Levi Roots has picked up many monikers over the past four years.
He's the 'Dragon-slayer', a 'one-man brand', a true Rastaman. He's
the man behind Reggae Reggae Sauce, a hot condiment hailing from
the West Indies, made according to a secret family recipe passed
down from Roots' grandmother.
It's also the sauce that managed to out-sell Heinz Tomato
Ketchup in Sainbury's stores the week it launched across the
supermarket chain. Not bad for a sauce that found its first fans at
the annual Notting Hill Carnival.
In this exclusive video interview, Levi Roots shares his
branding secrets, his plans for the future, his working
relationship with Dragon Peter Jones and the importance of being
true to yourself in business. He also explains why he'll never stop
attending the carnival that first brought his brand to market.
Roots is one of the few entrepreneurs to appear on Dragons' Den
to buy back equity from an investor on the show. Re-acquiring
Richard Farleigh's slice of Reggae Reggae Sauce was 'the happiest
moment' of Roots' life - and was only made possible through a smart legal clause in the
Today, Roots and Peter Jones are steering the Reggae Reggae
brand through a host of joint ventures and partnerships, taking the
'put some music in your food' message to sectors as diverse as
pasties, burgers and even drinks - a new range of West Indian
juices is planned for later this year.
Here's how Levi Roots became the most famous entrepreneur to
come out of Dragons' Den.
Levi Roots has made his business dreams come true, and now
he's trying to help other entrepreneurs on their business journeys.
He's penned a new book 'You Can Get It If You Really
Want' - Smarta has three signed copies to give away.
You can also read an extract from the autobiographical book
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