Levi Roots founded the British food business associated with Reggae Reggae Sauce after appearing on Dragon's Den.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician and entrepreneur. He presented his jerk barbecue sauce to the dragons, turning a food product with Caribbean roots into one of the show's most recognisable success stories.
His pitch helped introduce a broader audience to the commercial potential of a sauce based on Jamaican culinary traditions. The brand later expanded beyond its original sauce into other Caribbean-inspired food products and became strongly associated with Roots's colourful public persona.
The story is often simplified into the claim that the television appearance alone created the business. In reality, the pitch was part of a longer entrepreneurial journey involving recipe development, production and brand building. The key identification remains clear: Levi Roots is the entrepreneur behind the Reggae Reggae Sauce brand.