Market of Choice

What Market of Choice does

Market of Choice is Oregon's largest family-owned independent grocery retailer, operating 12 stores across the state (expanding to 13 with the May 2026 Hillsdale Basics Market acquisition) since its founding in 1979. The company serves Oregon consumers seeking conventional, natural, organic, specialty, and health-conscious grocery products, organized into comprehensive in-store departments: Bakery, Barista, Beer & Wine (800-1,200 choices per location), Bulk Foods, Specialty Cheese, Coffee & Tea, Floral, Home & Gift, Kitchen (prepared foods), Meat & Seafood, Produce, Whole Health, and Catering/Supper Club (Eugene, Medford, Ashland). The technology stack is traditional grocery retail infrastructure — point-of-sale, email/SMS marketing (Savories Weekly), and the DoorDash marketplace for delivery (announced April 2026) — with no proprietary AI/ML systems in evidence.

The business model is retail grocery sales across physical storefronts, supplemented by catering, Supper Club meal subscriptions, DoorDash delivery, and a differentiated private-label program (Craft & Kitchen) co-created with local producers. Revenue is generated through unit pricing on grocery transactions, with weekly promotional pricing visible in Savories Weekly. The company's strategic differentiation rests on the MOJO program (launched 2016, celebrating its 10-year anniversary in April 2026), which has supported approximately 7,000 local Oregon food and beverage maker brands — with roughly 15% of in-store products sourced locally and no-cost distribution provided to qualifying makers via the company's own truck fleet. The Amplify program extends MOJO to BIPOC-, LGBTQ+, veteran-owned, and women-owned businesses through partnerships with Built Oregon, Xcelerate Women, and the Food Innovation Center. The company is 100% family-owned (Wright family), led by CEO Rick Wright and President Zach Wright, with no external institutional investment.

Name

Market of Choice

Legal name

Market of Choice

Website

https://marketofchoice.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Market of Choice is Oregon's largest family-owned independent grocer, operating 12-13 stores across Oregon since 1979, serving consumers seeking local, organic, and specialty products via its MOJO maker-support program backing 7,000+ Oregon brands.

Ownership category

akta.pro rank

Product category

Independent Supermarket Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Specialty Food Retailers (4452)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Natural Specialty Food Stores (Gluten-Free, Vegan, Keto, Allergy-Friendly) (CRAHAEAE)

akta.pro secondary industry

Gourmet & Fine Food Stores (CRAHAGAG)

Keywords

• Independent grocery retail
• Local food sourcing
• Specialty supermarket
• Prepared foods catering
• Private label groceries

Headquarters

HQ city

Eugene

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Retail Grocery Sales: Traditional grocery retail across 12 Oregon locations, offering Bakery, Barista, Beer & Wine, Bulk Foods, Catering, Specialty Cheese, Coffee & Tea, Floral, Home & Gift, Kitchen, Meat & Seafood, Produce, Shop The Aisles, Supper Club, and Whole Health departments.
2. Catering Services: Catering services offering chef-prepared meals, party platters, and Supper Club meal delivery at Eugene, Medford, and Ashland locations.
3. Local Maker Programs: Revenue through MOJO program supporting local makers - approximately 15% of products come from local brands with over 7,000 local items in stores.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Market of Choice operates a family-owned, independent grocery retail chain with 12 physical store locations across Oregon. The company sells conventional, natural, organic, and health-conscious supermarket items across specialty departments including Bakery, Barista, Beer & Wine, Bulk Foods, Cheese, Coffee & Tea, Floral, Home & Gift, Kitchen (prepared foods), Meat & Seafood, Produce, and Whole Health. The company also offers catering services, Supper Club chef-prepared meals, and its own Craft & Kitchen private label brand developed in partnership with local Oregon makers.

Product overview

Market of Choice is Oregon's largest family-owned, independent grocery retailer with 12 stores across the state. The company operates a unified retail platform combining physical grocery stores with supporting services. Its core offerings include fresh departments (Produce, Meat & Seafood, Bakery, Cheese & Provisions), specialty departments (Beer & Wine, Coffee & Tea, Floral, Whole Health), and prepared food services (Kitchen, Catering, Supper Club, Barista). The company differentiates through its MOJO & Amplify Programs supporting local Oregon makers and its Craft & Kitchen private label created in partnership with local producers. Additional services include DoorDash delivery partnership and catering. The business emphasizes local sourcing with over 5,000 local items and partnerships with hundreds of Oregon farmers and food makers.

