Levi Roots is the entrepreneur best known for pitching Reggae Reggae Sauce on Dragon's Den.
Roots appeared on the programme in 2007 and presented his Caribbean jerk barbecue sauce. He secured a deal offering £50,000 for a 40% share of the business from Peter Jones and Richard Farleigh. The appearance helped transform a product already sold at London's Notting Hill Carnival into a nationally recognised brand.
Roots was born Keith Valentine Graham in Jamaica and moved to the United Kingdom as a child. He had established a career as a reggae musician before becoming widely known for his food business, combining music, Caribbean identity and entrepreneurship in his public image.
People sometimes remember the pitch as involving only Peter Jones, but Richard Farleigh was also part of the deal. The product later expanded beyond sauce into other Caribbean-inspired food products and helped make the pitch one of the show's most frequently remembered success stories.