The stage name of Dragon's Den entrepreneur Keith Valentine Graham is Levi Roots.
Keith Valentine Graham is a Jamaican-British musician and entrepreneur who performs and trades under the name Levi Roots. He became a major Dragon's Den success story through his pitch for Reggae Reggae Sauce, combining his musical identity with a food brand rooted in Jamaican flavours.
The name “Levi Roots” can be mistaken for the product name because both became closely linked in public coverage. Reggae Reggae Sauce is the product, while Levi Roots is the entrepreneur and brand identity. The distinction is important when identifying a person rather than a food item.
His story is also an example of how television exposure can accelerate an existing small business. The pitch helped connect Roots with investors and retailers, after which the brand developed a broader commercial presence.