Differentiator

Problem solved

Functional benefit

Brands

• Craft & Kitchen: Private label brand partnership program with local makers for small-batch specialty products including milk, eggs, spreads, honey, pasta, chips, sausages, and sauces.
• MOJO
• Amplify
• Dig Local

Products and services

• Grocery Retail Operations Full-service grocery retail with 12 Oregon locations offering fresh produce, meats, seafood, bakery, deli, and general grocery items. Family-owned and independent since 1979.
• Bakery Department In-store boutique bakery offering scratch-made breads, cakes, cupcakes, wedding cakes, pastries, cookies, and gluten-free and vegan options using locally sourced ingredients.
• Market Barista and Café Coffee bar featuring locally roasted coffee, tea lattes, smoothies, and seasonal drink options prepared by trained baristas.
• Beer & Wine Department Specialty beverage department offering 800-1,200 choices per location including local craft beers, Oregon wines, ciders, and zero-proof mixers.
• Bulk Foods Department Bulk department offering herbs, spices, nut butters, dried fruits, rice, grains, and local honey with customers able to bring their own containers.
• Catering Services Event catering service offering entrees, appetizers, baked goods, and complete meal solutions for gatherings and special occasions.
• Cheese & Provisions Department Artisan cheese shop offering local and international cheeses, charcuterie, gourmet crackers, olives, fruit preserves, and custom cheese boards.
• Coffee & Tea Department Specialty coffee department featuring locally sourced beans, single-origin options, loose leaf teas, matcha, and mushroom teas from local roasters.
• Floral Department Fresh-cut flowers, potted plants, artistic arrangements, and seasonal vegetable starts and herbs from local growers.
• Home & Gift Department Kitchen utensils, hand-poured candles, and gift items alongside home goods for personal use.
• Kitchen (Prepared Foods) Department Scratch-made prepared foods including gourmet entrees, custom sandwiches, paninis, soups, salads, sushi station, Wood Stone hearth oven pizza, and Supper Club meal service.
• Meat & Seafood Department Full butcher shop and fishmonger service with skilled butchers, sustainably sourced wild-caught seafood, and locally raised meats.
• Produce Department Fresh produce department featuring locally sourced fruits and vegetables, organic options, and partnerships with local farms.
• Supper Club Meal Service Chef-prepared meal service offering planned, ready-to-heat dinners for pickup. Currently available at Eugene, Medford, and Ashland locations.
• Whole Health Department Health products including natural supplements, vitamins, protein powders, herbal remedies, personal care items, and first aid supplies.
• Craft & Kitchen Private Label Private label brand created as a partnership between Market of Choice and local makers, offering small-batch spins on classic products including milk, eggs, spreads, pasta, chips, sausages, and sauces.
• MOJO & Amplify Maker Programs Programs supporting local Oregon makers offering product development guidance, distribution support, and promotion. MOJO helps local brands bring products to market, while Amplify reduces barriers for BIPOC-, LGBTQ+ and women-owned businesses.

Quantifiable outcome

• 7,000 local brands supported through MOJO program
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

33 partnerships are on record, tiered core and minor.

