Levi Roots, born Keith Valentine Graham in Clarendon, Jamaica, is a British-Jamaican entrepreneur, musician, and television personality who has effectively utilised social media to promote diversity, inclusion, and Caribbean culture. He gained national attention in 2007 after his memorable appearance on BBC's Dragons' Den, where he pitched his homemade Reggae Reggae Sauce accompanied by a catchy song. This performance secured him a £50,000 investment from Peter Jones and Richard Farleigh, propelling his brand into mainstream UK supermarkets. ​

Beyond his culinary ventures, Roots has harnessed social media platforms like Instagram and Facebook to share his journey from Brixton to business success. His posts often blend personal anecdotes with motivational messages, aiming to inspire individuals from underrepresented backgrounds to pursue their ambitions. By showcasing his Rastafarian heritage and Jamaican roots, he brings Caribbean culture to a broader audience, fostering appreciation and understanding.​

Roots' online presence is characterised by vibrant visuals, including cooking demonstrations, musical performances, and behind-the-scenes glimpses into his entrepreneurial activities. This multifaceted content strategy not only promotes his products but also serves as a platform for cultural education and empowerment. His authenticity and charisma resonate with a diverse audience, making him a relatable figure in the digital space.​

In addition to his digital outreach, Roots has been involved in various initiatives aimed at supporting aspiring entrepreneurs and young people. He has delivered talks and workshops, sharing insights from his experiences to motivate others. His commitment to giving back to the community underscores his role as a social influencer dedicated to fostering inclusivity and representation.​

Through his dynamic use of social media, Levi Roots has transcended the role of a traditional businessman, becoming a cultural ambassador and advocate for diversity. His efforts continue to inspire and empower individuals across the UK and beyond.