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Speaking in London in March 2008.

Keith Valentine Graham[1][2] (born in Content, Clarendon Parish, Jamaica, 1958), better known as Levi Roots, is a Jamaican reggae musician, chef, entrepreneur and multi-millionaire[3] currently residing in Brixton, South London. He has performed with James Brown and Maxi Priest and was nominated for a MOBO award in 1998[4]. He was a friend of Bob Marley when he resided in the UK and performed "Happy Birthday Mr. President" for Nelson Mandela in 1992 on his trip to Brixton. He gained widespread fame after appearing on the UK television programme Dragons' Den looking for funding for his "Reggae Reggae Sauce".

Reggae Reggae Sauce is a jerk barbecue sauce made to his grandmother's "secret recipe". Roots and his 7 children have been selling and marketing the sauce at the annual Notting Hill Carnival since 1991. In 2006, the sauce was available for sale at the carnival, with 4,000 bottles sold.

He later took the sauce to a food trade show, where he was spotted by a BBC producer who approached him to appear on Dragons' Den. He appeared in the first episode of the fourth series, and offered a 20% stake of his business in return for £50,000. Despite erroneously claiming that he had an order for 2.5 million litres of the sauce (when in fact the order was for 2,500 kilograms), he was offered the £50,000 for a 40% stake in his business by Peter Jones and Richard Farleigh (Farleigh later said that he was impressed by how Roots was able to recompose himself when he discovered the error in his pitch). Leading from his success of his spicy sauce Roots released an extended version of his song "reggae reggae sauce" which features one of his children (Joanne) on backing vocals. The music video features a cameo from dragon Peter Jones. All of the money raised went to Comic Relief.

Shortly after his appearance on the programme, Sainsbury's announced that they would be stocking the sauce in 600 of their stores.[5]

The song which formed part of his pitch on Dragons' Den (and also sung by Levi himself in an appearance on Harry Hill's TV Burp) was also released as a download single. "Proper Tings (The Reggae Reggae Sauce Song)" received its first play on Allan Lake's breakfast show on Core (radio station).

To coincide with the release of his recipe book "Reggae Reggae Cookbook", Roots appeared on the 3 June 2008 edition of BBC's Ready Steady Cook as a celebrity. He achieved the second prize against Lesley Waters.

High Street sandwich chain Subway began selling Reggae Reggae Chicken Sub in its UK outlets, having signed a deal with Roots, enabling it to use his spicy sauce brand in its sandwiches.[6] Both the Scream Pub[7] and the Wetherspoon Pub chains have also begun to include, on their main menu, several items using the sauce.[8] He spoke at the SWRDA's enterprise conference on the 24 November 2008. Levi has spoken to the Isle of Man Junior Chamber of Commerce. He is keen admirer of children's enterprise as shown by when he did a tour of Plymouth School talking about how he became a successful musician and businessman.


Levi has a new show, Caribbean Food Made Easy, on BBC2, with a book of the same name publishing in August 2009[1]. The show follows Levi as he travels the UK and Jamaica demonstrating easy ways to cook Caribbean food at home.


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