Oregon’s largest independent, family-owned grocer, Market of Choice, is deepening its commitment to local food makers with the launch of its new private label line, Craft & Kitchen. This exclusive line features premium dairy products and pantry staples, each uniquely crafted with the expertise of Oregon artisans and Market of Choice chefs. Designed to elevate the food experience for customers, Craft & Kitchen embodies the craftsmanship, creativity, and regional flavors that define Oregon’s vibrant food scene.
With more than 7,000 locally made and grown products available across its 11 statewide locations, Market of Choice already boasts the largest selection of Oregon-based products. The introduction of the Craft & Kitchen line builds on this foundation, offering a carefully curated collection of items that not only highlight local flavors but also keep dollars circulating within the local economy.
“Market of Choice’s new Craft & Kitchen line is more than a typical private label brand; it is a celebration of Oregon’s makers,” says John Boyle, chief merchandising and marketing officer for Market of Choice. “We are creating unique recipes in collaboration with local artisans that elevate our customers’ food experience while aligning with our core values and unwavering support for local makers.”
A Collaborative Approach to Oregon-Made Excellence
Each Craft & Kitchen product is the result of a direct partnership with an established Oregon maker, many of whom launched their businesses with Market of Choice or participated in its MOJO program. This program has played a pivotal role in helping hundreds of food and beverage entrepreneurs scale their businesses, fostering innovation and strengthening the state’s food ecosystem.
The current selection of Craft & Kitchen products includes:
- Fruit Spreads by Oregon Growers
- Honey by Oregon Growers
- Milk by Umpqua Dairy
- Eggs by Wilcox Family Farms
- Mac & Cheese by Rallenti Pasta
- Pastas by Rallenti Pasta
- Local Heat Tortilla Chips by Hot Mama Salsa
- Pasta Sauces by Paradigm Foodworks (Coming Soon)
One of the highly anticipated additions to the lineup is a collection of pasta sauces created by Market of Choice chefs and produced by Paradigm Foodworks in Lake Oswego. These rich, flavorful sauces highlight classic ingredients enhanced by Oregon mushrooms, cheese, chilis, wine, and other locally sourced elements.
A Local Success Story: Hot Mama Salsa’s Bold Collaboration
Among the notable collaborations within the Craft & Kitchen line is the Local Heat Tortilla Chips, a bold and flavorful chip co-created with Portland-based Hot Mama Salsa. Owner Nikki Guerrero, who had been expanding her product line, partnered with Market of Choice to revive a popular house-made flavored chip that previously had a loyal following in the grocer’s deli. The new Local Heat Tortilla Chips blend Market of Choice’s original recipe with spices and Mexican chili peppers sourced from Forest Grove-based Peppered Earth.
“For someone passionate about the local food community, it’s exciting to work with a grocery chain that truly supports small makers,” said Guerrero. “Oregon has one of the most amazing food cultures in the country, if not the world. Market of Choice’s Craft & Kitchen private label highlights the incredible bounty of Oregon’s food scene and showcases what’s possible when a retailer truly invests in its local makers.”
A Broader Vision for Supporting Local Agriculture and Artisans
Beyond its new private label, Market of Choice has long been a champion of Oregon’s wine industry through its distinguished private-release wine collections, which include CommUnity Cellars, Intersect, and the recently introduced Place line. Each of these labels is created in collaboration with Oregon winemakers and showcases the unique terroirs of the state’s wine-growing regions. The wines are carefully selected to represent exceptional quality at an accessible price, ensuring that Oregon’s world-class wines reach a wider audience.
Market of Choice’s commitment to sustainability, local sourcing, and fostering entrepreneurship makes it a leader in the independent grocery sector. Through initiatives like the Craft & Kitchen line, the company not only strengthens its relationships with regional food producers but also ensures that customers have access to the highest-quality, locally made products. This initiative underscores the company’s dedication to investing in Oregon’s food culture, helping artisans thrive, and offering consumers a truly unique shopping experience.
As Market of Choice continues to expand its Craft & Kitchen offerings, customers can expect to see even more Oregon-made products hitting the shelves. With its focus on local partnerships and innovation, Market of Choice is redefining what it means to support community-based food production while elevating the grocery experience for shoppers across the state.
