Levi Roots was told “no future for his business” but has silence those critics and has now built Levi Roots Reggae Reggae Foods, a Caribbean food and drink empire worth £30m.
His pitch on Dragon’s Den has been one of the biggest success stories of the Den to date. Born in Jamaica Levi Roots has become a household name with his popular hot BBQ sauces that tell you to “put some music in your food”.
But Levi continues to set the bar higher for his business. He has put his name to a series of cookbooks, launched a number of music albums, his own Caribbean-inspired food festival, had a BBC TV cooking show and plans to launch a chain of global restaurants.
Two years ago, Levi sat down for an interview about “The Business of Entrepreneurship”