Craig Sams (Person)

Craig Sams is co-founder of Green & Black’s.

Born in Nebraska, Sams studied economics at the University of Pennsylvania before moving to London to start a macrobiotic restaurant. In 1967 Sams set up Whole Earth Foods with his brother.

In 1991, Sams set up Green & Black’s, launching Maya Gold, the UK’s first product to carry the Fairtrade logo in 1994.

After the sale of Green & Black’s to Cadbury in 2005, Sams stayed on as president, and still regularly represents the company giving talks on ethical and sustainable cacao production.

Craig Sams talks about Fairtrade