Established by Rube Marcus in the 1970's it sold rice, grains, pasta and other items and was run directly on a daily basis by Rube himself until his death in 2013 at the age of 92.
Rube was quite a personality and a very devoted family man, as you can read in his moving Toronto Star obituary.
Not long ago I came across this undated (though I would guess was c. 1985- 1990) booklet produced by and for Rube's Rice with the help of Cynthia David. It is both a guide to and recipe book about that marvelous ingredient!
If you are as big a fan of rice as I am you will love this tour of it courtesy of the late Rube Marcus.
(click on images to enlarge)