The launch at Shangri-La Plaza’s Grand Atrium brought together top chefs, restaurateurs, hoteliers, press members, and government representatives to celebrate the craftsmanship and heritage behind Japan’s world-class beef.
Matsusaka Beef is renowned for its intricate marbling and low melting point of around 12°C, which gives it an unmatched, velvety texture. Its rarity makes it a milestone addition to Manila’s dining scene and a testament to Doubleday’s growing reputation in Asia’s fine-food market.
“This launch is about more than introducing our beef to a new market—it’s about sharing the care, patience, and generations of tradition that go into every step of raising our cattle,” said Hiroki Ito, third-generation head of Ito Ranch in Mie Prefecture.
“We chose to partner with Doubleday because of their reputation for excellence and integrity. Their commitment to quality mirrors ours, and we trust them to carry Matsusaka’s legacy to a new audience that truly values authenticity.”
Founded in 1953, Ito Ranch is Japan’s most awarded Matsusaka producer, with over 35 competition wins, including a historic three-year Grand Champion streak (2017–2019) at the prestigious Matsusaka Beef Carcass Competition—the first and only farm to ach`ieve this feat.
The ranch’s dedication has earned global recognition, featuring in Business Insider’s “Why Matsusaka Wagyu Is the Most Expensive Beef in the World.” In 2023, world-renowned chef Ferran Adrià of El Bulli described Ito Ranch’s beef as being “from another dimension.”
“We are honored to be the first to bring Ito Ranch Matsusaka Beef to the Philippines,” said Lorenzo Vega, CEO of Doubleday Enterprises. “This partnership reflects years of building trust with the world’s top producers—and proves that the Philippines deserves a seat at the global table of culinary excellence.”
The launch was made possible through Prime Cuts by Doubleday, the company’s specialty division for premium meats and fine foods. Known for sourcing rare A5 Wagyu and artisanal delicacies, Prime Cuts has become the go-to gateway for the world’s most exclusive ingredients in the Philippines.
The event featured a dramatic presentation of an Ito Ranch Matsusaka Beef slab, followed by a ceremonial Kagami Biraki sake-barrel toast, symbolizing harmony and prosperity. Guests enjoyed live tastings prepared by Teppanya and Sicilian Roast, two of Manila’s leading culinary establishments.
Support from Maison Midori Matcha, My Shopping Box, Ralph’s Wines & Spirits, Teppanya, and Sicilian Roast highlighted the seamless collaboration between Japanese tradition and Filipino creativity.
Following the launch, Ito Ranch Matsusaka Beef will be available at partner restaurants like Teppanya and Sicilian Roast, with more establishments to be announced soon. Businesses and chefs interested in sourcing authentic Matsusaka Beef can inquire through Prime Cuts by Doubleday.
Pricing for select cuts starts at ₱15,000 per 100g, reflecting the rare and luxurious nature of this Wagyu.
For more information on availability and orders, visit dprimecuts.com
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