Levi Roots opens retail store in Kingston
Published:Wednesday | November 6, 2013 | 12:00 AM
Tameka Gordon, Business Reporter
British-Jamaican entrepreneur and celebrity chef Levi Roots has entered the retail market with a new store at Devon House that aims to deepen market penetration for his Reggae Reggae brand of sauces.
But Roots, 55, insists his new venture is not driven by commercial consideration, but moreso because he wanted to develop a presence in his home country.
"Devon House is pretty much a drop in the ocean compared to where the brand is at in Europe. This is really about coming back home with the brand," he told Wednesday Business.
"We're not looking to make money from this within the business. It's a personal venture for me, not a business venture," said the entrepreneur, who declined comment on the investment in the 'Levi Roots Store' that was due to launch last night.
Roots says his Reggae Reggae brands are valued at £60 million.
Local distribution
The sauces have been on the local market since 2011, and are distributed through Loshusan Supermarkets, and soon through distributor HD Hopwood to other supermarket chains.
"It's been available in high-end stores particularly in Kingston, but has not been available to elsewhere because of lack of distribution," said Roots.
He is also looking to place the product at the major airports, saying "it would be fantastic" to have the products available to the travelling diaspora; and is mulling other retail stores on the north coast by early next year.
"I've been talking about investing in Jamaica for the past couple of years and we are definitely looking to find a second outlet, maybe in Montego Bay or Ocho Rios, to stretch out brand over there," said Roots.
Born Keith Graham, Roots, who migrated to the United Kingdom at age 11, has established himself both as a reggae musician and businessman, with one of the largest Caribbean food brands in the United Kingdom.
"More persons need to be encouraged to go on the business ladder and know they can achieve success as well," he said.
Roots produces some 50 Reggae Reggae products under lines that include sauces, ready meals, condiments and books, some of which will be offered through the Levi Roots Store at Devon House.
The store will initially employ two individuals.