Reggae Reggae Sauce
62 BUSINESS SUCCESS
Reggae Reggae Sauce
Peter Jones on Levi Roots:
“ Levi’ s entrance on Dragon’ s Den, playing the guitar and singing his Reggae Reggae Sauce song, got my interest immediately. He was charismatic and oozing passion about his product and even though he struggled with the maths in relation to a potential order, I knew I wanted to work with him. I use my gut instinct a lot in business and felt that Levi had something special that would make his product a success if he got in front of the right people with my help. Coupled with this, I felt he was a genuinely nice guy who deserved a break and I was pleased to be in a position to make that happen.
“ Since the show we have developed a great working rapport and have achieved amazing results at lightening speed with Sainsbury’ s, who pulled out all the stops to get his product on the shelves of all its stores within four weeks of Levi’ s appearance on Dragon’ s Den. It has been described as a record-breaking feat in retail, and on top of that it continues to be one of Sainsbury’ s fastest selling products. Now, Levi is in a great position to build a major brand and we are looking at other domestic and international opportunities, as well as the development of a range of products with the secret recipe sauce at the heart of it all.“ The great thing about Levi is that, with all this success and attention, he remains a real man of the people and wants to use his profile to encourage others, particularly young people, to make their dreams a reality. Something I totally support and respect.”
‘ Reggae Reggae Sauce’ is in all 607 Sainsbury stores. Are there any plans to expand the range and perhaps even export?“ Definitely. The product is exclusive to Sainsbury for six months and then we’ ll introduce other sauces like barbecue. At the moment we’ re just giving the sauce a chance to grow but later it will be available to the smaller business so that every shop in Brixton, North London and other areas will be able to sell it, which is good for them. There’ s also been a lot of interest from other supermarkets and companies from abroad, America for example, but we’ ll look into that when the contract with Sainsbury ends.”
You have been a well-known Reggae artist for well over 20 years and you make no secret that music is your first love. Recently, you were quoted as saying that you don’ t want to be the next‘ Heinz’, you just want to bring Reggae music to the people. Is this correct?“ Yes. Music and food go together and I want to bring Reggae music to the forefront. I can’ t wait to start making real music again. I’ m really looking forward to that.”
So is it true that you are currently involved in making a cookery programme with music involved?“ Yes. It’ s called the‘ Rasta Raunt’. I had the idea about a chef( me) cooking, singing and playing guitar. There’ ll be guest musicians and contemporary artists on the programme too.”
What would you say to anyone who is thinking about starting his or her own business?“ Do your research. Make sure you know your market. You need a great product but it’ s the person that sells the product. It doesn’ t matter how good your product is, if you don’ t have the personality your product won’ t get bought.” I think part of what won the deal for me was my attitude. I just went in there and made them smile.”
When you were growing up did you ever envisage becoming a businessman?“ I always knew that one day I’ d do‘ something’. Be‘ someone’. I was always different. I liked Shakespeare, still do. The other kids didn’ t. I’ d read and write poetry, the other kids wouldn’ t. I was still naughty though!”
Now that you are a successful businessman and are no longer‘ naughty’, what are your hopes and plans for the future?“ I just want to see my children, grandchildren and all my family happy and of course, get back into music.” engage | uk ISSUE FOUR 2007