Aug 03 2015
Levi Roots
Musician, Chef & “Dragon Slayer”
Levi Roots is the creator of ‘Reggae Reggae Sauce’ and one of the recent success stories from the BBC Entrepreneur programme, Dragon’s Den. His late entry into the culinary field came because of commitments to music. Levi was enjoying himself touring around the world, performing with icons such as James Brown, Dennis Brown, Michael Rose and Black Uhuru. He was nominated for a MOBO award in 1998 for his Free Your Mind album. He sang Happy Birthday to Nelson Mandela when the South African icon visited Brixton and used to play football with Bob Marley every Sunday in Battersea Park!
“Levi’s story is one of the most heart-warming business success stories to date”
Levi Roots wowed the dragons with his Reggae-Reggae sauce, taken from his Jamaican grandmother’s recipe, with his unique ‘all singing’ marketing campaign and managed to secure an investment. He made the big time from producing his Reggae Reggae Sauce that won an exclusive contract in 2007 and was soon stocked in Sainsbury’s stores across Britain becoming the chain’s fastest ever selling product. Levi also released a new album and continues to feature regularly as a guest chef on cookery shows in addition to touring the country as a motivational speaker, encouraging young people to follow in his footsteps.[/expand]
Levi famously sang about the virtues of his Reggae Reggae Sauce and became, without doubt, the most famous participant on the show. His success has meant that he has become a spokesperson for both Caribbean cuisine, as well as more generally for entrepreneurship amongst the black community. He has visited hundreds of schools to encourage young children to adopt a positive approach and to show that you can succeed from humble beginnings. He encourages his audiences to continue to strive towards their goals, passing on advice and anecdotes about the world of business.[/expand]
The most memorable contestant on Dragons’ Den, Levi has experienced a phenomenal rise to fame, however remains very down-to-earth and highly inspirational for his wide ranging audiences.[/expand]
Watch a video presentation of Levi Roots
Topics
Entrepreneurship
Motivation
Caribbean Cuisine
Music
Add Spice to Your Business
Publications
2009
Caribbean Food Made Easy
2008
Reggae Reggae Cookbook
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