Sweet Dreams

de Craig Sams, Josephine Fairley

Green and Black's is undoubtedly one of the best-known brands in retail, and is one of the very few to be fêted both for its quality and for its ethical credentials. 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 and 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.