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BBC TV dragon slayer and Caribbean food guru Levi Roots wowed this seminar audience with his twin passions for food and reggae music.
Forget supermarket buyers – at least at first – win the support of your local community for your food product, was his advice to budding food entrepreneurs delivered at Food & Drink Expo.
Cultural integrity was another key ingredient in his recipe for success. “People advised against using the name Reggae Reggae Sauce,” he told his audience. “They said it was too black, too Jamaican and too rasta. But those are all the things I am.”
Roots blazed to fame and commercial success after winning £50,000 of backing from the BBC TV programme Dragon’s Den.
To listen to FoodManufacture.co.uk’s exclusive podcast interview with Roots, click here.
To read his top tips on building a winning food brand, click here.