(Apparently there's a whole shop in Tokyo that exclusively sells Echire.) You can understand why when you taste it. It's not a dinner-party showstopper like the Beppinno Ocelli, but it's an understatedly elegant butter. It's got a great balance and is just salty enough. It's the kind of butter that would play well with others but can hold its own in the spotlight too.
No wonder it was once world best butter. #burpple