive at the time.  Vege (however the sound is spelled) had never been used to abbreviate vegetarian or vegetable. People into the 1980’s ate meat and 2 veg as a staple meal, not meat and vege. But it became increasingly difficult to protect the trademark and I’ll never forget the mid 80’s Glastonbury Festival when I made four of the ethical caterers change their menu listing  from vegeburger to something else that did not read or sound the same. I remember getting kind of harsh on one occasion.  This is just not what you go to Glastonbury to do.

The fifteen years prior to VegeBurger had seen  my brother Craig and I introducing natural and organic foods to the diet. In 1967, aged 18, I was dishing out bowls of brown rice and vegetables to hungry hippies in front of London’s first head shop, just off the Portobello Road. Restaurant, retail shop and magazinefollowed in the next two years. Fifteen years later I was running Harmony/Whole Earthfoods, in an airplane hanger sized warehouse complete with a trade cash & carry, a stone flour mill, dedicated peanut butter grinding, sugar-free jam making plant, and various other packing and processing operations, staffed by a team of 45 shifting hundreds of tons weekly. It could be a head-banger at times!

VegeBurgerwas a whole new experience, run from my spare bedroom with one part-time helper and all the work being done by outside contractors. They call it a virtual company today. Everything was run on one big interlinked spreadsheet (the original VisiCalc). I had a great time responding to fan mail that often accompanied requests for our VegeBurger mix recipe leaflet. There was the 16-yr old girl in Oban who went veggie six months earlier and had eaten nothing but pizzas since. And the mother of two who was going crazy coping after her two children and then her husband went vegetarian. After discovering VegeBurger she finally gave up and joined them.

Nobody had ever collected the numbers on vegetarians in Britain, so I commissioned Gallup to survey the public on their attitudes to meat eating.  The results were news, and for a change it was news that actually was new. I put press releases out full of graphs and facts and figures, with clever covers that got them read. Each year the numbers grew and the highest numbers were for women aged 16-24. Each year VegeBurger got mentioned in the press reporting the news and more people went into their shops to buy them. The only paid advertising done was on pirate radio, with this cool rap commercial created by Danny Antrobus. (click hereand go to page bottom for VegeBurger Rap)

The original VegeBurger came as a mix that cost 49p and made four 2oz burgers. Even in 1982 that was inexpensive which is how is should be since all the ingredients are lower down the food chain than meat. The ingredients were sesame seeds, wheat gluten, oats, and soya protein with dried vegetables and seasonings, all natural, all vegetable. It could be made with or without an egg.

The frozen VegeBurger came out under license within two years, made under license by Maynards Bakery in Taunton. A few other VB based products such as lasagna and shepherd’s pie accompanied it. For this, we put £5000 into production of a TV commercial, which was cheap as chips in those pre tech days. My whizz-kiddo friend Bonnie Molnar took it on. We had to remove a reference to “cow-burger” which was thought offensive, and remove the phrase “think about it” since the advertising Standards did not allow ads to be “thought provoking.” The advert was a huge success, and had Iceland’s phones ringing off the hook by customers wanting to know if they stocked it.

After five years it reached the point where I was no longer running this from my spare bedroom on an Apple IIe.  I had those fixed overheads again, including three expensive staff in a serviced office, and was tiring of the food industry – spending so much time with suits that I was in danger of becoming one myself. Then there is the “Peter Principle,” which was telling me it was time to move on. Look it up if you’re interested.

Long discussions with Guinness came to an end when their far-sighted ceo, Ernest Saunders, had to resign over letting the company buy its own shares (not allowed). He had been putting together a stable of natural products companies. Next in line was Haldane Foods the subsidiary of a subsidiary or a giant American corporations that few have heard of, called ADM. All solid meat eaters, they sold some disgusting mixes of TVP, hydrogenated fat, MSG, and other stuff in brown bags, labeled ‘Burga-mix’ and ‘Sos-mix.” VegeBurger had the market, they had the money, and they ended up buying it in a deal that would have held me in for ten years.

Other stories ensued. One includes a photo of Gorbachev holding a VegeBurger at ADM’s stall at a food expo in Moscow, where a fight broke out between people wanting free samples after tasting. They had me help launch a new product called quinoa. Another story is of my court case against them and a trip to Chicago (great architecture) to settle the matter.

