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Levi Roots named as new chair of St Paul’s Carnival
Levi Roots has fond memories of St Paul’s Carnival as part of a sound system, selling his famous sauce and performing with his band.
The businessman has now been announced as chair of the carnival’s board, providing guidance as the event prepares to make a welcome return in 2022.
Born in the village of Clarendon in Jamaica, Levi lived with his grandparents before moving to London to be with his parents.
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For years, he made Reggae Reggae Sauce from his kitchen in Brixton with the help of his seven children, selling the sauce out of a bag on his back before finding fame when he secured investment on Dragons’ Den in 2006.
In 2019, he closed his Levi Roots’ Caribbean Smokehouse in Westfield Stratford City shopping centre, but continues to develop new products which now include drinks, snacks and seasonings, as well as volunteering his time for a number of charities.
“I can’t wait to get started,” said Levi, whose real name in Keith.
“I have a long time love for Bristol having sold my sauce here in the early days. Carnival culture has always been central to my experience and business.
“It’s the perfect blend of music and food, two things I am very passionate about.
“Going back to the early 1970s, Bristol, especially, St Paul’s, was a regular trip for me as part of the Sir Coxsone Outernational sound system.
“My connection to Bristol continued after that with my sauce business, I was a regular at St Paul’s Carnival selling Reggae Reggae Sauce well before its launch on the BBC. Local Bristol shops in Stapleton Road supported me.
“I was also very welcomed in St Nicholas Market and I supplied many stalls including Jenny’s Caribbean takeaway and other shops in Clifton.
“When the sauce was eventually launched in 2007, St Paul’s Carnival was one of the first carnivals to invite me to play live with my band.”
Executive director of St Paul’s Carnival, LaToyah McAllister-Jones, said: “We’re really excited to be welcoming Levi to the St Paul’s Carnival family.
“He brings with him such rich experience, his guidance and counsel as chair of the board will be invaluable.
“It’s been a tough few years for everyone living through the pandemic and after two years of not being able to put on Carnival we can’t wait to come back with a booming bass in 2022.
“I have no doubt Levi will play an key role in what will be a huge celebration for everyone in Bristol.”
Main photo: St Paul’s Carnival
Read more: Breakfast with Bristol24/7: LaToyah McAllister-Jones
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