Is the carb that's on it original to the original engine?
Given the fact that the Vortec heads flow more air, I'd expect the original carb from the pre-Vortec engine to run leaner but that's not what you are finding.
Any Quadrajets that are sold by the big "reman" outfits, can't be relied on to be set up right at all, that's why I'm asking.
The one on my engine is actually the OEM carb, un-modified, just cleaned out and rebuilt with better quality parts and the plugs color wise are pretty much the way they should be.
Running rich can also be caused by typical carb issues that a good rebuild will take care of (clogged air bleeds, float too high, leaky needle valve, etc). I would go through it and make sure all that is good (pay attention to the idle air tubes) before changing jetting/rods