Market of Choice launches private label products to elevate Oregon brands

Market of Choice launched a new line of private-label products, dubbed Craft & Kitchen, featuring unique recipes co-created with Oregon makers. The idea is to offer customers unique flavors while supporting the local economy.

“Craft & Kitchen is really about asking ‘what if?’” said Dewey Weddington, vice president of marketing for Market of Choice, Oregon’s largest independent, family-owned chain of grocery stores. “What if our chefs developed new foods using ingredients from local makers?

“This thinking is where our Craft & Kitchen line departs from standard private label programs. Yes, we have the standards like milk, eggs, pasta, and fruit spreads, but when you open a bag of Local Heat or get to our new pasta sauces, coming together to make a new flavor is what we think is really special.”

The collection includes collaborations with fruit spreads and honey from Oregon Growers, made in Hood River; milk from Umpqua Dairy, in Roseburg; eggs from Wilcox Family Farms, in Aurora; mac and cheese and pastas from Portland-based Rallenti Pasta; and Local Heat tortilla chips from Portland-based Hot Mama Salsa. 

Four pasta sauces produced by Lake Oswego’s Paradigm Foodworks will come soon, featuring Market of Choice chef-created recipes enhanced by Oregon mushrooms, cheese, chilis, wine, and other local ingredients.

“Their intention was they wanted to get a really high-quality locally made item in each category of the store and then promote that within the store to build it up to be the number one item in the category,” said Nikki Guerrero, owner of Hot Mama Salsa. 

MOJO program builds local food businesses

The Oregon makers partnering with the Craft & Kitchen line either got their start with Market of Choice as the first company to carry them or is involved in its MOJO program. Guerrero started in 2008 with a line of fresh salsa and participated in Market of Choice’s MOJO program to grow the business. 

“I started sending products through the MOJO program in 2018,” said Guerrero. “It allowed me to get products into areas of the state that I did not have representation in. I was able to reach customers in central and southern Oregon. Gaining customers in these areas allowed us not only to grow sales but grow the brand so that when I introduce new products I have an established customer base ready to try them.”

Market of Choice says nearly 800 products made by Oregon entrepreneurs are distributed through its locations.

“Through MOJO, we get to know the maker and learn about their business, goals, and potential,” Weddington said. “In some cases, they need help with things like packaging, sourcing ingredients, or finding a co-packer. When we can, we help them get ready for our shelves.”

The program provides significant support to emerging businesses. 

“We commit to a full year with them,” Weddington said. “We provide distribution, and throughout the year, include them in local maker sales, social media, email promos, in-store promotional materials, and more — all at our expense.”

The development of the Local Heat tortilla chips illustrates the collaborative approach of the Craft & Kitchen line. Market of Choice partnered with Guerrero to revitalize a previously popular house-made flavored chip from the deli section. Together, they created a new product that blends Market of Choice’s original recipe with Guerrero’s seasonings featuring Mexican chili peppers sourced from Forest Grove’s Peppered Earth.

Setting makers up for success

Prior to the Craft & Kitchen collaboration, Guerrero worked with Market of Choice as a vendor for her salsas, hot sauces, and Mexican-style chili oil. She also makes a handmade white corn tortilla chip and was looking for a larger facility to expand production. John Boyle, Market of Choice’s chief merchandising and marketing officer, knew Guerrero was hoping to expand and approached her about developing a new flavored chip that was based off the chip Market of Choice had previously made. 

“They had a recipe for this chip that they were handmaking,” said Guerrero. “It was just for specials, not on a regular basis. But the customers loved them. He gave me that recipe to work from.”

Guerrero added her flavors to the previous recipe to develop the Local Heat chili lime chip. The process took about a year. In the meantime, Hot Mama found a larger facility to move into.

