Levi Roots
Encyclopedia
Keith Valentine Graham better known as Levi Roots, is a British
-Jamaica
n reggae
musician, television personality, celebrity chef, businessman and multi-millionaire currently residing in Brixton
, South London.
and Maxi Priest
and was nominated for a Best Reggae Act MOBO
award in 1998. He was a friend of Bob Marley
when he resided in the UK and performed "Happy Birthday Mr. President" for Nelson Mandela
in 1992 on his trip to Brixton
. He gained widespread fame after appearing on the UK television programme Dragons' Den
, where he gained £50,000 funding for his Reggae Reggae Sauce
.
barbecue sauce. In 2006, the sauce was available for sale at the carnival, with 4,000 bottles sold.
He later took the sauce to a food trade show, where he was spotted by a BBC producer who approached him to appear on Dragons' Den. He appeared in the first episode of the fourth series, and was seeking £50,000 of investment from the Dragons in return for a 20% equity stake in Reggae Reggae Sauce. Despite his low sales, and good business demeanor, he claimed that he had an order for 2.5 million litres of the sauce. There was some confusion with some of the Dragons as to the validity of the figures of order, but the Dragons decided his business was investable and he was offered the £50,000 for a 40% stake in his business by Peter Jones
and Richard Farleigh
. Leading from the success of his spicy sauce, Roots released an extended version of his song "Reggae Reggae Sauce" which features one of his children (Joanne) on backing vocals. The music video features a cameo from Dragon Peter Jones. All of the money raised went to Comic Relief
.
Shortly after his appearance on the programme, Sainsbury's announced that they would be stocking the sauce in 600 of their stores.
The song which formed part of his pitch on Dragons' Den (and also sung by Levi himself in an appearance on Harry Hill
's TV Burp) was also released as a download single. "Proper Tings (The Reggae Reggae Sauce Song)" received its first play on Allan Lake
's breakfast show on Core
.
He spoke at the SWRDA's enterprise conference on 24 November 2008. Levi has also spoken to the Isle of Man Junior Chamber of Commerce. He is a keen admirer of children's enterprise as shown when he did a tour of Plymouth School talking about how he became a successful musician and businessman.
A news story in The Grocer magazine in 2010 states that a range of ready meals were to be launched, and that Roots had stated that the value of the brand had then increased to £30 million..
. The book has chapters of Levi's story of coming to London
and an introduction into Caribbean ingredients. To coincide with the release of his recipe book, Roots appeared on the 3 June 2008 edition of BBC
's Ready Steady Cook
as a celebrity. He achieved the second place against Lesley Waters
.
Levi had a television cooking show, Caribbean Food Made Easy, on BBC2, with a book of the same name publishing in August 2009. The show follows Levi as he travels the UK and Jamaica demonstrating easy ways to cook Caribbean food at home.
Levi appeared on Celebrity Mastermind
in 2010, coming last with 13 points.
Levi made a cameo appearance
in the 2001 prison football movie Mean Machine starring Vinnie Jones
and Adam Chapman
; he appears in the handcuffed fight scene as a bloodthirsty punter watching the fight.
Levi starred in Adam Deacon's film Anuvahood
with one scene at the start singing about the Reggae Reggae Sauce and also had his own cooking episode with the cast on the extra part of the Anuvahood DVD.
Roots was sued for more than £600,000 by Tony Bailey and his financial adviser Sylvester Williams. Roots gave evidence to the High Court and admitted that marketing 'his grandmothers secret recipe' used on his products was untrue, although Levi's grandmother did inspire him to cook the sauce.
On November 25th 2011, The High Court completely rejected the claims made by Mr Bailey and Mr Williams that they had any role in developing the recipe for Reggae Reggae sauce, or that they should be given any share of the Reggae Reggae business built up by Levi Roots. Judge Mark Pelling, who was sitting as the deputy high court judge, told the court: "This was a dishonest claim, dishonestly advanced. .
Lawyers said they estimated the legal battle had cost more than £1m in total and the judge said Mr Roots was entitled to have his costs paid.
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
-Jamaica
Jamaica
Jamaica is an island nation of the Greater Antilles, in length, up to in width and 10,990 square kilometres in area. It is situated in the Caribbean Sea, about south of Cuba, and west of Hispaniola, the island harbouring the nation-states Haiti and the Dominican Republic...
n reggae
Reggae
Reggae is a music genre first developed in Jamaica in the late 1960s. While sometimes used in a broader sense to refer to most types of Jamaican music, the term reggae more properly denotes a particular music style that originated following on the development of ska and rocksteady.Reggae is based...
musician, television personality, celebrity chef, businessman and multi-millionaire currently residing in Brixton
Brixton
Brixton is a district in the London Borough of Lambeth in south London, England. It is south south-east of Charing Cross. The area is identified in the London Plan as one of 35 major centres in Greater London....
, South London.
