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Burnley firm cooks up a deal with celebrity chef Levi Roots
3:24pm Monday 9th September 2013 in News
A BURNLEY firm has cooked up a deal to work with celebrity Caribbean chef Levi Roots.
Instant barbecue specialists Bar-Be-Quick, based at Heasandford Industrial Estate, will now feature the Dragon’s Den star on its products.
Roots – real name Keith Valentine Graham Bilal Musa – shot to fame in 2007 after investors Richard Farleigh and Peter Jones gave him £50,000 to take a 40 per cent share in his fledgling food business.
The former reggae musician now values his brand at more than £30million.
Bar-Be-Quick, which is owned by parent company Rectella International, makes barbecues, storage units and accessories at its Bancroft Road warehouse.
The two parties hope the branding will help build an association between Roots’ Reggae Reggae Sauce and barbecuing.
Caroline Hoare, national account manager for Bar-Be-Quick, said: “We’re thrilled to be working with a brand that has the cult status that Levi Roots has achieved.
“Caribbean cooking and barbecuing go hand in hand, and it’s great to inspire customers to add some variety to their barbecue and depart from the British classics of burgers with ketchup.
“The on-pack offer and attractive packaging means that customers will be sincreasingly likely to select the product, too.
“Barbecuing is always a favourite activity during the summer months and the promotion and Levi Roots brand recognition will make the product appeal to shoppers.”
Around 20,000 units have been sold since a trial run started in May.
Bar-Be-Quick, which employs 60 people, has been based in Burnley for 27 years and its parent company is a member of the Burnley Bonholders scheme which received national recognition when the area was named the most enterprising in the UK.
Mrs Hoare said: “We’re thrilled that the town has received this award and are proud to say we’re part of Burnley’s bustling business community.”
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