"One could assemble a cow piece by piece at Glendale's Sevan Meat Market. Precision-cut steaks sit in neat rows. Whole feet rest tippy-toed, perpetually frozen in pre-pirouette. Packs of brains live on the shelf below, flat and frozen. This is how I imagine my brain looks after a few hours of scrolling TikTok, and yet I feel bound to it, because everyone is on TikTok these days, even my favorite meat market."
"Sevan Meat Market's social media videos - conceived by owner Hrach Marukyan, his son Serop and manager Norvan Simonian - tell an Armenian American story built on beef, a story of the old and new, of adaptation to a rapidly changing world. And their growing audience of now nearly 60,000 Instagram followers is eagerly tuning in."
"I first learned of Sevan Meat Market at chef Diadié Diombana's pop-up at Melody Wine Bar in Virgil Village two years ago. Sevan 'was his first stop off the plane from Paris,' my dining partner, private chef Gwendolyn Fogel, told me. 'I had to take him.' Later, I'd note it in my phone as a recommendation from other chefs. 'Easy place for lamb,' one note said. 'Good quality, good price,' said another. The first time I showed up, I was surprised by the modernity."
Sevan Meat Market in Glendale combines a traditional butcher shop environment with contemporary social-video storytelling. Owner Hrach Marukyan, his son Serop and manager Norvan Simonian produce short videos that frame beef and market imagery as an Armenian American narrative of continuity and adaptation. The videos use cinematic, playful vignettes—cowboys, model-like figures and tomahawk steaks—to market product and identity, and have grown the shop's Instagram following to nearly 60,000. Professional cooks and chefs cite the market for quality lamb and value. The physical shop presents precision-cut steaks alongside visceral frozen cuts, while its online persona emphasizes modernity and spectacle.
Read at Los Angeles Times
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