Levi Roots just hits me as a very honest and cheerful entrepreneur, and I personally came to this conclusion because of a statement he made to the investors after been offered capital for a stake in his business. He said: “I came thinking i’m going to be tough like you guys….. and I think, that deal is not ideal for me, but I think at the same time this is going to do fantastic for the sauce so i’ll accept gladly”
At another time he also said: “sometimes you do not usually get exactly what you want in this world but you have to do the little that you have to do”.
Levi Roots gained widespread fame after appearing on the UK television programme Dragons’ Den, where he got funding for his Reggae Reggae Sauce. Despite erroneously claiming that he had an order for 2.5 million litres of the sauce (when in fact the order was for 2,500 kilograms), he was offered the £50,000 in exchange for a 40% stake in his business by Peter Jones and Richard Farleigh. The sauce was an instant hit, within 6 weeks the sauce was on shelf in 600 of Sainsbury’s stores and the demand was incredible.
Levi Roots now sits on top of a brand thats worth an estimated £30m. The brand has moved from those humble beginnings of preparing the product in his home kitchen with his children, to extending into a range of other products. Reggae Reggae Sauce brand now consist of the following: sauces to snacks and from chilled ready meals, and also includes ready to cook, frozen, pasties to soft drinks and even books.
Levi has even gone further into the fast food industry He’s done deals with Subway, JD Wetherspoon, Bird’s Eye, Domino’s pizza and most recently KFC to launch the Reggae Reggae box meal. He has even been transformed into an animated television character in the style of Wallace and Gromit.
Some might think, they are too old to pursue a particular dream or an idea. Levi gave it a good go when he was 49, and 5 years down the line at 54, he is a millionaire. He has inspired many people; telling them not to be limited by their origin, or how they were brought up, but to follow up that idea in them. You too should do the same