Some of the best business stories don’t start in boardrooms, but around the dinner table. For the Du Plessis family, that table was filled with good food, conversation, and one very big idea: that what we eat should be delicious, honest, and traceable.
Jason Du Plessis and Matt Elliott have been best friends since Grade 8 at St Charles. Years later, life on the North Coast would bring them back together, this time not just as friends, but as business partners. “We always spoke about going into business together,” says Jason. “When the opportunity came to align our values around food and health, Riveraine was born.”
The early days of the business looked very different from the sleek Sage Centre store in Salt Rock. It started with online steak boxes of 10kg and 20kg portions, delivered directly to friends and family.
But the story runs deeper. Jason and Caitlin’s late father had been passionate about food and its impact on health, and he often spoke about how bad food was linked to illnesses like cancer. When he passed in 2024, the family decided to honour his legacy by continuing his mission for better food. “It became about more than just us,” Jason explains. “It was about carrying on what Dad believed in and sharing it with others as well.” You will see a photo of their late dad hung proudly in the store, and the use of his handwritten signature within the branding. “We will continue to weave his legacy in subtle ways through the brand as a tribute to him,” says Caitlin.
Riveraine today is powered by more than just Jason and Matt. Jason’s sister, Caitlin, heads up the brand and marketing, while her husband, Oliver Aadnesgaard, oversees the farm operations in the Midlands. Together, they form a close-knit team that balances friendship, family, and business.
Matt’s own background in animal health (where Oliver once happened to be a client) and Jason’s community ties in Ballito created a natural synergy. As Caitlin explains, “We’re hands-on in every step, from close relationships directly with farmers, to processing and ageing, so that customers know they can trust every cut of beef they buy from us.”
So why open a store on the North Coast rather than in the Midlands? For Jason and Matt, the answer was simple: the community. “Ballito is family-oriented, supportive, and health-conscious,” says Matt. “It just made sense to start where we live and where the demand is.”
The Sage Centre location has proven to be the perfect fit, surrounded by like-minded businesses and offering a steady stream of customers who care about what they put on their plates. The shop isn’t a traditional butchery; instead, it’s a farm-to-table concept designed to cut out the middleman and offer better quality at competitive prices.
At the heart of Riveraine is a philosophy of honesty and transparency. “Most retailers demand beef produced with growth hormones, but that’s not us,” Caitlin shares. “Honest food means no shortcuts and no compromise. Every animal meets our standards before it reaches your plate.”
Riveraine beef is growth hormone-free and free of routine antibiotics. All steaks are wet-aged for 21-28 days to develop the depth of flavour and tenderness that loyal customers rave about. And loyalty they certainly have: regulars pop in weekly, not just for the beef but for the personal connection. “One of the most rewarding things for us is when people come back to tell us how much they enjoyed their meal,” says Matt. “That fills our cup.”
Riveraine is only just getting started. With growing demand from Johannesburg and beyond, expansion is on the horizon, but always at a pace that honours their mission. “Growth is important,” says Ollie, “but never at the expense of quality. We’d rather grow slowly and stay true to our values.”
From their Midlands farm to the Salt Rock store, the Riveraine brand is building more than a business; they’re cultivating a community. As Jason puts it: “For us, it’s about people, from the farmers we work with, to the families we feed. If we can be part of their journey toward healthier living, then we’ve done something meaningful.”
Favourite Meat
Jason: A big, thick C-Grade T-bone steak with good yellow fat, as it has the best flavour (also a best seller). Best cooked on the braai!
Matt: A C-Grade rump steak, cooked on the braai till medium rare, sliced and served straight off the fire. Do not let it rest! It is best dipped in the Danya Chutney sold in-store.
Ollie: A thick T-bone reverse-seared, which means it’s cooked in the oven first, and then sizzled on a hot fire.
Words by: Kai Coates
http://www.riverainebeef.co.za
