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 contract.
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 here.
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