Green & Black’s was founded in London in 1991, by husband and wife, Craig Sams and Jo Fairley. Craig was the organic pioneer, opening Britain’s first natural food shop in 1969. Upon his quest for organic peanuts, he came across what was soon to be Green & Black’s - organic cocoa. He commissioned a sample of chocolate with 70% cocoa, real vanilla, and most importantly it was organic. The first of its kind in the UK. As a journalist, Jo knew this chocolate had to be taken to market.