Levi Roots, AKA Keith Valentine Graham, is a reggae musician, celebrity chef and entrepreneur who gained widespread fame when he appeared on the fourth series of Dragons’ Den in 2007. He is the founder of the Reggae Reggae Sauce Brand.
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 from producing his Reggae Reggae Sauce, a delightful mix of barbecue and jerk sauce that won an exclusive contract in 2007 and was soon stocked in Sainsbury’s stores across Britain – Levi’s sauce is the chain’s fastest ever selling product.
Prior to that, Levi had been making the sauce from his home kitchen with the help of some of his seven adult children and selling the sauce at various small outlets in London, including a south London record shop.
But that all changed when he was featured on the hit TV show Dragons’ Den. Two of the five judges were sufficiently impressed with Levi’s charming presentation which included a song whilst strumming on his guitar, that they committed £25,000 each for a return share of 20 percent of his company.
Levi has many strings to his bow; he is a regular face on TV, features in newspaper and magazine cookery pieces and he is an incredibly charismatic and motivational keynote speaker. The philanthropist in Levi sees him giving back to the community and the young people in the UK today by visiting hundreds of schools, universities and prisons every year. Levi is a proud ambassador of The Prince’s Trust.