Green & Black s is undoubtedly one of the best-known brands in retail, and is one of the very few to be f ted both for its quality and for its ethical credentials. The chocolate has everything- it s wickedly delicious, it s luxurious, and yet it is also good for the planet, and good for the people who produce it. No other brand has done more to convince the world that Fairtrade and organic methods of production are not only desirable alternatives to the norm, they re also extremely practical and viable. Green & Black's was launched in 1991 by an ex-hippy organic wholefood pioneer, Craig Sams, and his journalist wife, Jo Fairley, with virtually no cash. From those tentative beginnings, it has grown into an internationally renowned $100 million brand. In Sweet Dreams Craig and Jo will share the adventure of Green & Black's, and include marketing and business insights they picked up along the way. Sweet Dreams will be a must-read for anyone who has dreamed about leaving the rat-race and striking out on their own, and will provide a blueprint for the new generation of ethically minded entrepreneurs.
Craig Sams has an impeccable history as a health food advocate. He founded Whole Earth Foods, starting with the UK's first macrobiotic restaurant, Seed, and moving on to launch a range of organic products. He is now chairman of the Soil Association. Josephine Fairley is a former glossy magazine editor whose quest has always been to combine outer and inner beauty. Craig and Josephine founded Green & Black's together in 1991 and sold the company to Cadbury Schweppes in 2006. Craig remains president of the company and, among other things, he ensures the original principles of sustainability and organic production are being held. Craig and Josephine are now concentrating on new ventures that embody their passion for sustainable living and wellbeing, including Judges, an organic bakery and wholefood store, in their home town Hastings, East Sussex, and The Wellington Centre, an integrated health clinic.