Market of Choice Showcases Oregon’s Newest Food Brands Through Strategic Partnerships
Independent, family-owned grocer Market of Choice has long been a champion of Oregon’s local food makers. Since its founding, the company has made it a priority not just to stock products from local entrepreneurs but also to nurture their growth at every stage. By acting as both a retail partner and a mentor, Market of Choice has become a cornerstone of the state’s thriving food innovation ecosystem.
One of its most impactful initiatives is the MOJO program, which has supported thousands of small makers and startup brands. Unlike traditional retailers that often limit themselves to shelf space, Market of Choice provides holistic support—from product development advice to marketing exposure and statewide distribution. This commitment ensures that entrepreneurs have the tools and resources to move from concept to consumer, transforming passion into profitable, sustainable businesses.
Market of Choice leaders frequently engage with makers beyond the store environment. Team members serve as mentors, judges in statewide food pitch competitions, and collaborators with organizations such as Oregon’s Food Innovation Center, which is nationally recognized for helping food entrepreneurs bring their ideas to market. Through these deep relationships, Market of Choice helps brands such as Pistakio, Buji Brown Butter, Iliana Maura Divinely Dairy-Free Butter, and Manny’s Choice grow from grassroots concepts into consumer favorites.
“Oregon’s food culture thrives on connection and collaboration,” says John Boyle, chief merchandising and marketing officer for Market of Choice. “By building connections between makers and resources within Oregon’s innovation community, Market of Choice helps create the conditions where new entrepreneurs can grow and succeed.”
Oregon’s Recipe for Success
For small-batch producers, one of the biggest hurdles is securing space on grocery shelves. The competition is fierce, and traditional retailers often impose costly slotting fees, large order requirements, and limited support for brand development. Oregon, however, has developed a uniquely supportive ecosystem that makes it easier for makers to thrive.
The state’s food scene operates on collaboration rather than competition. Producers share kitchens, swap advice, and pool resources. This cooperative spirit, combined with a network of accelerators, incubators, and retailers like Market of Choice, makes Oregon one of the most fertile places in the country for food entrepreneurs.
Key elements of this supportive network include:
- Strong support organizations: Built Oregon, OSU’s Food Innovation Center, Xcelerate Women, Oregon Entrepreneurs Network (OEN), and Portland Community College’s Get Your Recipe to Market program provide mentorship, funding pathways, and technical expertise.
- Retail launchpad: Market of Choice’s MOJO program offers makers statewide distribution, tailored mentorship, in-store promotional campaigns, professional content creation, and a one-year guaranteed shelf placement—all without slotting fees. Makers benefit from four annual promotional events where Market of Choice covers the cost of discounts, creating invaluable exposure and sales velocity.
- Community incubators: Local farmers’ markets, food hubs, and co-ops act as vital testing grounds where entrepreneurs can connect directly with consumers, refine their products, and build loyal followings.
Together, these resources create a pathway where entrepreneurs receive guidance at every stage, from recipe development to brand scaling.
MOJO Makers Spotlight
Through the MOJO program, Market of Choice not only gives shelf space to local brands but also offers mentorship, promotional opportunities, and the credibility that comes with being in a respected grocery chain. Several recent participants showcase how this program helps transform dreams into reality.
Pistakio – Pistachio Spreads
What began as a college project for Nicola Buffo and Francine Voit has become a pantry staple. They noticed that existing pistachio spreads were either prohibitively expensive or failed to capture the authentic flavor of pistachios. Determined to fill the gap, they began testing their pistachio nut butter at farmers’ markets.
The response was overwhelming. With Market of Choice’s guidance and distribution support, Pistakio scaled from producing just 50 jars a day to over 1,000. Today, the brand is carried in more than 300 stores nationwide.
Buji Brown Butter – Decadent, Nutty Flavor
For Lisa Herlinger, Buji Brown Butter began with a baking mistake that turned into a revelation. Her richly flavored, all-natural butter now elevates everything from baked goods to roasted vegetables.
Winning a Trend Setter Award at the Food Innovation Holiday Boutique marked an early milestone, but the leap to retail shelves came through Market of Choice. MOJO gave Buji Brown Butter placement across stores, covered promotional costs, and helped build brand awareness among Oregon consumers.
“Market of Choice has supported me every step of the way,” Herlinger explains. “From marketing assistance to statewide distribution, they’ve been the perfect launch partner.”
Manny’s Choice – Clean, European Flour and Mixes
Cindy Anderson launched Manny’s Choice to bring non-GMO, additive-conscious, gluten-sensitive baking products to Oregon households. Using clean European flour, her baking mixes and sourdough starters quickly won a loyal customer base.
Thanks to the MOJO program, Anderson was able to expand her reach without the financial barriers of slotting fees or large minimum orders. Instead, she could grow steadily at a sustainable pace.
“MOJO is designed to help startups grow realistically,” Anderson says. “From product development support to marketing guidance, Market of Choice has been the perfect partner in our journey.”
Iliana Maura Divinely Dairy-Free Butter – Plant-Based Perfection
Entrepreneur Iliana Maura dreamed of creating a dairy-free butter that didn’t compromise on taste or texture. The result was her Divinely Dairy-Free Butter, made without seed oils or palm oils and crafted to replicate the creaminess of European-style butter. Beyond taste, her product reflects her values of sustainability and animal welfare.
Market of Choice helped Maura transition from farmers’ markets to grocery shelves, where her dairy-free butter now reaches a broader audience.
“Seeing my butter on Market of Choice shelves is a dream come true,” she says. “The support I’ve received from mentors, organizations like Xcelerate Women and OEN, and Market of Choice itself has been invaluable.”
A Growing Legacy of Local Support
Market of Choice’s commitment to Oregon’s makers goes far beyond stocking shelves. Its model of mentorship, collaboration, and no-cost promotional support sets it apart from national retail chains. By reducing barriers and actively investing in small producers, the grocer has become an essential force in Oregon’s robust maker movement.
As food entrepreneurs continue to shape the future of Oregon’s culinary landscape, Market of Choice stands as both a platform and a partner—helping transform bold ideas into beloved brands and ensuring that local innovation has a direct path from the kitchen to the customer.
