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, Carbon Gold And Larry Smart Art.
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