Eighteen years later the Haldane Group was bought by American company Hain Celestial, who simply killed off VegeBurger and most of the other brands they had bought. No idea why.

Sad story, their loss, but VegeBurger’s work is done. It would be cool to run that Gallup survey again today and compare the results to those that made startling news in the 1980’s.

And me – I went on to open a shop called Strange Attractionsdedicated to the new science dubbed ‘chaos theory’ and to write a couple of gently mind-bendingbooks.

Killing them softly with ice cream

When I was a young man smoking was permissible everywhere. My 8thgrade teacher lived on cigarettes and black coffee, chain-smoking in a class of 13-14 yr olds (Mrs Hogue, excellent educator). Nobody thought it unusual. During my 1967 stay in Stoke Mandeville’s spinal unit, the ward was filled with smoke and the League of Hospital Friends wheeled their trollies through the hospital, selling cigarettes, sweets, and tabloid newspapers (in league with the devil, more like). Taxis, buses, airplanes and cinemas all had ashtrays built into the seats.

Millennials might scratch their heads and look back in astonishment, finding it hard to believe that such practices were ever commonplace and culturally acceptable. And there will be many things that their children will be looking back upon with equal astonishment.

One thing, for sure, will be the appalling phenomenon that mars many a summer afternoon in the garden for me, as I enjoy Sun overhead, blackbird song and the rustle of wind in the trees  It is the sound of an ice cream van traveling around the neighbourhood with a playful tune, pausing in every road as the pushers inside pedal dangerous and addictive drugs to our innocent children.

Sugar consumption is probably responsible for more death and disease (of humans) than any other item in the food chain, processed meat included. It saturates our food chain and it is addictive, as any who have sought to give it up well know. Government knows it is toxic but their hands are tied. According to the New Statesman“They are paralysed by the economic dominance of what British colonialists called ‘white gold’. The sugar industry, like financial services, is too big to fail.”

As if their dangerous edibles were not enough, ice cream vans fill children’s lungs with toxins too, as engines run constantly to power its freezers. The“black carbon” in their exhausts is a soot-like substance that “is particularly dangerous for babies and stunts the growth of children’s lungs as well as causing cancer and dementia,” according to the Daily Mail. Levels can be 40 times the WHO safe limit.

So we think it quaint  to have have vans pollute our neighbourhood on a hot afternoon, selling toxic and addictive treats to children? If opportunities are to be equal then let us have expensive cars with tinted windows touring the neighbourhood blaring rap music and selling cocaine and crack to our teenage kids. Complete the circle.

Have I been on a rant? As the culture changes, maybe remnants of the mafia-like gangs who control ice cream territories will sample some magic mushrooms and see the light. Perhaps they will become entrepreneurs selling healthy treats and nut ice creams to children, or be replaced by people who do, with solar panels instead of chugging diesel.

I am being both silly and serious here since if that is what we want it can and could be provided. Better yet, make them at home. We are moving towards a tipping point at which humanity’s concern for the health of our beautiful host planet will change our interactions with it. Don’t be sold into the myth that raping the planet must be done for us to sustain ourselves. It is an expensive and short-term folly, dictated by the state’s need for expansion ad infinitum, a perfect oxymoron.  Future generations, assuming such exist, will find it difficult to understand how we could have engaged in many of the practices that today we take for granted as normal behaviour.

 

 

High Noon in Queen’s Park

I will be in conversation with former Newsnight Editor Stephen Haggard next Sat, 30th June talking of life without the state, perhaps touching on VegeBurger, living stars and what comes up. It’s a day out in the park at the Queen’s Park Book Festival, with loads of other authors and interesting people speaking, panelling and tickling minds throughout the day. Some are charged and some free including ours, event number 3, on at 12 noon in the Queens Park Community Tent, billed as

LOCAL LEGEND WITH GREG SAMS 

A literary brunch with veggie burger king, fractal artist and New Age entrepreneur Greg Sams (founder of Whole Earth foods, creator of the veggie burger, alternative thinker, published writer, entrepreneur), in conversation with local journalist and former Newsnight Editor Stephen Haggard.    

https://qpbookfest.com/sessions/event-3-local-legend-with-greg-sams/

 

 

 

The Primo Nutmeg interview

Another good interview that is well-illustrated with pics from my own archives and selections by the Nutmeg people. Quite a bit of my life story stuff, with an opening blast at the concept of Limited Liability that allows those who own companies to shirk responsibility for broken commitments and damages inflicted by actions from which they profited. That’s a relatively new ‘invention’ that I have for some time regarded as a curse upon our culture. When I did VegeBurger it was as sole proprietor with unlimited liability for my actions. It does focus the mind and keep one responsible.

