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. He had been making the sauce from his home kitchen with the help of some of his seven adult children, selling the sauce at various small outlets in London, including a south London record shop. Levi’s secret recipe was inspired by his grandmother who taught him how to cook from the age of nine in Jamaica. Levi had the recipe in his head for years but didn’t start producing it until 1991 at the Notting Hill Carnival where his ‘Rastaurant’ was a popular feature for over 20 years.
His life changed when he was featured on an episode of Dragons’ Den where two of the five judges were sufficiently impressed with Levi’s presentation to commit £25k each for a return share of 20% of his company.
In the space of eight years, Levi progressed from a sauce entrepreneur to restaurateur when in December 2015, he realised his ultimate dream of opening a Caribbean restaurant and The Levi Roots Caribbean Smokehouse opened it’s doors to the public. Authentic sight, sounds and tastes of the Caribbean were brought to the masses.
Levi’s late entry into the culinary field was due to his commitment to music. He was enjoying himself touring around the world, performing with icons such as James Brown, Dennis Brown, Michael Rose and Black Uhuru. He was nominated for a MOBO award in 1998 for his Free Your Mind album and he sang Happy Birthday to Nelson Mandela when the icon visited Brixton. He also used to play football with Bob Marley every Sunday in Battersea Park! Levi’s Red Hot album was launched in 2009 and his next album Rise Above included the infectious summer single, Jam in the Streets.
Levi’s first cookery book, Reggae Reggae Cookbook is still a big seller. This was followed up by Caribbean Food Made Easy and accompanied by a BBC2 series of the same name. Since then further cookery books have followed including Food for Friends, Spice it Up, Sweet & Grill it With Levi.
Levi has also published a business book entitled You Can Get It If You Really Want, which charts his success and provides tips on how to get ahead in business.
Levi has many strings to his bow; he is a regular face on TV, features in newspaper and magazine cookery pieces and is an incredibly charismatic and motivational keynote speaker.
The Levi Roots brand continues to blaze a trail while Levi’s warm and infections ethos of Caribbean sunshine continues to put music into food and life everywhere across the nation.
To enquire about or book Levi Roots for your event contact Arena Entertainment. Either send an email to info@arenaentertainments.co.uk or speak to one of our booking agents on 0113-239-2222.
