Market Of Choice Celebrates 10 Years Of MOJO Program

Why It Matters

MOJO demonstrates how a retailer‑led incubator can accelerate local food entrepreneurship, strengthening regional supply chains and retaining economic value within the state.

Key Takeaways

• MOJO marks 10 years, helping hundreds of Oregon makers
• Local products now 15% of MOJO shelves, ~7,000 SKUs
• Program partners with 7 incubators to source new brands
• Oregon food sector valued over $42 billion, boosted by MOJO
• Alumni brands like HYCH hot sauce still thriving after decade

Pulse Analysis

Retail‑driven incubators are reshaping how small food brands reach consumers, and Market of Choice’s MOJO program is a leading example. By offering product development consulting, distribution logistics, and in‑store promotions, MOJO lowers the cost of market entry for emerging Oregon makers. The program’s integration with seven local incubators creates a pipeline of innovative products, allowing the grocer to differentiate its shelves while providing makers with a reliable retail partner. This model reduces the typical “valley of death” funding gap that many food startups face.

The economic ripple effects are significant. Oregon’s agriculture, food and fiber sector generates more than $42 billion in output, and MOJO‑backed brands help retain a larger share of that value within the state. With 15% of Market of Choice’s inventory now sourced from local producers—about 7,000 distinct items—the program channels consumer spending directly to regional farms, processors, and entrepreneurs. Studies show that locally produced food keeps a higher proportion of revenue in the community, supporting jobs, supply‑chain resilience, and rural development.

Looking ahead, MOJO’s decade‑long success offers a blueprint for other retailers seeking to embed sustainability and community impact into their growth strategies. As newer participants like We Must Mustard and Better Boba gain traction, the program underscores the importance of continuous innovation and partnership with incubators. Replicating this approach could help other states amplify their own food ecosystems, mitigate supply chain disruptions, and meet rising consumer demand for locally sourced, transparent products.