He opened Seed, a macrobiotic restaurant in Paddington with his brother Greg Sams in 1968. The Sams brothers opened a specialised macrobiotic natural food shop, Ceres Grain, the following year. He and his brother Greg and their father Ken edited and published 'Seed, the Journal of Organic Living' 1971–1977.[4] In 1970 Greg and Craig set up Harmony Foods, which eventually became known as Whole Earth Foods.[5]
In 1991, with his partner Josephine Fairley, he founded Green & Black's chocolate, which was sold to Cadbury in 2005.[2] He continues to be involved with the company.[6] He writes a monthly column in the organic products section of Natural Product News [7]
From 1990 until 2001 he was honorary treasurer of the Soil Association, the British organic food and farming charity. From 2001 to 2007 he was chairman. From 2007 to 2009 he was chairman of Soil Association Certification Ltd, the charity's inspection and certification subsidiary and continues to serve as a board member. He is co-founder and director of Carbon Gold Ltd,[8] a biochar project and production company that converts woody biomass into charcoal that is used as a soil amendment and as a climate mitigation technology.
He is a director of Duchy Originals and of Gusto Organic [9]
