If you were half expecting the Brodericks to mark the return of AVEX to their home city by doing something eye-catching, then you won’t be disappointed.
‘On our stand, we’re going back to our roots’ Johnny told us earlier today. ‘We have stand number 53, and the number 53 has a lot of personal connotations for the Broderick family, and for Manchester. It takes my brother Peter and me right back to when we were kids. It made us think about what else we might do to celebrate ‘ roots ’ then somebody said ‘why don’t we get Levi?’
And the assembled clan members did have a giggle – but then they realised that what had been said in jest was actually a pretty good idea. Levi Roots! Why not?
Yep, the ‘living legend’ that is Levi Roots will be Broderick’s guest on Stand 53 at AVEX on Tuesday; at around two o’clock. Ish. And we’re all invited to drop by and say ‘hello’.
Now, just in case you’ve been living on another planet, let’s explain about Levi Roots. In January 2007 he was invited on to the BBC show Dragons’ Den where he famously sang about the virtues of his Reggae Reggae Sauce, becoming, in the process, the show’s most famous participant. Two Dragons, Peter Jones and Richard Farleigh, invested and ‘a rollercoaster journey’ began.
After the show was aired, Sainsbury’s agreed an exclusive distribution deal and within 6 weeks, the sauce was on the shelves – but not for long: demand was incredible. For a few weeks Reggae Reggae Sauce was even out-selling the brand leader. These days, the sauce is available in all major retailers and the Levi Roots brand has been extended across a range of other products. From sauces to snacks, from chilled ready meals to soft drinks; the brand is worth in excess of £50m today, but Levi still tests every product personally and only recipes that match his high standards are approved. The famous green, yellow and red of the packaging, combined with the guitar arm and silhouettes of Levi himself have come to epitomise Caribbean cuisine in the UK and his 500ml range is being launched in Broderick’s vending machines up and down the country…
So, with a little help from their friends at Nichols Foods, guess what? They got him!
Yep, the ‘living legend’ that is Levi Roots will be Broderick’s guest on Stand 53 at AVEX on Tuesday; at around two o’clock. Ish. And we’re all invited to drop by and say ‘hello’.
So, Levi Roots, huh? It’ll be interesting to see if anybody can top that for a talking point this AVEX…
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