Progressive, Outrigger to distribute Levi Roots' products

Jamaican-born businessman and entertainer Levi Roots has signed with local distributor Outrigger and partnered with the Progressive Group's supermarket chains to sell his sauces and drinks here.

Roots said his Reggae Reggae sauce and drinks company is now valued £30 million (J$4.15b).

"I realised the first dream, which is to have the product sold here in Jamaica," Roots told the Financial Gleaner.

His products are manufactured in the European Union but Roots plans to eventually make sauces in Jamaica.

"We are taking it step by step. The plan is for us to launch now and to eventually to make a pepper sauce in Clarendon," he said.

Roots says he will launch the product in Canada in the "next few months", and in the United States next year.

"It will be hard to break in the US and we need a lot of marketing," he said, without disclosing expected costs.

Roots' products include jerk sauces, ginger beer and other Jamaican-inspired foods.

"It's very important and will bring the message of Levi Roots to Jamaica," Peter Vanderleer, director at Outrigger whose company distributes Belcour Preserves and Island 62 flavoured water, told the Financial Gleaner. "We are happy to add this line of products to our company."

The musician/entrepreneur's rags-to-riches success started less than five years ago. At that time, he didn't even have taxi fare to travel to the show that would propel his career.

In January 2007, Roots was invited on to the BBC show 'Dragons' Den' where he sang about the virtues of his Reggae Reggae sauce. It gained him valuable exposure and allowed him access to venture capital from millionaire Peter Jones.

"The company is now worth in excess of £30 million," Roots said.

£50,000 initial investment

Roots holds a 40 per cent stake in his business which started with an initial investment of £50,000. Jones helped to get the sauce listed by Sainsbury's supermarket. The Reggae Reggae products include sauces, fresh and frozen foods and juices.

"The initial £50,000 became a drop in the ocean because the demand was so great," he said, adding that the demand forced his company to outsource manufacturing. "We have formed synergies with all the top brands."

For instance, earlier this year Roots signed a licensing arrangement with Nichols in the UK to manufacture the Reggae Reggae line of beverages.

The making of the Reggae Reggae sauce was taught to Roots in the 1970s by his grandmother, Miriam Small, according to his fan page. Roots moved to England and sold his sauce for many years at the Notting Hill Carnival.

His products were launched in Jamaica on November 1.

steven.jackson@gleanerjm.com