May 2017 The year was 1967. The man was Craig Sams. And the idea was an organic market called Whole Earth Foods. Before Whole Foods appeared in the US, Craig was already bringing healthy, wholesome food to the people of London when was sent a sample of organic cocoa beans from which he made is first 70% dark chocolate bar. When Craig's wife Jo tasted the chocolate, she felt so strongly about it that she sold her home to invest in the first batch of Green & Black's. And so a brand was born.