Celebrating National Hispanic Heritage Month in the Willamette Valley
Hispanic and Latino communities have a long, rich history in the Willamette Valley-from working in the region's vineyards and farms to opening their own restaurants and small businesses. This year, the Willamette Valley is excited to celebrate those cultures and contributions as part of National Hispanic Heritage Month, which takes place September 15-October 15, 2025.
As part of those efforts, we're excited to share the great work our Hispanic and Latino communities are doing around the Willamette Valley—and encourage you to learn more and support their ongoing efforts.
All across Salem, Woodburn, and Silverton, Latino-owned businesses reflect long-standing cultures and traditions—including taquerias, cider makers, bakeries, and more.
Get to know the Hispanic-owned businesses around Salem and Woodburn, check out one of our fairs and festivals, and get inspired to plan your next getaway.
The Gonzalez family launched La Familia Cider Company in 2017, quickly earning rave reviews of their hard ciders inspired by fruity agua frescas—refreshing fruit drinks popular in the family's native Mexico and throughout Latin America.
Today, La Familia's flagship taproom in downtown Salem is a popular community gathering spot, boasting 29 taps of regionally crafted cider—including a few of La Familia's own. Sharing the space is Azuls Taco House, which slings a creative mix of tacos with roughly a dozen protein options.
Pouring from Taps at La Familia Cider
Queso handmade and sold at Don Froylan Creamery
Don Froylan Creamery opened its doors to the public in Salem in March 2021—the culmination of more than 20 years of hard work that began in the kitchen of the Ochoa family's home in Southern Oregon.
We wrote about the creamery's rise over the years—a story that includes door-to-door sales, award-winning sales, and a new restaurant showcasing the best of the creamery. Today, Don Froylan serves quesadillas, nachos, taquitos, and more out of a colorful eatery in north Salem.
Salem's Xicha Brewing is the only Latino-owned-and-operated brewery in Oregon, producing regionally inspired takes on classic beers (like a guava-infused sour ale) and a food menu that spans tacos, tortas, pupusas, and more. Try it all in Xicha's colorful pubs in North Salem and Eugene.
Xicha Brewing, with two locations throughout the Willamette Valley, has earned acclaim for its wide range of excellent craft beers.
Photo by Joey Hamilton
The Willamette Valley is home to a large Hispanic and Latino population—one that has become an essential part of the region’s thriving wine industry.
In many cases, Hispanic and Latino families have launched award-winning wineries and that rank among the region’s top stops today. Given that strong presence, we take a look at a few groundbreaking Hispanic and Latino wineries in the Willamette Valley.
