The phenomenal rise of Rastafarian musician Levi Roots is one of the most heart-warming business success stories to date. Levi made the big time by producing his Reggae Reggae Sauce, a delightful mix of barbecue and jerk sauce that won an exclusive contract in 2007 and was soon stocked in Sainsbury’s stores across Britain – Levi’s sauce is the chain’s fastest ever selling product.
Prior to that, Levi had been making the sauce from his home kitchen with the help of some of his seven adult children and selling the sauce at various small outlets in London, including a south London record shop.
But that all changed when he was featured on the hit TV show Dragons’ Den. Two of the five judges were sufficiently impressed with Levi’s charming presentation which included a song whilst strumming on his guitar, that they committed £25,000 each for a return share of 20 per cent of his company.
In the space of 8 years, Levi has gone from a sauce entrepreneur to restaurateur when, in December 2015, he realised his ultimate dream of opening a Caribbean restaurant. The Levi Roots Caribbean Smokehouse opened its doors to the public in Westfield Stratford City, bringing authentic sights, sounds and tastes of the Caribbean to the masses.
Levi is always moving with the times and has launched his own app called Levi Roots’ Sunshine Food (www.leviapp.com). 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.