Oregon’s largest independent, family-owned grocer, Market of Choice, is expanding its private label offerings with the launch of a new supplement collection developed exclusively for Market of Choice in partnership with Oregon-owned and operated Highland Laboratories, a trusted dietary supplement manufacturer based in Mt. Angel, Oregon.

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This Women's Multivitamin is part of a new collection of private-label supplements developed exclusively for Market of Choice in partnership with Oregon-based Highland Laboratories.

Market of Choice’s private label line, called MoC Apothecary, is available in stores now. This new private label supplement line, developed by Highland Laboratories, offers products that span three product categories:

• Single Ingredient: Pure and potent vitamins, minerals, and herbs in their most effective forms, these are ideal for customers looking for supplement stacking or targeted use.
• Condition-Specific: Comprehensive formulas containing multi-ingredient blends.
• Multivitamins: Balanced daily nutrition that meets or exceeds daily requirements, often including trademarked ingredients.

Launching in stores across Oregon with 43 unique products, the collection is thoughtfully curated for quality and impact, and is set to grow to more than 100 products. In addition to A-to-Z vitamins, the line currently includes:

• Supplements for men’s and women’s health
• Immune health
• Energy
• Circulatory support
• Digestive health
• Detox and cleansing
• Sleep
• Mood
• Vision
• Hair, skin and nails
• Bone, joint and muscular health

"This partnership is not a white‑label transaction; it is a local alliance,” says Keith Gregory, chief financial and revenue officer for Highland Laboratories. “Highland and Market of Choice are joining forces so that the health goals of our community are met with science, sincerity, and consistency–not luck."

According to Gregory, each formula comes from a personal place. It’s wellness with intention. Whether it’s Eye Support or a joint support blend, every condition-specific formula Highland Laboratories creates is designed to address an individual’s particular need. The ingredients for every supplement are responsibly sourced from partners around the world, and every product undergoes rigorous testing—including internal and third-party verification—to ensure purity and potency.

“This new private label line reflects the best of both Oregon-based companies, which share deep values around quality, integrity, and supporting our local communities,” says John Boyle, chief merchandising and marketing officer for Market of Choice. “Highland Laboratories shares our commitment to providing customers with trusted, locally made products that support their well-being.”

With the largest selection of Oregon-made and Oregon-grown products in the state, Market of Choice offers more than 7,000 local items across its 12 stores. Its expanding private label strategy reflects its commitment to regional producers and innovation. The new MoC Apothecary private label line joins a growing portfolio that includes Craft & Kitchen, a line of premium dairy products and pantry staples featuring distinctive recipes and flavors co-created with Oregon makers and Market of Choice chefs. Market of Choice also curates a standout private release wine collection, including the CommUnity Cellars, Intersect, and Place brands—each developed in collaboration with Oregon wine growers.

About Market of Choice

Founded in 1979, Market of Choice is Oregon’s largest family-owned, independent grocer with 12 stores located throughout the state. Driven by the joy of and admiration for Oregon food and its makers, Market of Choice has grown into a thriving grocery retailer with nearly 1,400 dedicated employees. With stores in Ashland, Bend, Corvallis, Eugene, Medford, and the Portland-metro area, Market of Choice has developed deep, meaningful relationships with farmers, ranchers, fisherfolk, and food and beverage producers across Oregon and is committed to fostering a vibrant local food economy. For more information, visit www.marketofchoice.com. Stay connected with Market of Choice on Instagram, Facebook, and Pinterest.

About Highland Laboratories

Founded in 1974, Highland Laboratories is one of the oldest custom contract and private label manufacturers of nutritional supplements in the United States. With a multi-million-dollar manufacturing facility residing in the small town of Mt. Angel, Oregon, Highland Laboratories serves customers from all over the world. FDA-registered and GMP-certified, Highland Laboratories is committed to manufacturing high-quality products that meet the industry’s most rigorous testing and regulatory standards.

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