Levi Roots

The indomitable spirit and rich cultural legacy of Levi Roots, originally known as Keith Valentine Graham, have shaped an enriching narrative of British heritage. Born on 24 June 1958, Roots is a multifaceted personality whose remarkable journey as a reggae musician, television star, celebrity chef, author, and entrepreneur illuminates his significant contributions to British society. Currently based in Brixton, South London, his cultural impact and business acumen have left an indelible mark on the British-Jamaican community, enhancing and strengthening its place within British heritage.

Background and Early Life

Born and initially raised in Clarendon, Jamaica, Roots’ journey to Britain started when he was just 11 years old. After spending his early years nurtured by his grandmother, he left Jamaica to join his parents in the United Kingdom. His formative years were shaped by two spiritual influences – an initial Christian upbringing followed by his conversion to the Rastafari faith when he was 18. These early experiences laid the foundation for his future path as a musician, businessman, and cultural ambassador.

A Vibrant Music Career

Roots’ foray into the world of music began in the realm of reggae, a genre deeply interwoven with his Jamaican heritage. His talents were recognised and rewarded on several occasions. In 1998, he was nominated for the prestigious Best Reggae Act MOBO award, reflecting his prowess and standing in the reggae music world.

Roots shared stages with acclaimed artists such as James Brown and Maxi Priest. He also nurtured a close friendship with the legendary Bob Marley during Marley's time in the UK. A significant highlight of Roots' music career was his performance of "Happy Birthday Mr. President" for Nelson Mandela in 1996 during Mandela's visit to Brixton.

His musical talent, coupled with his entrepreneurial spirit, led him to the UK television programme Dragons' Den in 2007, where he successfully pitched his Reggae Reggae Sauce, marking the start of an unexpected and successful business venture.

The Birth of Reggae Reggae Sauce

In 2006, Roots developed a jerk barbecue sauce known as Reggae Reggae Sauce. The sauce was an instant hit, selling 4,000 bottles at the Notting Hill Carnival, an event that celebrates Caribbean culture in the heart of London. Recognising the potential of this burgeoning product, Roots showcased his sauce at a food trade show where he was spotted by a BBC producer. This led to his appearance on Dragons' Den, where he successfully secured £50,000 funding in exchange for a 40% stake in Reggae Reggae Sauce from investors Peter Jones and Richard Farleigh.

Despite an initial misunderstanding regarding the volume of a sauce order, Roots demonstrated an admirable resilience that convinced the Dragons of his potential. His business acumen eventually led to a distribution deal with Sainsbury's, with his sauce being stocked in 600 stores nationwide shortly after his television appearance.

Roots extended his love for music and his new business venture by releasing an extended version of his song "Reggae Reggae Sauce", featuring one of his children, Joanne, on backing vocals. All proceeds raised from this musical endeavour were donated to Comic Relief. By 2010, Roots' brand had grown exponentially, leading to the launch of a range of ready meals and increasing the brand's value to £30 million.

Restaurants and Beyond

Roots' culinary endeavours were not limited to his sauce. His first London restaurant, the Papine Jerk Centre, operated on the Winstanley Estate in Battersea, Clapham Junction from 2010-2012, with his children working alongside him. Despite the restaurant's closure, Roots continued to venture into the hospitality industry by opening a franchise restaurant in Westfield Stratford City in 2015, though it later closed in 2019.

Books, Television, and Public Life

Roots expanded his public presence by delving into publishing and television. His Reggae Reggae Cookbook, published in 2008 with a foreword by Peter Jones, served as an introduction to Caribbean ingredients and his unique journey to London. To coincide with the book's release, he appeared as a celebrity on BBC's Ready Steady Cook, securing second place against Lesley Waters.

In addition to his successful book release, Roots hosted a television cooking show, Caribbean Food Made Easy, on BBC2. The show, paired with a book of the same name, explored easy ways to cook Caribbean food at home, further solidifying his place as an ambassador of Caribbean cuisine in Britain.

Roots also featured on other television programmes including Celebrity Mastermind, Big Brother, and the BBC detective programme Death in Paradise. He played himself in the 2011 urban comedy movie Anuvahood.

Interviews and Personal Life

Roots’ story has been shared widely through multiple interviews, including ones with The Guardian and Business Digest Magazine. These interviews paint a poignant picture of Roots’ journey from his early separation from his parents, his journey to Britain, and his subsequent success.

In his personal life, Roots has revealed the complexity of his relationship with his father and his educational journey in Jamaica. With eight children from seven different mothers, Roots’ personal life is as diverse and colourful as his public persona. He has been candid about his past, including imprisonment for drug offences, showcasing a narrative of resilience, redemption, and personal growth.

Recently, Roots was appointed Chair of St Pauls Carnival in Bristol, further signifying his ongoing contribution to the promotion of Caribbean culture in the UK.

Legacy and Conclusion

Levi Roots is a British-Jamaican icon whose life story encapsulates a blend of resilience, creativity, and cultural heritage. From reggae music to a successful culinary career, he has made an indelible mark on the British-Jamaican community and beyond, inspiring many through his story of success against the odds. His entrepreneurial spirit and dedication to sharing his cultural heritage have significantly contributed to British heritage, affirming the importance of multicultural influence in shaping British society. Levi Roots stands as a symbol of how cultural fusion can lead to an enriched society, a unique taste palette, and an innovative approach to life and business.