Levi Roots was told “no future for his business” but has silence those critics and has now built Levi Roots Reggae Reggae Foods, a Caribbean food and drink empire worth £30m.
His pitch on Dragon’s Den has been one of the biggest success stories of the Den to date. Born in Jamaica Levi Roots has become a household name with his popular hot BBQ sauces that tell you to “put some music in your food”.
But Levi continues to set the bar higher for his business. He has put his name to a series of cookbooks, launched a number of music albums, his own Caribbean-inspired food festival, had a BBC TV cooking show and plans to launch a chain of global restaurants.
Two years ago, Levi sat down for an interview about “The Business of Entrepreneurship”
Levi Roots Interview with Funding Guru Matt Haycox – Reggae Reggae Sauce, Music, Dragons Den
With seemingly endless possibilities for the popular Levi Roots brand, Levi continues to bring the sunshine of the Caribbean to all of his ventures while popularizing the spicy flavours of his Jamaican heritage.
Always focused and ever motivated Levi Roots remains true to his inspired mantra of success, ‘Put some music in your food!’ Along the way, Levi has managed to pack in a great deal! In 2013, he launched his School of Life Tour, taking his message to children all over the country, inspiring them to follow their dreams and showing them how to make tasty, healthy food.
He has published six cookbooks and a business book, released a new album and most recently, Levi realised his ultimate dream of opening a Caribbean restaurant. In December 2015, 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.