He's a non-descript man, with his pushcart. On it he sells nothing more exotic than jars of sun-dried tomatoes in oil and pickled vegetables. But he's always out there, in the courtyard of the great Guild of Wizards, in most weathers, and he'll have a kind word for you, and a jar.
The local band of 'nasties' (goblins / orcs / whatever) lives in relative peace with the local population.
Along come the PCs and go through their usual heroic monster bashing routine, wiping out the nasties and pinching all their stuff, then continue on their way.
Problem is, they don't kill ALL he nasties. The survivors want revenge and, after spending a few months recovering, start to take it in their own inimitable style (which is not unlike that of the PCs come to think of it).
Next time the PCs are in the area they find themselves VERY unpopular with the townsfolk.