In 1921, J.G. Hogeslag founded Hogeslag Slachterij a butchery for cows and calves in Den Nul (in the province of Overijssel). A few decades later, a new butchery on the Holstweg in Den Nul was opened. The family managed its own livestock purchases and every week, there was a “Hogeslag” to be found at nearly every major livestock market in the Netherlands.