The Story of Green & Black's: How two entrepreneurs turned an ethical idea into a business success - Couverture souple

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 was chairman of the Soil Association from 2001-8.

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 of Hastings, East Sussex; The Wellington Centre, an integrated health clinic and Carbon Gold, a company that produces the soil improver biochar.

"A blueprint for the new generation of ethically minded entrepreneurs" (Marie Claire)

"As rich and satisfying as the product it celebrates" (Waterstone's Books Quarterly)

"For the budding entrepreneur wanting to know about the ins and outs and ups and downs of commerce, this is the book for you" (Spectator Business)

"Both absorbing as a story in its own right and full of useful takeaways" (Director)

"Wonderful ... not only gives us what seems to be an open account of the Green&Black's story, it puts it into context ... a great book." (John Vincent, Management Today)