Levi Roots founded Reggae Reggae Sauce before pitching it on the British programme Dragon's Den.
Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. He developed the sauce from a family recipe and presented the business on Dragon's Den in 2007. The pitch helped turn the product into a widely recognized commercial brand.
The appearance is notable because Roots combined music, Jamaican culinary heritage and business storytelling. He also performed part of his pitch in a musical style, helping the presentation stand out from more conventional business proposals.
The brand's name is often confused with Roots's personal name, but they are not interchangeable: Levi Roots is the entrepreneur, while Reggae Reggae Sauce is the product. The television pitch was an important step in the sauce's public profile, although the product's recipe and family background predated the broadcast.