Levi Roots spices up the Den
Levi Roots became the first food and drink entrepreneur to receive backing from the Dragons when Peter Jones and Richard Farleigh invested £50,000 for a 40% share in his Reggae Reggae Sauce business in the fourth series of the programme.
Roots instantly charmed the investors with his infectious personality and song and is arguably the most popular ever contestant from the programme.
Jones said there “has never been an entrepreneur that has made such a lasting impression as Levi Roots”.
Since his appearance, he has secured listings with all the major retailers and restaurants, hosted his own series ‘Caribbean Food Made Easy’ and launched a number of cookbooks.
He has also branched out beyond just sauces to snacks and ready meals.
Farleigh, who bought in for £25,000, has since sold his stake 20% for a whopping £200,000.
Roots learned to cook from his grandmother in Clarendon, Jamaica before he moved to Brixton, London as a child.
He was spotted by a BBC researcher at the World Food Market and asked to appear on the show.
Despite his children fearing he would be torn to pieces, Roots entered the Dragons’ Den and has never looked back since. He is estimated to be worth about £30M.
In April 2012, Roots told FoodManufacture.co.uk that planning and precision were the two top qualities needed to launch a successful career in food and drink.