A homegrown business journey full of flavour, focus and fierce determination
When you hear the name Levi Roots, you probably think of Reggae Reggae Sauce. But behind that catchy jingle is a powerful story of resilience, creativity and transformation. It’s the kind of entrepreneurial journey that makes him a brilliant role model for students and young people.
Born in Jamaica and raised in Brixton, Levi (real name Keith Valentine Graham) grew up with a love for music, food and community. School wasn’t always the easiest experience for him. He has dyslexia and didn’t follow a traditional academic path. But what he lacked in qualifications, he made up for in energy, belief and originality.
From family recipe to Dragons’ Den
Levi started out selling his homemade jerk sauce at Notting Hill Carnival and local food fairs. His recipe was based on family tradition, passed down through generations, and infused with his own twist and charisma.
In 2007, he walked into the Dragons’ Den studio with his guitar, his sauce and his now-famous theme song. It was one of the most memorable pitches the show has ever seen.
He secured £50,000 investment from Peter Jones and Richard Farleigh. From that moment, his life changed.
From kitchen table to supermarket shelves
With backing from the Dragons, Levi scaled up production and got his sauces into national supermarket chains including Sainsbury’s and Tesco. Reggae Reggae Sauce became a household name almost overnight.
But it wasn’t just about the sauce. Levi’s brand represented something fresh and exciting: Caribbean flavour, entrepreneurship and cultural pride rolled into one.
His story showed that success didn’t have to come from a university degree or a traditional business route. It could come from personality, perseverance and passion.
Beyond the sauce: music, mentorship and motivation
Levi has stayed true to his roots. He continues to make music, publish cookbooks and speak to young people about finding their own path. He’s delivered talks in schools, prisons and community groups, encouraging people to believe in their ideas and back themselves.
He talks openly about the obstacles he’s faced, including racism, limited opportunities and growing up in poverty. But he always frames them as challenges to be overcome, not excuses to give up.
He’s also been involved with The Prince’s Trust, and has supported initiatives focused on helping young people from disadvantaged backgrounds explore enterprise as a route forward.
Why Levi Roots is a powerful role model
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He succeeded without academic privilege
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He turned a simple product into a national brand
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He used personality and creativity as business tools
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He embraced his cultural identity and made it central to his brand
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He’s continued to support others through mentoring and community work
Levi’s journey proves that entrepreneurship can be colourful, character-driven and community-minded. He didn’t change to fit the world of business. He brought himself to it, and that made all the difference.
