Levi Roots has been a great pioneer for Caribbean food and products, as a result of his continued hard work Caribbean food now has a place in the hearts of the Great British public.
With his spirited “Reggae Reggae Sauce” song he charmed Dragons Peter Jones and Richard Farleigh into investing in his spicy homemade Sauce, which was a secret recipe handed down to him from his grandmother.
With a speedy launch at Sainsbury’s only a few weeks later, the sauce flew off the shelves outselling Heinz Tomato Ketchup. And it has been a whirlwind ever since!
Levi has managed to find time to pursue one of his enduring passions as an author to write several cookbooks. He has further brought these books to a wider audience with his popular BBC cooking show “Caribbean Food Made Easy”.
Alongside his cookbooks Levi has penned his business guide manual “You Can Get It If You Really Want”. He is a great advocate for small to medium size businesses and is often found mentoring young entrepreneurs.
Levi makes time to do charitable works all over the country by attending schools, colleges and universities. In a befitting tribute The Royal Agricultural University has awarded Levi an honorary fellowship.
Levi often attends prisons giving motivational talks where he speaks from the heart about his own experiences and gives a true insight as to how one can turn a negative into a positive.
As a licensing brand, Levi has partnered with some of the best names in the food industry and as a result has a wide range of products placed on all of our supermarket shelves.
“Reggae Reggae Sauce” was where the journey started. Levi now has several products under licence and the latest in this wide range products are his delicious snack pots.
Levi also has a rich pedigree in music. He was nominated for a MOBO award in 1998 fir his “Free Your Mind” album. He has sung “happy birthday” to Nelson Mandela and used to play football in Battersea Park with one of his heros, Bob Marley
Due to the continued growth and success of the Levi Roots Brand, he has been successful in realising one of his dreams - opening his first “rasta’raunt continues to blaze a trail across the continent, while Levi’s warm and infectious ethos of Carribean Sunshine continues to put music into our everyday food, and life everywhere across the nation.