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Rastafarian sauce guru speaks about recipe for success

Rastafarian sauce guru speaks about recipe for success

Business figures from across Hampshire have gathered to hear a Rastafarian entrepreneur speak about his business. Levi Roots, whose break came when he won investment on TV show Dragons' Den, addressed over 100 people at a Solent Business Growth Summit at the Hilton Ageas Bowl near Southampton. Roots told the audience to focus on brand as a way of growing a business. 'I wanted my brand to be me, a Brixtonian Rastafarian with three-foot dreadlocks, songs and food – and it has all sprung from there,' he said. Roots is most famous for his Reggae Reggae brand of Caribbean cooking sauce, which he built up after getting £50,000 sponsorship from Dragons' Den millionaires in 2007. Solent Local Enterprise Partnership board member Jan Ward also spoke at the summit, giving an overview of regional trading conditions and stressing the importance of hiring good staff. Santander's Portsmouth office team leader and relationship director Andy Wright said: 'It was an excellent event with a great audience, the basis of which was our two fantastic speakers who both had incredible journeys to talk about. They have done things in hugely different ways, but the results are very similar.

 

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