Levi Roots – The power of perseverance
From Nottingham Business School Business Leaders by Nottingham Trent University
December 9, 2025 · 27 min · Episode 74
About this episode
Levi Roots discusses his journey from Jamaica to becoming a successful entrepreneur and the lessons learned along the way.
Levi Roots is a hugely popular entrepreneur, musician, chef and TV celebrity who won £50,000 on the BBC’s Dragon’s Den… then never looked back. In Episode 74 of Nottingham Business School’s Business Leaders Podcast, he tells Visiting Honorary Professor Mike Sassi about the challenges of arriving in the UK as an 11-year-old from Jamaica – and the influence of his mother and the Windrush Generation. He explains how he turned his Reggae Reggae Sauce from a family recipe into a major supermarket brand – discussing mentorship, storytelling and the power of perseverance.
People in this episode
Host: Mike Sassi
Guest: Levi Roots
Topics covered
- entrepreneurship
- perseverance
- mentorship
- storytelling
- Windrush Generation
Keywords
- Levi Roots
- entrepreneur
- perseverance
- Reggae Reggae Sauce
- Dragon’s Den
- mentorship
- Windrush Generation
Mentioned in this episode
Organizations: BBC
Books & works: Reggae Reggae Sauce
Places: Jamaica, UK
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