Video on Youtube

Video on Soundcloud

Video on Facebook

 

Why the Western diet sucks

Raising the popular consciousness on food was the primary driving force in my life from the age of 19, when a quirk of fate led me through a series of companies that were the first to offer organically grown natural food products to the British public. My focus was always to accentuate the positive – the greater flavour, satisfaction and vitality of a plant-based diet based on unrefined traditional staples, with seasonal vegetable foods. It was cheaper too. More detail about that activity is on my website.

It was clear, even in 1967/8, that our governments were implicit in the introduction of the factory farm and chemically supported agriculture. In the 1970’s the veil was lifted from my eyes when I learned about the fundamental nature of the state, understanding why they make a mess of things that we could do much better. Yeah, I wrote a book about that one.

So it is most heartening to see aspects of both those interests combined in this illuminating article from the well-respected American Institute for Economic Research.

Why Unhealthy Food Is Cheap and Plentiful

Every health nut will tell you the reason why the US food market is such a mess. It’s fast food and corporate farming. We need to get back to local food and organics, they say. And no processed foods ever.

Let’s look more closely, based on an experience I had just today.

The waiter in this airport bar walked by carrying huge plates of food, piled high with fries and burgers on puffy golden buns…

 

Continue reading…

My VegeBurger on BBC World Service

Excellent piece on my game-changing VegeBurger, broadcast by the BBC World Service yesterday. Nine action-packed minutes, prompted by “Veganuary.” Well worth a listen.

http://www.bbc.co.uk/programmes/w3csvtvz

The VegeBurger

Witness

In 1982, American entrepreneur Gregory Sams launched a product that would help take vegetarianism into the mainstream in the UK. “VegeBurgers” were cheap, tasty and a deliberate attempt to provide a meat-free alternative to one of the mainstays of the fast food industry. Gregory Sams talks to Simon Watts.

first broadcast 08:50 Thursday 25 January.

Brother’s tribute to 50 years

I was surprised and touched by this lovely tribute from my brother Craig in his April column for the Natural Product News. We were just a couple of hippies trying to change the world and I’m still coming to grips with the realization that we did, and still are. 

Photo from bottom up: Gregory, Craig, Jay Landesman, Joe Dickens. 

Craig 50-year history in NPN

Goliath clubs David with state regulations in battle against craft brewers

People often think I am defending corporations when I make the point that it is usually the state that facilitates their dirty work. There is very little point in railing at corporations when they are using state-sanctioned means to suppress competition. Better to get rid of the unreal tools with which they insulate themselves from market evolution and the public’s glare. I often example those who engage military and police to evict indigenous people from assets they bought rights to from government. Here is a more easily digested example, and one involving something close to my heart.

The growth of small craft breweries in the US has been astounding. I became a beer connoisseur in the mid 1970’s and recall there then being under ten breweries in the entire USA. A decade later there were 110 and today there are 3,500.

So how has Anheuser-Busch, the world’s largest brewer, responded to the growing popularity of quality beers? No amount of advertising can lure somebody back to Bud Light when they have tasted proper beer made by beer-loving brewers. Instead, they are manipulating an outdated and irrelevant Prohibition-era law to block the brewers of craft beers from distributing them to other sellers.

As they say in the coverage of this story by Rare, “…it’s clear that what Anheuser-Busch is doing… could not take place in a truly free market…Imagine what kind of craft creativity could be unleashed for all to enjoy if the government would simply get out of the beer industry’s way altogether!”

Imagine what creativity could emerge from the market if government stopped regulating all those things that we can manage better.

For the full story from Rare, click here

This is a fundamental point of my book The State Is Out Of Date – We Can Do It Better, which looks at the transformative power of freedom and the dangers that arise from its suppression.