Music
Roots has performed with James BrownJames Brown
James Joseph Brown was an American singer, songwriter, musician, and recording artist. He is the originator of Funk and is recognized as a major figure in the 20th century popular music for both his vocals and dancing. He has been referred to as "The Godfather of Soul," "Mr...
and Maxi Priest
Maxi Priest
Max Alfred "Maxi" Priest is a British reggae vocalist of Jamaican descent. He is best known for singing reggae music with a R&B influence, otherwise known as reggae fusion, and became one of the first international successes who regularly dabbled in the genre as well as being one of the most...
and was nominated for a Best Reggae Act MOBO
Mobo
Mobo can refer to:*Shorthand for the motherboard in computers and other electronic equipment*Shorthand for a mobile [network] operator or MNO *Shorthand for a mobile bohemian, a person who embraces mobile technology...
award in 1998. He was a friend of Bob Marley
Bob Marley
Robert Nesta "Bob" Marley, OM was a Jamaican singer-songwriter and musician. He was the rhythm guitarist and lead singer for the ska, rocksteady and reggae band Bob Marley & The Wailers...
when he resided in the UK and performed "Happy Birthday Mr. President" for Nelson Mandela
Nelson Mandela
Nelson Rolihlahla Mandela served as President of South Africa from 1994 to 1999, and was the first South African president to be elected in a fully representative democratic election. Before his presidency, Mandela was an anti-apartheid activist, and the leader of Umkhonto we Sizwe, the armed wing...
in 1992 on his trip to Brixton
Brixton
Brixton is a district in the London Borough of Lambeth in south London, England. It is south south-east of Charing Cross. The area is identified in the London Plan as one of 35 major centres in Greater London....
. He gained widespread fame after appearing on the UK television programme Dragons' Den
Dragons' Den (UK)
Dragons' Den is a British television series, hosted by Evan Davis. The format of the show is owned by Sony Pictures and is based on the original Japanese series, which has been sold around the world...
, where he gained £50,000 funding for his Reggae Reggae Sauce
Reggae Reggae Sauce
Reggae Reggae Sauce is a Jamaican jerk spice, popularised by creator Levi Roots' appearance on BBC2's Dragons' Den.Dragon's Den investor Peter Jones has since classified the product as one of his most successful investments from the show...
.
Reggae Reggae Sauce
Levi Roots' Reggae Reggae Sauce is a jerkJamaican jerk spice
Jerk is a style of cooking native to Jamaica in which meat is dry-rubbed or wet marinated with a very hot spice mixture called Jamaican jerk spice. Jerk seasoning is traditionally applied to pork and chicken. Modern recipes also apply jerk spice mixes to fish, shrimp, shellfish, beef, sausage,...
barbecue sauce. In 2006, the sauce was available for sale at the carnival, with 4,000 bottles sold.
He later took the sauce to a food trade show, where he was spotted by a BBC producer who approached him to appear on Dragons' Den. He appeared in the first episode of the fourth series, and was seeking £50,000 of investment from the Dragons in return for a 20% equity stake in Reggae Reggae Sauce. Despite his low sales, and good business demeanor, he claimed that he had an order for 2.5 million litres of the sauce. There was some confusion with some of the Dragons as to the validity of the figures of order, but the Dragons decided his business was investable and he was offered the £50,000 for a 40% stake in his business by Peter Jones
Peter Jones (entrepreneur)
Peter Jones, CBE is a British entrepreneur and businessman with interests in mobile phones, television, media, leisure, and property. He became a television celebrity through his appearances on the BBC Two show Dragons' Den and on his American television show American Inventor...
and Richard Farleigh
Richard Farleigh
Richard Farleigh is an Australian private investor. He is currently a member of the Business Review Weekly Rich 200 list, a list of the 200 wealthiest Australian individuals.- Early life :...
. Leading from the success of his spicy sauce, Roots released an extended version of his song "Reggae Reggae Sauce" which features one of his children (Joanne) on backing vocals. The music video features a cameo from Dragon Peter Jones. All of the money raised went to Comic Relief
Comic Relief
Comic Relief is an operating British charity, founded in 1985 by the comedy scriptwriter Richard Curtis and comedian Lenny Henry in response to famine in Ethiopia. The highlight of Comic Relief's appeal is Red Nose Day, a biennial telethon held in March, alternating with sister project Sport Relief...
.
Shortly after his appearance on the programme, Sainsbury's announced that they would be stocking the sauce in 600 of their stores.
The song which formed part of his pitch on Dragons' Den (and also sung by Levi himself in an appearance on Harry Hill
Harry Hill
Harry Hill , is a Perrier Award–winning English comedian, author and television presenter. A former medical doctor , Hill began his career in comedy with the popular radio show Harry Hill's Fruit Corner.-Personal life:Hill was born in Woking,...
's TV Burp) was also released as a download single. "Proper Tings (The Reggae Reggae Sauce Song)" received its first play on Allan Lake
Allan Lake
Allan Lake is a British disc jockey.-Career:Lake has been doing radio for the last 10 years. He started his radio career at Isle of Wight Radio, working as the teaboy on the Saturday sports show and as producer for the station's veteran phone-in presenter Alex Dyke...
's breakfast show on Core
Core (radio station)
Core was a digital radio station broadcasting across the UK on the Digital One and streamed online. It was aimed at 16- to 24-year-olds with a focus on new music.-Station history:Core was originally owned by GWR Group, now GCap Media...
