Whole Leaf Company

No Deal

Biodegradable, compostable plates & bowls

Season 7 · Ep 2 OtherAired 22 July 2009

Whole Leaf Company is a biodegradable, compostable plates & bowls that got its big break on Dragons’ Den in Season 7, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£120K
Asked for: 20%
Offered equity: £600K
Sought valuation

Founder Ajedare Doherty stepped onto the carpet in Season 7, Episode 2 in the episode that aired 22 July 2009. Whole Leaf Company, the biodegradable, compostable plates & bowls, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £120,000 for 20% of the company, an implied valuation of £600K.

No deal. Every dragon declined, and Whole Leaf Company walked. But a Dragons’ Den appearance reaches millions of viewers whether or not a check gets written, and plenty of no-deal companies have turned that airtime into lasting businesses.

Season 7 saw 72 pitches, and 15 of them closed a deal on air. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy Whole Leaf Company?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Whole Leaf Company get a deal on Dragons’ Den?

No. Whole Leaf Company pitched the dragons but left Season 7 without a deal.

What season of Dragons’ Den was Whole Leaf Company on?

Whole Leaf Company appeared in Season 7, Episode 2, which aired 22 July 2009.

How much was Whole Leaf Company asking for on Dragons’ Den?

The founders asked for £120,000 for 20% of the company, a £600K valuation.

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