Craig Sams was born on a farm in Nebraska. In 1967 he and his brother Gregory founded Whole Earth Foods, expanding from Seed, an organic macrobiotic restaurant into retail, wholesaling and manufacturing. They published "Seed Magazine - The Journal of Organic Living” from 1971-1977.
In 1991, in partnership with Josephine Fairley, founded Green & Black's Organic Chocolate, the first product to carry the Fairtrade Mark. He is President of Green & Black’s, acquired by Cadbury’s in 2005 and subsequently by Kraft in 2010. He is a director of Duchy Originals, Soil Association Certification and Carbon Gold Ltd.
Author of:, About Macrobiotics, The Brown Rice Cookbook, The Little Food Book and The Story of Green & Black’s. Columnist in Natural Product News. Soil Association Treasurer from 1990-2001 and Chairman from 2001 to 2007.
Founded Carbon Gold in 2008 to establish biochar as a means to restore degraded soils, enhance organic farming and sequester carbon dioxide to reverse climate change
Michel ran Paradox, the macrobiotic restaurant in the East Village that inspired me to open a macrobiotic restaurant in London in 1967. The original macrobiotic cookbook was Zen Cookery, Michel’s was more comprehensive and in a better format