Which Dragon's Den investor partnered with Peter Jones in Levi Roots's 2007 sauce deal?

The story behind the answer

Richard Farleigh partnered with Peter Jones in Levi Roots's 2007 Dragon's Den sauce deal.

Roots presented the business behind Reggae Reggae Sauce during the programme's 2007 series. The pitch attracted two dragons: Peter Jones and Richard Farleigh. Their combined investment helped the product develop beyond its early small-business scale and reach a much larger retail audience.

Farleigh is an Australian-born British investor and businessman who appeared as a dragon during the earlier period of the UK programme. He was recognised for his experience in investment and financial markets, rather than for operating a consumer-food brand himself.

The deal is sometimes incorrectly attributed to Jones alone because Jones remained on the panel for much longer and is the more familiar face. Farleigh's involvement is nevertheless part of the documented story of the sauce's breakthrough on television.

Source: Wikipedia · fact-checked Oct. 2026

Add question to a list

Choose a list to keep this question in: