Market of Choice Elevates Oregon’s Local Food Scene with the Launch of Craft & Kitchen Private Label Line
Market of Choice, Oregon’s largest independent, family-owned grocer, has once again reaffirmed its commitment to supporting local makers with the launch of its highly anticipated private label brand, Craft & Kitchen. This exclusive new line is more than just a collection of premium grocery staples—it is a carefully curated assortment of locally crafted products that showcase Oregon’s vibrant food culture, created in collaboration with the state’s most talented artisans, farmers, and food producers.
Craft & Kitchen encompasses an expanding array of high-quality dairy products, pantry essentials, pastas, sauces, and snacks, each distinguished by unique recipes and flavors that have been co-developed with Oregon-based makers and Market of Choice’s expert chefs. With a focus on craftsmanship, sustainability, and community enrichment, this new private label is designed to celebrate the best of Oregon’s culinary heritage while offering customers an exceptional shopping experience.
A Deep-Rooted Commitment to Local Makers
With more than 7,000 locally made and grown products available across its 11 stores statewide, Market of Choice has long championed Oregon’s independent food and beverage producers. However, the introduction of Craft & Kitchen marks a significant evolution in this mission, moving beyond simply stocking local products to actively partnering with artisans in the creation of exclusive, high-quality offerings.
“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. By keeping dollars in the local economy and delivering delicious, high-quality products, we are proud to deepen our investment in Oregon’s food culture.”
This commitment to local sourcing and production is not only beneficial to Oregon’s small businesses but also ensures that customers have access to the freshest, most flavorful products made with care and integrity. Each Craft & Kitchen item represents a story of collaboration and craftsmanship, embodying Market of Choice’s dedication to quality, sustainability, and community empowerment.
Craft & Kitchen: A Celebration of Local Partnerships
At the heart of Craft & Kitchen is a spirit of collaboration, bringing together some of Oregon’s most beloved food producers to create an exclusive line of products that can only be found at Market of Choice. The initial lineup, currently available in stores, 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
In the coming weeks, Market of Choice will expand the Craft & Kitchen collection with four brand-new pasta sauces developed in partnership with Paradigm Foodworks, a trusted Oregon producer based in Lake Oswego. These Market of Choice chef-created recipes promise to deliver rich, flavorful sauces, highlighting ingredients such as Oregon mushrooms, artisanal cheeses, chilis, and regional wines.
Each of these makers has a long-standing relationship with Market of Choice, with many of them getting their start through the company’s MOJO program—an initiative that has nurtured hundreds of local food and beverage entrepreneurs by providing them with retail opportunities, marketing support, and business mentorship. The success of Craft & Kitchen is a testament to the strength of these partnerships and Market of Choice’s commitment to fostering Oregon’s food ecosystem.
The Story Behind the Local Heat Tortilla Chips Collaboration
One of the standout products in the Craft & Kitchen launch is the Local Heat Tortilla Chips, a bold and flavorful snack developed in collaboration with Hot Mama Salsa. Portland-based Nikki Guerrero, the owner and founder of Hot Mama Salsa, has been a staple in Oregon’s food community, known for her handcrafted salsas and sauces inspired by traditional Mexican flavors.
Knowing that Guerrero was in the process of expanding her product line, Market of Choice saw an opportunity to revive a house-made flavored chip that had previously been popular in its deli, this time with a distinctly local twist. Together, Guerrero and Market of Choice’s culinary team developed a recipe that blended the original tortilla chip concept with spices and Mexican chili peppers from Peppered Earth, a farm located in Forest Grove, Oregon. The result is a spicy, crunchy, and irresistibly bold chip that reflects the rich culinary traditions of the region.
“For someone passionate about the local food community, it’s exciting to work with a grocery chain that truly supports small makers,” says Nikki Guerrero, founder of Hot Mama Salsa. “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.”
Elevating Private Label: The Future of Craft & Kitchen
While many grocery store private labels focus on cost savings and mass production, Craft & Kitchen is about redefining what a private label can be: a premium, locally sourced, and collaboratively created line that enriches the food landscape of Oregon. With new products set to launch throughout the year, Market of Choice aims to continue expanding the range of small-batch, high-quality foods that celebrate Oregon’s local farmers, chefs, and artisans.
Beyond pantry staples and prepared foods, Market of Choice has also developed a distinguished private-release wine collection, which includes:
- CommUnity Cellars
- Intersect
- Place (a recently launched wine line that pays homage to Oregon’s distinct wine-growing regions)
These wines, created in partnership with Oregon’s top winemakers, offer exceptional quality while remaining accessible in price, further solidifying Market of Choice’s reputation as a champion of local food and beverage artisans.
A Vision for Oregon’s Food Future
The launch of Craft & Kitchen is more than just a business initiative—it is a celebration of Oregon’s diverse and thriving food culture. By working directly with local makers, Market of Choice is empowering small businesses, preserving regional food traditions, and offering customers a unique opportunity to experience the very best of what Oregon has to offer.
As Market of Choice continues to expand the Craft & Kitchen line, it remains committed to its core values of quality, authenticity, and community investment. Every product in the collection tells a story—of innovation, collaboration, and the passion that defines Oregon’s food scene.
For customers looking to explore the Craft & Kitchen line, all products are available exclusively at Market of Choice locations statewide. Whether you’re savoring the spicy kick of Local Heat Tortilla Chips, indulging in handcrafted pasta and sauces, or enjoying a glass of Oregon’s finest wine, Craft & Kitchen invites you to taste the true essence of Oregon—one delicious bite at a time.
