Well-known for his impressive collection of award-winning restaurants, as well as his role as a judge on MasterChef South Africa, celebrity chef Reuben Riffel has successfully turned his passion for good food into a thriving career.
Born and raised in Franschhoek, in an area he describes as “the other side of the tracks”, Reuben grew up as part of a big, food-loving family that lived self-sufficiently – 
his grandmother baked the bread, while his grandfather farmed livestock, fruit and vegetables. “From an early age, I was exposed to good, wholesome food,” says Reuben. Even now, the simple, sweet and sour flavour of pickled beetroot made with onions, sugar and vinegar tastes to him like family.
So what sparked his interest in cooking? “I guess when my mom wasn’t around to cook for me – she held a nine-to-five job – I decided to start cooking for myself.
A culinary journey
Reuben’s career in the industry began when he started working as a waiter at Chamonix Wine Farm in Franschhoek. Here, under the guidance of chef Richard Carstens, he learned his way around the kitchen and worked his way up to the position of sous-chef. After some experience in the UK, where he ran a restaurant in Cambridge, Reuben returned home in 2004 and was able to open his own place – the original Reuben’s in Franschhoek.
Now, he has two other restaurants to his name – one in the seaside town of Paternoster on the West Coast and another at the One & Only hotel in Cape Town. Each of the spaces is inspired by its unique surroundings and the people of the area. “Paternoster is a town I have always loved – it’s the quintessential fishing village. For this reason, we try and stay true to what the village is about, its local produce and the people,” says Reuben. As such, the menu features local ingredients and reflects the culinary culture of the town, with distinctly local dishes such as rooibos poached pears, chicken butternut curry, and local cheese boards.
“Cape Town’s One & Only, on the other hand, is an interesting urban space and the food reflects that,” explains Reuben. The interior is modern and stylish, and the menu offers flavours from around the world. His flagship restaurant in Franschhoek recently moved premises and has been beautifully refurbished, but stays true to its heritage. “Franschhoek is my home town so I want to highlight my roots. My family is there and I have tried to create a wholesome, homely atmosphere.” Here, guests can enjoy fare that is made with distinctly local ingredients such as Franschhoek salmon trout, Karoo springbok loin and West Coast oysters.
Family first
Reuben met his wife Maryke while he was working as sous-chef at Monneaux Restaurant and she was a student at the same establishment. Just three years later, Reuben’s first restaurant in Franschhoek opened, a fact he says is no coincidence. He describes Maryke as his equal partner in all ways and says he has achieved things he never dreamed possible with her at his side. Now, the couple has two beautiful children, Latika and Max. Life with kids, says Reuben, is very enriching. “Life is just different now and has a lot more meaning. I really just like spending time with them, and to have conversations with them is so much fun!”
When it comes to pinning down his proudest moment, he says it used to be winning accolades at the Eat Out restaurant awards in 2015. “As you grow and live life, that changes though. Now, it’s the birth of my beautiful kids.” Although Maryke and Reuben often have to work on traditional family holidays, their time together is very important and they always make sure they make up for it by celebrating in some way.
Reuben grew up with very little material wealth and for many years he worried that he would never be able to provide for his family and give his children the opportunities he wanted for them. So, both on a personal and professional level, he is grateful that he and Maryke managed to acquire their own space in Franschhoek, where his restaurant is now based. “It was an amazing experience to build something from scratch and be able to say that I own the place where I work.”
Beyond the kitchen
As someone who comes from humble beginnings, it’s important to Reuben that he gives back to his community. He is involved in the Franschhoek Hospitality Academy & Learning Centre, a charitable trust that works to provide hospitality training, skills and leadership development to disadvantaged youth who have no access or financial means to further their education. He also hosts a golf day called Reuben and Friends to raise funds for his local Hospice every year – an event that sees celebrities and sports stars take to the course in support of the cause. “My aim is to make a difference in my immediate surroundings,” he says.
IMAGE CREDIT: Braai Reuben On Fire and Quivertree Publications; Alfred Thorpe, Getty images supplied.