Levi Roots secured investment for Reggae Reggae Sauce on the British TV show Dragons' Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 with his Caribbean-style jerk barbecue sauce. His pitch became one of the show’s most memorable success stories because it combined a distinctive product, a strong personal brand and a clear connection to Jamaican food culture.
Peter Jones and Richard Farleigh agreed to invest in the business. The sauce was subsequently developed into a wider food brand, with Roots becoming its public face and continuing his career as a musician, author and entrepreneur.
People sometimes remember the pitch as involving every dragon or a single investor. The televised deal was made jointly by Jones and Farleigh, while the entrepreneur who presented the product was Levi Roots.