ReGGae ReGGae Sauce finally makes its way to Jamaica

Curtis Campbell, Gleaner Writer

Creator of ReGGae ReGGae Sauce Keith Valentine Graham, better known as Levi Roots, launched the local leg of his products at Devon House recently.

According to Roots, despite the fact that his estate is valued at over £30 million 'if it nuh buss a Jamaica, it nuh buss yet'.

Roots, who is also a reggae artiste, used his musical skills to market his product in England so it was quite fitting when The Gleaner entered the venue to the sound of cool reggae music and the smell of spice in the air.

Members of the huge gathering were treated to wine and samples of Levi Roots Products, while they awaited the speech of the Jamaican Rasta man who survived Dragons in BBC's Dragons Den reality show.

Roots arrived at minutes after 7p.m, accompanied by his family.

He proceeded to greet his guests, before making his way to the stage.

After a short and spicy performance by Della Manley, Roots nervously took the microphone, admitting that a Jamaican crowd was hard to face.

"I have conquered dragons, but to speak on this platform, I must admit I was very nervous," he said.

Roots then told a story about his life in Clarendon, Jamaica, before he went to England and ventured into the Dragon's Den, where ReGGae ReGGae Sauce came to fame.

He also credited the richness of Jamaican culture as being one of the reasons for his success.

"When I first thought of doing the show, I felt that if I was going to represent myself in England it would best be as a Rasta man because everything was blank, it's like black and white but the Jamaican flavour added some colour to the show," he said.

Laughed at

According to Roots, when he first told critics that ReGGae ReGGae Sauce could outsell Hines Tomato Ketchup they laughed at him. Those laughing have diminished significantly.

"The brand is now the biggest Caribbean brand in the UK, and the Caribbean aspect is what makes it marketable," he said.

Roots says that music and food complement each other and by 'Putting some music in his food' he was able to find his unique selling point; however, there is still Jamaica.

"No matter how the sauce is successful in Europe, the journey is always to come back home ... . I am Jamaican and no matter how big it is in the world, if it nuh buss a yaad ... it nuh buss yet," he said.

Peter Vanderleer, spokesperson for Out Ridger Distributors, says that Roots' life story is intriguing.

"We were caught by his story and it helps to sell the product, hopefully Jamaicans will learn about Levi and his success and it will inspire them to achieve," he said.

Ridger Distributors will be responsible for the local distribution of Levi Roots products.

Levi Roots ReGGae ReGGae Sauce and accompanying products will be available in local stores in the coming weeks.

Roots also said he would be doing a local production featuring Jamaican dancers that will be released in a matter of months.

The reggae artiste and entrepreneur also has an album on iTunes called Red Hot and a single featuring Beenie Man called Dance Wicked.