Levi Roots, the British-Jamaican entrepreneur and musician, attributes much of his success to a chance encounter with Nelson Mandela, which inspired the creation of his now-famous Reggae Reggae Sauce. Born Keith Valentine Graham in Clarendon, Jamaica, Roots moved to the United Kingdom at age 11. Before launching his culinary career, he pursued music, earning a nomination for best reggae act at the MOBO Awards in 1998.

Roots’ Reggae Reggae Sauce began in 2005, developed on a kitchen table in his Brixton flat. After two years of local sales and growing popularity, he secured a £50,000 investment from Peter Jones and Richard Farleigh on the television program Dragons’ Den, in exchange for a 40% stake. Since then, Roots has expanded his product line and ventured into books, television shows, and restaurant projects. His net worth is estimated to exceed £30 million.

Reflecting on his formative years, Roots described how he started working as an apprentice engineer at 16, earning £13 a week—a significant sum at the time—which he gave to his mother. However, his passion for music soon pulled him away from engineering. He toured as a sound assistant before becoming a frontman performer, which helped him become financially independent and develop an understanding of money management.

Roots recalls a pivotal moment in the 1990s when, prompted by his mother, he attended a public event in Brixton to see Nelson Mandela and Prince Charles. Mandela was celebrating his birthday and needed someone to sing. Through the help of a security guard, Roots was able to present Mandela with a birthday cake and perform “Happy Birthday.” That encounter, according to Roots, was transformative. Inspired by Mandela’s resilience and achievements after 23 years of imprisonment, he decided to develop and launch his sauce at the Notting Hill Carnival.

Roots’ entry onto Dragons’ Den came after he built a following at local markets and his “Rastaurant” food stall. Although initially hesitant about the show—mistaking it for a reality program—he went on to deliver a memorable, if unconventional, pitch that included singing a verse of his Reggae Reggae song. This performance won over the investors, particularly Peter Jones, who saw the potential beyond the product itself.

Following the investment, Roots wisely managed his finances. He refrained from overspending on personal items, instead investing in his business growth and fulfilling large orders such as a contract with supermarket chain Sainsbury’s for 250,000 bottles. He credits Jones’ advice to focus on building his personal brand rather than just the products as a key factor in his enduring success.

Roots acknowledges some missteps, such as expanding too broadly with a range of sandwiches, which diverged from his core Caribbean brand. Balancing business with family life, he identifies himself as both a saver and a spender, aiming to secure his family’s future while enjoying a comfortable lifestyle. He currently resides in Selsdon, on the outskirts of Croydon, enjoying a quieter environment compared to his earlier Brixton neighborhood.

Looking ahead, Roots revealed plans for a movie about his life to begin filming next year, featuring a leading Hollywood actor whose identity he has not disclosed. Roots continues to engage audiences as a business speaker and entrepreneur, maintaining a diverse portfolio that extends beyond his original culinary creation.