Levi Roots Interview

Dragon Slayer! – Interview by Bradley Chapman

Growing up what was your family life like?

Fantastic, I was the youngest of 6 children and fussed over very much at the time by my grandmother. I was the last of 6 children to leave Jamaica and was brought to the UK. My grandmother reminded me of "Maroon Nanny" who was a national hero back in Jamaica during the 17th and 18th Century during British Rule. Maroon Nanny was like a warrior African queen and she reminded me of my grandmother. My grandmother was an inspiration to the church choir, she was a fantastic cook and a busy body back in content, Jamaica. She could create a marvellous dish out of nothing. I called it Corn food "Throw me corn soup". During 1960 the British Government were saying come to England there's gold in the streets and that's when Brixton became the centre of the universe for me, meanwhile my dad was still back in Jamaica.

Who was your childhood idol?

My grandfather, who was a Superman back in content, he used to smoke a pipe and reminded me of Popeye. He was barrel chested and used to shout out "Keith" "Keith" which was my original name before I changed it to Levi, son of Jacob. Well Keith was a Scottish name and I looked in the mirror and didn't think I looked one bit Scottish.

When did you discover music and is it your real passion?

Everything that I am, everything is born out of music. My mother was a good singer and I knew that I could make it as a singer but god had other plans and I had to make the sauce.

What jobs did you do in your early career?

I was an engineer and worked on a lathe making nuts and bolts, which I was very good at. I spent 3 years in engineering and could not read or write when I came to the UK. I also played football with Bob Marley in Battersea Park and I Sang Happy Birthday to Nelson Mandela when he came the UK.

How helpful would a networking site like "Million Impossible" have been where you could have contacted like minded entrepreneurs for advice and assistance?

Getting the information that you need at the outset is crucial so yes I can see the benefits in a site like yours. You seek advice and my first advice and help came from Nadia Jones who helped me obtain a £1000 grant from the GLE. Nadia coached me and I took her advice and exhibited at the World Food Market and that's where I was spotted by the Dragons Den research team. It's vital that young business people get a head start.

What's it like working with Peter Jones?

Peter is a great guy and has taught me to make money; he is a really down to earth guy and is nothing like what he seems on Dragons Den. I went clay pigeon shooting with him and Jeffrey Archer recently. We speak to each other on the phone all the time and he has been there for me.

During the Dragon's Den show in which you appeared in and after you were made an offer you went to the back of the room – why?

I had to speak to my grandmother, I was sweating like a pigs arse and she said go for it and slay them Dragons.

At this point I asked him if he phoned his grandma and he replied laughing "No you fool she's dead man, I spoke to her in spirit"

How many times did you try to get financial backing for your product before you appeared on Dragons Den?

I was turned away by Barclays Bank even though I said that I was going to put Caribbean food on the map and sell 1000's of gallons of Reggae Reggae Sauce. They said no, no, no! That's when Nadia helped me to get a referral letter and I finally obtained £1000 grant from the GLE in 2006, which helped me to buy the labels. You know I am 50 years of age and I thank the good father for helping me and giving me the strength.

Did you ever feel like giving up and what or who compelled you to continue?

I never felt like giving up mainly because I managed to merge my music with my food and that's why the first line of my song is "Put some music in your food". You have to put your personality into your business and I've never been bored.

Do you think that by being honest and open people respect and trust you more or less?

Well I have been blessed with an opportunity and achieved overnight fame on TV and it's not often you see a successful black man unless he is running or kicking a football. I just want to bring Caribbean food to the masses.

How has your life changed since becoming famous?

My kids are happy and as a parent you have to be a positive role model and also you know "I slayed the Dragons". I have seven kids – Bernice, Zalon, Charlene, Natalie, Joanne, Danai and Tyran – Life could not be better.

What are your future plans?

World Domination! We are building the brand in the UK at the moment and once the brand is developed and strong I will move on to create around 15 sauces and also the ready meals market. I have never been very good with figures so my assistant Howard takes care of that warts an all! I am also about to release my new Album which is called "The Red Hot".

What has been your biggest success in your life?

Well my kids of course and my five Oswald Boateng suits

Do you have any regrets?

I have no regrets and your knowledge grows with everything that you do. I am riding the crest of a wave right now and enjoying every minute of it.

If you allowed me to take you to dinner where would we go to eat?

I love Italian food and I regularly go to a restaurant just off of London Bridge called Josepi's. They do a fantastic Sea Bass with roasted potatoes, that's where we would go. If you could thank just one person for the turn in your fortunes

Who would it be and why?

Whilst I was in prison in The Isle of Sheppey in 1984 I met a Lady called Teresa who is my unsung hero. She said that she was going to help me to prepare for greatness and took me on as a special case and really helped me. I never saw her again after that but she has really turned my life around and I would like to thank her in person. She was from New Zealand and she taught me the Haka. I would really like to meet up with her and let her know that she did indeed prepare me for greatness – Thank you Teresa

Levi Roots Speaking at the British Library

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