The stage name of Keith Valentine Graham, the British-Jamaican musician and entrepreneur who appeared on Dragons' Den, is Levi Roots.
Roots became widely known beyond music after presenting his Caribbean sauce business on the British television programme. His stage name became the public identity of the food brand that grew from the pitch, linking his music career with Jamaican-inspired cooking and retail products.
Keith Valentine Graham’s background explains why the television appearance had a distinctive combination of business presentation, performance and cultural storytelling. He was not simply introduced as an anonymous food-company founder; his established identity as a reggae musician formed part of the brand’s appeal.
The name Levi Roots therefore refers to the person as well as the commercial brand built around him. The answer is not “Keith Graham,” which is his birth name, nor simply the name of the sauce he presented.