Rebel Food was founded in 1948 when Mr. Manuel Rebelo Senior moved from Madeira, Portugal, to South Africa and opened a retail food store in Benoni. In 1977, his sons, Martin and Jose Rebelo, joined him to expand and modernize the business. Though Jose Rebelo has since passed away, his legacy endures. Today, Martin Rebelo and his son continue to run the store together, upholding the family tradition. The photo showcases the brothers Sotero Rebelo and Jose Rebelo, who are integral to the store’s rich legacy.
With decades of industry experience, the Rebelo family has cultivated strong relationships with top local and international farmers and food manufacturers. Martin and Enrico are committed to a hands-on approach, ensuring they source the best quality products at competitive prices. Enrico carries forward the lessons and values taught by his late uncle Jose, maintaining the high standards and personal touch that have always defined Rebel Food.
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.
We always strive to 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.