St. Lawrence Market's 'Rice Man' turns 90.
Rube Marcus owner of Rube's Rice celebrates his 90th birthday at St. Lawrence Market Saturday morning.
Staff photo/NICK PERRY
Though there are countless varieties of rice, there is only one Rice Man.
Rube Marcus, St. Lawrence Market's resident rice vendor celebrated his 90th birthday at the market on Saturday, Jan. 22 and was joined by family members as well as hundreds of fellow vendors and longtime customers.
Marcus has been a mainstay at the market for the past 36 years, running his familiar stand - Rube's Rice Shop - through which he sells some 40 varieties of rice.
A longtime fan of the market, he decided to get involved in the market on a more permanent basis when he was faced with retirement as an electrician with the Toronto District School Board.
"I'd always wanted to have a spot here, so I came in here one day looking for something to sell," he said. "A lady said to me, 'gee, nobody here sells rice.'"
Marcus ran with the idea, borrowing a phone book from the library and calling food wholesalers to see if any could provide him with a supply of rice to sell. While most did not, he managed to find some who could sell him what he needed to start up his now-successful business.
From modest beginnings, he has become one of the country's foremost experts on his product.
"I have all kinds; the largest selection in Canada, I think," said the St. Clair Avenue West and Dufferin Street area resident. "Right now, I think I have 38 kinds of rice and they all move, they all sell."
His biggest seller is wild rice, he said, though he is happy to offer a wide selection and share his knowledge with anyone looking to buy.
"A lot of people come in and ask questions and some people come in every week just to say hi and buy something," he said. "People have been very good to me."
For Marcus, opening up a shop at the market was more than the fulfillment of a long-standing dream. It was also an opportunity to spend time with his family.
The Rice Man's son, Stan Marcus, noted that selling at the market quickly became a family affair on weekends.
"We all helped out and came down with yellow T-shirts that said, 'son of Rube' or 'daughter of Rube' or 'friend of Rube,'" he said.
Similar yellow shirts were on display among birthday celebrants on Saturday, along with cake for those looking to honour the Rice Man.
"(The large turnout) shows that he's a popular guy here," Stan Marcus said. "The market really keeps him going. He loves getting together with people and this is a perfect way for him to do that."
Local councillor Pam McConnell, who dropped by the market to join the celebration, said Rube Marcus is the "spirit of the market."
She noted that the family business has become such a familiar sight at the market, people will stop by just to see him.
"Rube has had many of us as his family for over 35 years," she said.