“One thing that is so incredible about Market of Choice is that they really put their money behind their mission,” said Guerrero. “They put up marketing dollars to promote this project. They put the item on sale, and they put up all the money for that promotion. … And not only did they put the money up for promoting all this, they also purchased the packaging and warehouse the packaging. They deliver us the bags when we need them, so we don’t have to take up a bunch of storage space to house the bags. And they also pick the chips up and distribute them. It’s kind of an unbelievable deal in the world of grocery, but they have set up their infrastructure to be so supportive of local business.”

The company says it has more than 7,000 Oregon-made products available across its 11 stores statewide.

Amplifying local brands

An element of Craft & Kitchen is prominently showcasing local makers on packaging. 

“Including local makers in our Craft & Kitchen items gives them more visibility with our neighbors and builds trust — encouraging people to try their products on their own,” Weddington said. “They aren’t just an ingredient listed on our label — we actively include them in our promotion of the product.”

For Weddington, the goal is long-term success for the businesses they partner with. 

“Ideally, customers develop an affinity for these brands, leading to direct sales and lasting support for the maker,” he said.

The Craft & Kitchen line builds on Market of Choice’s tradition of private-release wine collections, including the CommUnity Cellars, Intersect, and recently launched Place brands. 

Market of Choice operates 11 stores throughout Oregon, including locations in Eugene, Ashland, Bend, Corvallis, Medford, and the Portland-metro area.

Recipes

Courtesy of Market of Choice’s Artisan Chef Greg Cabesa 

Penne with Balsamic Tomatoes, Garlic, and Ricotta

A brilliant mix of tomatoes, garlic, and balsamic vinegar all tossed with penne for the perfect all-seasons, vegetarian meal in minutes. Creamy ricotta melts into this silky sauce for a fantastically flavorful finish.

Serves: 4
Difficulty: easy
Prep time: 10 minutes
Cook time: 10 minutes

• 1 pound penne, cooked and drained (do not rinse)
• 2 tablespoon extra virgin olive oil
• 2 tablespoons butter
• 2 tablespoons garlic, minced
• 28 ounces San Marzano tomatoes with juice (1 can)
• 2 tablespoons balsamic vinegar
• 12 large basil leaves, chopped
• 1/2 teaspoons each salt and pepper, or to taste
• 8 ounces ricotta (or substitute other soft cheese)

Boil pasta in salted water 8 minutes until al dente. Reserve 1 cup pasta water, then drain. In separate pan, sauté garlic in hot butter and oil for 1 minute.

Add tomatoes, vinegar, basil, and seasonings and bring to simmer, roughly breaking up tomatoes. Toss with pasta and a bit of reserved water as needed to coat well.

Plate and top with dollops of ricotta.

Spaghetti Market Meatballs and San Marzano Marinara

Market fresh–made meatballs are the perfect start to this quick marinara. Use a local pinot noir simmered with tomatoes, basil, and roasted garlic for a super easy and delicious sauce.

Serves: 4
Difficulty: easy
Prep time: 5 minutes
Cook time: 30 minutes

• 1 pound spaghetti, cooked and drained (do not rinse)
• 2 pounds Market meatballs
• 3 tablespoons extra virgin olive oil, divided
• 1/2 cup Oregon pinot noir (or other red wine)
• 28 oz. San Marzano tomatoes, whole (1 can)
• 1/4 cup roasted garlic cloves (from Olive Bar)
• Pinch black pepper
• 1 teaspoon salt
• 4 large basil sprigs (about 12 large leaves)

Boil pasta 8 minutes until al dente. Reserve 1 cup pasta water, then drain. In large skillet over medium heat sear meatballs in 1 tablespoon olive oil on all sides, about 3 minutes. Remove meatballs and reserve.

Deglaze pan with wine and reduce by half. Add tomatoes, roasted garlic, pepper, salt, and basil. Simmer 8 to 10 minutes, until tomatoes break down, stirring every few minutes.

Add meatballs to sauce and simmer until thermometer registers 165 F in center, about 7
minutes. Remove basil stems and sprigs (leaves are fine). Toss with spaghetti and a little pasta water as needed to cover all well. Serve immediately.