My interview on living without a state

 

 

Gregory’s Sixties – changin’ the times

I suppose my Sixties began in 1964 when I heard Bob Dylan singing The Times They Are A-Changin’. At the age of fifteen I had no idea how, but it felt like something was simmering. Within a year I had smoked my first pot, hitched to Morocco and let my hair grow. A vegetarian from ten, I embraced macrobiotics in 1965 after my brother Craig brought news of it back during his last summer break from university. My diet became what I DID eat, instead of what I did NOT.

The hotbed radical campus in America was University of California Berkeley, which is where I went in Oct 1966, as the Summer of Love gestated across the San Francisco Bay. Turned onto acid, tuned into the Universe, and at the end of the year dropped out of a tree (not high, either way), injuring my spine. Don’t think that’s what Tim had in mind.

Return to England on a stretcher in early 1967 and my ‘Summer of Love’ begins at the end of April with London’s legendary 14-Hour Technicolour Dream at Alexandra Palace. The hospital (Stoke Mandeville) sent me home on trial that weekend to see how I managed life in my new wheelchair. Had a cosmic time, immersing myself in the UK’s new-born psychedelic culture with Pink Floyd, Soft Machine, Pretty Things, Arthur Brown and many more.

Later that summer I was dispensing brown rice and vegetables to hippies on the Portobello Rd once a week, inspired by the Diggers in California who had been inspired by the Diggers in England a few centuries earlier. But I still planned to get back to University after a year adjusting to the wheelchair thing.

My brother Craig, finished with University, was in the process of setting up a macrobiotic restaurant in a basement near Paddington, after his short-lived illegal venue in Notting Hill Gate had been closed down. But late in 1967 he has to abruptly leave the UK for several years and it falls to me to pick up the reins, completing and opening the restaurant in early 1968.

1968 and I’m sitting in the yard behind a bustling Seed Restaurant kitchen listening to Mary Hopkins singing Those Were the Days (my friend, we thought they’d never end. We’d sing and dance forever and a dayFiesta more). Tears welled in my 19-year old eyes as I experienced in advance the nostalgic sadness of the day when I had gone ‘straight’ and was looking back from another world. How could you beat having the hippest restaurant in hippie London, serving organic wholefood dinners to the likes of John and Yoko and supplying free meals to those with no money. We played the latest music of the era, put together on reel-to-reel tapes by the one and only DJ Jeff Dexter. I produced a magazine called Harmony that John supported with a great cartoon. It was cool.

I was a fervent crusader for macrobiotics, intent upon changing the eating habits of the world, and thereby the world itself. At the time I felt certain that the whole world would be eating brown rice and vegetables in a decade. After all, ten years ago I had been nine, and the world seemed to have changed a lot since then! Everything seems so possible, but you don’t know what is until you try.

Halfway into the 60’s, few people had ever heard of brown rice, and the only sesame seed they were likely to encounter was on top of a hamburger bun. Sunflower seeds were strictly for the birds and the only beans in British came in a tin with tomato sauce. If you were lucky enough to find pure fruit juice on sale, it would have come from Germany in a glass bottle and probably cost as much as a bottle of decent wine. Western bread was white, except in a few places like Germany, Poland and Scandinavia. Disease was seen as a random event – the fickle finger of fate, disconnected from personal lifestyle or environmental pollution. Your doctor was wholly responsible for your health.

We named our company Yin-Yang Limited, since macrobiotics was all about balancing the yin and the yang, and taking responsibility for your own health. Our company logo was the yin-yang symbol and in 1968 our restaurant sign was probably the only place in London you would see that, now common, symbol. I remember getting excited when I first saw the yin-yang sign somewhere else – on the Korean ambassador’s car (it’s their flag).

Though against the war in Vietnam, short hair and pin-stripe suits, the main enemy I perceived in those days was the sugar industry, poisoning our youth with their evil and addictive drug. As I passed those big sugar tankers on the roads, I had visions of placing plastic explosives on them, in a subversive terrorist action for the good of society. I knew our dishwasher at Seed restaurant shot up heroin in the toilet, but when I caught her drinking Coca Cola in the kitchen she was sacked immediately.

