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After taking a BSc Economics from the Wharton School at the University of Pennsylvania, Sams moved to London in 1966 with the aim of opening a macrobiotic restaurant.
In 1967, after a brief career in the ethnic fashion and import business (Afghan coats, Indian posters, Tunisian kaftans, Tibetan shoulder bags, hand-dyed silks) he founded Whole Earth Foods, a leading organic food company, expanding from its original organic macrobiotic restaurant 'Seed' into retail, wholesaling and manufacturing.
In partnership with his journalist wife Josephine Fairley, Craig founded Green & Black's Organic Chocolate in 1991, an award-winning organic and fair trade confectionery brand whose Maya Gold chocolate was the first product to carry the Fairtrade Mark.