Levi Roots was the stage name of Keith Valentine Graham, the entrepreneur behind Reggae Reggae Sauce on Dragons' Den.
Graham used the name Levi Roots as a performer and business identity. He became widely known after appearing on Dragons' Den in 2007 with his Caribbean-style barbecue sauce, which he presented as a product connected to Jamaican food and music culture.
The name is sometimes mistaken for the name of the sauce or for a reggae musician’s stage name, but the answer refers specifically to the entrepreneur. The product was branded Reggae Reggae Sauce, while Levi Roots was Graham’s public name.
The pitch helped launch a wider food business. Its success illustrates why the programme’s strongest stories often involve more than securing cash: the television exposure, retail opportunity and credibility can be valuable parts of an entrepreneur’s growth story.