His Faccenda’s Reggae Reggae drumsticks are the product that has been nominated in the category. The nominated drumsticks are currently available in selected ASDA stores around the UK.
The awards have been going more than a decade to reward excellence in the meat, fish and poultry industry and this is the first time Levi’s meat products have received award attention.
Levi Roots was feartured on the BBC show Dragons’ Den back in January 2007 where he notoriously sang about his Reggae Reggae Sauce product.
Previously to his success, Levi and his family sold their Reggae Reggae sauce at Notting Hill Carnival. Levi created the sauces in his kitchen but received large requests for his recipe, so much so that he was unable to keep up with demand.
In order to launch the sauce commercially on a large scale, Levi decided to pitch his sauce on Dragon’s Den to get an investment.
Not long after the show aired, Sainsbury’s signed a distribution deal with Levi and within 6 weeks the sauce was on their shelfs and received an impressive reception from consumers.
For the first few weeks on shelf Reggae Reggae was out selling the brand leader and now Levi’s sauce is stocked by all major retailers.
Levi has worked hard to extend his range to include new flavours and products which have helped keep his brand name on top.
He has recently written a new cookbook ‘Food for Friends’ to follow the success of his two best selling books ‘Reggae Reggae Cookbook’ and ‘Caribbean Food Made Easy.’
In each recipe, Levi attempts to spice up family favourites with his cooking style and create a selection of simple dishes that can easily be re-created at home.
Levi Roots book ‘Food For Friends’ will be available Nationwide August 2010 at all major bookstores.
To take his brand further in 2010, Levi has also just launched a new range of salsas for the summer months which are currently available in Sainsbury’s stores on promotion for £1 during the launch.