Levi Roots is the entrepreneur behind Reggae Reggae Sauce on the British television show Dragons' Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented his Caribbean-style barbecue sauce while wearing his distinctive Rasta-inspired image, and secured investment from Peter Jones and Richard Farleigh. The televised pitch helped transform the sauce from a small food business into a widely recognised British brand.
Reggae Reggae Sauce was originally developed from Roots's family recipe and was associated with Caribbean cooking and music. A common mix-up is to identify Peter Jones as the entrepreneur; Jones was the Dragon who invested, not the founder of the sauce.
Roots later expanded the brand into marinades, seasonings and other food products. His Dragons' Den appearance is often cited as one of the show's most commercially successful pitches.