This charming Rastaman who is also a well established reggae singer, started small like most other sole traders. For several years, he’s been selling his sauce at the jerk chicken stall he runs with his mother during the London Notting Hill Carnival and more recently on his website but he decided to take a chance on the Dragons’ Den to see if the panel of entrepreneurs would give him a break.
The premise of Dragons’ Den is that entrepreneurs pitch their idea for a product or service to a panel of five mega successful business people in the hope that one or more of them will invest some of their own money in exchange for a share of the company. The Dragons are extremely tough interrogators and a business plan has to be water tight to convince them to part with their money.
When the guitar-playing, dreadlocked man in a suit came up and started singing about his sauce, you could see they were thinking ‘this guy’s not for real’. But then Roots confidently said, “I want £50,000 for 20% of my company”.
His pitch convinced two of the Dragons who invested £25,000 each and now his sauce is going be sold at over 600 branches Sainsbury’s supermarkets. That’s a major success by any standard.
“The brand is right there, he’s on the mark,” said Peter Jones, one of the Dragons who invested in Reggae Reggae Sauce. “He’s mixed music with food, which is another great asset, but actually, it’s him, his character - he is the brand and the product happens to be fantastic as well.”
I'm going to look for some Reggae Reggae Sauce and support the brother! It’s not often you see Black people doing something so positive on British TV, so when they do well, we have to celebrate them. I agree with Tony Sewell who wrote about Roots in his weekly column for The Voice Newspaper:
“Black business in