|
LEVI
ROOTS - 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
|
