Business tycoon Levi Roots vows continuous involvement with his Reggae Reggae sauce empire
Levi Roots, a Jamaican-British businessman and celebrity cook, is making waves in the food industry and beyond. Known for his love of hard work and cultural authenticity, Roots is not only the creator of the popular Reggae Reggae sauce brand but also a musician and head judge for this year's Uber Eats Restaurant of the Year Awards.
Roots became a household name after securing investment for his jerk barbecue sauce on BBC2's Dragon's Den in 2007. Since then, his sauce has graced the shelves of major retailers across the UK, with Roots himself stating that it is now available in almost every supermarket in the country.
The success of the Reggae Reggae sauce brand is closely linked to the rise of Afrobeats music in the UK, according to Roots. He hailed a "cultural explosion" in the UK, with different cuisines, such as African and Eastern European, growing in popularity. Roots believes that the popularity of Afrobeats music has helped to introduce African food to a wider audience, leading to its emergence in the UK food scene.
Despite his success, Roots has remained grounded and emphasised the importance of enjoying the process, even during difficult times. He urges budding food entrepreneurs to focus on having cultural authenticity and a genuine passion for their business, rather than chasing quick profits.
In addition to his business ventures, Roots has also forged a career as a musician. He expressed his love for music and highlighted the synergy between food and music, stating that both are essential elements of culture and identity.
This year, Roots will be the head judge for the Uber Eats Restaurant of the Year Awards. The winner of the competition will receive a £100,000 prize for their independent food business, providing a significant boost to the winner's culinary journey.
Roots, who is 67 years old, shows no signs of slowing down. He continues to express his passion for the Reggae Reggae sauce brand and has no plans to step away from it. He encourages customers to buy into his name, believing that his authenticity and love for his product are key factors in its success.
Despite the lack of current information about Roots' support for his Reggae Reggae Sauce business, one thing is certain: Levi Roots is a force to be reckoned with in the food industry and beyond.