• DoorDashcoreChannel Partner/ Reseller/ Distributor · 1 April 2026DoorDash partnership for on-demand grocery delivery from 12 Market of Choice locations in Oregon. DashPass members eligible for $0 delivery fees. Partnership announced April 2026 as part of DoorDash's expansion with regional grocers including FreshDirect, Brookshire Grocery, and Harps Food Stores. DoorDash reported it became a leading third-party marketplace in U.S. grocery and retail by order volume in 2025.
• Built OregoncoreStrategic or Co-development PartnerBuilt Oregon is a group of community and industry leaders helping create sustainable, inclusive and innovative job growth in Oregon. Their grant program assists local BIPOC food and beverage makers through mentorship and the Built Oregon Mentor Network and Accelerator Program. Market of Choice is a supporting partner.
• High Desert Food & Farm AllianceminorStrategic or Co-development PartnerBend-based nonprofit supporting the food and farm network of central Oregon, serving more than 39,000 food-insecure residents in Crook, Deschutes and Jefferson counties.
• Xcelerate WomencoreStrategic or Co-development PartnerOrganization offering women entrepreneurs business education, peer support, and a pathway to financing their business ventures. Market of Choice partners with Xcelerate Women as part of Amplify program supporting diverse makers.
• Oregon Angel Food FoundationminorStrategic or Co-development PartnerAnnual event of Oregon Entrepreneurs Network teaching food and beverage entrepreneurs how to start up and scale up. Helps BIPOC-led entrepreneurs connect with mentors and investment programs.
• Food Innovation CenterminorStrategic or Co-development PartnerPartner organization for discovering and supporting new makers as part of MOJO program.
• GYRminorStrategic or Co-development PartnerPartner organization for discovering and supporting new makers as part of MOJO program.
• Good Food Merchants CollaborativeminorStrategic or Co-development PartnerTight-knit group of leading independently owned markets committed to supporting American craft food producers. Market of Choice is a member and Presenting Sponsor of the Good Food Awards.
• Oregon Food Bank NetworkminorStrategic or Co-development PartnerPartnership for food donations and community giving. Portland & West Linn stores support Oregon Food Bank and Urban Gleaners. Record 2.5 million visits to assistance sites in 2024, distributing one million pounds of food weekly.
• Food for Lane CountyminorStrategic or Co-development PartnerEugene stores partner with Food for Lane County and Lane County Food Rescue Program for food donations. Market of Choice and Sabrina Ionescu's SI20 Foundation helped generate over $50,000 and nearly 7,000 pounds of food.
• Local Farm PartnerscoreStrategic or Co-development PartnerPartnership with local Oregon farms through Dig Local program. Farms include Kiger Island Blues, Commonplace Farm, Gathering Together Farm, Mt. Hope Farms, Poole Fruit Company, The Mushroomery, Riverwood Orchard, Kiyokawa Family Orchards, and others. Farms receive no-cost distribution to all 12 stores.
• Dry Farming InstituteminorStrategic or Co-development PartnerPartnership to help farmers conserve water by preparing and using soil to its highest water-holding capacity. Supports sustainable farming practices.
• Angel Hair FoundationminorStrategic or Co-development PartnerNonprofit providing funding for cranial prosthesis hair systems for children in Oregon who have lost hair due to medical illness. Market of Choice is annual sponsor of Shall We Dance competition.
• Old Mill Center For Children & FamiliesminorStrategic or Co-development PartnerFull-service provider of preschool, mental health, early intervention and parent support in Corvallis area. Market of Choice is annual Gold Tiger Sponsor donating $5,000/year.
• McKenzie River TrustminorStrategic or Co-development PartnerProtects and conserves over 7,000 acres within Oregon watersheds. Market of Choice supports for the good of waterways and food systems.
• Proud Mary Coffee RoastersminorStrategic or Co-development PartnerOregon coffee roaster serving Eugene, Corvallis, Bend stores (Portland for house coffee only).
• Case Coffee RoastersminorStrategic or Co-development PartnerOregon coffee roaster serving Medford store location.
• Noble Coffee RoastingminorStrategic or Co-development PartnerOregon coffee roaster serving Ashland store location.
• Alesong Brewing & BlendingminorStrategic or Co-development PartnerEugene-based brewery known for wild and natural barrel-aged beers fermented in retired French oak wine barrels.
• Rogue CreameryminorStrategic or Co-development PartnerCentral Point, Oregon creamery whose Rogue River Blue won 2019-20 World Cheese Awards Grand Champion - first American-made cheese to win.
• Cascadia CreameryminorStrategic or Co-development PartnerTrout Lake, Washington creamery specializing in aged, raw, certified organic cow's milk cheeses aged in lava tube cave.
• Bornstein SeafoodsminorStrategic or Co-development PartnerPacific Northwest seafood company established 1934, focusing on quality and sustainability in wild-caught seafood. Third-generation family-owned.
• Anderson RanchesminorStrategic or Co-development PartnerBrownsville, Oregon sheep ranch where lambs are raised without antibiotics or growth hormones, processed at their own facility.
• Nouriche Bone BrothsminorStrategic or Co-development PartnerPortland-based maker of organic, small batch bone broths crafted with whole-food ingredients sourced from regenerative farms in Pacific Northwest.
• Umpqua DairyminorStrategic or Co-development PartnerIconic Oregon dairy producer for quality, freshness and great pricing on local milk. Partner for Craft & Kitchen brand milk products.
• Wilcox Family FarmsminorStrategic or Co-development PartnerOregon farm providing free range brown and white eggs. Partner for Craft & Kitchen brand eggs.
• Olympia ProvisionsminorStrategic or Co-development PartnerLeading charcuterie maker partnership for Craft & Kitchen brand Andouille and Linguica sausages.
• Paradigm FoodsminorStrategic or Co-development PartnerLake Oswego partner for Craft & Kitchen brand pasta sauces and BBQ sauces, using locally sourced ingredients.
• Oregon FlowersminorStrategic or Co-development PartnerAurora, Oregon greenhouse flower farm operated by Meskers family since 1985, growing flowers with Dutch heritage.
• Log House PlantsminorStrategic or Co-development PartnerCottage Grove nursery founded 1976 by U of Oregon alumni, growing 2,500 varieties of annuals, perennials, vegetables, herbs and specialty edibles.
• Mickelberry GardensminorStrategic or Co-development PartnerPortland-based maker crafting healing remedies using raw honey, propolis and beeswax from their beekeeping operation.
• NuNaturalsminorStrategic or Co-development PartnerEugene-based family maker of NuStevia premium plant-based stevia extracts and blends.
• Hissho SushiminorStrategic or Co-development PartnerSushi station provider with trained Hissho Chefs making fresh sushi daily at Market of Choice Kitchen departments.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Whole Foods Market: Amazon-owned national natural/organic specialty grocer with 500+ stores. Direct overlap in natural/organic positioning and specialty assortment, competing in Portland, Eugene, and Bend trade areas.
• Trader Joe's: Privately held national specialty grocer with 500+ stores. Significant overlap on curated assortment, private-label emphasis, and value-driven specialty positioning, though at vastly larger scale.
• Hy-Vee: Large Midwestern employee-owned grocer expanding into the Pacific Northwest. Comparable on full-service grocery with strong prepared foods, specialty, and perishables focus.

