From Jan. 20-22, Dragon Den’s Levi Roots brought his expertise and famous Reggae Reggae sauce to reimagine the classic Caribbean jerk chicken into a meatless alternative in partnership with Meatless Farms for Veganuary.
Nestled in the bust streets of Shoreditch, the pop up restaurant, The M***F*** Jerk Joint, is the UK’s first plant-based jerk chicken restaurant. Visitors can choose between two meals crafted by Levi Roots, Meatless Jerk Chicken Rice-n-Peas or the Chunky Jerk Chicken-less Strips.
Even to someone who has never tried a plant-based meat alternative, the delicious flavour of these recipes surprises and delights, while visitors enjoy the trendy atmosphere and innovative ambience of The M***F*** Jerk Joint.
Levi Roots strived to introduce a modern twist to a classic dish with authentic Caribbean flavour.
“I’ll be turning my all-time favourite classic dish of Jerk chicken, rice and peas plant-based with the help of Meatless Farm’s new chicken breast and my Reggae Reggae sauce, and there’ll be absolutely no compromise on taste with my delicious recipe,” Roots said.
The launch of this restaurant came from a partnership between Levi Roots and the plant-based meat brand, Meatless Farm, in order to promote vegan alternatives in honour of Veganuary, an annual challenge to support veganism during the month of January.
According to recent environmental data carried out by Oxford Researcher Joseph Poore on behalf of Meatless Farm, if every person in the UK would replace one chicken meal a week to a plant-based alternative, the UK can save 4.3 metric tonnes of CO2.
Founder of Meatless Farm Morten Toft-Bech explained that this environmental goal is at the heart of The M***F*** Jerk Joint, but that environmental conscious choices don’t come at a compromise of flavour.
“A small change of swapping one meat meal a week to plant-based can make a huge difference and we are helping people do that with the launch of the UK’s first plant-based jerk chicken restaurant with Levi Roots,” Toft-Bech said. “His dishes will be a treat for everyone’s tastebuds this Veganuary.”
