Peter Jones partnered with Richard Farleigh in the televised investment offer to Levi Roots.
Roots pitched Reggae Reggae Sauce during the show's early years, seeking funding and commercial guidance for the brand. Peter Jones and Richard Farleigh both recognised the product's potential and joined the offer shown during the programme.
This detail is sometimes misremembered because Dragon's Den has featured many partnerships between different members of its investor panel. Theo Paphitis, Duncan Bannatyne and James Caan are all associated with the British series, but they were not the two investors paired in the televised Roots offer.
Peter Jones is one of the programme's best-known investors and has been associated with technology, retail and consumer businesses. Farleigh, an Australian-British investor, was also a dragon during the period in which Roots appeared. Their involvement helped connect a personal food brand with the funding and business expertise needed for expansion.