Levi Roots's real first name is Keith; his full name is Keith Valentine Graham.
The Jamaican-born British musician and entrepreneur used the stage name Levi Roots professionally. He became widely known for Reggae Reggae Sauce, a Caribbean barbecue sauce whose commercial breakthrough followed his appearance on Dragon's Den in 2007.
Roots had already developed a public identity through music and Caribbean food before the televised pitch. The name Levi Roots is therefore not a shortened form of his legal first name, although it became the name attached to the sauce brand and his later media work.
The pitch is also remembered for its asking figure of £50,000 and for the business opportunity created by supermarket distribution. The personal-name fact is distinct from the brand name: Reggae Reggae Sauce is the product, while Keith Valentine Graham is the entrepreneur behind it.