Reggae Reggae Sauce
Levi Roots
The first man to serenade his investors on Dragons’ Den, Levi Roots went from a small village in Jamaica to huge success in the UK with his Reggae Reggae sauce. Levi was a small-time sauce maker who regularly sold his product at the Notting Hill Carnival, but his fortunes changed when he was approached by a BBC producer who recommended he appear on Dragons’ Den.
Having never heard of the TV show, Levi asked his children what he should do – and they warned him that the Dragons – the panel of professional investors that entrepreneurs pitch to on the show – would tear him apart. Their worries were unfounded, however, and Levi’s sauce went on to become a huge success after he secured a distribution deal with Sainsbury’s with the help of one of the Dragons, Peter Jones.
The video interview below with Levi Roots is part of What Would You Do?, an interactive installation in Taking Care of Business, an exhibition at the Migration Museum in London.
Film by: Scott Carthy
