Craig is one of the senior figures in the UK organic world. Born in the USA, he has lived in the Portobello Road area of London for many years and is the creator of the Whole Earth organic grocery brand, and more recently of the Green & Black's brand of organic chocolate. Craig became involved with organic food in India in 1965 after being cured of hepatitis through adopting an organic and macrobiotic diet. Setting up an organic cocoa project in Belize in 1994 is Craig's proudest achievement--"it has had a transformative effect on the economy on the Southern part of the country."