Al Xile - Nora and Oscar Villasenor

Nora and Oscar’s journey to founding AL XILE PDX, like so many pandemic-era businesses, began with a simple craving.  As an architect and a 27-year veteran of Nike in merchandising and sales, neither had planned on becoming food entrepreneurs. However, when they couldn’t source the chile crisp they loved during lockdown and began to run low on the chilies they brought from Mexico, Nora’s passion for cooking sparked an idea.

The name Al Xile captures their entrepreneurial philosophy:  “embrace the moment without overthinking it, move forward with confidence.”  This spirit has guided every step of their journey since they began serious sales in 2024.

Their first wholesale partner, Helvetia Market, provided a warm and welcoming entry point, while the Beaverton Farmers Market became crucial for customer feedback and building their brand.  “You can see their face when they try it,” Nora explains, describing the immediate feedback loop that helped refine their product and messaging.

When a community member suggested they connect with Built Oregon for support, Oscar and Nora seized the opportunity.  Accepted into Built’s retail pitch program, they earned placement at Market of Choice - a significant milestone for their growing business.  They continued showing up at farmers' markets, expanding to Vancouver, and maintaining their community presence. 

Their willingness to embrace moments of opportunity led to another breakthrough.  After meeting a New Seasons Market executive at a charity event, they connected with the local foods buyer and secured placement beginning in December 2025.  “We seize opportunities to show up and hope for the best,” Oscar shared, “we have a plan, but we are also flexible.”Quality remains Al Xile’s key differentiator.  While initially sourcing all chilis from Mexico, they are now partnering with farmers to grow the exact varieties they need, enabling them to control the entire process from seed to jar.  They’ve embraced collaborations with local producers like Durant Olive Oil and created special products featuring Oregon-grown peppers for local events.

In Spring 2026, Oscar and Nora were accepted into Built’s Retail Accelerator program, which provided education and support to expand their retail footprint.  Today, Al Xile is available in over 60 locations across Oregon.  “We really appreciated the accelerator for its opportunity to learn and build community along the way,” they reflect.

Balancing Al Xile with their home renovation business, Oscar and Nora exemplify dedication and entrepreneurial drive.  As they look to the future, they are focused on continued growth, creating jobs and expanding Al Xile while staying true to their founding philosophy:  embrace the moment and move forward with confidence.

You can find more about Al Xile here: https://www.alxilepdx.com/
And follow them on Instagram here.