Levi Roots: how to be a food entrepreneur
![Passion and planning ability are Levi Roots' two key ingredients for launching a career as a food entrepreneur](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_small/publications/food-beverage-nutrition/foodmanufacture.co.uk/article/2012/04/11/levi-roots-how-to-be-a-food-entrepreneur/257549-4-eng-GB/Levi-Roots-how-to-be-a-food-entrepreneur.jpg)
In this exclusive podcast, Roots told FoodManufacture.co.uk that passion for a food product, which had a unique sales point, was the start of the journey.
But planning was also essential to help focus that passion on a sound business plan likely to deliver commercial success.
Along the way, it was important to win the backing of local communities - before the support of supermarket buyers, he said at the trade event Foodex 2012 at the NEC, Birmingham last month.
Dragon's Den
After winning £50,000 worth of backing from the BBC TV programme Dragon's Den five years ago, Roots has built a successful food range founded on his Reggae Reggae Sauce brand.
To read Root's top tips on building a successful food brand, delivered at Foodex, click here.
To watch FoodManufacture.co.uk's video interview with agriculture minister Jim Paice about food and drink firms' export achievements click here.