Levi Roots has been announced as the celebrity speaker for this year’s Cornwall Business Awards.

The awards, which are now in their 11th year, are organised by the Cornwall Development Company (CDC), in association with Business Cornwall magazine and the Cornwall Chamber of Commerce.

They will be presented at a glittering ceremony at St Mellion International in May.

Roots shot to fame on the BBC TV series, Dragons’ Den, using his unique Reggae Reggae Sauce song to charm the normally hard-nosed ‘dragons’.

Peter Jones and Richard Farley were persuaded to invest in his business, and the Reggae Reggae brand quickly became a national sensation. As well as marketing his wide range of food products, Roots has written a series of cookery books and a top-selling business book, and recently opened his very own Caribbean restaurant.

Arthur Hooper, group MD of CDC, said: “We are delighted that we have been able to secure such a fascinating guest speaker as Levi Roots.

“Innovation and entrepreneurship are absolutely vital to the continued growth of our local economy, and I am sure our business leaders will be keen to hear some useful tips from someone who has created a hugely successful business from humble beginnings.”

Roots added: “I am hearing great things about Cornwall and the exciting businesses that are growing there.  It seems to have a unique vibe that is all its own and a growing reputation for the quality of its restaurants and the strength of its food and drink sector amongst others.

“I am really looking forward to meeting all the finalists from this year’s awards and learning how they have achieved their success.”

Any business based in Cornwall or the Isles of Scilly can enter one or more of 14 award categories, which include Best New Business and Best Family Business.

There are two new award categories this year – Manufacturer of the Year and Sustainable Business of the Year.

For a full list of categories and to download an entry form, click here. Deadline for entering is March 13.