Made Here
Southern Oregon Makers: Building brands with local support
Every local product on a grocery store shelf comes with an origin story of the passion, expertise, and hard work it took to succeed. For a small producer, getting on the shelf is one of the most difficult steps in building their business. Before landing there, makers must learn how to produce at scale, package a product, manage inventory, navigate distribution, and get in front of customers.
The local entrepreneurs behind Joey’s Hot Sauce, Moontime Tea and Oshala Farm have different origin stories and products, but have shared in the challenges and rewards of turning something personal—a farm, a family recipe, a personal passion—into a retail brand.
And for these three Southern Oregon makers, Market of Choice’s MOJO program for emerging Oregon food brands has played an important role in that journey. Offering more than shelf space, MOJO provides a path to market: practical guidance, marketing support, free statewide distribution, product development insights, and promotion across the state.
From an act of love to a statewide brand
Joey Repice’s hot sauces began as an act of love. His wife, Lisa, was frustrated that she couldn’t find a hot sauce without unnecessary ingredients and additives. So, drawing on his Southern Italian roots and years spent in restaurants and hospitality, he developed a hot sauce using organic peppers and spices, with no mystery ingredients.
Then friends wanted bottles, too, and what started as a personal recipe blossomed into a business. In 2019, Joey and Lisa moved to Ashland from Los Angeles, where he formally launched Joey’s Hot Sauce. Today, the company makes a range of sauces with varying heat levels and flavors. But Joey says that running a small food business isn’t always easy—that’s where Market of Choice comes in.
“When we first joined MOJO, we were small potatoes, and the MOJO Program gave us a tremendous boost during those early years,” says Founder Joey Repice. “One of the biggest benefits has been the exposure Market of Choice has given us throughout Oregon. The company created displays and videos, offered in-store demonstrations, and even developed a custom mini bottle for their hot bars, giving us a second point of sale in their stores and a great sampling opportunity for customers. They’ve been a supportive partner throughout our growth.”
Over the past year, Joey had the opportunity to test his products in a much larger grocery chain. The onboarding costs, distribution requirements, financial risks, and lack of support for small brands were overwhelming, and they ultimately decided it wasn’t a good fit for the business. Joey says MOJO is designed in a way that actually works for local makers instead of forcing them into systems built for larger brands.
Steeping women’s wellness expertise into every cup
Kathryn Flynn, Moontime Tea Founder, spent two decades as a nutrition expert and women’s health advocate, focusing on fertility and hormone balance. Through her work, she discovered a gap: few natural and organic products were designed specifically to support women’s well-being. This inspired Kathryn to begin blending herbal teas that combined traditional herbal wisdom with modern nutritional science, and Moontime Tea was born.
As word about her products spread, small batches in her kitchen quickly developed into online sales and a full line of organic, herbal teas designed to support women’s wellness at every life stage – from cycle support to perimenopause comfort.
Kathryn learned about MOJO through another local business and approached Market of Choice with samples. Market of Choice helped Kathryn understand the practical realities of retail—from shipping between stores and managing inventory to packaging, margins, and the differences in how customers shop online versus in a store. “MOJO didn’t just give us shelf space—it gave us a roadmap for how to think bigger,” Kathryn says.
“They helped us strengthen the business behind the product and gave us the confidence to take that next step.” Her products now sit alongside established brands, which is difficult to achieve as a small, solo producer. MOJO showed her what she needed to do to grow responsibly. Feedback from Market of Choice customers helped Kathryn expand the product line and gave her confidence to approach other retailers. “We’re not just selling products anymore; we’re building a real retail brand.”
Oshala Farm: The Heart of Local, Stronger Together
Founded by Elise and Jeff Higley in 2013, Oshala Farm is a 290-acre Regenerative Organic Certified® family farm in Southern Oregon. Drawing on Elise’s background in Western herbalism and Jeff’s experience in organic farming, the couple grows more than 80 varieties of medicinal and culinary herbs and makes teas and other products for customers.
“Because we make everything in small batches, it can be difficult to stay price competitive [while also absorbing traditional distributors’ costs],” says Elise Higley, Founder and Owner of Oshala Farm. “Through the MOJO program, Market of Choice distributes our products to all 13 of its stores at no cost to us.” Elise also appreciates that Market of Choice absorbs sales discounts for their products. “We don’t know any other market that does that.”
The relationship between maker, retailer and the community has taken on a deeper meaning this summer for Oshala Farm after a fire destroyed four major structures at Oshala Farm, along with drying and processing equipment, storage facilities and most of its harvested herbs. The farm’s fields, employees and animals survived.
Neighbors, customers and partners quickly stepped in, providing storage, equipment and help with harvesting and drying. Financial support came just as quickly. Two weeks after the fire, more than 2,800 people had donated more than $288,000 to the farm’s GoFundMe: Help Rebuild Oshala Farm. Market of Choice also pledged to match statewide customer donations up to $5,000.
“The community response meant our employees didn’t miss a day of work and what we did have left in the fields was not lost,” says Elise. “Even more than the financial help, it has given us the emotional strength to carry on, even though we are realizing recovery will take years.”
When Market of Choice called to ask permission to launch its fundraiser, Elise says, “My eyes welled up in gratitude. It’s actually hard to say, ‘Yes, I need help.’” The experience reinforced her belief that customers and business partners are more than just customers and partners—they’re part of the farm family.
At its best, a local food system is more than a chain from producer to retailer to customer; it’s a supportive network, one where, when one part is damaged, the others step up. That same spirit runs through MOJO: Market of Choice’s deep commitment to local communities and steadfast support of Oregon makers is helping turn small, personal ventures into thriving retail brands. Visit Market of Choice’s Ashland or Medford store to discover your favorite Oregon brand.
