I, like many others around the country
have fallen in love with the tasty sauce called “Reggae Reggae
Sauce”. I decided to email Levi and ask him a few questions about his brand;
however I was not expecting a reply because obviously he is a busy man.
Amazingly I did manage to get a response from the man himself:
1. “What made you go on Dragons Den? And
have you found that boost to be crucial in your career?”
“I was approached by a producer of the
show who saw me at a World Food event selling the sauce. I had never
seen the show but I was told by my kids that a Rasta man could never go on
TV and slay no Dragons! So I did it to prove them wrong! Going on the
show was crucial for my career because I met my mentor – Peter Jones.
He’s been a great friend and advisor and without him, I wouldn't have
got on that first rung of the ladder.”
2. “How did you gauge the heat of your
sauce to maximize it’s enjoyment for your customers as traditional
Jamaican pepper sauces are very spicy?”
“I've been making the sauce for years so I
have tweaked it along the way. I like spicy food and I know that
there’s a growing trend for it so I worked hard to find the right
balance.”
2. “How has the company grown since its
launch, and what ethos do you instill within your employees?”
“The company has grown greatly in
financial terms but we are a very small company with few employees.
We license the brand name to top manufacturers but insist on maintaining
the integrity of the brand and what we stand for. It’s important to instill trust, honesty and respect in people I work with – when working
with a small number of people, that’s really important.”
3. “What products have you got lined up in
the future?”
“We have a lot of plans for the future –
we’re looking to launch the sauces overseas and have a number of new
products in development. My new cookbook, Grill it with Levi (published by
Random House) launched on 9th May – so look out for that!”
This
guy clearly cares about his brand and sees the importance in connecting with
his customers. Just a side note: if you haven’t
tried any of his products than you simply must! You can probably find it online
if they don’t sell it where you live.
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