Reggae Reggae Sauce jamboree
Published:Friday | November 8, 2013 | 12:00 AM
Keith Graham aka 'Levi Roots', sauced things up at the opening of his Reggae Reggae Sauce store at Devon House on Wednesday night. It was clear skies for the evening as 'feel good' filled the already euphoric air.
His signature sauces were created in his kitchen in London, and after receiving its approval from families, friends, he made an appearance on a BBC reality programme - Dragon's Den.
The multitalented Levi Roots, who later took the stage, was lauded by the evening's host, author Alvin Day, for 'slaying the Dragon' in pursuing his dreams of creating a reggae sauce, breaking entrepreneurial barriers to create a successful business and, in doing so, building Brand Jamaica.
He was also highly commended by Governor General Sir Patrick Allen who noted that, when he met Roots, he saw his passion for Jamaica and was impressed.
He also applauded Roots for taking time out of his busy schedule to return to Jamaica for the opening, since the company is the number-one Caribbean brand in the United Kingdom.
Jamaican brand
In his address, Roots said that, while the business has done well abroad, it is a Jamaican brand, and that was his reason for opening a store here in Jamaica, "Saying you have a big brand abroad, and abandon your yard, is never good at all. It's all about what you carry back home." Of course, he performed his hit song Reggae Reggae Sauce and everyone joined in the chorus.
The cutting of the ribbon took place after the speeches and subsequently, all the invited guests made their way into the new Levi Roots Store for a first look.
Others on the outskirts enjoyed hors d'oeuvres topped with one of the Reggae Reggae sauces.
Other products offered at the store include Reggae Reggae chips, juices, and a cookbook showing how to employ these sauces in everyday meals, one of which was auctioned with the proceeds going to the Mustard Seed charity.