Levi Roots: The Heartbeat of Reggae Reggae Sauce

Levi Roots, the vibrant Jamaican-British entrepreneur, is a name that resonates with flavor and culture. Known for his iconic Reggae Reggae sauce, Roots has made it clear: he has no intention of stepping back from the business that made him a household name. “I will always have to be there for the business,” he says, embodying the spirit of hard work and dedication that has fueled his journey.

A Flavorful Beginning

Roots burst onto the scene in 2007 when he appeared on BBC2’s Dragon’s Den. With his charismatic personality and a delicious jerk barbecue sauce, he secured investment that would change his life forever. “People are not just buying Reggae Reggae sauce; they’re buying into Levi Roots,” he explains. This connection between his identity and his product is what keeps customers coming back for more.

Passion Over Profit

At 67, Roots is still deeply passionate about his brand. “I’m loving it so much,” he shares, emphasizing that his commitment to the business is not just about profits but about authenticity. He believes that as long as he remains true to himself, customers will continue to invest in his brand. “It’s important to me that I will always have to be there for the business – and that’s fine, because I love hard work.”

Celebrating Culinary Diversity

This year, Roots takes on the role of head judge for the Uber Eats Restaurant of the Year Awards, an event that celebrates independent food businesses across the UK and Ireland. The winner will receive a £100,000 prize to invest in their culinary dreams. “We’re witnessing a cultural explosion in the UK,” Roots notes, highlighting the rise of various cuisines, including African and Eastern European foods. He attributes this growth to the popularity of Afrobeats music, stating, “Music and food always blend together.”

From Struggles to Success

Reflecting on his journey, Roots recalls the early days of selling his sauce, often traveling to different towns and villages. “I had a fantastic time even when I was going round the shires,” he reminisces. His experiences serve as a reminder that passion is essential, especially during challenging times. “Even when you’re not making the money, you need to be passionate about what you’re doing,” he advises budding food entrepreneurs.

A Legacy of Authenticity

Roots emphasizes the importance of cultural authenticity in the food industry. “People couldn’t pronounce reggae back in the day – and now we’re selling in almost every supermarket in the country,” he proudly states. His journey is a testament to the power of staying true to one’s roots while embracing change and growth.

As Levi Roots continues to stir up excitement in the culinary world, one can’t help but wonder: what new flavors and experiences will he bring to the table next? With his unwavering passion and commitment, the future looks bright for both him and the vibrant world of Jamaican cuisine.