St Pauls Carnival has appointed British-Jamaican businessman, musician and foodie Levi Roots (Keith Valentine Graham) as its new chair.
Famous for his Reggae Reggae Sauce, Levi Roots will serve a three-year term as chair of the carnival’s board from September this year.
Levi rose to fame after he pitched his stellar Reggae Reggae Sauce on the BBC TV investment programme Dragon’s Den after having sold it at Notting Hill Carnival and food fairs for 16 years.
Well known locally in Bristol, the celebrity chef spoke on his connection with the city: “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.”
St Pauls Carnival 2021 has been one of the many victims of the Covid-19 pandemic but is optimistic of a comeback in 2022.
In place of this year’s carnival, an online event dubbed ‘Global Carnival, a cultural evolution’ was held on 3 July. It featured a streamed debate linking Saint Lucia, Notting Hill, Trinidad and Tobago and St Pauls Carnivals.
LaToyah McAllister-Jones, executive director of St Pauls Carnival, said that, after two long years without a carnival, Levi will be the perfect springboard for the event’s revival. She explained: “He brings with him such rich experience; his guidance and counsel as chair of the board will be invaluable.”