Musician / Chef / Entrepreneur / Dragon Slayer
The phenomenal rise of Levi Roots is one of the most heart-warming business success stories to date. Levi’s shot to fame after appearing on Dragons’ Den with his Reggae Reggae Sauce, a spicy jerk sauce that won an exclusive contract in Sainsbury’s stores across Britain in 2007. It was only after 3 weeks on the shelves that Levi got the phone call to say that Reggae Reggae sauce was outselling Heinz tomato ketchup!
Prior to that, Levi had been making the sauce from his home kitchen with the help of his children, selling the sauce at various small outlets in London, including a south London record shop. Levi’s secret recipe was inspired by his grandmother Miriam Small who taught him how to cook from a young age in Clarendon, Jamaica. Levi had the recipe in his head for years but didn’t start producing it until 1991 at the Notting Hill Carnival – where his ‘Rastaraunt’ was a popular feature for over 20 years.
The rapid popularity of Reggae Reggae Sauce has seen an expansion of the brand, to include a wide range of sauces and products and cookery books.Caribbean Food Made Easy was published in August 2009 and was accompanied by a BBC2 series of the same name. Food For Friends (August 2010)
Levi has also published a business book entitled You Can Get It If You Really Want (Mitchell Beazley, 2011), which charts his success and provides tips on how to get ahead in business.
Levi has many strings to his bow; he is a regular face on TV and has had a slot on BBC Radio 2, features in newspaper and magazine cookery pieces and he is an incredibly charismatic and motivational keynote speaker. The philanthropist in Levi sees him giving back to the community and the young people in the UK today by visiting hundreds of schools, universities and prisons every year. Levi is also a proud ambassador of The Prince’s Trust.
If you would like to book Levi for an event, please contact Maria@leviroots in the first instance.