True to his roots

What does life hold for an eccentric entrepreneur after Dragons’ Den? Zoe Rose meets Reggae Reggae sauce creator Keith Graham – aka Levi Roots – to find out

Above: Levi Roots

It’s a grey day on a south London estate. Amid the concrete towers and shops, Papine Jerk, Levi Root’s ‘rastaurant’ shines out in a vibrant display of colour, like a peacock stood proud before a monochrome backdrop. The atmosphere is light and playful with the chorus of school children having fun in the nearby playground at lunchtime.

Levi of course came to fame on the popular Dragons’ Den show, where contestants pitch their business ideas in return for the dragons’ hard-earned cash and expertise. He became a local hero after his debut on the show netted him a cool £50,000 in return for 40% of his business.

A true Brixtonian, Roots is at home in the community. "Brixton is the centre of my universe," he muses. "I have trodden every pebble of the market over the years." The inspiration to create his spicy sauce came from his grandmother in Jamaica who taught him how to cook as a child. But it is Brixton’s market with its Caribbean tradition that has been his source for the raw ingredients that make up Reggae Reggae sauce.

He still shops at the market daily, buying stock for the restaurant, doing business with the same local suppliers and the same shops. He’s a down-to-earth hero among his local acquaintances and long-term business partners. "Everyone knows me here, I’ve always been popular and I like to be the centre of attention. People supported me before the success, and people are genuinely pleased for me."

It is where strangers are concerned, that he’s noticed the biggest difference. "I get stopped in the street all the time. It’s great, but it’s demanding.

I love to stop and talk to people but when I go out now, it’s because I’ve got to get somewhere fast. Most of the time people want me to sing the Reggae Reggae song to them – I barely have time for one verse these days!"

Today his diary is peppered with speaking appointments at schools, colleges and universities. A modest man, he admits: "At first I didn’t think I had anything I could really offer, but having been out there speaking to people, giving talks, I realise that I actually have so much."

Being an inspiration for young people is a real driving force for Levi. It’s very important that his business stays connected in south London, and he meets as many school children as possible, giving talks and singing his songs in two or three schools each week, seemingly one of the most rewarding parts of his job. One of his contracts is with the local school opposite, where he delivers fresh, healthy school meals daily. "The children know me, and they know the food, and they have the choice."

Young people often want to know how to make it in business. "I tell them that they have to know their stuff; preparation is key. Have an idea, think it through and believe in it. You also have to put your personality into your business.

I put music in my food – music is what I know, it’s my passion, so I went with that."

Levi’s journey has taken him all around the UK and has brought with it challenges and opportunities in equal measure. He has given talks at three of the most prestigious academic institutions in the country, Oxford, Eton and Cambridge. "I can’t think of any black man who has done that, its crazy."

Appearing on the TV with nothing more than a guitar, a product and a song for a sauce that "puts music in your food", Levi intrinsically knows the value of a first impression. Arguably, he met his match at Eton. As he stood in the country’s oldest classroom preparing to give his talk, one pupil pulled a stunt that even Levi wasn’t prepared for. "He picked up a bottle of my sauce and necked the whole lot, right there and then in front of everybody, not caring as it spilled over his white tux!"

The motivation for Levi’s business success was born out of failure of a personal kind a couple of years before. He had a job as a driver and was on the road for hours each day.

"I tried to write an album in my head, but it was not the right place." Not content with driving, Levi had been working on getting his fledgling business established when the opportunity for Dragons’ Den came up. As the time came closer he became more apprehensive about going on the show. "One thing was certain, there was something terrible behind me and I couldn’t go back. I asked myself what was I more afraid of? I knew that if I could slay the dragons I could move forward."

And so he did. With Peter Jones and Richard Farley investing in his unique brand, his business has moved from strength to strength. Sainsbury’s was the first supermarket to stock his line of condiments, with Asda and Morrisions following suit and another big supermarket contract to be announced shortly.

"I’ve enjoyed phenomenal sales," he said. "Last summer we outsold tomato ketchup which makes up 73% of the condiment market." Reggae Reggae sauce was even a question on The Weakest Link. "It’s a household name!" he exclaims.

So where from here? Levi is just back from Jamaica where he’s been recording his latest album, aptly named "Hot Stuff". He has two UK tours across business colleges for aspiring entrepreneurs. In addition to extending his line of sauces to include guava and fiery apple, he is about to bring a collection of ready meals to market. "The beauty of Reggae Reggae sauce is it is not too acidic. Other brands of jerk sauce can take over and you lose the flavour in the food. Reggae Reggae enhances the flavours on the plate – adds a little music, you know."

I ask if he has any collaborations planned, which brings us to another famous south Londoner in the food and entertainment business, Ainsley Harriott.

"Ainsley was at the Good Food Show at Birmingham NEC last year, while I was there promoting the sauce." He tells me. "But actually we met at a Black film awards ceremony the week before – the black BAFTAs. Ainsley is a man I admire greatly in business, he’s been to places and done things I can only dream of. It’s inevitable that we will do something together in future."

The Reggae Reggae Cookbook is published by Harper Collins in June. www.leviroots.com