Craig Sams was born on a farm in Nebraska in 1944 and raised in Santa Monica California and London. After obtaining a B.Sc Econ from the Wharton School at the University of Pennsylvania he moved to London.
In 1967, after a brief career in the ethnic fashion and import business (Afghan coats, Indian posters, Tunisian kaftans, Tibetan shoulder bags) he and his brother Gregory founded Whole Earth Foods, a leading organic food company, expanding from an organic macrobiotic restaurant into retail, wholesaling and manufacturing.
Author of three books: About Macrobiotics (1972) The Brown Rice Cookbook (1982, new edition 1992), The Little Food Book (2003) Published Seed Magazine - The Journal of Organic Living from 1972-1977.
As Hon. Treasurer of the Soil Association from 1990-2001 has been active in advancing the goals of the organic movement, in the UK and Europe. In partnership with his wife Josephine Fairley, founded Green and Black's Organic Chocolate in 1991, the leading organic confectionery brand whose Maya Gold chocolate was the first product to carry the Fairtrade Mark.
