Levi Roots appeared on the British television programme Dragon's Den in 2007.
Roots's appearance brought his Reggae Reggae Sauce business to a national audience and became one of the defining entrepreneurial moments associated with the programme. He presented a food brand built around Caribbean flavours, music and a distinctive personal identity.
The pitch is important because it demonstrated the value of a strong story alongside a product. Roots was already known as a musician, but the television appearance helped introduce his sauce business to a much wider market and contributed to his public profile as an entrepreneur.
The year is sometimes misremembered as 2005 because that was the launch year of the British series. It was not part of the first broadcast year: Roots's well-known pitch came later, in 2007, after the programme had already established its audience.