Levi Roots appointed as Chair of the board

We’re thrilled to announce the appointment of Levi Roots to the board as chair.

The multi talented businessman, food writer and musician has been appointed for a three year term beginning September 2021. He will take over from current interim chair and long time board member Carole Johnson who will resume her role as vice chair.

Levi found fame in 2007 when he appeared on BBC’s Dragon’s Den and pitched his Reggae Reggae Sauce which he had been selling at food fairs and Notting Hill Carnival for 16 years before that.

His fusion blend of music and food and links with carnival culture combined with his experience as a businessman made him the perfect choice for the St Pauls Carnival board.

Commenting, executive director of St Pauls Carnival, LaToyah McAllister-Jones said: “We’re really excited to be welcoming Levi to the St Pauls 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.”

Reflecting on his appointment Levi Roots said: “I can’t wait to get started. 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 Pauls, 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 Pauls 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 take away and other shops in Clifton. 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.”

St Pauls Carnival is not running this year due to ongong Covid restrictions but is planned to return in 2022. There will be an online event ‘Global Carnival: a cultural evolution’ which will include a streamed panel debate bringing representatives together from four global carnivals, St Lucia, Notting Hill, Trinidad & Tobago and St Paul on Saturday 3 July – the traditional day of carnival in Bristol.

Levi will officially commence his role as chair on 1 September 2021.