Independent grocer Market of Choice continues to strengthen Oregon’s reputation as one of the nation’s most collaborative food innovation hubs by opening doors for emerging brands through its MOJO program and statewide partnerships. 
Since its founding, the family-owned grocer has been a champion of local makers.
“Oregon’s food culture thrives on connection and collaboration,” said 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.”
Fueling Oregon’s Food Ecosystem
Market of Choice works alongside organizations such as Built Oregon, the OSU Food Innovation Center, Xcelerate Women and the Oregon Entrepreneurs Network to provide makers with product development support, funding connections and business expertise.
The MOJO program gives small-batch producers a full suite of support, including free statewide distribution through centralized hubs, tailored business advice and mentorship, a one-year guarantee at shelf, content creation and four annual promotional events with discounts of 20 percent or more at no cost to the maker. These promotions drive consumer interest and sales velocity, which they need to grow.
Unlike many retailers, Market of Choice charges no slotting fees and upholds its “Full Potential Promise,” meeting startup makers where they are and allowing them to grow in one store or across multiple locations.
Farmers’ markets, food hub systems and co-ops act as a proving ground to test ideas and connect with customers directly.
Spotlighting MOJO Success Stories
Several emerging brands have recently scaled up with Market of Choice’s support:
- Pistakio – Founded by Nicola Buffo and Francine Voit, this pistachio spread grew from farmers’ markets to more than 300 stores nationwide after scaling through MOJO.
- Buji Brown Butter – Created by Lisa Herlinger, this artisanal brown butter gained visibility and statewide distribution with help from MOJO promotions and marketing support.
- Manny’s Choice – Cindy Anderson introduced clean European flours and baking mixes to a wider market without slotting fees or minimum orders.
- Iliana Maura Divinely Dairy-Free Butter – Iliana Maura transitioned her plant-based butter from farmers’ markets to retail shelves with mentorship and promotional backing.
About Market of Choice
Founded in 1979 and based in Eugene, Oregon, Market of Choice is the state’s largest family-owned, independent grocer, with 12 stores located throughout the state. Market of Choice has about 1,400 employees, with stores in Ashland, Bend, Corvallis, Eugene, Medford and the Portland-metro area.
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