Craig Sams

Craig Sams is an organic food pioneer who specialises in building sustainable, ethical businesses that prove commercial success and environmental responsibility can thrive together. As co-founder of Green & Black's, he transformed the chocolate industry by creating one of the UK's most recognised brands, championing Fairtrade principles and organic farming from a Portobello Road start-up in 1991 to global recognition. Former chairman of the Soil Association, he continues to advocate for regenerative agriculture, soil carbon sequestration, and climate-conscious food systems through speaking, writing, and consulting. His sessions equip leaders with practical strategies for embedding sustainability into business models while delivering compelling insights on corporate responsibility, ethical branding, and long-term growth in competitive markets.

When Craig Sams opened London's first macrobiotic restaurant in Notting Hill during the 1960s, few could have predicted he would go on to transform the UK's relationship with organic food. Alongside his wife Jo Fairley, he co-founded Green & Black's in 1991 from a modest Portobello Road base, creating a chocolate brand that would prove ethical credentials and commercial success need not exist in opposition. What began as a passionate commitment to organic principles evolved into one of the country's most recognised and respected food brands, celebrated equally for its quality and its values. His decades-long dedication to sustainable agriculture has positioned him as a leading voice on the environmental and socio-economic impact of responsible business practice.

Craig's credibility extends well beyond his entrepreneurial achievements. As former chairman of the Soil Association, the UK's leading organic certification body, he has shaped policy and standards across the organic sector. His work championing Fairtrade principles helped establish new models for ethical supply chains, demonstrating how businesses can support farmers and communities whilst building profitable, scalable operations. He has authored several influential books, including "The Little Food Book" and "Sweet Dreams: The Story of Green & Black's", and his writing continues to explore urgent themes such as soil carbon sequestration, regenerative agriculture, and climate-conscious food systems. His recent advocacy work has focused on the critical role of organic farming in addressing climate change, particularly through contributions at international forums including COP26 and COP28, where he has argued compellingly for agriculture's place at the centre of environmental solutions.

Craig's speaking engagements offer audiences far more than inspiration. He equips business leaders with practical strategies for embedding sustainability into commercial models without sacrificing growth or competitiveness. Through the Green & Black's story, he illustrates how corporate responsibility, transparent branding, and long-term thinking create resilient businesses that thrive in demanding retail environments. His sessions address the realities of ethical sourcing, the commercial advantages of organic certification, and the leadership required to maintain founding values during periods of expansion and transition. Audiences leave with actionable insights on building brands that deliver both profit and purpose, alongside a deeper understanding of how food production, soil health, and economic viability interconnect. His message resonates across sectors, proving that the principles underpinning successful sustainable enterprise apply far beyond the food industry.