Richard Farleigh made the £50,000 offer for Levi Roots's Reggae Reggae Sauce with Peter Jones.
Levi Roots appeared on Dragon's Den in 2007 seeking investment for his Caribbean sauce. The televised offer was £50,000 in exchange for 40% of the business, and it came jointly from Peter Jones and Richard Farleigh. Farleigh's role in the deal is sometimes forgotten because the pitch is often remembered primarily through Roots's distinctive personality and later commercial success.
Farleigh was an Australian-born investor and businessman who served as a Dragon during the programme's earlier years. His investment background differed from that of some of the more consumer-facing entrepreneurs on the panel, giving him a financial and analytical perspective during pitches.
The Reggae Reggae Sauce deal is notable not simply because it was accepted on television, but because the brand subsequently achieved broad recognition. It illustrates why contestants seek more than cash: an investor can also bring contacts, operational advice, retail knowledge and credibility.