Reggae Reggae Sauce creator Levi Roots has been appointed chair of Bristol’s St Pauls Carnival.
The entrepreneur and musician, who shot to fame on series two of Dragons’ Den in 2007, will begin his three-year term on the board in September.
Mr Roots said he was a “regular” selling his sauce at the carnival before its launch on the BBC programme.
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“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,” he said.
He said he also found support among Bristol shops in Stapleton Road and at St Nicholas Market, where he supplied stalls including Jenny's Caribbean takeaway.
“When the sauce was eventually launched in 2007, St Pauls Carnival was one of the first carnivals to invite me to play live with my band,” he added.
The annual carnival, which takes place on the first weekend in July, was postponed for a second year in 2021 due to the Covid crisis.
Instead, there is to be an online event called ‘Global Carnival, a cultural evolution’, which will include a streamed debate and tie-up between four carnivals across the world - St Lucia, Notting Hill, Trinidad and Tobago and St Pauls.
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LaToyah McAllister Jones, executive director of St Pauls, said she was "really excited" to welcome Mr Roots to the carnival family.
“The team at St Pauls are thrilled to announce Levi as our new chair," she said.
“He brings with him such rich experience, his guidance and counsel as chair of the board will be invaluable.”
Vanessa Moon, founding director of Moon Executive Search, which recruited Mr Roots for the role, added: “Levi stood out with his personality, visibility, and passion for music. Appointing Levi is such fantastic news for this wonderful organisation that is central to so much culture within Bristol and beyond.”