Filipino diners can now savor one of Japan's most prized culinary treasures as Ito Ranch Matsusaka Beef, often called the "Queen of Wagyu," arrives in the Philippines, made available through Prime Cuts by Doubleday.
The unveiling at Shangri-La Plaza's Grand Atrium gathered chefs, restaurateurs, and hospitality insiders eager to sample the famed beef -- celebrated for its intricate marbling and ultra-low melting point of about 12-degree Celsius, which gives it its signature buttery texture.
Ito Ranch Matsusaka Beef, known as the 'Queen of Wagyu.' PHOTOS FROM FACEBOOK/DPRIMECUTS
Each cow is raised for over 35 months, nourished with a proprietary blend of grains, and cared for with meticulous attention.
"This launch is not just about 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 Japan's Mie Prefecture.
Established in 1953, Ito Ranch has become a cornerstone of Japan's wagyu heritage, amassing more than 35 awards -- including a historic three-year Grand Champion streak (2017 to 2019) at the Matsusaka Beef Carcass Competition, a feat unmatched in the industry.
Hiroki Ito, founder of Ito Ranch finally brings his award winning A5 Wagyu Matsusaka Beef to the Philippines through Primecuts by Doubleday. Get the latest news
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Its beef has earned global recognition, appearing in Business Insider's coverage of why Matsusaka wagyu commands some of the highest prices in the world. In 2023, chef Ferran Adrià of El Bulli praised it as being "from another dimension."
Ito noted that partnering with the Philippines' Doubleday was a natural fit. "Their commitment to quality mirrors ours, and we trust them to carry Matsusaka's legacy to a new audience that truly values authenticity," Ito said.
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For Doubleday Enterprises CEO Lorenzo Vega, introducing Ito Ranch beef to the Philippines signifies a glimpse into the future of Filipino dining.
"We are honored to be the first to bring Ito Ranch Matsusaka Beef to the Philippines. Doubleday has always sought to raise the bar for what fine dining can be in this country. Securing this partnership is the culmination of years of building trust with the world's top producers -- and proof that the Philippines deserves a seat at the global table of culinary excellence," Vega said.
Vega added that the collaboration reflects the growing appetite among Filipino consumers for premium, traceable, and authentic dining experiences. Rather than targeting mass appeal, he sees strength in catering to discerning customers and chefs seeking quality that speaks for itself.
Handling a product as delicate as Matsusaka beef requires precise logistics, a process Doubleday oversees directly. Shipments are managed end-to-end through the company's cold-chain facilities, ensuring that every cut -- from ribeye to tenderloin -- maintains the same quality as in Japan.
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The Manila launch included a traditional Kagami Biraki sake ceremony and tasting sessions led by Teppanya and Sicilian Roast, two restaurants that will soon feature the beef on their menus. The event also drew support from Maison Midori Matcha, My Shopping Box, Ralph's Wines & Spirits, and other partners.
Following the debut, Ito Ranch Matsusaka Beef will be available at select restaurants such as Teppanya and Sicilian Roast, and through Prime Cuts by Doubleday for chefs and distributors.
"We are proud to share it with you in the Philippines for the first time. Every bite of Matsusaka beef represents generations of knowledge, dedication, and skill," Ito summed up.