Market of Choice, Oregon’s largest independent family-owned grocer, is celebrating the 10th anniversary of its MOJO program. The program has helped hundreds of local makers bring thousands of products to market.
MOJO stands for Market of Choice’s local maker incubator program. It provides product development consulting, distribution support and promotions. The program addresses historical barriers that small businesses face.
Program provides critical path to market
Market of Choice has played a leading role in Oregon’s food ecosystem for decades. Local farmers, ranchers, fishmongers and makers are at the core of its business model. The grocer has long brought customers the best of Oregon’s local foods from across the state.
The MOJO program made it even easier for local makers to get onto store shelves. Products are available across all Market of Choice locations statewide. Collaborative relationships with incubators have been integral to the program’s success.
Those incubators include Built Oregon, Get Your Recipe to Market, The Food Innovation Center, Xcelerate Women, PNW Food and Beverage Group, Rogue Valley Food System and Cultivate Bend. These partnerships help Market of Choice discover new Oregon makers every year.
Today, 15 percent of the products in Market of Choice stores are local makers’ brands. That represents roughly 7,000 local makers’ products on store shelves.
Local food keeps revenue in local economies
Studies of food producers in Oregon show that locally produced food retains a higher share of revenue in local economies. Local food and beverage products are part of a larger statewide food economy. That economy contributes billions to Oregon’s overall economic activity.
According to Oregon State University’s College of Agricultural Sciences, Oregon’s agriculture, food and fiber sector has been valued at more than $42 billion in broader economic output.
The entrepreneurs supported by Market of Choice through MOJO have benefited the Oregon food system. They have kept millions of dollars circulating in Oregon communities, according to John Boyle, chief merchandising and marketing officer for Market of Choice. Supporting local products means investing in Oregon jobs and economic growth. It also means investing in the future of Oregon’s vibrant food system.
“Market of Choice’s MOJO program has been an incredible platform for Oregon makers,” said Matt and Catharine Kuerbis of HYCH hot sauces.
“It goes far beyond a typical retail relationship. Market of Choice truly supports emerging brands, helping us navigate real-world challenges and grow in a meaningful, sustainable way. We’re proud to be part of a community of local makers, and grateful for the role they play in bringing our products to market.”
Many original MOJO brands still thriving
Behind the broader economic impact are the makers who have grown alongside the program. Many brands founded in Oregon and launched through MOJO a decade ago are still thriving today.
Those brands include PANS Mushroom Jerky of Portland, Portland Pet Food, Ken and June’s Hazelnuts of St. Paul, Tan Tan Foods of Beaverton, Mizuba Tea of Portland, Marshalls Hot Sauce of Portland, Ground Up Nut Butter of Portland, Pearl Soda Co. of Portland and Drift West Water Kefir of Portland among others.
“We’ve taken a unique approach to supporting local food entrepreneurs by looking at the system through their eyes and addressing challenges where we can,” Boyle said. “The program removes known barriers that have traditionally challenged entrepreneurial businesses, including access to advice, meeting with buyers, logistics and support, training, and amplifying local makers to help these brands access new markets, grow and thrive.”
Newer participants gaining traction
That impact is not limited to the past decade. Market of Choice continues to champion the next generation of food entrepreneurs across the state. Newer participants in MOJO are now gaining traction with the program’s support.
Those newer makers include We Must Mustard of Portland, Iliana Maura Divinely Dairy-Free Butter of Hood River, Better Boba of Portland, HAB Sauce of Portland and Howl at the Spoon of Beaverton.
Regional impact across Oregon
Market of Choice operates 12 stores across Oregon. The Portland metro area is an innovation hub with a strong food culture and startup support networks. Oregon makers from that region in Market of Choice stores include Bloom Caramel, Eleni’s Kitchen, Mad Saas Soap, Pistachio (MOJO) and TroPink (MOJO).
The Willamette Valley, including Corvallis and Eugene, is known for tree nuts, fruits, vegetables and wine grapes. Oregon makers from that region include De Casa Salsa (MOJO), HYCH hot sauces (MOJO) and Queen’s Bounty Honey.
Central Oregon, including Bend, features high-desert agriculture, craft beer, specialty seed crops and ranching. Oregon makers from that region include Albis CBD beverages, Boss Rambler beer, Josie’s Best Gluten-Free Mixes (MOJO) and Super Belly Dressing.
Southern Oregon, including Medford and Ashland, is known for pears, wine grapes, dairy farms and fruit orchards. Oregon makers from that region include Joey’s Hot Sauce (MOJO), Killer Keto Snacks and Oshala Farms Herbs.
As MOJO celebrates 10 years, Market of Choice’s broader impact is clear. It is an investment not just in local products but in the communities and makers that define the state. From hazelnut orchards and vineyards in the Willamette Valley to pear growers and cheesemongers in Southern Oregon, craft beers in Bend and emerging food brands in Portland, Market of Choice is investing in Oregon businesses and jobs. The grocer is bringing locally made and produced foods to customers for a more sustainable food system.
About Market of Choice
Founded in 1979, Market of Choice is Oregon’s largest family-owned independent grocer with 12 stores located throughout the state. Driven by the joy of and admiration for Oregon food and its makers, Market of Choice has stores in Ashland, Bend, Corvallis, Eugene, Medford and the Portland-metro area.
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