THE smell of pumpkin, cinnamon and roast beef permeated every corner of the Franschhoek home. Young Reuben Riffel stood nearby, watching the preparation and committing what he saw to memory.
Eventually it would be his mom who who show him the ropes in the kitchen.
Now many years later, the chef is one of the most recognised names and faces in the industry. Already known for his herbs and spices combinations in television commercials, viewers will be able to get to know Riffel a bit better when he makes his debut later this month as a permanent judge on the third season of Masterchef SA. He joins chefs Benny Masekwameng and Pete Goffe-Wood.
“It was really incredible. I guess, like so many people, I’m a fan of the show. When the opportunity arose to join Pete and Benny I was more than happy to take it,” he says.
Regardless of what some purists say about reality shows, Riffel says contestants get a glimpse of what the food industry is about, and rub shoulders and cook with the best local and international food personalities.
“It’s amazing to be part of something where people’s dreams are made into a reality,” says Riffel.
While he was growing up, everyone took part in making Sunday lunch. His father was also involved in the preparation.
“We would sit around the table with a combo of side dishes, chicken curry and a roast of some sort. We were five in total and it was a talking, eating, fun affair,” he says.
The best part of lunch, says Riffel, was the dessert. In fact, the first dish he prepared was a tapioca pudding and custard at age 11.
After he matriculated, he worked as his father’s apprentice in construction. “I did some cement mixing, scaffold building, a lot of passing things on and, of course, cleaning,” he says.
But after five months he felt construction was just not for him.
Riffel’s mother worked at the Chamonix restaurant and he joined her there, working as a waiter.
“One day the chef pulled me into the kitchen and I realised I enjoyed it more. I then put all my energy into it, and got the support of my parents,” he says.
He was mentored by top chefs as he ascended the ranks from sous chef to head chef. Riffel was 19 years old when he started in the kitchen and says it took him eight years before he felt worthy of the title of chef.
Riffel established Monneaux in Franschoek as one of the top 10 restaurants in the country, before moving to Bruno’s Brasserie in Cambridge, England. This also became a success.
He returned to Franschoek to open his flagship restaurant Reuben’s in 2004. In 2009 he opened the second Reuben’s in the Robertson wine valley, and later a third at the One&Only at the V&A Waterfront.
Over the years Riffel and his restaurants have accumulated many accolades and he has published three cookbooks, placing him among the most successful chefs in the country. While he’s okay about the fame now, it took quite a bit of time to get used to it all.
During his journey, he learned that there were many people who would try and exploit him. But he had a strong support structure, a factor that led to his success.
“I think I was lucky to have had great people supporting me through the years. I am grateful to my family and my wife for keeping me grounded through these years,” says Riffel. It allowed him to focus on the things that were important to him even before the fame and success.
Fame and success aside, it is his wife Maryke who dons the chef hat at home. When at home, they favour pasta, grilled tuna and steak dishes. The classic roast chicken also makes quite a few appearances.
Life has become very busy for the Riffels, but the simple pleasures are still a priority for Riffel, his wife and his two young children.
When time allows, you’ll find the Riffels visiting family and friends, or simply the beach.
“I sleep less now since having kids, but I live a fuller, purpose-filled life,” he says.
Speaking to those considering a career in food, he advises they try and do stints in restaurants to get the feel of it. “Find out as much as possible about food and the industry. If you want to become a superstar, it’s not the right motivation. You must have a passion for cooking and the industry as a whole,” says Riffel.