Levi Roots on why Cotswolds are like a second home to him

‘Put some music in my food for me and give me some Reggae Reggae Sauce…’ Guitar-strumming would-be entrepreneur Levi Roots made history on Dragons’ Den when he arrived in the famous room singing about the hot-to-mild jerk barbecue sauce he made at home with his children and sold at Notting Hill Carnival and various markets.

And while Duncan Ballantyne pronounced that he could see no future in the product and Theo Paphitis said there was little hope of getting it into supermarkets, entrepreneurs Peter Jones and Richard Farleigh surprised their colleagues by providing the entire £50,000 investment.

A large order from Sainsbury’s came hot on the heels of Levi’s 2006 appearance on Dragons’ Den and, almost 20 years on, Reggae Reggae Sauce remains a store-cupboard staple in many homes.

Seeing Levi on TV prompted the business department at Cirencester’s Royal Agricultural University to reach out and ask if he would be interested in mentoring students involved in its annual Grand Idea event, leading to a long and productive relationship.

Levi was back at the university as part of its Inspire Me series to talk about how he went from humble beginnings to running a business empire.

‘I feel at home when I come to this part of the country,’ he said. ‘Lots of inspiration and moments I have had by connecting myself with the university over many years.’

Levi returns to the Royal Agricultural University as part of its 'Inspire Me' series to talk about how he went from humble beginnings to running a business empire. (Image: Clementine Bright)

Recalling his appearance on Dragons’ Den, Levi explained how opening his pitch with his song allowed him to shut out negative noises in his head. He was also mindful of the words of his mother, who had come to the UK to work as a nurse. She urged him not to undermine who he was by comparing himself with others: ‘It’s because you’re different that you’re special’, she had said.

Yet while he tasted success in the den, Levi admits that Peter Jones didn’t turn him into an entrepreneur overnight. ‘I’m proof that entrepreneurship is not born but can be learned and you can achieve no matter how you’re born in life,’ he said.

‘The key thing I have learned is to surround yourself with like-minded people, particularly when it comes to planning and advancing your opportunities.

‘The way you dress, speak and communicate, the way you send a message: investors are more likely to invest in people than their business plans.’

Levi, real name Keith Valentine Graham, grew up in Jamaica in the care of his grandmother, who was a big influence during his formative years.

‘We had a pimento tree in our garden and my grandmother used to send me up to climb the tree to get this magical herb to make amazing sauce’, he recalled, adding that when his turn came to join his parents in the UK, he arrived to find a bunch of pimento berries in his suitcase.

Levi went on to become well known as a musician, touring with James Brown, playing football with Bob Marley and an evening singing Happy Birthday to Nelson Mandela when the South African president came to Brixton, but this didn’t bring financial rewards. Indeed, he had been working in a warehouse that he started making his grandmother’s sauce, unsuccessfully trying to sell it to other West Indians before taking it, and his guitar, to ‘the shires’ and regularly selling out of it at markets. It was during one of these events that he was spotted by a TV producer and, with the encouragement of his daughter, and bolstered by the wisdom of his mother, he took the plunge.

Levi Roots (Image: Clementine Bright)

‘The only thing I knew and was good at was being Levi Roots,’ he says.

‘Many people going into business for the first time have a mistaken perception that whatever their idea is, it’s going to be a success. Ninety nine point nine per cent of creative ideas won’t support a successful business. The secret is to create a brand first, then make or sell a product.’

Winning the investment was one thing, but this was just the start of years of hard work.

‘I believed money was a shortcut to success, but hard work makes the cash. Investment just opens the door,’ he says. ‘I had to plan and prepare before taking action. Be true to yourself: if you don’t feel you have the right skills, take action.’

Shortly after the Reggae Reggae Sauce episode of Dragon’s Den was aired, Levi received an order from Sainsbury’s for 250,000 bottles, going on to work with an existing manufacturer to make it happen. ‘[Sainsbury’s CEO] Justin King called me three or four weeks later and said Reggae Reggae Sauce was outselling Heinz Tomato Ketchup – to which my first question was: “Are we allowed to do that?”’ Levi recalls.

Over time the Levi Roots range has expanded, most recently to include a range of drinks.

In addition, he’s visited thousands of schools and universities to give motivational talks, which he describes as his way of ‘giving back’, and is an ambassador for the National Windrush Museum.

This year, Levi and Peter Jones will be celebrating their 20th anniversary of being in business together.

‘Peter didn’t invest in the sauce, he invested in Levi Roots,’ says Levi.

‘Marketing a product or service is about telling a story. There’s always a story and something that will make you stand out and make your business special. Stay true to the best of yourself.’.

‘Ninety nine point nine per cent of creative ideas won’t support a successful business. The secret is to create a brand first, then make or sell a product’