Matsusaka beef price reflect its value, says executive

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Matsusaka wagyu beef

Philstar.com / Kristofer Purnell

MANILA, Philippines — Matsusaka beef is called the "Queen of Wagyu" for a reason, and obtaining such royally perceived meat comes at a price, and deservedly so.

The award-winning meat of Ito Ranch Matsusaka Beef arrived in the Philippines late last year through local company Prime Cuts by Doubleday, which in turn distributed it to partner restaurants and other establishments.

The brand's overseas sales manager Kunio Kosaka said Matsusaka only works with a single company in each individual market making it a rare export that comes at such a high value.

Prime Cuts' chief executive officer Lorenzo Vega shared to Philstar.com in an exclusive interview how Matsusaka beef has fared since arriving in the country.

It comes as no surprise that the beef is popular in Teppanya being a Japanese restaurant, but apart from that the meat is well-received in the Makati branch of Sicilian Roast, an Italian restaurant.

Vega recalled being asked once why Japanese beef is being served alongside Italian food, and he countered by saying such logic means only Filipino restaurants would be allowed to sell San Miguel beer.

He admitted not understanding why the Sicilian Roast in Legazpi Village has a strong Japanese following, but he did note it was featured by Primer magazine which caters to expats including Japanese nationals.

"We have a big Japanese contingent there for some reason. Don't ask me why, I guess word of mouth," Vega posited.

Vega suggested that it could be because Hiroki Ito, the third-generation owner of Ito Ranch, is a sort of mini-celebrity in Japan, where obviously Matsusaka beef is renowned.

In contrast with Filipinos, he explained, Kobe beef would be more well-known. The fashion analogy he gave Philstar.com was that he viewed Kobe beef as Louis Vuitton and Matsusaka beef as Hermes.

"I think if you were to poll like a thousand people, probably like 990 would know Louis Vuitton, maybe only like 500 would know Hermes," said Vega. "Matsusaka is the lesser known but better sister (Ito Ranch only makes use of female cows)."

Vega said Prime Cuts was going to order more Matsusaka beef and hopes it will pop around in more places around the Philippines though admitted the beef was quite expensive.

"But again, the value of it comes from the price. Because if I'm on a date and I order steak, that sends a message," he ended.

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