.
He spoke at the SWRDA's enterprise conference on 24 November 2008. Levi has also spoken to the Isle of Man Junior Chamber of Commerce. He is a keen admirer of children's enterprise as shown when he did a tour of Plymouth School talking about how he became a successful musician and businessman.
A news story in The Grocer magazine in 2010 states that a range of ready meals were to be launched, and that Roots had stated that the value of the brand had then increased to £30 million..
Books and Television
Levi Roots' Reggae Reggae Cookbook was published in 2008, with a foreword by Levi's investor, Peter JonesPeter Jones
Peter Jones or Pete Jones may refer to:*Peter Jones , English actor*Peter Jones , Australian rules footballer for Carlton...
. The book has chapters of Levi's story of coming to London
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
and an introduction into Caribbean ingredients. To coincide with the release of his recipe book, Roots appeared on the 3 June 2008 edition of BBC
BBC
The British Broadcasting Corporation is a British public service broadcaster. Its headquarters is at Broadcasting House in the City of Westminster, London. It is the largest broadcaster in the world, with about 23,000 staff...
's Ready Steady Cook
Ready Steady Cook
Ready Steady Cook was a BBC daytime TV cooking programme it first debuted on 24 October 1994 and the last edition was broadcast on the 2 February 2010. The programme was hosted by Fern Britton from 1994 until 2000 when celebrity chef Ainsley Harriott became the new host...
as a celebrity. He achieved the second place against Lesley Waters
Lesley Waters
Lesley Waters is an English celebrity chef. She regularly appears on such cookery programmes as Ready Steady Cook, and is currently one of the featured chefs on This Morning....
.
Levi had a television cooking show, Caribbean Food Made Easy, on BBC2, with a book of the same name publishing in August 2009. The show follows Levi as he travels the UK and Jamaica demonstrating easy ways to cook Caribbean food at home.
Levi appeared on Celebrity Mastermind
Celebrity Mastermind
Celebrity Mastermind is a British television quiz show broadcast by BBC television. The show is a spin-off of the long running quiz show Mastermind, with the exception that all the contestants are celebrities. As with the main show, John Humphrys is the host and question-master...
in 2010, coming last with 13 points.
Levi made a cameo appearance
Cameo appearance
A cameo role or cameo appearance is a brief appearance of a known person in a work of the performing arts, such as plays, films, video games and television...
in the 2001 prison football movie Mean Machine starring Vinnie Jones
Vinnie Jones
Vincent Peter "Vinnie" Jones is an English film actor and retired Welsh footballer.Born in Hertfordshire, England, Jones represented and captained the Welsh national football team, having qualified via a Welsh grandparent. He also previously played for Chelsea and Leeds United. As a member of the...
and Adam Chapman
Adam Chapman
Adam Chapman is a Northern Irish footballer who currently plays for Oxford United.-Playing career:Chapman was born in Belfast, Northern Ireland. Scouted by Sheffield United as a youngster, he went on to sign a professional deal with the club in the summer of 2007. He established himself as a...
; he appears in the handcuffed fight scene as a bloodthirsty punter watching the fight.
Levi starred in Adam Deacon's film Anuvahood
Anuvahood
Anuvahood is an urban comedy film directed by Adam Deacon. Starring Adam Deacon, Paul Kaye, Wil Johnson, Ollie Barbieri, Femi Oyeniran, Jocelyn Jee Esien and Ashley Walters as the lead stars, Anuvahood was released on March 18, 2011...
with one scene at the start singing about the Reggae Reggae Sauce and also had his own cooking episode with the cast on the extra part of the Anuvahood DVD.
Controversy
Roots's first prison sentence for drug possession was when he was aged 15, but in 1986 he was convicted after he and two other men were caught with £250,000 worth of class 'A' controlled drugs.Roots was sued for more than £600,000 by Tony Bailey and his financial adviser Sylvester Williams. Roots gave evidence to the High Court and admitted that marketing 'his grandmothers secret recipe' used on his products was untrue, although Levi's grandmother did inspire him to cook the sauce.
On November 25th 2011, The High Court completely rejected the claims made by Mr Bailey and Mr Williams that they had any role in developing the recipe for Reggae Reggae sauce, or that they should be given any share of the Reggae Reggae business built up by Levi Roots. Judge Mark Pelling, who was sitting as the deputy high court judge, told the court: "This was a dishonest claim, dishonestly advanced. .
Lawyers said they estimated the legal battle had cost more than £1m in total and the judge said Mr Roots was entitled to have his costs paid.
External links
- Official Reggae Reggae Sauce website
- South London Press article - 'Video: Key honour for Levi Roots'
- Levi Roots profile on Octopus Publishing Group website
- Evening Standard - Reggae singers sauce is hot with sainsbury's
- Listen to Levi Roots being interviewed and singing Reggae Reggae Sauce on BBC Radio Five Live
- Reggae Sauce star is hot stuff Article in The SunThe Sun (newspaper)The Sun is a daily national tabloid newspaper published in the United Kingdom and owned by News Corporation. Sister editions are published in Glasgow and Dublin...
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