Craig Sams is a renowned entrepreneur, sustainability advocate and motivational speaker, best known as the co-founder of Green & Black’s, one of the UK’s leading organic confectionery brands. With a long-standing career in the organic food and retail sectors, Craig is a compelling speaker on sustainability, business innovation and ethical entrepreneurship. His talks combine real-world business insight with a deep commitment to environmental and social responsibility. Craig is frequently hired to speak on topics such as sustainable enterprise, Fairtrade practices and how values-driven business can achieve long-term impact and success.
Craig began his journey with a degree in Economics before opening a macrobiotic restaurant inspired by natural health and organic living. This early step laid the groundwork for a life devoted to ethical food production. In 1970, he co-founded Harmony Foods – later rebranded as Whole Earth Foods – with his brother. The business originated from his restaurant concept and quickly grew into one of the UK's first and most influential organic food brands. Craig's early ventures showcased his ability to merge personal conviction with business acumen, placing him at the forefront of Britain’s organic food movement.
In 1991, Craig launched Green & Black’s with his partner Josephine Fairley, introducing the first product in the UK to carry the Fairtrade Mark. The company set new standards for ethical and organic confectionery and quickly gained national recognition. Following its sale to Cadbury in 2005, Craig continued to advocate for sustainability and responsible sourcing. His later ventures include Carbon Gold, a business addressing climate change through biochar, and leadership roles at Gusto Organic and Duchy Originals. Alongside his entrepreneurial work, Craig has authored several influential books and contributed to publications on sustainable living.
Craig’s long-standing involvement with the Soil Association further underlines his environmental commitment. He served as Honorary Treasurer from 1990 to 2001, Chairman from 2001 to 2007, and chaired Soil Association Certification until 2009, continuing today as a board member. His leadership helped shape national standards for organic farming and food production. As a speaker, Craig offers a unique combination of business credibility and environmental leadership, inspiring audiences to pursue sustainability without compromising commercial success.
