by Natalie Monique
Recently it was reported that the supposed creator of the successful international brand, Reggae Reggae sauce, musician Levi Roots was being sued for trickery. Wellllll….. it seems Levi couldn’t take the heat in the kitchen as he has finally admitted to lying about the whole story behind the sauce. Roots originally gave the impression that he adapted the recipe for the sauce from his Grandmother, a ‘story’ he also gave on the Dragons Den TV show, where he won a 50, 000 (pound) investment for further development. He made no mention of his partner and then close friend who happens to be the one now suing him.
Daily Mail sources, say during questioning, reading from the sauce label, Ian Glen QC, acting for the claimants, said: ‘On the bottle of sauce, it says “Our family in Jamaica have been blending home-made jerk sauce since way back, and for years it’s been the taste of London’s Notting Hill Carnival.” Is that true?’ Mr Roots replied: ‘No, that’s not true. It’s a marketing ploy.
‘When I was trying to market the sauce, I thought of every conceivable way that I was connected with music and the Notting Hill Carnival…I cooked all that in a bag together and tried my best to make a story about it.’ When Mr Glen asked about the claim that it was his grandmother’s recipe, he admitted that this was also untrue.
Mr Glen also made reference to his appearance on the the TV show, which is actually where the whole investigation started, after his ‘humble’ and ‘hardworking’ beginning had convinced two huge entrepreneurs to invest in the business.
He said: ‘You were saying that you had been successfully selling Reggae Reggae sauce for 15 years, is that right?‘
Mr Roots: ‘It’s my connection to Notting Hill Carnival was more what I was talking about. This was my marketing ploy.’
Mr Glen: ‘But the sauce didn’t have a 15-year reputation?’
Mr Roots: ‘It’s not about sauce, it’s about Levi Roots. It [the carnival stall] was only popular because it was a Levi Roots stall.’
The charismatic, and ‘quite much of a character’ Levi Roots also admitted to lying about his past, saying the sauce had been doing well for the past 15 years, when in truth he was covering up a ‘gangland past’ sources say. He said, “I wouldn’t say it was a lie – I was trying to market myself at the time. I was trying to market myself as Levi Roots.”
He did admit having a business agreement with Mr Williams, but said it had been abandoned before his appearance on Dragons’ Den. His claim being that since the Television Show, he realised what he now meant to especially the Black and Caribbean community in the UK’ and it was no longer about the sauce.
Mr Roots is currently being sued for over 600, 000 pounds between his former partner and their financial advisor, where they are claiming a breach of confidence over the recipe where he allegedly tricked them into getting and a breach of contract. Levi says the two have no rights in the sauce of the overall business.
Just a little under two weeks debuted the product in his birthhome, Jamaica. *Side Stare* Again, we will keep you updated on this…oh boy:) May the real Reggae Reggae owner stand UP:)
Read how the whole saga began