S5: Find your identity and make that your brand LIVE, with Levi Roots, founder of Reggae Reggae Sauce

This episode was recorded in front of a live audience in Bristol for the second date on our live tour of Conversations of Inspiration, in partnership with NatWest. In this conversation, Holly & Levi discuss his difficult early years, the decision to turn his life around and the passion and determination that powered him to success today, as well as, of course his unforgettable appearance on Dragons Den which would go on to supercharge his brand.  Born in Jamaica, he came to the UK at the age of 11, not being able to read or write, and found himself struggling to find his place in Brixton in the 70’s.  After stints in prison, Levi turned his life around through his sheer determination and returning to his two true passions in life - music and food, and combining them into a business.  His appearance on Dragons Den set his life on a new trajectory, and after gaining investment and mentorship from Peter Jones, Levi's Reggae Reggae sauce went from strength to strength. Since then his life has been a whirlwind of success, expanding his range to include cooking sauces, ready meals, soft drinks and desserts, he has published six cookbooks and a business book, released a new album and most recently, Levi realised his ultimate dream of opening his Caribbean ‘Rasta-rant' in Westfield Stratford.  Enjoying listening to these unfiltered chats? It's worth following Holly Tucker MBE and Holly & Co on Instagram, and subscribing to our weekly newsletter on our website, where Holly downloads her thoughts, and exclusively shares small business finds and topical, 'ungoogleable' business advice.