Caribbean Food Emporium

 

 

 

 

PRESS RELEASE 06.03.07

Life has been a whirlwind for Levi Roots since appearing on Dragons Den earlier this year. He skilfully managed to persuade two of the flamboyant dragons – Peter Jones, and Richard Farleigh to invest in his Jerk BBQ Sauce to the tune of £50,000. The finance coupled with the involvement of the prolific businessmen will assist in the meteoric rise of the fortunes of Levi. Their contacts and expertise are invaluable.

Levi jokes that Peter and Richard are enjoying the extra publicity that HE is bring to THEM. He is the most popular winner from the Dragons Dens show, since the programme started years ago.

Amazingly, Levi's appearance on the show was bought about by his appearance at the World Food Market in November 2006. See news item 204. A researcher approached Levi and asked him to consider appearing on Dragons Den. He went through the application process and was accepted. The rest - as they say is history. At the same exhibition, he was approached by Representatives from Malaysia and Lithuania, to visit their respective countries to demonstrate Caribbean Cuisine, and showcase the Reggae Reggae Sauce. Very soon, this sauce will be international. There have already been requests from St Lucia via Chef Orlando.

The day after the show aired, Peter placed a call to a friend who just happened to be the Justin King, CEO of Sainsbury’s, one of the UK's largest supermarket chains.
Peter arranged a visit to the supermarket’s HQ with Levi just a day later - and an agreement was made.

It is one of the fastest placement of a new product on the shelves in a major supermarket. The process usually takes many months, even years. The spicy, flavoursome sauce will made available in stores just one month from the initial discussion.

Tomorrow - Wednesday 7th March - sees the exclusive launch in Sainsbury’s of Levi Roots, Reggae Reggae Sauce. The bottles of size, 310g, will retail for £1.49. Quarter of a million bottles are being shipped as we speak, from a factory in Wales, which has been commissioned to create the sauce under Levi’s direction. Sainsbury’s already has a Caribbean Food Section in many of its stores, but this product is going across the board. The launch is nationwide – ie, in every Sainsbury’s store.

Meanwhile, Thursday sees the release of the song Reggae Reggae Sauce Song which Levi performed to serenade the dragons. It was recorded by Jetstar, the major international reggae label/distributor. 50,000 copies of the single which features Levi & Jo Anne, are being placed in Sainsbury’s stores, as well as the traditional music stores. Levi will be doing his bit for charity, so all his share of profits from the CD will be going to Comic Relief.

Watch out for the TV performance of Levi with backing singers – wait for it… Peter Jones and Justin King on Comic Relief night. Can you imagine them on the reggae track? We can’t wait to see the dance.

Levi is now speaking at business events, and caused a stir at the recent Destinations & Travel Show at the NEC Birmingham. It appears that the people of Birmingham were clamouring to see Levi Roots, and were not bothered about the rest of the show.

An official celebratory launch of the Reggae Reggae Sauce will take place at Lambeth Town Hall on Friday, 20 April, 2007. The evening will start at 8pm, with drinks, speeches, buffet, and will continue with performances by various guest reggae artists. Topping the bill of course will be Levi Roots himself, performing with his band.

If you are interested in attending the launch, email your name(s) and telephone number to office@caribbeanfoodemporium.co.uk

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