Peter Jones backed the Reggae Reggae Sauce business alongside Richard Farleigh.
Levi Roots pitched the sauce on Dragon's Den in 2007. The pitch resulted in a deal involving Peter Jones and Richard Farleigh, linking the product with two investors from the programme's then-current panel. The exposure helped turn Roots and his sauce into prominent British food-business names.
Peter Jones is a British entrepreneur whose interests have included technology, communications and consumer businesses. He joined the original Dragon line-up and became one of the programme's best-known investors. This fact is sometimes confused with other successful Dragon's Den deals, because several food products received substantial publicity after appearing on the show. The key distinction here is that the Reggae Reggae Sauce deal involved Jones and Farleigh, rather than the other Dragons commonly associated with the series.