What was Levi Roots's real name when he appeared on Dragon's Den?
Answer
Keith Valentine Graham
Levi Roots's real name when he appeared on Dragon's Den was Keith Valentine Graham.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. He used the name Levi Roots professionally in music before becoming nationally famous for his Caribbean food brand.
His appearance on Dragon's Den in 2007 connected his public persona, reggae background and sauce business. The pitch led to an investment offer and helped introduce the Reggae Reggae Sauce brand to a much wider audience.
The name “Levi Roots” is so closely identified with the product range that it is often mistaken for his legal name. Graham's career demonstrates how entertainment, food and personal branding can reinforce one another in a consumer business.