The entrepreneur known as Levi Roots uses Levi as his first name in his professional identity.
Levi Roots is the stage and business name of Keith Valentine, the founder associated with Reggae Reggae Sauce. The name became the public identity attached to his music, television appearances and food brand, so it is the canonical way audiences identify him.
His Dragon's Den appearance made the name particularly familiar to British viewers. The brand's Caribbean imagery and reggae connection were part of a consistent identity rather than an accidental product label. People sometimes answer Keith because it is his birth first name, but a question asking for the first name of the entrepreneur known as Levi Roots is asking for the name he publicly uses: Levi.