Celebrity Interview: Levi Roots

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 from 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.

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 at what he calls the ‘Rastaraunt’ which was a regular feature at the Carnival for over 20 years.

But that all changed when he was featured on the hit BBC 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.

Levi has many strings to his bow; he is a regular face on TV, features in newspaper and magazine business and cookery pieces and he is an incredibly charismatic and motivational keynote speaker.

Glass of Bubbly Interview

Which is the preferred Bubbly of Levi Roots?
Moët & Chandon Dom Perignon by Karl Lagerfeld

Which sparkling wine goes best with Reggae Reggae sauce?
Any sparkling wine goes well with Reggae Reggae sauce.

Where’s the most memorable place you’ve had a Glass of Bubbly?
I think for me it has to be on top of the World Trade Centre for my 40th birthday,
I felt on top of the world and the views were amazing.

What does Champagne mean to you?
A: Success
B: Celebration
C: Romance
D: Enjoying great company
“Champagne brings to mind glamour and memories.”

www.leviroots.com