Market of Choice Opens 'Neighborhood Living Room' in South Hillsboro

On a sunny Friday morning in late May, people gathered around tables in the upper mezzanine of a new building in South Hillsboro. They sipped coffee, chatted with friends and family, and one group unpacked a picnic lunch. Outside, visitors sampled wine, entered giveaways and enjoyed a party-like atmosphere — yet they weren't at a public plaza or community center. They were at Market of Choice, Oregon's largest independent grocer, which opened its 12th location one day earlier.

"There's not a grocer like us really serving Hillsboro — especially South Hillsboro," said Dewey Weddington, vice president of marketing at Market of Choice. "We're very careful about where we open. We felt like this was a chance to serve a community that wasn't being served."

The 35,000-square-foot store anchors a new development at Reed's Crossing. With more than 7,000 Oregon-made products — from fresh produce and proteins to handcrafted sauces and greeting cards — the store embodies Market of Choice's vision of creating neighborhood hubs for both shopping and gathering.

Throughout the store, special tags and signs highlight local producers, many discovered at farmers markets across the state or who approached Market of Choice directly.

"We want to put more and more local products on the shelf," Weddington said. "Whether it's ranchers, fishermen or someone making greeting cards, if they can supply a few stores at first, we say, ‘Great — let's grow together.’"

This Oregon-first philosophy runs deep. The company has no plans to expand beyond state borders, disappointing one shopper who interrupted Weddington's tour to ask when Market of Choice would open in Vancouver, Washington.

The commitment shows in the product selection: Royal Ranch beef, Carlton Farms pork, Oregon-caught seafood and dozens of locally made hot sauces, including a new line from Portland-based hot sauce maker HAB Sauce called Sauce Lords that Weddington was particularly excited about.

Unlike typical grocery stores, this Market of Choice is designed for lingering. The airy mezzanine overlooks the shopping floor, while tucked-away seating areas include board games, puzzles, and books for families and friends.

"You're gonna find way more seating here — it's really a neighborhood hub," Weddington said. "We want folks coming in, having dinner, playing cards, sitting with coffee."

During the Friday morning tour, that vision was already reality. Families occupied nearly every table, transforming the space into what urban planners call a "third place" — neither home nor work, but somewhere to build community.

"It's a family-owned business, so community gathering spaces matter to us," Weddington explained, surveying the busy mezzanine. "Seeing customers enjoying the space — that's success."

As Market of Choice's newest location, Reed's Crossing features several exclusive offerings. Among them is the wok bowl station, a concept tested at the Cedar Mill store before expanding here.

"You won't find it anywhere else besides here and Cedar Mill," Weddington said.

The store also includes a full deli, bakery, coffee bar, house-made sushi station and a bar serving Oregon beers and wines — all designed to encourage on-site dining rather than grab-and-go shopping.

While local products take center stage, Market of Choice maintains its "choice" philosophy by stocking familiar national brands too.

"If you want Doritos and cupcakes and Coca-Cola, we've got it," Weddington said. "We want to provide people with options."

In an era dominated by self-checkout kiosks and online ordering, Market of Choice charts a different course. The company offers neither service at any location.

"We're experiential stores," Weddington explained. "Our customers enjoy talking to our cashiers. We also didn't pursue online ordering or delivery like others did during COVID, and we've been able to keep doing just fine."

This strategy stands out in an industry increasingly controlled by giants. WalMart, Kroger and Albertsons together command nearly 40% of the U.S. grocery market, often prioritizing efficiency over experience.

Market of Choice is planning to launch an app before the holidays, but primarily as a digital coupon platform to help customers save money — not for online ordering. The weekly sales flyer discounts will remain available to all shoppers, app or not.

Founded in Eugene in 1979, Market of Choice expands deliberately. The family-owned company — run by Rick Wright — evaluates each potential location carefully.

"We don't move fast. It's not like we'll open five stores in three years," Weddington said. "If the right opportunity comes up, we'll figure out how to serve a community that really wants us there."

While the company receives monthly requests for new locations, finding the right spot takes time. Success isn't measured solely in sales figures.

Market of Choice’s newest store is located in the Reed's Crossing development, just off the Tualatin Valley Highway at 3515 SE Cornelius Pass Rd. in Hillsboro. It’s open daily from 7 a.m. - 10 p.m.