Food Innovation Leader Market of Choice Marks a Decade of Driving Industry Growth
Long before the concept of “local” became a defining trend in the food retail industry, Market of Choice—Oregon’s largest independent, family-owned grocery chain—was already deeply committed to building strong connections with regional producers and small-scale food entrepreneurs. Over the years, the company has established itself as a cornerstone of Oregon’s food ecosystem, championing local farmers, ranchers, fishmongers, and artisans. Central to this mission is its MOJO (Market of Choice Job Opportunity) program, which now celebrates its 10th anniversary as a transformative force for emerging food and beverage brands across the state.
Since its inception, the MOJO program has served as a launchpad for hundreds of local makers, helping bring thousands of unique products to store shelves. Designed to address long-standing barriers faced by small businesses, the program provides a structured pathway to market entry. Entrepreneurs benefit from hands-on product development consulting, streamlined distribution support, and strategic promotional opportunities that significantly enhance visibility and sales potential. By simplifying the complexities of retail entry, Market of Choice has empowered local brands to move from concept to commercialization more efficiently and sustainably.
Market of Choice’s commitment to local sourcing is not new; it has been embedded in the company’s DNA for decades. The grocer has consistently prioritized partnerships with Oregon-based producers, ensuring that customers have access to high-quality, locally sourced foods. This approach not only strengthens supply chains but also reinforces community resilience and fosters innovation within the regional food system. The MOJO program builds upon this legacy by creating a more accessible and supportive framework for new and emerging businesses to thrive within the competitive retail landscape.
A key factor in the success of the MOJO program has been Market of Choice’s collaborative approach. The company has developed strong partnerships with a network of influential incubators and industry organizations, including Built Oregon, Get Your Recipe to Market (GYRTM), The Food Innovation Center, Xcelerate Women, PNW Food and Beverage Group, Rogue Valley Food System Network, and Cultivate Bend. These collaborations have been instrumental in identifying promising entrepreneurs and equipping them with the tools and knowledge needed to succeed. By leveraging these relationships, Market of Choice continues to discover and onboard new local makers each year, ensuring a steady pipeline of innovation.
Today, the impact of these efforts is clearly visible on store shelves. Approximately 15% of the products carried by Market of Choice—representing around 7,000 local brands—are sourced from Oregon-based producers. This significant presence underscores the company’s dedication to supporting local businesses and highlights the growing consumer demand for regionally produced goods.
The broader economic implications of this model are equally noteworthy. Research conducted by Oregon State University’s College of Agricultural Sciences indicates that locally produced food retains a greater share of revenue within the local economy compared to imported goods. Oregon’s agriculture, food, and fiber sector alone contributes more than $42 billion in overall economic output, making it a vital component of the state’s economy. Programs like MOJO play a crucial role in sustaining and expanding this economic activity by enabling small businesses to scale and succeed.
According to John Boyle, Chief Merchandising and Marketing Officer at Market of Choice, the MOJO program has had a measurable impact on Oregon’s food system. By supporting local entrepreneurs, the program helps keep millions of dollars circulating within communities, driving job creation and long-term economic growth. Investing in local products, Boyle emphasizes, is ultimately an investment in the future of Oregon’s economy and its vibrant food culture.
For many entrepreneurs, the MOJO program represents far more than a traditional retail partnership. Matt and Catharine Kuerbis, founders of HYCH hot sauces, describe the program as a comprehensive support system that goes beyond simply placing products on shelves. They highlight how Market of Choice actively helps brands navigate real-world challenges, from scaling production to refining marketing strategies. This level of engagement fosters meaningful, sustainable growth and creates a sense of community among participating makers.
Over the past decade, numerous brands have emerged from the MOJO program and gone on to achieve lasting success. Companies such as PANS Mushroom Jerky, Portland Pet Food, Ken and June’s Hazelnuts, Tan Tan Foods, Mizuba Tea, Marshalls Hot Sauce, Ground Up Nut Butter, Pearl Soda Co., and Drift West Water Kefir all began their journeys with support from MOJO and continue to thrive today. Their longevity is a testament to the program’s effectiveness in nurturing resilient and adaptable businesses.
Market of Choice’s approach is rooted in understanding the unique challenges faced by small food entrepreneurs. By viewing the system through the lens of the maker, the company has been able to identify and address key obstacles, including limited access to industry expertise, difficulties in connecting with retail buyers, logistical complexities, and the need for targeted marketing support. The MOJO program systematically removes these barriers, creating a more level playing field for emerging brands.
Importantly, the program is not solely focused on past achievements. Market of Choice remains committed to supporting the next generation of food innovators. Newer participants such as We Must Mustard, Iliana Maura Divinely Dairy-Free Butter, Better Boba, HAB Sauce, and Howl at the Spoon are already gaining traction, benefiting from the same guidance and resources that have propelled earlier cohorts to success.
As the MOJO program marks its 10-year milestone, its broader impact extends well beyond individual businesses. It represents a sustained investment in Oregon’s communities, agricultural heritage, and entrepreneurial spirit. From the hazelnut orchards and vineyards of the Willamette Valley to the pear growers and cheesemakers of Southern Oregon, and from Bend’s craft beverage scene to Portland’s dynamic food startups, Market of Choice continues to play a pivotal role in shaping a more sustainable and locally driven food system.
Ultimately, the MOJO program exemplifies how a retailer can go beyond traditional business practices to become a catalyst for innovation and economic development. By prioritizing local partnerships and fostering a collaborative ecosystem, Market of Choice has not only strengthened its own business but also contributed to the long-term vitality of Oregon’s food economy.
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