For the first time, Filipinos can now experience one of Japan’s rarest and most celebrated culinary treasures: Ito Ranch Matsusaka Beef, officially introduced to the Philippines through Prime Cuts by Doubleday, the Philippines’ premier purveyor of fine meats and luxury ingredients.
The launch, held at Shangri-La Plaza’s Grand Atrium, gathered top chefs, restaurateurs, hoteliers, members of the press, and government representatives in an afternoon celebrating Japan’s heritage of precision and craftsmanship.
Regarded as the “Queen of Wagyu”, Matsusaka is famed for its intricate marbling and exceptionally low melting point—around 12°C—giving it an incomparable, melt-in-your-mouth texture.
The beef rarely exported, making its arrival in Manila a milestone for the country’s dining and hospitality industries and a testament to Doubleday’s growing influence in Asia’s fine-food scene.
“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.”
Japan’s most awarded Matsusaka producer
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 achieve this feat.
The ranch’s meticulous care practices have earned it features in global media such as Business Insider’s “Why Matsusaka Wagyu Is the Most Expensive Beef in the World.” In 2023, world-renowned chef Ferran Adrià of El Bulli, often hailed as the greatest chef of his generation, 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. “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.”
The partnership made possible through Prime Cuts by Doubleday, the company’s specialty division for premium meats and fine foods. Known among private clients and top restaurants for sourcing rare A5 Wagyu and artisanal delicacies, Doubleday continues to cement its position as the Philippines’ trusted gateway to the world’s most exclusive ingredients.
The launch featured a dramatic presentation of an Ito Ranch Matsusaka Beef slab, followed by the ceremonial Kagami Biraki sake-barrel toast symbolizing harmony and prosperity. Additionally, guests enjoyed a live tasting led by Teppanya and Sicilian Roast, two of Manila’s foremost culinary houses and key collaborators for the event.
The celebration, made possible with the support of Maison Midori Matcha, My Shopping Box, Ralph’s Wines & Spirits, Teppanya, and Sicilian Roast, whose contributions highlighted the collaboration between Japanese heritage and Filipino creativity.
Following the launch, Ito Ranch Matsusaka Beef will be available at partner restaurants including Teppanya and Sicilian Roast, with more establishments to be announced soon. Moreover, businesses and chefs interested in sourcing authentic Matsusaka Beef may inquire through Prime Cuts by Doubleday.
For more information on availability and ordering, visit dprimecuts.com or contact Prime Cuts by Doubleday at sales@dprimecuts.com.