1969 onwards… Seed restaurant took care of the Sixties for me. Customers wanted to cook at home, so Ceres natural food store was added. Next a wholesale company, Harmony Foods, so other shops could stock the food. Hippies from different cities in the UK and Europe came for supplies with which to spread the dietary revolution. Many of our early customers grew to became regional or national wholesalers.

Harmony Foods Factory test
1981 – our factory in Willesden 55,000 sq ft

Magazines (Harmony and Seed), cafes (Sprout and Green Genes), wholemeal bakeries (Ceres retail and wholesale), a bookstore and pop festival catering, including Glastonbury ’71, were all part of our agenda in those early years. It was full on and full of fun. 1973 arrived and I was still waiting for Mary Hopkins’ nostalgic vision to arrive.

There were plenty of others making new music, promoting free love, living in communes, selling incense and dispensing the wisdom of the East. The primary dream of the Sixties, for my brother and I, was to turn people on to natural and organic foods and the idea that diet affected health and happiness. It was so clear that this was the way forward – the right sort of food for healthy human beings. And when you know you are right you assume that eventually everybody else will come around to your way of thinking (precisely the sort of attitude that makes fundamentalist religious freaks so dangerous). It seemed like it was only a matter of time until the message got across, and it soon did.

Today, over forty years later, I admit to being surprised, delighted and proud of the strides that have been made. The whole world may not be eating natural organic foods, but for every one person who did so in the Sixties there are thousands doing so today. Whole grains and pulses and seeds are back in the human food chain along with a huge growth in sustainable agriculture. Organic natural foods are now a multi-billion dollar industry and millions are aware that the food they eat has an effect upon the health and happiness they experience in their lives. We have come a very long way.

And yet, looking at the world today, it seems like the utopia we imagined remains on the distant horizon. I am surprised, depressed, and appalled at the progress of the industrial juggernaut that tries to divorce our existence from the natural world. Trucks full of liquid sugar are the least of our problems. Though we ‘blew the whistle’ on them in the 60’s, food industry chemists have spent the years between developing countless new means to cheapen, adulterate and preserve our food. The enemies of harmony push relentlessly upon Europe’s door in their efforts to introduce genetically modified experiments into the food chain.

Though most of today’s green movements evolved from the Sixties, we have witnessed increasing pollution of our food and our environment ever since. New varieties of disease and illness have visited mankind, with the pharmaceutical companies growing fat on the back of them. Their lobbyists are well-funded.

The war on drugs continues and any substance that makes us feel good without needing a prescription from the doctor is illegal, alcohol excepted. We used to think that cannabis would be legalized within a few years and that society would soon recognize the value of LSD to our cultural evolution. Few realized how determined the status quo would be to prevent us from tasting forbidden fruit that offers knowledge and bliss. Today (2015) the war seems to be faltering, the madness of it openly acknowledged, in some nations.

And yet, as scary as the world appears to be to me, in many ways these still are “the days, my friend,” just as much as “those were the days.” Year on year I have watched the seeds that were planted in the Sixties grow into a new global consciousness. Before the Sixties you very rarely heard people talking about harmony, environment, vision, meditation, visualization, massage, yoga, aromatherapy, organic food, natural healing, conservation or personal computers (another child of the times). There were many who believed that we would all be living on convenient pills by now. They were wrong.

It turns me on to see more and more of humanity connecting to this wonder-filled world – to know how many are looking within, as well as outside of their selves. It turns me on to see how much more joy and inspiration there is in the world – gods know, we’ll need it in the times ahead. And it turns me on to continue delighting in so many of life’s features that stem from the Sixties.

Mary Hopkins, I’m still lovin’ it.

Gregory Sams

– originally written March 2007, for German publisher Werner Pieper’s book on different peoples’ Sixties experience, with a few minor updates –

And after the Sixties …

The business grew into the distribution and manufacture of natural foods (Harmony Foods and Whole Earth) until 1982, when I left to launch the first VegeBurger onto the market, creating and christening the product. It did well, added a word to the language, and I sold it in 1988, leaving the food industry behind me. Two year advance on retirement, until I discover chaos theory. 1990 open Strange Attractions, world’s only chaos shop, designing and publishing lots of fractal imagery and computer graphics, later licensing these to others and through agencies. Millions of fractals reprinted throughout the world. 1998 publish my book Uncommon Sense, the State is Out of Date, outlining the messages and lessons that chaos theory has for our lives and societies – sell 3200 copies. 2000 to 2007, writing and researching next book, published 2008 and titled Sun of gOd – Discover the Self-Organizing Consciousness That Underlies Everything. Spend my time promoting this book then in 2013 I upgrade my first book, retitled The State Is Out Of Date, We Can Do It Better. I give talks and interviews on both topics.

