Chef and entrepreneur Levi Roots grew up in Brixton, where he got in trouble at school and ended up going to prison for getting involved in the Brixton riots in the 1980s. 


His passion for Reggae music and Caribbean food helped him to go from unemployed ex-offender to successful entrepreneur, with a little help from the hit BBC show Dragons' Den.

Levi said: "I always loved cooking and I developed a jerk sauce based on the flavours from my childhood. I decided to take it to Dragons' Den, and Dragons Peter Jones and Richard Farleigh supported me to get my Reggae Reggae sauces on supermarket shelves.”

From the moment I appeared on Dragons' Den to getting the investment from the dragons and signing an exclusive deal with Sainsbury's, it has been a dream come true.

"The demands of being in the public eye and the hunger for success, mixed with a fear of failure, have driven me on. The exposure from Dragons' Den was fantastic for me personally and the brand. That said, I really believe the quality of the product is the reason for its popularity at the supermarket tills.”

Levi is proud to be an Ambassador for The Prince’s Trust. Here he shares his top tips for young people thinking about setting up their own business.

Levi's top business tips

  • Know your market - You should never stop networking, it's important you create your own luck when it comes to business.
  • Put together a good business plan - a business plan is your road map and the key to your success.
  • Find a mentor - your business mentor should preferably be someone who is already a success in your line of business.
  • Find your 'Unique Selling Point' (USP) - It's important you make your business special and different - make it stand out in the crowd.
  • Never be afraid to make mistakes - Errors and mistakes are valuable lessons - see them as feedback.

Feeling inspired?

Anyone can have a great business idea. If you're interested in setting up your own business, get in touch with The Prince's Trust and we could help make it happen.

What's your idea?