Franschhoek Wine Valley

Reuben Riffel expands his restaurant empire to the valley of life

Reuben’s and Co Cafè, the latest restaurant in the impressive portfolio of acclaimed South African chef Reuben Riffel, will be opening on Val de Vie Estate in November 2018.

The concept of Reuben’s and Co Cafè is based on seasonal, health-conscious dishes prepared with fresh ingredients grown organically on Val de Vie Estate and surrounding farms in the Franschhoek Valley.

“I’m proud to be associated with Val de Vie Estate and see it as a natural fit for the expansion of my restaurants. The new restaurant will be a great addition to the existing, unrivalled Val de Vie offering and I look forward to residents and visitors enjoying great food in this spectacular setting – The Valley of Life, remarked Reuben.

The interior of Reuben’s and Co Cafè will be basked in natural light flowing through floor-to-ceiling windows and glass sliding doors. Wood, raw finishes, stone, textured surfaces, neutral pantones and greenery will complete the space.

Reuben’s and Co Cafè will be located at The Yard, a new lifestyle centre situated in the heart of Val de Vie estate, next to an Olympic sized outdoor pool, designed by Myrtha and the first of its kind in South Africa. The Yard will also feature a 1000 m² gym which will be one of the largest private gyms in the country.

Reuben hails from the Franschhoek Valley and owns no less than four restaurants in the Western Cape region (Reuben’s in Franschhoek, the One&Only Cape Town and Paternoster, as well as Racine at Chamonix). Reuben’s and Co Cafè at Val de Vie Estate will be his fourth restaurant located in the Franschhoek Valley, bringing his portfolio to six restaurants in South Africa (Reubens at The Capital Moloko hotel opened in August).

Ryk Neethling, Marketing Director and Shareholder at Val de Vie Estate, remarked that: “The exponential growth of the estate has necessitated that a third lifestyle centre was opened, offering the families living on the estate an unrivalled environment to lead a healthy lifestyle.”

Val de Vie is French for ‘Valley of Life’ and the estate takes pride in its ranking as the Top Residential Estate in South Africa in 2015, 2016 and 2017, as rated by New World Wealth. The estate is home to The Valley restaurant, The Polo Club restaurant, the L’Huguenot Wine Cellar and array of world-class venues.

Franschhoek Wine Valley exists to:

  • Develop and implement marketing plans to profile the Franschhoek Wine Valley
  • Arrange and advertise events that support the Franschhoek Wine Valley brand image and which encourage visitors to the Valley
  • Represent the business interests of our members to the Stellenbosch Municipality
  • Aggregate the combined buying power of our members to leverage economy of scale benefits from service providers
  • Coordinate free advisory services and discussion forums to support our member’s businesses

Our Accolades

  • TripAdvisor’s Travellers’ Choice Awards 2020 - Top 25 Emerging Worldwide Destinations (15th position).
  • Tripadvisor Traveller's Choice Destination Winner 2012, 2013, 2014 & 2015
  • Most Memorable Wine Route 2014, 2013 & 2012
  • Service Excellence Award - 2015
  • Best Tourism Event 2015 - Franschhoek Bastille Festival
  • Best Local Tourism Authority Information service 2013 & 2012

Tourism Levy

Certain establishments in Franschhoek may levy visitors with voluntary contributions towards the running of the FWV and to support local charities. Should visitors not wish to contribute to these causes, please indicate this to the relevant merchant.


Maintenance & validity of all business operating permits, licences and registration certificates are the responsibility of the business owner. Franschhoek Wine Valley takes no responsibility for the renewal of the required legal business operating documentation.


Contact Us

Franschhoek Wine Valley

Physical Address
62 Huguenot Road

Office hours
Monday: 09h00 – 12h00
Tuesday to Friday: 09h00 – 16h00
Saturday: 09h00 – 13h00
Sunday: closed

Contact Details
+27(0) 21 876 2861