Levi Roots Net Worth: How the Dragon’s Den Star Raked in the Cash
(Image/ Source: quidsinmagazine.com)
Levi Roots has definitely had a meteoric rise in recent times.
Since his infamous Dragon’s Den audition, the singer and businessman has gone on to build a huge empire for himself.
So how much money has Levi earnt himself over the years?
Let’s take a look…
Levi Roots Net Worth
According to Celebrity Net Worth, Levi Roots is worth an estimated £35million.
He was born in Clarendon, Jamaica before moving over to the UK at just 11 years old.
Levi was born Keith Valentine Graham, but ended up changing his name to forge a career in the music.
Levi Roots started to make a name for himself in the music industry, and performed with artists including James Brown and Maxi Priest. And in 1998, he was even nominated for a MOBO award!
But as we all know, Levi started making BIG money after his infamous audition on entrepreneur show Dragon’s Den.
(Image/ Source: nottinghampost.com)
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Levi Roots now has a cook book, restaurant and TV show to his name, which all focus on Caribbean food.
As for his Reggae Reggae sauce? Well, it’s continuing to fly off the shelves!
The chef and singer has now expanded his food product range to include in-demand cooking sauces, table sauces, snacks and soft drinks.
But Levi hasn’t let the success go to his head.
The entrepreneur spends a lot of time in schools, teaching children to prepare meals and kickstart their interest in food.
“Giving back is definitely the best part of my job.
My job isn’t just about making money; it’s about doing something positive for the community to allow others to grow as well. But it is hard – I usually work seven days a week.”
Dragon’s Den
It all started when Levi decided to audition for Dragon’s Den.
He had already perfected his Reggae Reggae sauce at this point, and had adapted his grandmother’s recipe for more western tastes.
The chef and singer had attracted quite an audience at the Notting Hill Carnival, and after many years of selling his product there, a chance encounter at a food trade show would change his life forever.
Speaking to Bdaily News, the star said he didn’t actually research the show beforehand:
“I refused to look it up.
I had never seen the show and I didn’t know you had to pitch to, like, Peter Jones! Then afterwards [when it aired], I said I don’t want to see any clips.”
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By blending his passions for food and music, Levi Roots became an instant hit with the Dragons and viwers.
He asked for a 20 percent stake in his barbecue sauce company- and after a LOT of haggling, he was given the investment by Peter Jones in exchange for 40 percent of the business.
Building an Empire
With Peter’s backing, Levi began to take the UK by storm.
Levi Roots won a contract with Sainsbury’s, who would start stocking Reggae Reggae sauce in their stores. But there was one small problem- Levi was still making sauce at his home.
“Getting that first order was tough, massive.
I was still making [the sauce] in my kitchen!
At the time, I knew Justin King [former CEO of Sainsbury’s], the most important man in business, was not going to wait!”.
(Image/ Source:mirror.co.uk)
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But Levi overcame his challenges, and was soon raking in the cash.
His original song “Reggae Reggae Sauce” helped the entrepreneur come to wider attention, and he then released an extended version. The video even featured a cameo from Peter Jones.
Levi has also released his own Caribbean ready meals, and continues to make TV appearances on everything from Celebrity Mastermind to Ready Steady Cook.
Nice work Levi!
