If you mention how you admire people like Craig Sams, the common response would be, "Who?". Mention how much you enjoy Green & Black's chocolate and the response would echo a hint of recognition or agreement. The man himself is however not that easily defined or boxed. Throw out titles like dreamer, eco-entrepreneur and macrobiotic restaurant owner and the picture gets a few more defining strokes. Sound like an interesting character? Well read more in this thoroughly interesting article here.