Deciding to open an all-vegan business takes courage, innovation and a yearning to create a kinder world. All-vegan businesses are opening all over Melbourne which is a clear sign that our world is increasingly looking for kinder choices. One such business is Grey Cells Green Vegan Bar and Café in the inner-city suburb of Windsor. Grey Cells Green is an all-vegan bar and café, and has come to life on popular Chapel Street thanks to passionate owners Maria and Bruce Mclaverty.
Both Maria and Bruce are long-time vegans. Maria has been vegan since early 2011 and Bruce since mid-2011. Their reasons as to why they decided to go vegan were mutual. “We are vegan because we want to live without harming others and with the knowledge we have about the exploitation of animals and the environment. We know it is the best choice we can make. We can live extremely well on a plant-based diet and being vegan in all areas of our lives.” Both Maria and Bruce are seasoned travellers, and it was through travel that the couple met. “We met in 2001 and together we have travelled to Mexico, USA (New York City), Cambodia, Thailand, Vietnam, Berlin and various places in Australia such as Darwin, Cairns, Tasmania and Sydney.”
It only seems natural that it was through their travels the idea for Grey Cells Green emerged. “We frequent as many vegan businesses as possible to show support and to ensure that cross-contamination of what we consume doesn’t occur. We found it frustrating going out and eating vegan food with no vegan drink options, or staff unable to tell us what was vegan when we visited [non-vegan] venues. We are very passionate about food and beverages and after visiting Chaoetheorie, a vegan bar in Berlin, we thought this was something that we would love to do ourselves. We also considered creating a space for events, meetings and art exhibitions. Grey Cells Green opened in February, 2018.”
As well as a love of travel, Maria and Bruce also have a penchant for great music; inspiration for their business name. “Grey Cells Green is the name of a song by English band Ned’s Atomic Dustbin. We debated about the name for a while. Maria was keen on Heart and Soul, a Joy Division song, or The Cure after the band. We agreed on Bruce’s choice in the end, as it was a little more unusual. The venue was most likely always going to be named after a band or song. Bruce’s interpretation of the lyrics alluded to us being the positive change we want to see. Positive changes can be made by everyone, it is inside us.” Conveniently located near Windsor station allows patrons to visit Grey Cells Green easily, and emphasises the need for vegan establishments to be present and accessible across Melbourne. “We chose the location due to the venue being opposite a train station, and close to the city. We are also close to The Astor Theatre and Red Stitch Actors Theatre. Not all vegans live in Fitzroy, Collingwood or north of the Yarra; we believed that it would be a good choice for a vegan bar and café.”
Maria and Bruce embody the positive change they want to see in their world through every aspect of their business choices for Grey Cells Green. From suppliers to special events, there is no part of their business model that doesn’t support positivity and inclusion. “We partner with many small, local vegan businesses for desserts, cheese, tea, coffee and alcohol mostly. We avoid chocolate that we know isn’t fair to workers, as everyone deserves education, fair pay and good working conditions as a human right. Our coffee is also traceable through every stage of the process.
“Supporting local vegan businesses is an integral aspect of our business. It is [also] important to us that we provide pleasing food and beverages in a lovely environment to non-vegans; as a positive experience for them.”
Grey Cells Green hosts regular events, particularly fundraising events for local not-for-profit groups. These events are loved and well-attended by Melbourne’s vegan community. “We believe that we can make a positive difference. When Trivia for the Animals approached us about running trivia events we were very excited about partnering with them to help draw attention to [NFPs] and raise money. We used to be involved in various types of activism, so this is one way that we can assist others. Trivia for the Animals does not take payment for running the trivia; they spend hours preparing questions for the afternoon and refuse payment. They deserve a shout out!
“On New Year’s Eve 2018 we collaborated with Trivia for the Animals and our good friend Kirsten to raise money for Gunya Healing Sanctuary. We raised over $1,000 that night, which assisted with some of the vet bills for residents of the sanctuary. It was a great way to celebrate the New Year with great friends and also make a positive contribution.”
For those who are yet to experience Grey Cells Green, there is an abundance of tasty vegan food to try (including gluten-free options), not to mention a vastly stocked bar serving alcoholic and non-alcoholic drinks. The cosy surrounds in which patrons can experience the menu is just as pleasing to the eye. “We offer food that we love. When visiting Mexico we tried traditional Mexican cuisine and so we have our quesadillas. We love comfort food and wanted a lovely baked pasta dish. It was probably always going to be lasagne. We are pretty fussy about chips and we think we have some of the best. We also love German and American food, so we have some great hot dogs as a result.
“We have tried to provide something in the menu for everyone; it is typically a pub menu. We love everything on the menu, but we think The Sage Advice is rather special because it is a beautiful gluten-free burger that is pretty healthy, but a little bit naughty. It is our favourite burger in the world and it is unlike any other that we have tried. As far as drinks go, we sell more Aperol Spritz than anything else. Customers seem to love them.”
Maria and Bruce are experiencing an even mix of customers, whether they’re vegan or not. This is another clear sign that veganism is becoming more accepting to people, particularly in Melbourne. “Half of our clientele is vegan. At times we are a destination venue, where customers have travelled in to support us and try our menu. About half of our customers are not vegan. We often get a bit of foot traffic, so some people are pleasantly surprised by trying vegan food. Most customers these days are curious about trying our various plant-based milks on offer.”
With any business, it’s what goes on behind the scenes that prove just how much work and dedication is needed in order to thrive. Grey Cells Green is no different, a business that relies on customer patronage (from both vegans and non-vegans). “We saved and planned for almost two years, slowly building relationships with various suppliers. We put all of our savings, enthusiasm and energy into creating the business. It has been emotionally, physically and financially challenging for us. But we try to remain positive and persistent. We have had many events at Grey Cells Green such as art exhibitions, an art market, trivia and we offer a meeting space for organisations to use free of charge. We offer reasonably priced food and beverages, considering the quality of ingredients we use.” So why should vegans and non-vegans in Melbourne pay Grey Cells Green a visit? “We are casual and friendly. Take a seat, order and pay at the bar. We like to play alternative music. Vegans and non-vegans are welcome.”
