After obtaining a BSc in Economics, Craig initially pursued opening a macrobiotic restaurant upon his return to England. After experimenting with importing various items such as Afghan coats and hand-dyed silks Craig joined his brother and founded Whole Earth Foods, formerly known as Harmony Foods. Branched from Craig’s initial Seed macrobiotic restaurant, the Whole Earth Foods company specialised in the manufacture and sale of organic food. Since its launch in 1967, Whole Earth Foods has risen in popularity and remains one of the leading organic food companies of today.
After seeing the success of his first start-up, Craig pursued his entrepreneurial spirit further. Joined by his partner Josephine Fairley, Craig co-founded Green & Black’s. Now one of the leading confectionery companies in the UK, Green & Black’s initially rose to fame as the first product to carry a Fairtrade Mark. Widely known for its organic and Fairtrade produce, Craig and Josephine sold Green & Black’s to Cadbury in 2005. Despite selling the company, Craig is still heavily involved, passionate to promote the importance of organic and Fairtrade produce. Craig has also authored several books documenting the tales of his life, such including The Story of Green & Black’s.
Alongside his business ventures, Craig has also acted as the Honorary Treasurer of the Soil Association, chaired the Soil Association Certification and continues to act as a board member of the association. Possessing a keen passion for the environment, Craig is also the co-founder of Carbon Gold. Carbon Gold was established to tackle climate change, a carbon sequestration business to mitigate climate change through the use of biochar in soil. Craig is also a director of both Gusto Organic and Duchy Originals Ltd, both manufacturers of organic drinks.
With an extensive history in the retail industry, Craig is now sought as a keynote speaker delivering knowledgeably on business management. From establishing one of the most popular confectionery companies in the UK to pioneering environmental sustainability and Fairtrade, Craig Sams is an influential and inspirational speaker who encourages others to move towards a more organic and sustainable future. Craig is also sought to deliver on what it takes to succeed in the world of business, inspiring the future generations of budding entrepreneurs.
