Levi Roots presented the Reggae Reggae Sauce pitch on the British television programme Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He introduced a jerk barbecue sauce based on a family recipe and used music and Jamaican cultural identity as part of his presentation. The pitch became one of the show's most widely remembered business stories.
The appearance led to an investment deal with Peter Jones and Richard Farleigh. The brand subsequently expanded beyond its original sauce into a wider range of Caribbean-inspired food products. The programme therefore became an important part of Roots's public business story, although it was not the sole reason for the product's later success.
People sometimes confuse the entrepreneur with the Dragons involved in the deal. Roots was the pitcher; Peter Jones and Richard Farleigh were investors. His stage name also explains why many references identify him simply as Levi Roots.