Kuala Lumpur, September 2020 – Serving the finest selection of the highest quality and imported beef, the award-winning PRIME continues to be regarded as the best steak restaurant in Kuala Lumpur. Having introduced a large variety of new cuts, cooking methods and new breeds from different countries over the years, this September is no different as PRIME prepares to exclusively feature one of Argentina (and the world’s) most recognized and awarded beef brands, the Devesa Argentinian Beef (Azul Natural Beef S.A.)! Having secured a ONE-MONTH EXCLUSIVE RIGHTS of the Devesa Argentinian Beef, this promotion at PRIME marks the very first time Halal-certified beef from Argentina will be made available in the Malaysian market ever since beef distribution from Argentina was halted nationwide back in 2010 due to strict Halal regulations.
Beef from Argentina is considered one of the best meats in the world in terms of flavour, texture and colour. Cattles live on big free plains and vast extensions and quality fields. Aside from favourable weather conditions, fertile soils and genetic factors, care and its natural growth process make Argentinian Beef one of the highest rated and most sought after in the most exclusive and demanding markets worldwide, with far reaching partnerships in the European Union, USA, Brazil, China, Singapore, South Africa, Hong Kong, Chile Peru and Switzerland among others, and now Malaysia.
Widely recognized for its overwhelming and succulent flavour, the Devesa Argentinian Beef (Azul Natural Beef S.A.) is a leading producer of high-quality meat products, starting with a rigorous selection of the finest breed of cattle from the Argentinian Pampas Region. Established in the year 1840, Devesa raises approximately 60% of its own cattle with the remaining sourced from approved suppliers. Their cattle are raised in world-class pristine pastures spanning across 12 ranches, at the heart of the pampas. These cattle are breed under strict and carefully prepared nutritional programs and thorough quality control throughout, from birth to the final fattening, ensuring the highest quality of the final produce – the required marbling that Devesa is famous for. All cattle are then carefully selected and monitored to ensure they meet the most demanding international standards.
WINNER IN THE WORLD STEAK CHALLENGE 2019
The World Steak Challenge is a global competition that gives worldwide steak producers a unique platform to benchmark product quality, breed credentials and processing standards on the international stage. Its comprehensive judging panel consist of top butchers, food journalists, industry experts and also meat scientists.
Held in Dublin on 10th July last year, Devesa proudly took home the SILVER award for the quality of its grain-fed rib eye steak. The award certified the superior level of quality the Devesa Argentinian Beef has.
The award-winning beef is currently available at PRIME from 1 to 30 September 2020:
DEVESA CHILLED ARGENTINIAN 120 DAYS GRAIN FED BEEF
Grain Fed Tenderloin 220g / RM 250 nett
Grain Fed Ribeye 340g / RM 230 nett
Grain Fed Sirloin 340g / RM 200 nett
Grain Fed Bavette 600g / RM 200 nett
‘Bavette’ is the French name for flank steak, a highly flavourful, loosely textured flat cut of meat sourced from the abdominal muscles of the cow. Tender in texture with great marbling.
Grain Fed Matambre 340g / RM 180 nett Also known as ‘Suadero’ in some Latin American countries, Matambre is the name of a very popular and highly sought after thin cut of beef in Argentina, Paraguay and Uruguay, taken from between the skin and the ribs, similar to a flank steak.
Hailing from Buenos Aires, Argentina himself, Chef de Cuisine of PRIME, Ramiro Moya, had this to say, “The team at PRIME understands that the perfect recipe starts with sourcing the highest-quality meat and seasonings, and then carefully grilling it with close attention to detail. We have been liaising closely with the Argentinian Embassy of Malaysia with regards to the distribution of Argentinian beef to Kuala Lumpur. We were absolutely ecstatic when we found out that we were the first steakhouse in Malaysia to secure exclusive rights to promote this internationally-renowned beef. In fact, the Argentinian Ambassador to Malaysia, Manuel Balaguer Salas, was recently at PRIME for a menu-tasting session with the management and also owner of the hotel.”
“Available for a limited period, it is bound to be a heavenly feast for meat lovers and gastronomic adventurers alike. The best part would be the availability of rare cuts such as the Bavette and Matambre – cuts which are rarely found in Malaysia. All our meats are served with side dishes, sauces and condiments,” he added.
Having been selected as one of the three restaurants and bars here in Malaysia to be included in Marriott International’s Asia Pacific’s “Top 52 Restaurants and Bars by Marriott Bonvoy” last year, PRIME prides itself in serving only the finest Halal certified imported beef, complemented with an exquisite wine selection. Imaginative interior design with secluded sections enables diners the chance to see and be seen, or to be discreetly seated away from the crowd. PRIME also offers an innovative ‘private dining room with a view’ which seats 10, offering diners an up close and personal view of the kitchen activities.
Special Credit & Debit Card Offers
Enjoy a special deal of up to 30% of savings when you pay with a Maybank, UOB or Standard Chartered card (selected cards only), OR up to 40% of savings if you’re a CIMB credit/debit cardholder. Discounts are off food & non-alcoholic beverages only.
‘Like’ PRIME on Facebook at www.facebook.com/PRIMELMKL/ or ‘Follow’ PRIME on Instagram (@PRIMELMKL).
‘Like’ Le Méridien Kuala Lumpur on Facebook at www.facebook.com/lemeridienkualalumpur/, ‘Follow’ Le Méridien Kuala Lumpur on Twitter (@LeMeridienKL) or ‘Follow’ Le Méridien Kuala Lumpur on Instagram (@LeMeridienKL).