big in the game
Levi roots reggae reggae sauce
at the Notting Hill Carnival back stomachs.
to concert halls, to in 1991. He says: ‘Initially we Now off the back of the
presenting an award started selling just t-shirts and success of his sauce he has
at the 2007 Mobo hats, and then we went on to opened his very own restaurant,
Awards, Levi Roots include food.’ but how will it be received and
ine Publication
F
rom carnival stall’s
is a pioneering role Proving ever popular with the what is the secret to Levi’s
model and is fast becoming a locals, and regular customers success? He confidently
celebrity in his own right. who turned up every year to says: ‘I am putting something
Since gracing our screens on purchase his products, Levi back into the community, and
BBC 2 series Dragons Den two knew he had to expand. ‘I used the community has always
years ago this self proclaimed to attend and prepare dishes supported me.’
expert chef and veteran for the world food exhibition When asked what was next
musician has taken London by every November and it was on the cards, Levi explains:
storm, with the success of his here that I was approached by ‘I want to inspire, and offer
e courtesy - The V Reggae Reggae Sauce. The the producers of Dragons Den. apprenticeships’ giving
current success of his business They explained the concept of something back to young
is a far cry from his humble the show to me, which I thought people.’
beginnings selling his sauce was a good idea, and a great With his positive attitude,
on a market stall. ‘Cooking opportunity,’ and the rest as successful businesses and hard
and music have always been they say is history. work ethic Flavour thinks that an
something I loved from a young apprenticeship with Levi will be
age,’ states the former sound Growing success extremely appetizing to many.
man. Playing in a sound system, Levi Roots’ successful and
back in the late 70’s, alongside very tasty sauce is now selling Levi Roots restaurant
the infamous DJ, Blacka Dread in high street supermarkets The Papine Jerk Centre,
ds by Diana Haye, Pictur
and heat wave sound founder such as Sainsbury’s and has 8 Lavender Road,
or
Derek Drummonds Levi then graced many a chef’s dish and Wandsworth, London
W went onto to start a family stall
retreated restfully in most of our SW1 2UG Tel: 0207 924 2288
www.flavourmag.co.uk - 35
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