Royce Hagen established the company in 1999 after seven years operating an organic fruit and vegetable stall at Prahran Market with his wife, Susan.

Their son, Oliver Hagen, took over the reins and drives the company’s philosophy of sourcing meat from organic farmers such as Nev and Carol Bredden, who operate Wattle Grove Organic Angus Beef just outside Euroa. The farming couple says its organic remedies, such as liquid kelp, apple cider vinegar and cod liver oil, keep their animals and land happy and healthy.

The Hagen’s shop at South Melbourne Market was designed by Projects of Imagination, the studio also involved in designing the spaces at Yo-Chi, Supernormal, Yardmill and Baby.
Dion Hall from Projects of Imagination was drawn to the values the brand represents. He and his team created a bright, welcoming space featuring three distinct zones: a walk-in customer area, a traditional refrigerated counter display and an area dedicated to butchery classes.

Pink-hued terrazzo is a fitting backdrop to the shop. The colours complement the tones of the product, terrazzo is durable, and it has traditionally been used in butcher shops, linking this store to its history.

Hagen’s runs beef butchery classes, which finish with a meal of roasted rib eye, sides and matching wine. With the butchers sitting down right next to you, you can get a few more tips over lunch.