History and Heritage

Rebel Food started in 1948 when Mr Manuel Rebelo senior arrived in South Africa from Madeira, Portugal. He started in the retail food industry with a store in Benoni. In 1977 his son’s joined him and assisted their father in expanding the concept of his store into the new generation stores. His son’s Martin and Jose Rebelo are the now the present owners.

Industry Experience

Due to the many years of experience gained in the industry, relationships have been built with the best local and international farmers and food manufacturers in the country for the procurement of products. Martin and Jose believe in a hand’s on approach to ensure they have the best quality products at good prices in all their stores.

Our Vision

We will be a customer-centric business ensuring all our products, services and prices meet our customers’ needs. We aim at being the market leader of the retail food industry in South Africa offering our customers a different shopping experience with local and imported products.

Our Commitment to our Customers

We ensure we offer a unique retail shopping experience with a wide variety of local and imported products that won’t be found in your average grocery supermarket. We guarantee we offer the best fresh produce and products with great service at remarkable prices.