The creator of Reggae Reggae sauce first came to our attention on BBC2 Dragon's Den. The cook, author, and musician talks to Debra Waters about fate, favourite recipes, and his philosophy on life.
Levi, it’s been quite a ride for you since you caught the nation’s eye on Dragon’s Den – do you think it was fate, plain hard work, or a damned good sauce that put you on the road to culinary success?
Fate. I was never happy with myself or comfortable in my life before all this fabulousness happened! I always felt I was destined for something different, destined to be rich and famous I suppose!
What tips would you give to other small food producers who are starting out?
Believe in yourself and don’t let anyone knock you down. Everyone told me that Reggae Reggae was a ridiculous name for my sauce but I kept it as I knew I needed more than just the sauce – I needed to give it personality and soul and a bit of Levi.
You’re soon to be seen in your own TV show – Caribbean Food Made Easy – did you discover new flavours and ingredients that you weren’t aware of on your travels? If so, what?
So much! I knew a lot about Jamaican cooking through my mother and my grandmother and from growing up in Jamaica but from the programme I realised that Caribbean cooking has so many influences. I saw Portuguese, Scottish, Dutch and Irish influences. In one episode I travel up to Scotland to make Jamaican Haggis – it’s one of the most disgusting things I’ve ever done but it tasted good in the end!
Lucy from the delicious. office went along to Jamaica with you and said she had a great time – does Jamaican food have any specialities that are unique to the island?
Ahh, I remember Lucy! Jerk chicken is Jamaica’s speciality; it’s what we’re famous for. Every woman should know how to make jerk chicken – she won’t get a husband otherwise! And chicken, rice and peas of course. Pimento is also key to Jamaican cooking; Jamaicans use it in all sorts of recipes to add flavour.
Levi & Lucy
What are two of your favourite Caribbean dishes?
Chicken rice and peas and my mother’s chicken soup. I’ve tried to make it so many times but just can’t. She’s got a secret ingredient – a mum’s touch! I just can’t do it. I’ve tried and tried but man it’s good.
How important was food to you when you were growing up? Was it an essential part of family life or just fuel?
Oh, so essential. I grew up in Clarendon, Jamaica, which is a farming region. As a young boy, I learned how to grow and nurture food, pick it, the whole thing. Everything was natural and home grown and I learnt from my mother and grandmother how to use fresh ingredients to make great tasting foods. The first time I ever ate anything not completely natural was on the plane to England when I was 12 and I had some baked beans – I was so upset! I nearly spat them out.
You’re currently involved with Birds Eye – do you think that promoting Reggae Reggae through Birds Eye is a good way to get Caribbean flavours and dishes onto the tables of people who wouldn't normally cook (or know how to) cook this type of cuisine?
Absolutely. I want to spread the word and by creating my Reggae Reggae Chicken Chargrills for Birds Eye, it’s allowing families who might not know how or have enough time to cook Jamaican food to add some flavour to teatimes and have a taste of the Caribbean, which everyone should have! There’s no reason why Caribbean cooking shouldn’t be as big as Chinese or Indian in this country. I want everyone to enjoy Caribbean cooking and I want to lead that in this country. Spread the Levi love!
Where are good places to buy Caribbean ingredients (other than your sauce) in London?
Brixton or Hackney markets are great; I live right in the heart of Brixton so it’s easy for me. But Caribbean cooking is growing, so supermarkets are stocking more and more products. You can get ackee in tins now for example. If not, my book gives substitute ideas so, for example, if you can’t get hold of yams, you could use potatoes instead.
Some of the recipes from your new book feature in the September 2009 issue of delicious. magazine – how did you choose the recipes?
Writing my first book was a dream come true. I've always been an avid reader but never thought that in a matter of two years I'd have written two top selling books for mainstream publishers, started my third and even my own prime-time BBC2 TV series; amazing. All the traditional food I cook is inspired by my Gran and my Mother too but as for the rest... I simply take other people’s recipes and DUB them UP!
Are you planning on expanding your empire? What dishes would you like to see get the Reggae Reggae treatment?
I want to concentrate on the UK for now. We’re still such a young company, we’ve only been going for 18 months, so I’m in no rush. You need to build from within and remember your roots. There’s an old Jamaican saying I always say: "Dance ah yard before ya dance abroad...."
What’s your philosophy on life and what do you think people could do to get some sauce back into their lives?
My philosophy is to believe in yourself and be true to yourself. Don’t let others knock you down and stick to what you know and what you believe in like I did with Reggae Reggae. How to add some sauce?! SMILE! Life is smiling and keeping things fun. That’s what I do with my music and my life. It’s all about having fun!
Click to buy Levi's new book 'Caribbean Food Made Easy'
Levi has partnered with Birds Eye to create Reggae Reggae Chicken Chargrills, made with 100% chicken breast, to bring a taste of the Caribbean to teatimes.