Richard Farleigh partnered with Peter Jones to invest in Levi Roots's Reggae Reggae Sauce.
Levi Roots presented the sauce on the British programme Dragon's Den, seeking financial backing and business support. The pitch attracted two dragons, Peter Jones and Richard Farleigh, who offered to invest together rather than separately.
The deal became especially notable because the product had a strong identity and a clear route into the food market. Roots went on to build a broader brand around Jamaican-inspired food and his musical image, making the pitch a frequent example of a television investment leading to substantial commercial growth.
A common error is attributing the deal to another early dragon, such as Duncan Bannatyne or Theo Paphitis. They were prominent investors in the programme, but Farleigh was the dragon who joined Jones in this particular investment.