SoG Cover Blog small

           SIOOD Cover wShdw Email

Volkswagen Scandal – Another angle

Volkswagen did wrong by falsifying data, crossing the line in a game where it is well know that every car maker uses canny tricks to massage their figures on emissions, fuel consumption and the like. I am glad that they were caught out, that they admitted it and that their chief executive has resigned. I suspect there will be sleepless nights across the car industry for weeks to come.

But what this accidental discovery also reveals is that Uncle Sam has not been checking acHippie-VW-Vantual emissions against laboratory emissions figures from Volkswagen vehicles, or any others. This has apparently been overlooked throughout some 40 years of emissions standards, with the same approach likely to have been true within the EU. I am reminded that in all my years in the food business many of my products were tested by state agencies, but never for the veracity of the ingredient listing or nutritional content.

It is ironic that the Uncle Sam Corporation, which is making a huge haul out of this ($18 Billion, possibly much more), is the same ”corporation” that hands out billions in subsidies to fossil fuel producers, the root source of the emissions in question. This same “corporation” encourages fracking, underwrites nuclear power, and uses depleted uranium in munitions that will pollute the land on which they explode for thousands of years. This collector of fines destroys entire nations overseas in pursuit of its own interests, or the interests of those pulling its strings. It doesn’t really give a damn about emissions, but has suddenly discovered a nice little earner.

It was two guys seeking to show the cleanliness of diesel that turned up this surprise, having expected Volkswagens’ performance to demonstrate their case. At the very least, the US government should be rewarding these two with a good share of their harvest in fines. Uncle Sam didn’t spend money finding this out and hasn’t personally lost anything, though many Volkswagen owners will be unable to drive vehicles made illegal overnight. Could those drivers and asthma sufferers also be calling the state to account for not doing its job over decades?

Those two guys got a surprise, as would we if our foodstuffs, body care products and many other goods were adequately vetted for damaging features.

– – – – –

Here is a related extract from my book The State Is Out Of Date, We Can Do It Better, that discusses the alternatives to trusting the state to keep our foodstuffs safe, one that could be extended to motor vehicles and other consumer products. From the chapter “Way and Means”
“…And we want to be sure that our food is not contaminated with heavy metals, toxic bacteria, rat droppings, radioactive particles, pesticides, unexpected forms of flesh, hormone residues, or other noxious contaminants.

Though the state would have us believe that it looks after all the above and more, today’s increasingly conscious consumers are becoming ever more aware of the flimsiness of the state’s protection—a state whose own involvement in the food chain has led to dangers far more endemic and frightening than rat droppings or even a touch of heavy metal. Typically the state will try to deny or cover up its own dangerous mistakes, assuring us that there has been no risk to human health. Occasionally, when scientists speak out about the dangers, they will suggest that consumers, if they want to be absolutely sure, should consume fewer farmed salmon, or be sure to peel their potatoes and apples, while not suggesting they be overly concerned. Then, one suspects, they will take steps to ensure that such information does not unexpectedly leak out again in the future, and wait for things to get back to abnormal.

Where consumers are unconcerned about their food quality, no amount of regulations will make much difference to the quality of their diet—a diet that has often been downgraded by government interference in the food chain. Today, as consumers increasingly appreciate the connection between their health and the foods with which they make and power themselves, a vacuum exists for a company whose remit is to provide genuine certification to food producers, incorporating regular testing of their products and verification of claims made for products. This can be done with bonded personnel able to review, among many other factors, a company’s working recipes, relative to ingredient listing. It will be in the long-term interests of the food industry to have a standard of integrity that can be trusted by the public.

If such a standard is developed and maintained by a private organization, its very existence would be threatened were integrity lost by colluding with a food company over false data. Today there is always the chance of such activity being exposed online or on Twitter, TV, or by the press. Such a certification mark adds value to the product and would be paid for by a modest charge to the company based on volume or value. There can be alternative validation schemes available so, for instance…”