Regional players

• Haggen: Pacific Northwest regional grocery chain operating in Washington and Oregon. Comparable independent regional grocer competing for similar shopper demographics in overlapping Oregon communities.

Direct peers

• Natural Grocers (Vitamin Cottage): Public specialty grocer operating ~170 stores emphasizing natural and organic products. Closely comparable on natural/organic positioning, specialty dietary assortment, and community-rooted brand identity, though at larger scale.
• New Seasons Market: Portland-based specialty grocer with deep Pacific Northwest presence. The most direct historical competitor in the Oregon/Pacific NW specialty natural segment, sharing similar local-maker curation philosophy.
• PCC Community Markets: Seattle-based consumer cooperative operating ~15 stores in the Pacific Northwest, focused on natural, organic, and local sourcing. Closest comparable in mission, assortment emphasis on local producers, and Pacific Northwest regional grocery footprint.
• Metropolitan Market: Family-owned specialty grocer operating ~7 stores in the Puget Sound region with strong emphasis on fresh, local, and prepared foods. Highly comparable premium Pacific Northwest independent model.
• Sprouts Farmers Market: Public specialty grocer with ~440 stores focused on natural, organic, and fresh-focused assortment. Highly comparable on the natural/fresh/specialty value proposition and prepared-foods mix that differentiates MOC.

Others

• Good Food Merchants Collaborative: Peer consortium of independently owned specialty markets (of which MOC is a member/Presenting Sponsor). Comparable via shared mission to support American craft food producers rather than direct retail competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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• LinkedInlinkedin.com/company/marketofchoice

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Market of Choice