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 that won an exclusive contract in 2007 and was soon stocked in Sainsbury's stores across Britain becomming the chain's fastest ever selling product.
Levi's luck changed when he was featured on the hit TV show Dragons' Den and in conjunction with two of the five judges, he has since successfully expanded the Reggae Reggae brand into a range of sauces and products.
His first cookery book, Reggae Reggae Cookbook was published by HarperCollins in June 2008 and continues to sell extremely well. His second book, Caribbean Food Made Easy (August 2009) and third book Food For Friends (August 2010) were published by Mitchell Beazley. Caribbean Food Made Easy was accompanied by a BBC2 series of the same name.
Levi is always moving with the times and has just launched his own iphone app called Levi Roots' Sunshine Food (www.leviapp.com). His latest album was released last year and he continues to feature
regularly as a guest chef on cookery shows in addition to touring the
country as a motivational speaker.