Levi Roots’ Reggae Reggae Sauce wins at World Food Awards


Jamaican culinary superstar Levi Roots of Dragons’ Den fame picked up the Best New Product award at the inaugural World Food Awards on Saturday 31st October at London’s Hilton Park Lane. The winners were selected by a panel of industry experts including celebrity chefs Ainsley Harriott and Anjum Anand who were among those present to honour the best in the world food sector.

The World Food Awards 2009 (WFA) celebrates the best in the world food sector across the UK and Europe and marks the significant contribution of this rapidly growing sector. The awards ceremony was broadcast on Sony Entertainment Television Asia in over 100 countries. It showcased ex-Atomic Kitten Natasha Hamilton, Indian Idol 4 winner Sourabhee and finalist Kapil Thapa, and classic pop trio The Real Thing.

Roots, the singing chef, is a Jamaican reggae musician, chef, and entrepreneur who now lives in London. He gained widespread fame after appearing on the UK television program Dragon’s Den. His Reggae reggae sauce is a jerk barbecue sauce made following his grandmother’s secret recipe. Sold and marketed at the annual Notting Hill carnival since 1991, it is now available throughout the UK through Sainsbury supermarkets.

Roots had this to say about his award: “Don’t undermine your worth by comparing yourself with anybody else…this is for every man that focused enough on his dream.”

The World Foods Association (WFA) is the trade body which represents the interests of UK companies operating in the ethnic foodservice markets. Members of the WFA include retailers, wholesalers, food service, manufacturers, importers and consultants. The organisation prides itself on its ability to garner information and knowledge from the sector as a whole and use this insight to provide practical advice for the benefit of all members. It provides a unique platform for exchanging views and enables members to work together to create joint value in the market. The WFA also aims to supports its members through advice on legislation and issues that affect industry and through education and networking events.

The WFA’s mission is to bring together the world food market and become the leading voice of the UK ethnic food industry for the mutual benefit of all members – from food manufacturers to importers alike.

Visit www.worldfoodawards.com for more details.

My thanks to Puja Vedi for the press release and photo.

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